Carolyn Manning, founder of The Welcome to America Project, had no idea that her sister-in-law had nominated her for a 2009 CNN Heroes Award. Then CNN called and put her and her nonprofit in the media spotlight, and on the national map.
Manning agreed that becoming a CNN Hero was a little like being picked for "American Idol," but she says, "What is important to me is the stamp of legitimacy that CNN Heroes provided our small organization and the refugee movement here."
The national exposure for this small organization, located in Phoenix, AZ, did not result in a flood of money, Manning points out, but it has brought in supporters who would not have otherwise known or cared about the nonprofit or the people it serves, as well as giving its activities priceless credibility.
The CNN Heroes program is testament to the media's interest in stories about nonprofit causes and people helping each other out. This interest may be one of the unexpected effects of all the bad news from the economy, plus the huge interest in public service that the Obama presidency has created.
All of these "feel good" stories have been amazingly effective in drawing readers and viewers (not to mention sponsors and advertisers). CNN Heroes has become a hugely successful celebration of public-spirited individuals. The top CNN Hero (chosen American Idol style through public voting) is honored each November with a star-powered prime-time special.
Other national media have followed CNN's lead with series such as NBC's Making a Difference, and ABC's Person of the Week. Meanwhile, stories about good causes show up in the articles and columns of national newspapers such as the New York Times and the Christian Science Monitor.
But the feel-good trend is not just in national media. We see these stories throughout our local media and all over the Internet. In a recession that has especially hurt charities, the interest of the media in these moving human interest stories is an unexpected bright spot.
Even so, getting attention from the shrinking, but highly diversified, press pool still takes persistence and creativity. Here are six tips for getting your share of the media spotlight:
- Don't Wait for CNN to Call
That's like waiting for lightning to strike to power your lights. Make friends with your local media: TV (don't forget programs on local PBS stations), newspapers (both daily and weekly), and radio (a local station, affiliated with a national outlet can be a conduit to a national story). Check out the business press in your hometown, the local college's newspaper, localized online websites and blogs, specialty publications, and freelance writers.
- Start Small
A small story, even an announcement about your special event or volunteer project, in a weekly newspaper could lead to interest from the local TV station. A local TV story could lead to its affiliate network's interest. A story on the local NPR station could lead to a national spot. Frequent and consistent contact with local media raises the odds of getting some great exposure.
- Tell a Riveting Story
CNN Heroes does not feature organizations, but people who are doing something extraordinary. That person has usually founded an organization, but it is the individual angle that often grabs media interest. Entrepreneurial efforts and small niche nonprofit groups appeal most to news media right now. An example is The Arizona Republic report on a group of visually impaired climbers who scaled Kilimanjaro to raise funds and awareness for the Foundation for Blind Children in Phoenix.
- Monitor and Communicate.
Monitor the national media to hone your eye for what makes compelling stories. Then track local newscasts, newspapers and magazines, and tune into local radio stations for examples of feel-good stories and for the names of reporters who cover them. Follow those reporters through their social media. Reporters use tools such as Twitter, Facebook, and their own blogs to communicate with readers and viewers.
Do not pitch reporters through their social media. Instead, use that media to understand what reporters are interested in. Then develop a pitch that is crafted to an individual reporter's particular needs. Deliver that pitch through email, mail, or a phone call, and only approach one reporter or media outlet at a time.
However, don't just send general information about your organization. Highlight specific people and specific actions. Emphasize what makes your story different, and how it is relevant to issues that are already hot topics. Unusual situations and stories that are relevant to current local or national issues are more likely to capture the attention of a reporter.
For instance, NBC's Making a Difference recently featured therapy horses used to help wounded and traumatized veterans. ABC's Person of the Week showcased the founder of the Prom Shop Project that provides free gowns to teenagers who can't afford them because of the recession.
- Make Your Website Media Friendly.
Once a reporter or blogger knows about you, the first thing they hit is your website. Set up a media or press room, stocked with news releases and fact sheets. Include links to media stories that have been done on your organization. Provide good contact information, including email addresses and phone numbers of people reporters can contact immediately. Respond right away to any interest by any media anywhere. Writers, bloggers, and reporters work on deadlines. If you don't respond right away, they will find another organization.
- Speak Up
Don't hesitate to communicate with the media, if you have a good, relevant and people-focused story to tell. The media are looking for feel-good stories. Yours just might be the right one.
Joseph Barbato, author of The Mercifully Brief Real World Guide to Attracting the Attention Your Cause Deserves, says:
This is not a time to be shy in media relations. If a small nonprofit has solid stories to offer, it should be aggressive in placing them. Nonprofits make the world a better place. Their efforts are even more important in tough times. Now is the time to renew efforts to call attention to their life-enhancing work.
