1. TELL ME A STORY
How to Get Media
To Write About Your Nonprofit
Judy Crawford, President
Crawford Communicates

2. What’s the story?
 Timing is everything
 Get outside your organization
 Find a unique angle
 Relate to your audience
 Use a memorable character or group
 Grab attention with the lead
 Raise visibility with high-profile
spokesperson(s)

3. Generate ideas
 Start a file of favorite stories, columns, blogs,
video, podcasts, etc. featuring nonprofits
 Ask questions within your organization to
identify stories with a news or human interest
“hook”
 Think of story ideas to piggyback on timely
events already being covered
 Brainstorm, brainstorm, brainstorm with co-
workers, family and friends

4. Success stories
 Stephen Colbert challenges Jimmy Fallon to
raise $26,000 for DonorsChoose.org
 Harlem’s ‘Gospel for Teens’ grabs 60 Minutes
spotlight
 Channel 3 finds prom magic in
‘The Cinderella Affair’ for Tempe girls
 ‘A Guy Like Jerry’ captures hearts in Laurie
Roberts column
 Newspapers statewide follow Mongolian
scientists on Arizona tour

5. Media nightmares
 60 Minutes exposes half-truths of Three Cups
of Tea author and philanthropist Greg
Mortenson
 National columnist reveals that Candie’s
Foundation pays spokesperson Bristol Palin
eight times what it donates to teen pregnancy
charities
 The New York Times reports that Madonna
ousts board of her Raising Malawi charity due
to mismanagement

6. Crisis communications 101
 Anticipate negative media coverage
 Prepare a written statement immediately
 Alert your director and board members
 Respond to ALL media requests
 Don’t avoid the media – they will find you
 Develop talking points for your spokesperson
 Refer the media to authorities when
appropriate
 NEVER lie to a reporter!

7. The News Release
 FOR IMMEDIATE RELEASE
 Contact information and Website URL
 Headline (sometimes with subhead)
 Dateline (location and date)
 Body of release
 “Boilerplate” information about organization
 ###
 How to access images and/or video (B-roll)

8. The 5 W’s (and an H)
 Put the who, what, when, where, why and how
in your lead paragraph
 Use the “inverted pyramid” writing style
 Study well-written articles and mimic their
style:
 Associated Press & Reuters for news items
 Feature stories/columnists for human-interest
stories
 Refer to the AP Stylebook for guidance

9. ‘Inverted Pyramid’ style

10. Get their attention
 Start with short greeting that offers to arrange
interviews and includes Website link
 Write a strong, captivating lead
 Embellish the story with images, charts, video
(B-roll)
 Add a short, bulleted fact sheet
 Avoid e-blasts, address individually
 Consider paid wire distribution when a major
story

11. Build relationships with media
 Get to know the media most likely to cover
you
 Learn the names of reporters who cover
beats most significant to you
 Read/watch/listen to their stories
 Arrange a short meeting to introduce yourself
 Find ways to meet again (with your director)
 Send your publications, invitations and other
items of interest to reporters

12. Build relationships with media
 Follow personnel changes at media outlets
 Develop a “virtual” media kit on your Website
 Capitalize on breaking news to promote your
organization
 Make yourself available to media 24/7
 Thank a reporter for his/her coverage (never
nitpick over minor inaccuracies)

13. Pitch perfect – do’s
 Start with an e-mail and personal greeting
 Keep your pitch tight and focused on how the
story might interest this particular reporter
 Make your first sentence count
 Limit your pitch to 3-4 sentences
 Offer to arrange an interview with a key source
 Get OK from source and find out his/her
availability in advance

14. Pitch perfect – do’s
 Include cell number to “reach me anytime”
 Close by saying you will follow up by phone
 Know the facts of the story – be ready!
 Be confident you are providing news the
media outlet will want
 Wait a couple of days and follow up by phone
 Refer to your e-mail as an opener

15. Pitch perfect – don’ts
 Call when a reporter is on deadline
 Simply ask if he/she received your e-mail
 Say the reporter will “miss out” by not covering
your event
 Act like the journalist “owes you” for any
reason
 Treat the journalist like a buddy – be
professional!

16. Pitch perfect – don’ts
 Pitch several reporters at the same media
outlet about the same story
 If your first choice isn’t interested, ask who
else you might call
 Make a weak pitch because your director or
board member has asked you to

17. Tell Me a Story
Thank you!