“We have a worthy cause, but our press releases about it aren’t getting picked up anywhere,” says one of my subscribers. “What else can we do to get media coverage?”.
Nobody is screaming bloody murder over the cost of higher education even though colleges and universities are constantly growing in wealth as they charge steadily rising tuitions and at the same time lay off more and more employees.
Five Irresistible Publicity Elements for Non-profits
A photogenic scene. Your news item transforms from dull to dazzling when you think up a way to inject children, puppies, chocolate, dance, puppets, balloons or angry protesters into the mix. Color, action, comedy and cuteness all help attract cameras and punsters alike. Stay away from clichés like shovels at a groundbreaking or oversized checks being handed from a sponsor to a charity.
A challenge. Suspense or drama is the second ingredient that helps attract the media. This might take the form of a contest (who will win?), an attempt to break a record (such as the world’s biggest potluck dinner), a surprising comeback attempt (septuagenarians for Saturn High) or a fundraising wilderness trek (combating snakes, swamps and no sense of direction). And yes, publicity stunts still work.
A heartwarming story. Crown your “poster child” - a person, family, animal or place that embodies a feel-good story, about a triumph over adversity, a homecoming, opposites coming together, enemies reconciling, unlikely devotion or an amazing talent. Instead of issuing a dry, factual recital about your cause, entice the media with an emotional tale. Whatever tugs at the heartstrings has an excellent chance of capturing media attention, too.
A holiday tie-in. Holidays include not just Thanksgiving, Christmas and New Year’s but also Mother’s Day, Veteran’s Day, Martin Luther King Day, Passover, Earth Day and Labor Day. Many times a year, media people have to fill up pages or airtime with holiday-related stories that they would rather not come across as exactly the same as the previous year’s or as their competitor’s holiday-related stories. Create a connection between your cause and a holiday or season of the year, and you are helping the media do their job. And did you know you can create your own holiday? Simply choose a day of the year, come up with a name for the day, write up a blurb about your idea and submit it to Chase’s Calendar of Events, a standard reference book found in most libraries. That always seems to give your holiday an official status that makes the media want to share it with the public.
Resource Author Francisco R. Higueras
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