I’ve been writing about this topic for a long time (In fact, this post from a while back still ranks high on search engines). So my team expected some comments, but we never imagined getting dozens, many with fierce opinions.

Between Facebook and LinkedIn, our content received 62 likes and 90 comments. Additionally, the emotions attracted the attention of PR Daily, the respected source for the PR industry. They used our blog as the starting point for their own article: “Dialing Disaster: Is Cold-Calling Journalists a Thing of the Past?”.

With so many PR pros and journalists engaging on these platforms, we decided to share some takeaways in this follow-up blog.  

First, here’s our LinkedIn post, which was met with mostly positive reactions from my network:

Within my private, Facebook membership-based groups, reactions were predictable. Since you can’t see them (unless you’re a member), here’s a summary:

From the private PR & Marketing Czars Facebook group:

This group is heavily composed of freelancer journalists and the PR professionals who pitch features and lifestyle topics to those journalists (think: 5 Must-have Gadgets for Your Budding Barista or 3 New Wellness Habits to Adopt Now). They churn out multiple stories per week and clearly don’t want phone calls disrupting their writing time. Some were open to getting phone calls from PR people, but only those with whom they’ve worked.  

It’s worth noting the journalists who didn’t comment – the ones who work at breaking news desks. We work with these producers, writers and editors a lot. And based on our experiences, they welcome phone tips offering expert commentary on news of the hour. We have many excellent relationships with these journalists, and many started with a cold call.

PR Pros and Journalists Sound Out About Phone Pitching

The excerpts below capture the dozens of comments on social media from PR professionals and journalists. For easy viewing, the negative sentiments – people who are against phone calls – have a red background while the positive sentiments – those who are open to calling – have a green background.

What PR Professionals Had to Say:

What Journalists Had to Say:

What We Learned From This Discussion: 

The majority of positive reactions came from PR professionals or journalists who want to make genuine connections and love the efficiency of a phone call follow-up – but only if it’s welcome. 

Negative reactions were mostly from journalists who prefer email to keep all their exchanges in one place and hate when cold calls interrupt them.

So what are do’s and don’ts for PR pros pitching stories to journalists?

Do your homework and ensure your news is relevant to a journalist’s beat(s) before even thinking of calling them.

Do send your pitch in an email first, even if you have a relationship and/or it’s clear that they welcome calls. They’ll appreciate having a written record of your pitch in case they forget something.

Do send a gentle follow-up email to remind reporters of a pitch they haven’t responded to. Reporters who don’t want calls often prefer this method to get their attention when your pitch is strongly aligned with their interests.

Do call reporters who have public newsroom numbers meant for calling in tips. Again, be mindful of their time and get to the point quickly – whether you get them on the phone or get sent to voicemail.

Don’t call a reporter if they make it clear they don’t want phone calls. They will likely block you.

Don’t waste a reporter’s time when granted the opportunity to call them – because it’s precious and they’re giving it to you! Skip the small talk and ensure they’re not on deadline before delivering your pitch as succinctly as possible.

Do build meaningful relationships with reporters if you want to earn calling (or even texting) privileges. Even if they want to stick to email, they’ll appreciate you taking the time to demonstrate your value as a source and may even reach out to you in the future!

Bottom Line

The insightful dialogue that came from this topic serves as a reminder that everyone has their own communication styles and preferences that they’re entitled to. 

As for us, we still believe in the almighty phone call for contacting the media and asking them to cover our client’s news story. 

Thank you to everyone on social media who engaged in this conversation. We appreciate all perspectives.

The post We asked PR pros and journalists their opinions on calling reporters. Here’s what we learned. appeared first on Michelle Damico Communications.

That was then. What about now? 

Do PR People Call Reporters Anymore?

Ever since email, direct messaging and social media hit the mainstream, I have heard – and wondered – this question time and time again. Even more so now that fewer journalists are working in offices, and those who do may not use the office phone. And don’t get me started on the difficulty of getting publicized phone numbers. Recently, the question surfaced in my mind again after reading a Wall Street Journal report, The Workers Who Do Everything on their Phones—Except Answer Calls.

So what’s the deal? Are PR people still calling reporters? Maybe not as many as 15, 20 years ago, but yes, the smart ones are still making those calls. And despite the hoops you have to jump through to get journalists’ phone numbers now, I assure you it pays to call them. 

Read on to learn about the benefits of calling journalists and tips on how to do it effectively.

