Media Relations for Non-profits: What Journalists Want You to Know
By Keagan Perlette
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Media relations can help non-profits raise awareness of their cause and connect with potential supporters. Effective media relations for non-profits not only earns coverage for individual stories but also establishes the organization as a leader in its community.
To help you improve your media relations strategy and earn more media coverage, Perch Communications sat down with a panel of journalists who shared their top media relations tips. Here are five keys to media relations for nonprofits that can help you get coverage in the outlets that reach your audience--straight from expert journalists who read pitches every day. |
5 keys to media relations for non-profits
1. Demonstrate value
When you pitch the media, you need to communicate why your story is meaningful or important to the audience you’re hoping to reach. Research each outlet’s demographics and the journalist’s beat—their topic of expertise—to understand what types of stories they usually cover. Show journalists that you have their audience in mind by stating why your story provides value to their audience specifically.
Journalist and producer Devon Murphy says, “You can tell right away if whoever's pitching knows the audience almost as well as I do, which makes me feel confident they're going to provide a story that’s going to benefit my reader.”
2. Make your story relevant
A new initiative or campaign launch is big news within your organization. However, a media pitch needs to highlight why your story is relevant to the audience you’re trying to reach. Answer the questions “Who cares?” and “Why now?” to strengthen the angle of your story in your press release and the pitch.
Find ways to tie your story to current events or industry trends. If your story is evergreen, focus on human elements and emotional connection to make the story matter to the journalist and their audience. “Don’t just pitch your CEO to be interviewed about the work you’re doing. A story is more interesting when you have someone with lived experience speak to how an initiative will impact them,” says journalist Sara King-Abadi.
3. Create a well-structured pitch
Journalists and editors get hundreds of pitches in their inbox each week. Make sure yours stands out with a strong subject line and continue to refine it as you pitch the media. Personalize your pitch email by addressing the individual by their name and including details about how your story connects to their area of interest. Structure your media pitch with a strong hook in the first line that immediately communicates the most interesting or urgent aspect of your story.
4. Build an authentic relationship
Media relations is a two-way street. You need coverage while journalists need interesting stories. Treat every interaction as an opportunity to establish a relationship with the journalist or the publication. Respect the journalist’s time by responding to them promptly and providing the materials they ask for if they do express interest in your story. If you haven’t heard from them after your initial pitch, send a quick follow-up via email after about a week.
“Remember that not hearing back is not personal. The journalist is likely very busy,” says writer Keagan Perlette. “When following up, briefly reiterate the value of the story and note the resources you have on hand—like interviewees—that can help the journalist get the story off the ground.”
5. Strengthen your narrative
Media relations for non-profits is a long game. “Every pitch is an opportunity to build a narrative around your organization or cause,” says Devon. “When you get coverage, it contributes to your organization’s broader narrative over time—and that will eventually become your legacy.”
Even if your story isn’t picked up right away, a good media pitch connects your story to an evergreen narrative while providing resources journalists can use in the future. “Maybe you pitch a source that’s not a great fit right now, but down the line, the journalist might want to use them for a different story,” Sara says. This helps keep your organization relevant, even if you’re not actively pitching.
When you pitch the media, you need to communicate why your story is meaningful or important to the audience you’re hoping to reach. Research each outlet’s demographics and the journalist’s beat—their topic of expertise—to understand what types of stories they usually cover. Show journalists that you have their audience in mind by stating why your story provides value to their audience specifically.
Journalist and producer Devon Murphy says, “You can tell right away if whoever's pitching knows the audience almost as well as I do, which makes me feel confident they're going to provide a story that’s going to benefit my reader.”
2. Make your story relevant
A new initiative or campaign launch is big news within your organization. However, a media pitch needs to highlight why your story is relevant to the audience you’re trying to reach. Answer the questions “Who cares?” and “Why now?” to strengthen the angle of your story in your press release and the pitch.
Find ways to tie your story to current events or industry trends. If your story is evergreen, focus on human elements and emotional connection to make the story matter to the journalist and their audience. “Don’t just pitch your CEO to be interviewed about the work you’re doing. A story is more interesting when you have someone with lived experience speak to how an initiative will impact them,” says journalist Sara King-Abadi.
3. Create a well-structured pitch
Journalists and editors get hundreds of pitches in their inbox each week. Make sure yours stands out with a strong subject line and continue to refine it as you pitch the media. Personalize your pitch email by addressing the individual by their name and including details about how your story connects to their area of interest. Structure your media pitch with a strong hook in the first line that immediately communicates the most interesting or urgent aspect of your story.
4. Build an authentic relationship
Media relations is a two-way street. You need coverage while journalists need interesting stories. Treat every interaction as an opportunity to establish a relationship with the journalist or the publication. Respect the journalist’s time by responding to them promptly and providing the materials they ask for if they do express interest in your story. If you haven’t heard from them after your initial pitch, send a quick follow-up via email after about a week.
“Remember that not hearing back is not personal. The journalist is likely very busy,” says writer Keagan Perlette. “When following up, briefly reiterate the value of the story and note the resources you have on hand—like interviewees—that can help the journalist get the story off the ground.”
5. Strengthen your narrative
Media relations for non-profits is a long game. “Every pitch is an opportunity to build a narrative around your organization or cause,” says Devon. “When you get coverage, it contributes to your organization’s broader narrative over time—and that will eventually become your legacy.”
Even if your story isn’t picked up right away, a good media pitch connects your story to an evergreen narrative while providing resources journalists can use in the future. “Maybe you pitch a source that’s not a great fit right now, but down the line, the journalist might want to use them for a different story,” Sara says. This helps keep your organization relevant, even if you’re not actively pitching.
Get support with your media relations strategy
Perch Communications helps small non-profit teams earn media coverage that makes an impact. From establishing a narrative for your non-profit to building relationships with journalists and crafting powerful pitches, Perch can support every stage of media relations for non-profits. Ready to get started? Book a free consultation.
