Five Good Ideas about creating partnerships with media
Can’t get the media to pay attention to your organization? One of the most frustrating tasks for non-profit groups, regardless of their size, has been to get reporters to cover their stories and tell the public about some of their great initiatives. To deal with this problem, more and more groups are forming unique partnerships with media organizations aimed at better connecting them with their communities, increasing awareness of their activities and helping in fundraising. What’s more, it’s often the media organizations – not the non-profits – that are bringing these new ideas to the table. Bob Hepburn, a columnist and corporate communications specialist, shared his ideas on the dos and don’ts on how to pitch journalists and how to build new and innovative partnerships with the media.
Five Good Ideas
- Connect with the gatekeepers
- Go local with good, strong examples
- Don’t wait for a crisis
- Propose realistic and relevant solutions
- Be flexible
Five Good Resources
- Marketing Magazine covers Canada’s marketing industry and provides reports on recent trends in public relations, advertising and marketing.
- IABC/Toronto is one of the largest chapters of the International Association of Business Communicators and holds seminars and provides advice in corporate communications and public relations.
- International Newspaper Marketing Association provides insights and analysis of innovative and effective programs to reach targeted audiences.
- Marketwire is one of Canada’s leading news distributors, providing press release distribution, newswire services and online media monitoring.
- Gray, Jim (2010). How Leaders Speak: Essential Rules for Engaging and Inspiring Others. Dundurn Books.