Last week I organized a “nonprofit communications” training session in St. Cloud that covered the components of an organization’s story with a heavy emphasis on media relations. The session led by Teresa Morrow, corporate communications director for Bremer, was very well received with an overwhelming interest in a repeat session and an in-depth session.
Some of the participant comments included: “Extremely invigorating and thought provoking,” “Great ideas to help with media and ways to promote our nonprofit...,” and “Hearing the real-live examples of how to effectively deal with the media..”
Knowing your key messages is a general theme in the nonprofit sector as it relates to fund development, advocacy and civic engagement, public awareness and as it relates to media. So where does your key message begin?
That depends on the topic that is being covered; however, if it is generic in nature, such as an introduction to your organization, then your mission statement is critical. Within your mission statement is the fundamental purpose for your organization’s existence. A concise and relevant mission statement should answer the following five questions:
Who are we?
Who are our customers?
What is our philosophy?
What are our core competencies?
What are the concerns as they relate to our stakeholders?
As it pertains to the media, the importance of knowing your key messages and referencing those key messages throughout your conversation will increase the chances of news coverage that is intended. Organizations, whether they are for-profit or nonprofit, have little control over the message in the media. However, if you control what is said and repeatedly circle back to your key messages, the coverage received is more likely to align with your preferences.
In an effort to gain news coverage, it is important to build a good and credible relationship with the reporter. Avoiding the media during a crisis or providing false information could damage the relationship making it more difficult to gain coverage around positive events. Because reporters work under concrete deadlines, it is important to be responsive and work around their schedules. Media is interested in covering human-interest stories that attract readers or listeners.
Kathy Grochow, NRS, St. Cloud
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