While plenty of nonprofit organizations strive to create the perfect story, at the end of the day, if no one hears that story, all that effort won’t matter. The key to getting people interested in a story is making sure that it’s going to reach the public. That means nonprofit organizations should be getting their story out to the public by tapping into media resources that can give the nonprofit a bigger promotional boost.
However, pitching a story to an outlet isn’t always easy, which means plenty of organizations these days don’t have the most successful PR strategies. Fortunately there are some tactics that nonprofits can utilize to improve their PR approach and pitching strategies in order to get more media attention.
Targeting the Right Outlets
A lot of the time, pitching a story to a journalist or outlet tends to be similar to applying for a job. Before people send out their job applications, they first have to research the position they’re applying for as well as the company itself. After that, the resume and cover letter have to be personalized so they can fit into what the company is looking for. Reaching out to media outlets and pitching a story isn’t too different of an ordeal.
That means a nonprofit organization should first research the journalists and reporters that talk about nonprofits. If the organization’s story falls under the outlet’s and journalist’s story criteria , the pitch can then be personalized further according to their tastes in order to get the most out of its publication .
Most PR professionals and marketers understand the importance of visual assets such as images and video content, especially in terms of getting attention from the general public or a target audience. The same thing is important when reaching out to media outlets, as according to research, about 80% of professionals in the media industry believe visual assets is one of the key ingredients in getting both their and their audience’s attention.
That means organizations shouldn’t limit themselves to text-based content for their pitches, and should instead stand out with high-quality visuals that will enable readers to get a better understanding of the nonprofit’s efforts. These visual assets should be easily accessible to the outlet so that the journalist doesn’t have to spend a lot of time collecting images or videos.
Finally, one of the most popular promotional tools is joining in a trend and capitalizing on whatever topic is currently being discussed in pop culture. In the same way that companies are able to create content such as tweets or memes that reference current events or other pop culture trends, nonprofits can join in on that strategy and utilize it to reach an even bigger audience.
Not only that, but if a nonprofit is strongly connected to a current trend, it’s going to have an easier time receiving positive media coverage. The story can be pitched to an outlet as long as it demonstrates how the organization relates to a trend.