Be Careful What You Ask For

I was recently talking with a small, grassroots organization working on affordable housing. (Affordable housing in Massachusetts? What a concept!) He told me about his public relations nightmare. He circulated a press release about rising housing costs. A reporter from the local paper called and but didn’t want to talk to him. The reporter wanted to interview clients from member agencies that were directly impacted and he needed the contacts that same day. Unfortunately, grassroots guy was taken by surprise. He didn’t have any such contacts lined up and had to scramble to get some or risk loosing the story opportunity. Unfortunately, the person he was able to get on such short notice had a skeleton or two in the closet and made for an unfavorable story.

It’s easy to see how a grassroots organizer who is the head of public relations, volunteer coordinator, fundraiser, chief cook, and bottle washer could be caught off guard. But, for anyone who is experience in working with the media, this situation was completely predictable. If you’re going to court the press, you have to be prepared for success. With respect to this story, this means two things:

Lesson 1: If a reporter calls you, he or she will always be on deadline. That means you will have a very narrow window of opportunity to respond. If you don’t give them what they need in time, you could loose the story. What’s worse, they will remember your organization as unresponsive and may not consider you at all for the next story opportunity. The good news is that if you are well prepared you will be remembered as a reliable source and it will give you an edge over competing sources of news. First, the journalist’s schedule is not a mystery. Daily, Weekly, and Monthly publications all have their own rhythms. Many publications produce a media calendar and some of them list story deadlines. You can also just contact the publication and ask, probably the editor. They appreciate it when you try to make their life easier. Second, be available. Make sure they have your cell phone or pager number and return calls right away. Also make sure other key players in your organization are ready to respond promptly.

Lesson 2: Journalists don’t want to write about just dry facts. They want someone to quote and the closer to the center of the story the better. That often means they won’t want to talk to you. If they are writing about a lack of affordable housing, they will want to talk to someone who was directly affected by a housing crisis. Before you send a press release, think about who the journalist may want to interview and try to get them lined up in advance.

These two lessons aren’t all there is to know about working with the media, but if you take them to heart you will definitely improve your odds.

Good News/Bad News

At the intersection of the “enlightened self interest” of newspapers, corporate sponsors, nonprofits, and entrepreneur Greg McHale comes a new online service called “good2gether.” This service offers a platform for nonprofits to enter information about their cause, events, volunteer opportunities, etc. Through good2gether’s partnerships with media outlets like local newspapers, this content makes it way next to articles on their websites. For example, if there’s an article in The Boston Globe about heart disease, content from the American Heart Association could display right next to it. The service launched in June on Boston.com (the website for The Boston Globe) and is rolling out nationwide. Currently, more than 1,600 nonprofits from across the country are signed up.

What’s in it for the media partners? Well, it’s common knowledge that most “news” is bad news. When people read about a problem that engages them emotionally they want to know what they can do about it. People become frustrated being presented with all problems and no solutions. The nonprofit content offers solutions to the problems raised in news stories and makes readers feel better about the publication. But what really catches the media’s attention is the income potential. The “Do Good Channel” where the nonprofit’s information is displayed on their site can be sponsored by corporations looking to enhance their image or promote their Corporate Social Responsibility programs. Newspapers are hurting and this new source of income is really what catches media outlets’ attention.

What’s in it for nonprofits? Well, if you’ve already got all the website traffic and media coverage you want, maybe nothing. Otherwise, it could be a valuable way to attract more supporters among people who are interested in the topic (or they wouldn’t be reading the related article). The service is free, but does require a time commitment. Just like a website – the more fresh, compelling content you add the more it will do for you. Right now it may look like extra work but if it’s as successful as Greg McHale says it will be, it could actually save time in the long run. For perspective, my friend Lori Tsuruda, president of People Making a Difference, likes to compare the job of keeping online volunteer postings current to playing the carnival game “Whac-A-Mole.” Just when you think you’ve got them all updated, another one pops up. If good2gether infiltrates enough media outlets, you could enter all your organization, volunteer, event, and related information in one place and have it appear in multiple outlets. McHale has a good track record. He’s also the founder of cMarket – the online auction service for nonprofits. So, he just might make it huge. If not, Good2gether still offers a low cost way to spread your message.

The good news is, even if you never use this service, there are a couple of important lessons to take from it. The bad news is, it’s easier said then done. Lesson 1: Meet people where they are. If you’re trying to get attention, talk to people about what interests them. Be current. Be relevant. Too many organizations are essentially talking to themselves in their external communications. Also, look for opportunities to reach people at a time and place where they will be open to hearing your message. McHale calls this being “discoverable.” Lesson 2: Offer good news with bad. In other words, don’t be depressing. Any time you talk about a problem, let people know what you’re doing about it. Even if the situation is bleak, present a ray of hope.