For NGOs, communication is a key tool, as gaining public attention, reaching supporters and promoting social change depend to a large extent on well-executed communication. In this process, effective cooperation with the press is a key element. But how can a well-written press article help raise the profile of your organization? How can you ensure that your organization's message really gets across? Orsolya Hering, communications and PR consultant, answers these questions in her article.
When an NGO actively communicates with the press, it gives its messages the opportunity to reach a wider audience. Public involvement is often key, as a well-written article or interview can activate the audience - whether it is about recruiting volunteers or fundraising, but also about shaping attitudes.
Does a press article help to raise awareness?
A well-written press article can certainly help to raise awareness. By reaching out to the media, the message can reach a wider audience, which is particularly important if your aim is to make a difference in society or increase the number of supporters. Campaigns, events, or appeals that encourage active participation can be more effective if they are communicated through the press, as media coverage can give legitimacy to the initiative and mobilize new audiences.
Reaching a wide range of the press can not only increase visibility but also the credibility and prestige of the organization. Newspaper articles appear as editorial content, which means third-party validation. For the audience, this lends more credibility than a paid advertisement or paid PR article.
In addition, press coverage can also be useful for SEO (search engine optimization) purposes. Backlinks from trusted sources increase the authority of your organization's website, thereby improving search engine rankings.
What is the secret to a good press release?
The role of press releases is to communicate your organization's current message in a short, concise, and attention-grabbing way. A good headline immediately grabs the journalist's attention, while the lead briefly summarizes the most important information.
Let's look at what makes a press release successful:
A clear and concise message: journalists have little time, so the first sentences should make it clear why the topic is important. The time, place and relevant details of events should be included. The five key questions should always be included: Who? What? When? Where? Why?
Clear contact details: it is important for journalists to be able to reach the right person if they have a question. Always include contact information at the end of the press release.
Personal stories, facts, and statistics: they help to give credibility to the organization's message and build an emotional connection with readers.
Speaker and quote: a statement or opinion from a staff member or expert that authenticates and reinforces the content of the press release.
In addition, visual content, photos and videos can also increase the chances that a release will achieve the desired impact, so don't forget.
The communication is attached as an editable Word document, but after a short introduction, you can also include the text in your email body. Illustrations are ideally sent as a downloadable link, otherwise they are attached.
The timing of sending out a communication is also a function of the general news cycle. Pay attention to who/what is being covered in the media. For example, on the day of the US presidential election, do not issue your own press release. If it contains an invitation, it should be sent out 2 weeks before the event, otherwise 1 week. For print, pay attention to weekly/monthly deadlines.
But what makes it news?
Newsworthiness is the property that determines how worthwhile an event or information is to be published in the press.
The following factors contribute:
Novelty, sensationalism: an event is newsworthy if it involves something new and unexpected that attracts people's attention.
Geographical proximity: the proximity of events increases the news value because people are more interested in what is happening in their immediate environment.
Importance: the weight, impact, relevance and consequences of an event also determine its news value, especially if it affects a wide range of people.
Familiarity and influence of participants: the participation of well-known or influential people increases the news value because people are curious about them or their expertise.
Timeliness, topicality: the freshness of the event, the role of timing is critical because the latest news is more likely to attract interest.
Conflict, damage, degree of norm violation: the news value of the event increases if it involves significant conflict or damage because it is more likely to attract people's attention.
It is very important to be able to address the issue of newsworthiness objectively in the organization. We may be very happy that hundreds of people have downloaded our new app, but it will not be of interest outside the organization. However, if it all happened in a minute, it is clearly newsworthy and worth sharing.
But journalists need not only information, they also need good stories to grab readers emotionally. If you want to know what a good story is, read this article!
How do you deal with the press?
The key to successful cooperation with the press is credibility, transparency and constant communication. Building a partnership with journalists takes time and effort, but pays off in the long run.
The first step is for your organization to regularly and proactively inform journalists about important events, messages and news. It is worth sending them valuable, well-prepared information. After a good press release, an interesting topic suggestion, a useful expert background piece or a successful media event, journalists are likely to come back to us for more on similar topics. We can make sure that our organization is the first to jump out as a subject matter expert and that this positioning reaches readers. It is worth compiling a press list and updating it regularly to keep in direct contact with journalists, but also feel free to use the central email addresses of editorial offices. Long-term cooperation between NGOs and the media can be established if the foundations are properly laid. Regular contact and transparency are important building blocks of this relationship.
Is there realistic hope for an impact through the press?
The press is an influential platform, but not a guarantee of success. It's important to be aware that the media's pendulum swings are high and can only be crossed with content that is genuinely attention-grabbing and relevant to the news. It is therefore essential that your message is well thought out, clear and innovative, and meets the criteria detailed above. Media presence is not an end in itself, but a means to get the message to the right audience.
The media is autonomous, we cannot have full control over what is presented, but there are means to influence the content. Once again, one of the most important things is to formulate a clear message in the press release, in a precise, transparent and easy-to-digest way.
Working with the press is not only a tool but also an opportunity for NGOs to make their voice heard more widely. For this to be successful, it requires planning, strategic thinking and a conscious and systematic exploitation of the potential of working with the media. If done well, the media can have a real impact on the success of the organization and the achievement of its objectives.
Author: Orsolya Hering