From Joanne Fritz,
Your Guide to Nonprofit Charitable Orgs.
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Katya Andresen, author of the provocative book, Robin Hood Marketing: Stealing Corporate Savvy to Sell Just Causes, says that reporters ask three questions when they evaluate a "pitch":

• Why now?
• Why is this news?
• Who cares?

Usually when a nonprofit approaches a reporter, the story probably is not breaking news, and may not appear relevant and newsworthy at first blush. Andresen suggests the following tactics to overcome our stories' shortcomings and to make them appealing to a reporter.

• Give the reporter an exclusive. If a media outlet receives an important story first, it might consider it big news because they will have a "scoop" that makes them look good.
• Make it different or unusual. Stories that are new, novel, or original are news because they have the "gee whiz" factor. That may land the story on the front page or at the top of the hour.
• Involve a big name. Our culture seems obsessed with the famous, so adding a celebrity to your story can make it interesting to the right media.
• Be at the extreme. Any kind of superlative that can be used in the story--first, biggest, smallest, oldest--can provide the "gee whiz" element.
• Play up the stakes. Conflict or controversy is news. Media love stories with protagonists. The battle between the two sides creates drama and emotion, elevating a, perhaps, ho-hum issue to an appealing story.
• Be part of the solution. The media hear a lot about the negative impact of the issues we seek to address. If we can position our cause as a rare "good news" story, it will be an attention getter. If your organization has come up with a solution, let it be known.
• Put a face on the story. Compelling human-interest angles of any kind are news because journalists are always looking to put a human face on their stories.
• Make it local. A local angle on a national news story is news to media in our own community. Move fast, however, since that national news story will be old news tomorrow.
• Provide pictures. Newspapers and magazines love photos, and television reporters have to bring in visuals to get a story on the air. Let the media outlet know that photo opportunities are available. If dealing with a small publication, have some photos of your own to contribute.

Adapted from Robin Hood Marketing: Stealing Corporate Savvy to Sell Just Causes, Katya Andresen, 2006, Jossey-Bass.