Media Relations Strategies and Resources for Neighborhood Networks Centers and Consortia

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As Neighborhood Networks consortia and centers develop into active and sustainable organizations, it is essential that they continually build support from other members of the community. Consortia and centers can utilize local media outlets to generate interest in their activities and events among funders, partners, members, and volunteers. Working with local media to get information about your Neighborhood Networks consortium in the news helps:

	Spread the word.
	Build community support.
	Increase your membership.
	Raise money.
	Bring people out to meetings and events.

The Benefits of Media Coverage

The potential benefits of media coverage for your organization are immeasurable. While press coverage increases general awareness of Neighborhood Networks consortia and centers in their communities, it can also lead to specific opportunities in the areas of fundraising, partnership development, and membership recruitment. Existing consortia have developed partnerships with corporations and other entities that first learned about their work by reading a newspaper article about a consortium event. In these cases, the partnership opportunities may never have been available to the consortia had the articles not been published.

As Neighborhood Networks consortia develop relationships with the media, they should maintain updated press files with copies of every published article about the organization. These can be included in newsletters, posted to consortium Web sites, added to grant proposals, and used in almost any form of outreach. Remember—press coverage not only increases awareness of Neighborhood Networks consortia and centers but also adds credibility to their efforts and accomplishments.

There are several effective methods of communicating with media organizations to promote Neighborhood Networks consortium activities, including phone calls, press releases, media advisories, and pitch letters.

Developing a Media List

The first step to developing a relationship between your organization and the local media is to develop a current media list. This list can be used when making pitch calls and distributing media advisories, press releases, and pitch letters. You can research local media outlets and get updated contact information at your local library, on the Internet, and in phone directories. Once you have developed a list, call each media organization to verify that the contact information is correct and to determine which reporter or editor is best to contact. Get e-mail addresses whenever possible, since e-mail is a fast and convenient way of contacting media outlets.

Remember to consider all types of media outlets when developing a media list. Consortia and centers should research specialized media, like college newspapers, community papers, and publications produced by professional associations, faith-based organizations, and local clubs. These media outlets might be more likely to publicize information about Neighborhood Networks consortia and centers than major newspapers, radio, and television stations.

Making Pitch Calls

One of the best ways to inform local media about your organization is to make pitch calls. To ensure that pitch calls are effective, keep in mind that reporters and editors do not have a lot of time to listen to your pitch. Keep it short and know in advance which are the most important points to get across. Also, be enthusiastic and show the person listening exactly why your story is significant and timely. Neighborhood Networks consortia have the advantage of serving centers that have daily, immediate contact with populations in need. This makes the work that consortia do in their communities relevant and noteworthy, so make that one of your selling points.

It is important to be considerate and helpful when making pitch calls to media organizations. Be mindful that reporters are often trying to meet tight deadlines, and if you sense that a reporter is rushed, offer to call back or send follow-up information. If you have time to get through your entire pitch, end it by asking if the reporter is interested in attending the event. If the reporter does not commit, and most will not do so over the phone, offer to send additional information. Although a pitch call may not elicit an immediate response, each call you make is an opportunity to increase awareness of your consortium and is a step toward creating relationships with local media.

How to Write a Press Release

A press release is a short document that provides information about your organization's current activities to newspapers, magazines, TV, and radio stations. After sending a press release to local news agencies, they may use the information in a story, they might contact you for an interview, or they may not use it at all. Sometimes, if the press release is well written, it might get printed with only minor changes.

What is Newsworthy?

Neighborhood Networks consortia and centers should write press releases whenever a significant event or activity takes place in the organization. Examples of newsworthy occurrences include fundraising events, the election of a new board member, a new grant or partnership, and the launch of a community program. Consortia and centers should also send out press releases to announce the results of their efforts—like monies raised during a fundraising campaign or the outcomes of a new program. This type of information helps stakeholders understand not just the activities of the consortium, but also how those activities benefit the community.

Sample Press Release

The sample below contains the essential elements of a well-written press release. (Sections are numbered to correspond to descriptions provided below the sample. Do not number sections in actual press releases.)

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FOR IMMEDIATE RELEASE (1)
To: John Doe, City Times (2)
From: Future of Our Children Organization (3)
Contact: Jane Doe, (555) 555-1234 (4)
Date: April 15, 2005 (5)

OAKVILLE CHILDREN'S DREAMS OF A NEW PLAYGROUND COME TRUE (6)

New playground will be designed by the children and built by the community (7)

On Saturday, April 30, local children will gather at Green Park in Oakville to work with a group of artists to design a new playground. Green Park has been a forgotten corner of our city, with a high crime rate and poor community services for children. Working with a group of volunteers from the Future of Our Children Organization (FOCO)—a local nonprofit organization that works to bring services to city youth—children will be able to decide what kind of slides, swings, sandboxes and jungle gyms they want. (8)

This is the first time students are participating in a city project of this scale. Working together with artists and parents, the children will be able to create their ideal playground. Displayed at the event will be the playground design that the kids make over the course of the day's activities. This event—to be held at 1:00 p.m. at the entrance of Green Park—is the result of a lot of planning by park neighbors, who envision a wonderful new addition to the landscape at Green Park, located along Oakville River's shoreline.

