How to secure media coverage for your organisation when you are not well-known

Securing positive media coverage about your charity or cause can be a serious challenge. We all know the drill: you want to get coverage, but you can’t think of anything important to share with the world. Journalists are always on the hunt for a juicy story, but if your charity is distinctly drama-free, it can be difficult to get their attention.

While it might seem hopeless, there are actually many ways to score that all-important media coverage. One of the best ways to score coverage is by hijacking existing news stories. When a big story breaks that’s related to your charity’s field of expertise, get in touch with your local journalist to let them know that you are available to comment.

Over time, you might even become that journalist’s go-to authority on a certain topic. The best way to make this happen is to think like a journalist: keep an eye out for stories, try to predict when they’re going to break, and make sure you’re available to comment when they do.

Another great way to get your name out there is through opinion pieces. These are usually articles written by experts and published in their name as the author (under their byline), on a topic that’s close to their heart. They don’t necessarily have to be based around anything currently in the headlines, as long as the topic is interesting enough. For example, the head of a charity that helps young people overcome homelessness might write an opinion piece about how young people are an invisible statistic in social reform debates, or an article debunking common misconceptions about young people experiencing homelessness.

Start by researching the publications relevant to your industry or subject matter, and figure out if they accept opinion pieces from external writers. Take a look at the kinds of topics they like to publish, and consider if you have anything interesting to add to the conversation. Chances are, you have a whole heap of opinions just waiting to be written.

Advice articles are similar to opinion pieces, but with an added benefit: they position you as an authority in your field. If you’ve been trusted to share your knowledge with a publication’s readers, chances are, potential volunteers, donors and decision makers will believe you’re worthy of their support.

Interviews and feature opportunities are another great way to get your name out there. Has your charity reached a certain goal? Has it got an unusual history? Do you have a member of staff who regularly goes above and beyond the call of duty? Chances are, there’s a journalist out there who would want to talk to you about it.

Many of my clients are completely unaware of the incredible stories they have at their fingertips, and the chances are that you are too. Have you ever triumphed during a challenging time? Did you build your charity from nothing? Are you making a difference that people didn’t know needed to be made? These are all starting points for incredible stories that a journalist would love to tell.

Phoebe Netto

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Phoebe Netto is the founder of Pure Public Relations, a PR firm for NFPs that focuses on outcomes, not output – it’s pure and simple. Pure Public Relations offers media relations, issues management and communication services, and has a reputation for securing excellent media coverage and an impressive track record for issues management.

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