Why You Should Call Reporters

With today’s ever-shrinking newsrooms — and attention spans — pitches are easily buried and forgotten in reporters’ email inboxes. Calling is the best way to learn what they’re working on and how you can help. Regular dialogue will help you find out if they received your pitch and if they’re interested in covering your client’s story. Plus, it takes mere minutes when you can reach them directly.

But wait — do reporters even want to be called? 

Most likely, yes, but only if you can prove you are helpful, know their beat and are cognizant of their deadlines. (See my tips on winning reporters’ favor — and a spot on their speed dial list.) 

It’s amazing how many times a reporter has thanked me for following up on a pitch or reminding them of an event via phone. It’s even more amazing how many times calling has saved my clients from missing key local TV and paper coverage for their events. That’s why I treat journalists’ phone numbers as my most valued currency as a PR professional. You should, too.

How to Reach Journalists By Phone

Unless you’ve worked with a reporter who’s volunteered their phone number or you’ve miraculously found it on a media database or website, it can be tricky to obtain those golden digits. But it’s not impossible. Let’s walk through a couple of scenarios and how to handle them for the best results:

Scenario 1: The Full-Time Staffer

This journalist reports to an office and likely has access to a work phone when not working from home. They may also be contacted via their newsroom’s main line.

How to Reach Them:

If you can’t find their office number in their outlet’s online staff directory, try the newsroom number (it’s usually on the same page). Once you call the main line, dial the extension for the staff directory or ask the newsroom receptionist to be connected to the reporter you want.

If they respond, make sure to be brief and tell them the subject line of the email pitch you sent so they can locate it easily in their inbox. Then, share your phone number and email address so they can get back to you. If they don’t respond, leave a voicemail with the same information. In some (rare) cases, you may have to leave your message with the receptionist or other staff who answer the phone.

Scenario 2: The Freelance Journalist

This reporter works remotely and writes for several outlets. They do not have an office phone number, but they likely have a personal website with different ways to contact them.

How to Reach Them:

Check Google or the freelancer’s social media bios for a link to their website. If you’re lucky, they’ll have their phone number listed there. But if not, your best bet is to fill out their website’s contact form, as they regularly check submissions for new clients and news tips. 

In either case, follow the same protocol we recommend for the full-time staffer. If the freelancer responds positively to your contact form message, ask for their phone number so you can remain a helpful source to them (and them to you!).

The Bottom Line

Picking up the phone is still the best way to follow up with journalists once you’ve sent off your first email pitch. And if you prove you’re a helpful source, they’ll often thank you for it! 

When you get your hands on their phone numbers, treat them as your most valued PR possessions. Always, always, store them somewhere secure and organized for later reference, such as a spreadsheet. If you have a working relationship with a few reporters, add their numbers to your phone. A phone directory with your favorite reporters can be a godsend when you’re working under tight deadlines!

The post Why I Still Believe in Calling Reporters — and Why You Should Too. Plus, Tips on How to Reach Reporters Effectively appeared first on Michelle Damico Communications.

In the nonprofit world, achieving your mission can often hinge on one thing: awareness. The more people know about your organization’s impact, the more buzz you’ll generate to support your programs.

 Public relations is a powerful tool to boost awareness. So in this post, we’ll guide nonprofit professionals on how to effectively develop PR strategies and tactics to attract media attention and get results.  

We recently shared these tips in a PR workshop we conducted for affiliates of Communities in Schools, a leading education nonprofit. While we provided tips to leaders in education, this guidance can apply to any nonprofit. 

Why Should Nonprofit Organizations Use Public Relations?

Before diving into the “how” we use PR, let’s address “why” public relations should be included in any marketing mix aimed at achieving your business goals. Public relations is a valuable tool for several  reasons:

• • Amplifying Impact: PR enables you to broadcast your organization’s work to a broader audience, ultimately increasing your impact and reaching potential donors, volunteers, and partners. See the news story that helped amplify impact for this human services nonprofit.
  • Building Credibility: Developing media relationships and securing positive news stories can generate goodwill and lend credibility to your nonprofit’s efforts. That helps reinforce trust among your stakeholders. PR builds trust that just doesn’t happen through paid advertising. A story about your organization in an independent media outlet provides third-party validation in ways that advertising just doesn’t. 
  • Showcasing Expertise: By positioning your CEO or executive director as a thought leader in your field, you not only enhance your organization’s reputation but also can attract attention from potential collaborators and supporters. This news story quoted our nonprofit client alongside the founder/CEO of Starbucks!
  • Engaging Stakeholders: PR can  engage your audience by sharing stories of your staff, program participants, and other stakeholders. This helps you attract and retain volunteers and donors. This news coverage showed how our client’s work benefited those they serve.  
  • Funding and Support: Well-executed PR efforts can inspire people to donate, volunteer, or become long-term partners with your organization. Our PR campaign helped catch the attention of one of the world’s top philanthropists. 
  • Local and National Visibility: Whether you’re looking to make waves in your local community or gain national recognition, PR can help you refine and test your messages, to help you identify ways for your messaging to resonate with your target audience.

