saja.org :: tips for nonprofits

1:02 PM EDT, Sun, Jul 6, 2008

NONPROFITS: Getting Your News in the News

Tips for nonprofits looking to get more exposure among journalists
As you know, public relations is not a focus are for SAJA. But we do take an interest in improving communications between community organizations and the media. The following tips are presented to help that effort.

Send your tips & feedback to saja@columbia.edu
updated: Aug. 13, 2004

Dealing with the PressNonprofits and PR
http://www.bizjournals.com/seattle/stories/2002/05/20/focus21.html

"Regionalize" your story
http://www.vdcom.com/articles/publish/article_61.shtml

Newsletters & PublicationsTen newsletter tips
http://www.realworldpr.com/articles/newsletter_art.htm

Writing Press ReleasesTips from What's NextOnline
Top 10 Tips for Better Press Releases
http://whatsnextonline.com/wno/newsletter4.html

"Press Releases are a Waste of Time"
http://whatsnextonline.com/wno/newsletter9.html

Almost automatic press release creator - try this!
http://www.newstips.org/interior.php?section=PR%2BTips&main_id=141

Grammar and style help for press releases
http://www.newstips.org/interior.php?section=PR+Tips+Sub&main_id=173

How to Prepare Releases That Get Results -- and Win the Respect of Journalists
http://www.newstips.org/interior.php?section=PR+Tips+Sub&main_id=14

"Bulletproof" releases
http://www.realworldpr.com/articles/pressrel_art.htm

See recent nonprofit press releases
http://www.prweb.com/byindustry.php?prcatid=31&offset=480

Understanding the MediaGlossary of media terms
http://www.pt3.org/mediakit/tools/glossary.html

Other ResourcesCommunity Media Workshop - excellent resource
http://www.newstips.org/

Valerie Denney Communications - several tips
http://www.vdcom.com/articles/publish/pr_tips.html

Dan Gilmor's note, "Dear PR People" -
not supposed to be for nonprofits, but very useful
http://www.siliconvalley.com

Top Dont's for PR People

Never send press releases as attachments (you might send a virus). Many journalists automatically delete them. Always make them in-line messages - ie, cut-n-paste them into the body of your msg.

Make sure the e-mail you send is plain-text - and doesn't use fancy graphics and/or fonts - many e-mail readers won't pick them up. Make sure in Word you don't have your "smart quotes" turned on (see tip)

Don't pitch topics that a particular journalist does not cover. Take the time to familiarize yourself with his or her work.

Don't always cold-call journalists, try e-mailing them first.

Don't make your subject lines cryptic. Don't just say "hello" or "Press release." Make them informational.

Don't send e-mails from accounts that only display your first name or a nickname. Make sure both your first and last names are visible in the "From" line.

Don't send gifts.

Don't expect your stories to be automatically covered. Take the time to network and build relationships.

Top Do's

DO SIGN UP for the SAJA E-mail Lists (especially the articles one) so you can keep track of what kinds of stories journalists write.

DO SIGN UP for the free DesiOrgs mailing list - a great way to network with South Asian nonprofits.

DO ATTEND the SAJA Convention each June in NYC - which attracts 1,000 journalists and non-journalists, with plenty of networking opportunities. Selected nonprofits also can display their material, provide speakers for panels, etc.
See details.

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