James Mant, a world-famous playground designer, has been visiting Oakville schools to get to know the students and transform the wildest wishes of the students' imaginations into a dream playground to be constructed in this city's largest park. "Each student I've talked to has had the most creative ideas about how to make this playground something everyone will enjoy," said Mant. He added, "I am honored to be a part of such a worthwhile effort." Mant has designed many playgrounds that are both beautiful and functional. The new playground will fit seamlessly into the meadow and wooded slopes of the park. The main feature is a distinctive all-wood structure that will ramble across the park's lawn, with ramps, ladders, and slides linking play spaces on multiple levels. The children will feel like they're playing in a storybook tree house. (9)

FOCO has been working to bring quality services to Oakville children and their families for more than 30 years by bringing artists and the community together to create a better living environment. FOCO also has five community technology centers, where children and adults can have access to the latest technology. (10)

For more information about The Future of Our Children Organization and the Green Park playground project, visit www.OurChildrenOurFuture.org or call Jane Doe at (555) 555-1234. (11)

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The Elements of a Press Release Below are descriptions of the elements included in the sample press release above.

Writing Style

To maximize the chances of getting press releases published, Neighborhood Networks consortia and centers should be sure that press releases are clear, well written, and neatly formatted. They should be written in a formal journalistic style, in which the writer presents the main idea first and then provides supporting details. This style is useful because media outlets—particularly newspapers—receive countless press releases daily, work with tight deadlines, and do not necessarily have time to read press releases in their entirety. Also, consortia should not write press releases from the perspective of a member of the organization—they should instead write in third person and in a neutral tone. Finally, consortia should never submit a press release without first checking for grammar, spelling, and typographical errors.

How to Write a Media Advisory

A media advisory, much like a press release, serves to alert media organizations about an upcoming event. However, media advisories are shorter than press releases. While press releases tell the whole story, media advisories are designed to attract media to your event to learn more about your consortium.

A media advisory tells the 'who,' 'what,' 'where,' 'when,' and 'why' of an event. The description should paint a visual picture of the event and indicate who the speakers will be. Also, a media advisory should mention photo opportunity if there is going to be a chance to take pictures.

Distributing Media Advisories

To reach the maximum number of media outlets, Neighborhood Networks consortia and centers can post media advisories in daybooks. Daybooks are lists of activities and events that media are invited to attend. They are printed on a daily basis and are read only by media organizations, not by the public. To contact the editor of your local daybook, call your local bureau of newswire services, such as the Associated Press or Reuters. Consortia and centers should fax media advisories to the local daybook editor to be placed on the local daybook one week before, one day before, and the day of the event.

Sample Media Advisory

The sample below contains the essential elements of a well-written media advisory.

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[CONSORTIUM LETTERHEAD]

MEDIA ADVISORY

FOR IMMEDIATE RELEASE:
November 16, 2006

CONTACT:
Jane Donovan
(555) 555-1234

GOVERNOR SMITH SALUTES WEST CENTRAL VOLUNTEERS

Event Part of Pennsylvania Volunteer Day Celebration

Governor Althea Smith will join the West Central community in celebrating its outstanding local volunteers who made the New Visions Child Development Center an engine for positive change and brought valuable services to neighborhood families. Governor Smith has proclaimed Saturday, November 18, 2006, as Pennsylvania Volunteer Day. The event to be held at the Child Development Center is being hailed as a sign of the Governor's commitment to community service. She will honor the model of community service exhibited by volunteers, families, local businesses, and community leaders who volunteered together to make New Visions a success.

WHO: Hon. Althea Smith, Governor of the State of Pennsylvania

Community Volunteers: Kisha James, business leader; Gary Sweeting, parent; and Abbey Powell, community leader

City Council members: John Casey and Francis Colletta

Sharon Burns, New Visions Child Development Center Founder

Marita Julio, Acme Inc. representative

WHAT: Organized in partnership with Springfield Community Services Center, Acme Inc., and volunteers from local neighborhood associations, the Pennsylvania Volunteer Day celebration will kick off a week-long food drive, as well as other service projects.

WHERE: New Visions Child Development Center 100 Brick Avenue Springfield, PA 19064

WHEN: 10 a.m. to 12 p.m., Saturday, November 20, 2006

Note: Governor Althea Smith will be available for photo opportunities and interviews from 10 a.m. to 11 a.m. at New Visions Child Development Center, 100 Brick Avenue, Springfield, PA. Call Jane Donovan at the above-listed phone number to schedule interviews.

WHY: The event will highlight the role neighborhood volunteers, including families, businesses, and local leaders have played in providing services to improve the lives of neighborhood families.

The Pennsylvania Volunteer Day celebration is modeled after National Family Volunteer Day (NFVD). NFVD is dedicated to celebrating and encouraging family volunteering as a national tradition that benefits every family member involved. Research has shown that neighbors helping neighbors can play a key role in creating connected communities and strengthening families.