Developing Your PR Strategy

Now that we’ve highlighted the importance of PR for nonprofits, it’s time to develop a winning strategy. We like to start by asking clients the following questions:

1. What Are Your Goals?  Identify specific objectives, whether it’s elevating your organization’s profile in local or national media, showcasing your executive director’s expertise through awards or contributed essays,  promoting staff or stakeholder achievements, or  to tug at donors’ heartstrings before a big e event or gala  by providing real-life stories of impact you make for those you serve.

2. Who Is Your Target Audience? Are there different interests, personalities, careers and demographics of the people you want to reach? Identify the media outlets they are most likely to follow or be interested in. Use the info you’ve gathered in your target audience list to identify media outlets likely to cover your news.

3. What Is Your Key Message? Craft a clear, concise, and compelling message that communicates your mission, achievements, and impact. Avoid jargon and use straightforward language that everyone can understand.  I often tell clients to create a message that your 6th grader will understand. What are the key proof points tha support your message? How do you bring your mission to life through the stories of those you’ve helped? Those impact stories are what makes your efforts and results unique. Your best stories will attract the most media attention!

4. How Will You Convey Your Message? How do you choose the best PR tactics for delivering your message? Should you write a  press release and send it to local journalists? Or will a short email message that we call a “pitch” sufficiently  interest a reporter or producer? Do you have great photos and links to include in a press release or pitch (images entice people to open your emails)? And if you are “pitching” your expert as a thought leader,  will you or your CEO offer to write a guest essay on an important topic?

5. Is Your Story Newsworthy? If you think you’re not the best judge about whether your story is newsworthy, ask other what they think? Get input from your team? Is the story interesting to them? Ask them why and be open to a variety of answers. Probe further and ask what is most compelling. You might even consider contacting a reporter to ask what they think about your topic’s newsmaking potential. 

Finding Local and National Media and Building Relationships

Getting your message out there begins with finding the right media outlets and building relationships with journalists. You don’t need precise research skills to find the right reporters to reach your target audience.  Here’s how to do it:

• Read, Watch, Follow and Subscribe to Local Media: Stay informed about local news by reading news sites, watching TV, following online news sources and influencers, and even listening to local talk radio.
• Leverage Online Platforms: In towns without traditional media outlets, join Facebook community pages. Post your local event to share your news and engage with your community.
• Use Social Media: Share your stories and updates on your organization’s social media profiles. Most reporters have their own social pages, whether it’s on Facebook, X, Instagram or LinkedIn. 
• Follow and Engage with Reporters: Identify reporters and the news outlets that  cover news related to your nonprofit’s and follow them on social media. Leave positive comments on their stories and send them messages of praise.
• Contact Reporters Directly: Reach out to reporters through their websites or social media, introduce yourself and your organization, and express your interest in collaborating on stories or sharing ideas.  You can often find their email addresses on their news web sites, and send them praise or an idea. And if a news outlet includes a phone number on its “Contact Us” page, call and ask for the reporter. Most times, they will thank you for reaching out.

Persistence Pays Off

Building media relationships and securing coverage may require persistence. Follow up if reporters don’t respond initially, but also be adaptable. If one pitch doesn’t work, tweak it to make the story more appealing. If a particular outlet doesn’t show interest, move on to the next opportunity. Remember, persistence, adaptability, and dedication are key to PR success.

To wrap up, effective public relations can be a game-changer for nonprofit organizations. PR helps nonprofits achieve their missions, engage with stakeholders, secure funding, inspire change and create a lasting, positive impact on the communities they serve.  

If you’d like to discuss how we could apply these tips, feel free to contact me! Let’s  chat about amplifying your nonprofit’s great work.

The post Nonprofits: Use Public Relations to Amplify Impact, Attract Supporters appeared first on Michelle Damico Communications.

