Home » Idea Exchange » leadership » Real-Life Publicity Tips from Real-Life Nonprofit Leaders

Real-Life Publicity Tips from Real-Life Nonprofit Leaders

30 Jan 2008 NAMACStaff
Author: 
Corey Eubanks (editor)
"A good press kit will go a long way, but a follow-up call to touch base and see if the editor has any questions will very likely move your press kit from the middle to the top of a stack of countless, similar others. It makes a huge difference, and it probably takes five minutes."
- Autumn Labbe-Renault, Director of Operations, Davis Community TV, Davis, California

"Personal relationships are key for marketing and press. We meet with our main reporters regularly over lunch, we send them very detailed materials and always follow up with a thank-you card. Also - getting media sponsors is one of the best ways to get more coverage."
- Brian Newman, Executive Director, IMAGE Film and Video Center, Atlanta, Georgia

"It is critical to read people s columns or listen to their radio shows so you know what kind of content they are looking for. The publicist s challenge is to find the right hook for each journalist."
- Nancy Fishman, Freelance Publicist and Programmer, San Francisco, California

"What s the point of publicity, beyond filling seats? For us, it s sustaining a picture of a vibrant, lively, healthy organization that businesses and individuals will be happy to give money to. So a part of our publicity plan is getting coverage for projects and activities that we hope will get people excited and wanting to participate."
- Krys Holmes, Publicity Director, Myrna Loy Center, Helena, Montana

The DO NOT List:

  • Do NOT send out a press release with typos, misspellings, or grammatical errors. Always spell-check and proofread.
  • Do NOT promise what you cannot deliver. Know what you have to work with.
  • Do NOT call a writer or editor who is on deadline. Learn the timelines of your key press.
  • Do NOT send out a mass email with everyone s address in the CC field. Always use BCC.
  • Do NOT be a press release factory. Focus your efforts on key messages and events.
  • Do NOT forget your follow-up calls. Contact your key press within a few days of getting your announcement out.
  • Do NOT just focus on the major daily newspaper. There are many outlets and audiences in every market.
  • Do NOT do your campaign at the last minute. It limits your options.
  • Do NOT forget to schmooze the press whenever you get the chance.
  • Do NOT give up. Next year, your story might be ripe for coverage. And remember: Today s intern is tomorrow s editor or producer, so work well with everyone.