Getting Publicity for Nonprofits
After scandals, expect careful scrutiny when seeking publicity
Scandals have hurt nonprofit groups which should expect media scrutiny when they want to get good publicity.
By Edward R. Van Herik
When it comes to getting publicity, many nonprofit groups have difficulty in figuring out where to start. They worry about what to say, who to call, how to follow up.
In fact, those questions are the same as those faced by any business, agency or individual who wants wider recognition. And, when it comes to getting publicity, nonprofit groups can take a page from their for-profit brethren. It all boils down to offering an interesting topic to the right reporter.
The Right Attitude
Some nonprofit groups, though, face an additional hurdle. Because they know they do good work, they expect others to recognize it, too. And, while a reporter may see what you see, that isn’t going to help them sell a story idea to their boss. All media today, newspapers in particular, are undergoing a vast change in their business model. While that doesn’t dictate every media action, it does keep journalists even more focused on producing stories with high reader or viewer interest.
So the process of getting media coverage for nonprofit groups is much the same as for any for-profit venture, but the task of preparing your organization for media coverage will require a different approach.
First, think about your audience. Journalists are trained to be objective, dispassionate, accurate and complete. Expect them to bring that mindset to their dealings with your organization.
Expect them to ask about the original topic you mentioned, as well as the size of the group, its history, current budget and accounting practices, partners, board members, procedures and success rates. Expect them to ask for backup verification materials. Expect them to be thorough.
Hurt by scandals
A wave of scandals has left the public and journalists less likely to take claims by nonprofits at face value. Articles about accounting difficulties, personnel problems and organizational confusion at nonprofit groups across the nation have left many wary. Critical articles have hurt some organizations’ fund-raising because of doubts about their abilities.
But, that creates an opportunity for well-run nonprofit groups to demonstrate their value to the community by showcasing their organizational skills as well as demonstrated evidence of their good work.
When a journalist asks scores of probing questions, they’re simply doing their job by making sure that what they tell the public is accurate. And all nonprofits seeking publicity have an obligation to credibly address those issues if they want favorable publicity.