A Case Study about Making National News through Thought Leadership Public Relations

Our Chicago PR agency team wants our clients to be known as national thought leaders. So we apply a smart PR strategy and the right media relations tactics to expand clients’ reach, influence and impact. 

In this PR case study, we will share exactly how we do it! Read on and you’ll learn about our exhilarating thought leadership adventure with the International Housewares Association (IHA). This PR campaign led to an extremely valuable placement that appeared on the front page of The New York Times online, as well as in print on February 10, 2023. And even better, the long tail of this  story is still capturing attention from major network and national outlets.

A Simple Casual Encounter Leads to a Fruitful Introduction

In October 2022, an email that Michelle wrote to a New York Times real estate reporter led to an in-person meeting at the Times’ Manhattan’s headquarters and a first-time collaboration with the IHA.  

It wasn’t a lengthy or complicated pitch — it never should be!  Remember, KISS — Keep It Simple, Stupid! is the rule in media relations! 

Michelle’s email commented on one of the reporter’s recent stories, and praised how her story appeared as a syndicated piece in the Sunday Real Estate section in the Chicago Tribune. The reporter responded with a thank you. She mentioned never seeing how her stories look in local market newspapers.  She thanked Michelle for taking the time to send the note and an iPhone photo of her report in the Sunday Tribune.

It was a simple gesture. And yet, that email demonstrated what matters most in developing media relationships:

1. Showing that you care and acting like a human.  Wouldn’t you want to know how your work is presented to readers around the world? Reporters are human, too. Plus, they probably don’t get much praise from editors or colleagues. So why not shower them with love when they deserve it? Also, they often have no idea where their stories appear, because at most independent news outlets, there’s a big wall between the editorial side and the business side of a news operation. 
2. Not asking for a thing. Michelle’s email was a short, personable introduction. It wasn’t a pitch. She didn’t ask the reporter to write a story about our client. It was a pleasant, cordial back and forth email conversation —  pure and simple. It’s disarming to get a compliment that doesn’t come with an ask. And the reporter obviously enjoyed it or she wouldn’t have replied.
3. Contacting the right journalist. Michelle took the time to the research and VET it! That meant reading several of the reporter’s stories in syndication and elsewhere, before reaching out. The number one rule of contacting a reporter is making sure you have something relevant to his or her beat.

The email conversations made the reporter aware that IHA has the resources to help with her future stories. As a result, we were invited to the New York Times headquarters in Manhattan for a meeting. As we explored potential topics, we sparked interest in a unique research project. The International Housewares Association offered to use its research prowess as The Home Authority  to launch a nationwide survey asking happily married or cohabitating adults how frequently they sleep separately from their partners.

The IHA’s collaboration included working with the reporter to refine and expand the research questions. Next, the IHA commissioned its own research firm to survey 2,200 people in January 2023.  We quickly returned the results of the IHA study in time for the reporter to cite the IHA data throughout a story that appeared just in time for Valentine’s Day.  You can read the full report here. 

The New York Times Spotlight:

Getting the IHA’s data generously sprinkled throughout the pages of the New York Times marked a significant milestone, taking the Housewares Association’s exposure and thought leadership to new heights. The Times promoted the piece on various social platforms.  

Online the story reached a potential audience of 141 million. The story has elicited comments to the NYT website from more than 1,600 readers. It enjoyed and is still enjoying a meteoric number of likes and shares. 

On The New York Times’ Facebook profile, the story has received more than 2,500 likes, more than 600 comments and more than  230 shares from the Times’ 19 million Facebook followers!

On the Time’s Instagram page, the story has been liked more than 320,000 times, as of this writing!

Expanding Reach and Influence:

IHA wrote its own press release after the story first appeared in the Times.  

In Name of Good Sleep, More Couples Opt for Separate Bedrooms

We distributed it to our media list of hundreds of media outlets, including local and network TV, morning shows, as well as the magazines and websites that focus on home and lifestyles. The collaboration caught the attention from numerous  media outlets, leading to additional major national coverage. You can read the press release here.  

The IHA’s flurry of national news occurred just a few weeks ahead of The Inspired Home Show 2023 –   the International Housewares Association’s massive annual marketplace in Chicago.  The new data was the topic of breakout sessions during the March show, and it had members and attendees buzzing about the products that align with the trends of couples who sleep in separate bedrooms!

