Plug into news media to advance your cause

Critical to your nonprofit’s work of serving clients and securing support is to raise awareness about the need you address.

News media can help you deliver that message to a broad audience.

In NASCAR racing, using an aerodynamic strategy known as “drafting,” two or more cars can drive more quickly when closely lined up than a single car can drive on its own.

So draft onto news media.

Write opinion columns and letters to the editor for your newspaper and other publications that reach your audience.

Develop relationships with reporters, editors and news producers at your local print, broadcast and online news outlets.

Invite news outlets to use you as a source or resource when they are working on stories about the issues that are your focus.

Alert them to news or developments on those issues.

And try to schedule interviews on public affairs and talk shows on local TV and radio stations.

Raising awareness about community needs is essential to develop the long-term relationships and support your need to advance your mission and serve your clients.

Help news media help their audiences understand critical community needs.

Want help?

Philanthropy North Carolina is a consulting practice that provides writing and strategic communications support for nonprofits, foundations, colleges and universities, and others working for social good.

To find out more about hiring Philanthropy North Carolina to work with your organization to improve your communications, contact Todd Cohen at 919.272.2051 or

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