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How to Write a Pitch Letter

A pitch letter is a document used to generate interest among news media outlets in a particular news story. For Neighborhood Networks consortia and centers, a pitch letter can be the first step in developing relationships with local television and radio stations, newspapers, and other media organizations. Pitch letters are often written as general introductions to an organization, and can accompany press releases, media advisories, and other documents written about specific activities or events.

Consortia and centers should send out pitch letters at least one month prior to any event or activity they wish to be covered by the media. However, you do not need an event to pitch to the media. Through a well-written pitch letter that contains an interesting "hook" or unique angle, you can interest the media in stories about your consortium that will have resonance as community or human-interest reports.

When pitching a news story to media outlets, be sure to enclose any other materials that might highlight the value of what you are pitching, i.e., stories that may have been written about your organization, photos, biographies of organization leaders, brochures, etc. The enthusiasm you feel about your consortium and its benefits to the community should come across in the letter. Once you have written your pitch letter, use it as a guide when doing your follow-up calls to the media. Your main message points should be clear and consistent, serving as a structure for anyone who will be expected to talk to a reporter about your consortium.

Sample Pitch letter

Below is a sample pitch letter that can be used to share information about your consortium with the media:

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[CONSORTIUM LETTERHEAD]

[DATE]
[NAME OF CONTACT]
[TITLE]
[NAME OF MEDIA ORGANIZATION]
[ADDRESS]
[CITY], [STATE] [ZIP CODE]

Dear [NAME OF CONTACT]: [NAME OF CONSORTIUM] is proof that community technology centers really can strengthen families and transform neighborhoods when they work together. Before [NAME OF CONSORTIUM] brought local community technology and learning centers together as partners in resource and partnership development, the centers were struggling just to keep their doors open. Each center had limited organizational capacity and suffered as staff members, community partners, and program participants came and went. Because of high turnover, inconsistent funding, and lack of support from the community, the centers could not reach their full potential in providing afterschool programs and workforce development training to their clients.

[NAME OF CONSORTIUM] was developed in [YEAR] to address the common challenges and needs facing the community technology centers in [NAME OF LOCALE]. Built upon the idea of strength in numbers, the consortium has worked to develop new funding opportunities, partnerships, and program curricula for its member centers. The mission is clear - to provide the resources necessary to make each participating center a viable, sustainable, and successful community organization that provides technology access, educational training, and other opportunities to the residents of [NAME OF LOCALE].

On [DATE OF EVENT], [NAME OF CONSORTIUM] will celebrate the success it has brought to its members and the clients they serve by having residents, partnering organizations, and other members of the community participate in the 1st Annual [NAME OF EVENT]. The event will illustrate how community technology centers provide opportunities to their clients and improve their communities. This promises to be a great event for [NAME OF LOCALE] and we would love the opportunity to share more details about the event with your readers [or viewers or listeners, in the case of TV and radio].

We hope you'll share this news with your readers [or viewers or listeners, in the case of TV and radio] as more and more residents of [NAME OF LOCALE] benefit from the work of [NAME OF CONSORTIUM]. Our goal is that people will read about our organization and be motivated to get involved with their local community technology centers. In fact, we hope more community technology centers will be inspired to join [NAME OF CONSORTIUM] as they learn the benefits of what they can achieve by working together.

In the next few days, we will call you to see whether or not you may be interested in speaking with representatives from the centers involved in [NAME OF CONSORTIUM] and residents of [NAME OF LOCALE] whose lives are being improved by the programs offered by our members.

Thank you for taking the time to review the enclosed materials. If you have questions or need additional information, please call me at [YOUR CONTACT NUMBER].

Sincerely,

[YOUR SIGNATURE]
[YOUR NAME]

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Following Up

Neighborhood Networks consortia should always make follow-up phone calls after distributing press releases, pitch letters, and media advisories. Every effort made to reach out to local media is an opportunity to make others more familiar with your consortium. But do not be discouraged if you have to make numerous contacts with each organization on your media list before a reporter or editor bites on your story. Developing relationships with local media organizations requires patience, persistence, and a long-term commitment, but the rewards of media exposure can be invaluable for Neighborhood Networks consortia and centers.

Online Media Relations Resources for Neighborhood Networks Consortia and Centers:

1. Managing the Media

This media relations guide was published by The Community for Creative Non-Violence and explains how to develop a media team, strategies for interacting with media organizations, and tips for planning a successful media event.

2. Profitable Public Relations for Nonprofit Organizations

The Chevron Foundation provides public relations resources for nonprofit organizations on its Web site. Included on the site are sample news releases and public service announcements, tips for understanding the needs of professional media, and a case study.

3. All About Public Relations

This Web site provides basic information about public relations, including a toolbox with sample documents and a glossary of commonly used public relations terms.

4. How to Conduct Public Relations for a Nonprofit Organization

This is a nine-step process for developing a public relations plan for a nonprofit organization.