Don't think for a moment that the fragmentation of the media landscape means that you can ignore media outreach for your nonprofit. You have to be more diligent than ever about your online press room in order to attract the media. Make it easy, or risk turning off all those reporters, bloggers and other content providers who might mention you in an article or write about your accomplishments. Here is what you should include in your online press room.
While you might think about including information and contact info for your board of directors and key staff on your website, don't forget to include in your online press room clear information about who works with the media, and how to contact them. One of my pet peeves when I go looking for this information is to run into a form that I have to fill out and send in. This is very anonymous, and I may just forget the whole thing. Give media a phone number and a direct email address of someone to contact. Then make sure that the contact person can get back to the inquirer in a timely manner. That doesn't mean tomorrow. At least one person on your media team should be getting phone calls and/or emails 24/7.
Press releases are not dead just because the major newspaper in your city has gone out of business. Press releases are, indeed, more important than ever. They can provide information for anyone checking out your site...that means potential donors and supporters too...and they are great fodder for search engines. Sprinkle the press releases with searchable key words that relate to the work of your organization, and they may turn up in search results, thus leading people to your site. For starters, post your press releases in reverse chronological order in your online press room for easy reference.
3. Fact Sheets
Fact sheets are manna to reporters. Make them easy to read with lots of bullets. Make them printable so reporters can download them quickly. Avoid fancy HTML formats so that reporters will be able to cut and paste those great facts about you and those wonderful quotes from your clients or your leaders.4. Images, Charts, Video Clips
Media work in all formats. Almost all media will be running online material that can use everything from photos, to charts and graphs, to video. Designate an area within your online press room where these multi-media materials are available, permission free. Include lots of generic images of your organization's work that a reporter or blogger can download immediately. It is very frustrating to have to wait for an image or permission to use an image. Many media people are writing on the fly and need those materials right away. Make available several sizes and versions of your logo as well, plus those of any special campaigns that you are currently promoting. Check out the
American Red Cross Image Library.
