If your charitable organization or nonprofit needs publicity, stop trying to convince the media how “newsworthy” you are. Instead, give media outlets what they want.
That’s great advice, and it comes from Dean Rotbart, a former Wall Street Journal reporter who is host and executive producer of Newsroom Confidential, the one-hour live radio program from KRLA 870 AM in Los Angeles that provides unique insights on journalists and public relations.
He spoke to the Pancreatic Cancer Action Network recently and offered these tips for a successful nonprofit media relations campaign:
- Approach individual journalists who may have a personal interest in your cause, in this case friends or family with pancreatic cancer or at least some form of cancer.
- Find strong advocates for your nonprofit who are famous, like celebrities or sports stars, and have them approach journalists on your behalf.
Rotbart speaks to nonprofit groups in Southern California about how to boost media coverage and does live workshops over the Internet.