Make the most of your media coverage

When news media run stories about your nonprofit, share those stories with your constituents, and use those stories to begin to build relationships with reporters, editors and news producers.

Post copies of print or broadcast stories, or links to them, on your website. Write about the fact that you were in the news, along with links to the stories, in email messages or newsletters to clients, donors, members and other partners, and in your annual report.

By sharing that news coverage, you give your own readers an opportunity to learn more about your organization.

And by thanking the reporter, editor or news producer who worked on the story, you can begin to cultivate a stronger relationship.

Stay in touch. Keep those news people up to date on what your organization is doing by sending news releases. When your issue is in the news, even on a national or international level, offer to be a resource. And when you see a good story by the reporter — on any topic — send a quick note complimenting the reporter.

A story about your nonprofit does not need to be a one-time occurrence with limited impact. By sharing the story on your website and other marketing vehicles, and cultivating your relationship with reporters and other news representatives, you can help make sure that story yields continuing value for your organization.

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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