How can nonprofits collaborate with journalists to tell their stories and raise awareness?

1 Identify your goals

Before you approach any journalist, you need to have a clear idea of what you want to achieve. Do you want to raise awareness about a specific issue, campaign, or event? Do you want to showcase your impact, expertise, or innovation? Do you want to influence policy, public opinion, or behavior? Having a clear and realistic goal will help you craft your message, target your audience, and measure your results.

2 Research your options

Not all journalists are the same, and not all media outlets are suitable for your story. You need to do some research to find out who covers your topic, sector, or region, and what kind of stories they are interested in. You can use online tools, such as Google News, social media, or databases like Muck Rack, to identify potential journalists and media outlets. You can also look at their previous work, their tone, their style, and their audience. This will help you tailor your pitch and avoid wasting time and resources.

3 Build relationships

Journalists are busy people, and they receive hundreds of pitches every day. You need to stand out from the crowd and build trust and credibility with them. You can do this by following them on social media, commenting on their work, sharing their stories, and offering them useful information or insights. You can also reach out to them personally, via email, phone, or in-person, and introduce yourself and your organization. Be polite, respectful, and concise, and show them that you understand their needs and interests.

5 Deliver on your promise

If a journalist accepts your pitch, you need to deliver on your promise and provide them with the information and materials they need to produce their story. You need to be responsive, reliable, and professional, and respect their deadlines and preferences. You also need to be prepared for questions, feedback, or changes, and be flexible and cooperative. You want to make their job as easy as possible and ensure that they are satisfied with the outcome.

6 Follow up and thank

After the story is published or aired, you need to follow up with the journalist and thank them for their work. You can also ask them for feedback, suggestions, or referrals, and express your interest in working with them again in the future. You can also share the story with your network, via social media, email, or newsletter, and tag or mention the journalist and the media outlet. This will help you amplify your reach, increase your visibility, and strengthen your relationship with the media.

7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?