October 4, 2001 | Read Time: 2 minutes
How to Get Noticed by the National Media: Your Complete Guide to High-Impact Publicity
by Dick Jones and Jeff Lewis
Staff members at charities often feel frustrated by their failure to capture the attention of the national news media. But taking certain steps could substantially increase the chances of placement in high-profile news outlets, the authors write.
For one thing, small regional groups do not need nationwide name recognition to pitch stories to national news organizations, write Jeff Lewis, vice president of public relations and marketing at Mercy Health Partners, in Scranton, Pa., and Dick Jones, principal of Dick Jones Communications, in State College, Pa. The “trick” for such groups is perseverance, understanding what makes a good news story, and knowing what to do once you have one, the authors say.
It also helps to understand the value of high-profile publicity. Many charities pass up valuable opportunities to promote themselves because they do not have time to devote to national media campaigns, the authors write. Some nonprofit groups believe “things will take care of themselves,’” and that the reporter probably will call back. But in reality, they write, “your organization’s shot at 15 minutes of fame has been lost forever.”
The goal of this book is to help both small charities and large nonprofit organizations attain national publicity by providing step-by-step directions to conducting a national media campaign. It attempts to answer questions that public-relations managers commonly ask before embarking on campaigns; explains how national coverage can bolster fund-raising efforts and the delivery of services; discusses problems specific to regional organizations; provides tips on identifying stories with national interest and explains how to market and place them; and offers advice on working with broadcast media, using op-ed pages in newspapers, and conducting damage control.
Publisher: Trellis Publishing, P.O. Box 16141, Duluth, Minn. 55816; (800) 513-0115; fax (715) 399-0781; 154 pages; $19.95; I.S.B.N. 1-930650-42-6.
