9 TIPS FOR PITCHING THE MEDIA

Pitching the media can be a tricky balancing act. Along with competing with the good works of thousands of other charities, nonprofits need to come to terms with the fact that what is often relevant in their circle is not necessarily groundbreaking to the larger news media.

Short of a pulse-stopping news story, nonprofits can take a variety of angles to gain media exposure according to Author Katya Andresen, in her book Robin Hood Marketing: Stealing Corporate Savvy to Sell Just Causes.

• Provide an exclusive. Media outlets may assign more significance to a story if it can report it as an exclusive. Scooping the competition makes a station or publication look good
• Make it different. A story that is new, novel or original is news due to a “gee whiz” factor, which lands stories on the front page or top of the hour.
• Involve a big name. We live in a star-obsessed culture where celebrities can add pop to what the media would normal consider a less interesting story.
• Be at the extreme. Any kind of superlative helps, such as first, biggest, smallest, oldest.
• Play up the stakes. Most types of controversy or conflict are news. The media loves stories with a protagonist and antagonist and the drama and emotion each brings to an issue.
• Be part of the solution. The media often reports on the negative. Nonprofits can positions their causes as a “good news” story that provides solutions to an existing problem.
• Put a face on the story. Make a compelling human-interest case with a human face.
• Make it local. A national story given a local angle can be pitched to community outlets.
• Provide pictures. Great visuals always enhance a story for television and print media.