At the True Spin Conference on January 22nd, 2010, I had the opportunity to hear Holly Minch offer advice on how nonprofits can take full advantage of each piece of news coverage and use coverage to increase their visibility to supporters and donors.

Here’s what she had to say…

Many communication efforts fail because they target everyone. In reality, most outreach should target a specific group of people. Make sure you can define the allies you need so that you can focus message, resources and strategy where it counts.

Types of Media When reaching out to the media, do not limit yourself to the obvious. Consider all the different types of outlets available to you:

Choosing Spokespeople Choosing and preparing the best spokespeople for media work is as critical as proper message development. Environmental organizations typically want to pick one official spokesperson for all issues - usually the executive director or president.

Pitching Reporters

Sample Pitch Letter #1

December 9, 1998

Ilyse Veron NewsHour with Jim Lehrer

Fax: 703/998-1857

Dear Ilyse:

When do I use an advisory?

To announce an event, such as a press conference, which you would like the media to attend.

How do I write a media advisory?

When to use a press releaseTo let the media know about breaking news from a press briefing, the release of a report or other newsworthy event. A release can also be used to summarize a story or report contained in a scientific journal, or as background information. Releases should be written like the best of all possible "stories" coming out of your event.