Expanding Reach and Influence:

The collaboration sparked interest from other media outlets, leading to additional major National coverage. Placements in CBS Sunday Mornings, Oprah Daily, Yahoo!, Essence, Brides, and more further solidified IHA’s reputation and expanded its reach in ways beyond our wildest dreams.

• Our  national PR success  with the International Housewares Association and the New York Times pointed to the value of collaboration.
• It showed how important it is for a nonprofit to stay fresh and on top of trends that matter most to its stakeholders.
• It demonstrated the value of teamwork, coordination, and a willingness to do whatever it takes to put your client in the best light ever.
• And it proved once again that national media, just like the rest of us, respond well with a simple, personal touchpoint.

If you like this case study or if you found it helpful, we hope you’ll share it! And if you’d like a deeper dive conversation about how teamwork with the IHA made this happen, I’d love to have a conversation.

And if you’re a home products manufacturer, and you aren’t a member of the International Housewares Association, become a member! You will be so glad to receive their valuable industry insights and benefits!

Finally, whether you’re aiming for prestigious publications like the New York Times or seeking local media exposure, our team is here to help. 

Just contact me and let’s have a chat about amplifying your thought leadership.

The post Connect to National Media? Use a Personal Touch appeared first on Michelle Damico Communications.

There are many ways to prepare so you can make the best of your time and show a journalist that you are a great news source. Our Chicago PR clients rely on our public relations consultants to help them prepare for media interviews.  If you don’t have a PR agency to rely on, these are questions to ask before doing the interview. 

• What research should I conduct before the media interview?

• What questions should I ask the reporter, so they best tell my story?

• What goals should I set before the interview?

• What are interview best practices?

• After the interview, what are my next steps?

Q: What research should I conduct before the interview?

A: Even before your interview is confirmed, preparation is power. As a news source, conducting your own research is a vital part of the interview process that can make all the difference in how you’re quoted or how your organization is positioned. Once you know who your interviewer is, look up their bio, social media posts and recent articles they have written. This information can give you a good idea of what kind of interviewer they are and what questions they may ask you. From there, see if your competitors have been quoted in their stories or if anyone you know has been interviewed by them before. If possible, give them a call to ask about the reporter’s approach and attention to detail. 

Q: What kind of questions should I ask the reporter to help them best tell my story?

A: Don’t make the mistake of leaving all the questions to the interviewer. After conducting your research, reach back out to the reporter to better understand their expectations prior to the interview. How much time will they allocate to talk to you? Who else will they interview? Can you ask a colleague (head of communications) to join the interview? Do they need photos or logos? Would they like to talk to a customer or stakeholder who’s benefitted from your product or services? No one likes stuffing inboxes with an unending stream of back and forth emails, so asking these questions will help make the process efficient for you, your team and the journalist.

Q: What goals should I set before the interview happens?

A: After the interview has been confirmed, set aside some time to think about your goals. Ask yourself, “What is my desired outcome from doing this interview?” or “How would I like my quote to appear?” or “What headline would really capture my company, product or expertise?” or “What point of view can I contribute right now that is relevant to today’s news cycle?”  

Once you’ve answered those questions about the content of your remarks, the next challenge is to deliver clear quotable, concise answers. Many of my clients will develop the list of potential questions and write out their answers ahead of time. Journalists don’t have a lot of time, so providing compelling and concise answers is the most important deliverable in your interview. 

The best answers often come when you’ve practiced them ahead of time. Your practice sessions should include these steps: 

• Be able to clearly communicate your service/product or mission
• Prepare talking points or a message you want to get across
• Have relevant impact stories or testimonials ready to share
• Be ready with names of one or two people or organizations who can describe your impact 
• Have your professional headshot ready as well as other photos that demonstrate your impact or the benefits of working with you

Q: What are some interview best practices to consider for the interview?

A: Depending on how your interview will be conducted, whether it be live on TV, over Zoom or by phone, there are different best practices for a successful interview. These can include anything from wearing the right clothing to being prepared for the typical “Is there anything I missed?” question. In my experience, the basic practices you should have down for any type of interview are as follows:

• Know the motives of the reporter – what do they want to get out of this interview?
• Envision what questions may be asked and work with your team on the answers
• Write down your value message and rehearse it before the interview
• Establish a timeline for the interview and prepare talking points accordingly

To learn about specific best practices for different interview settings, be sure to check out our blog, Best Practices To Ace Your Media Interview.

Q: After the interview, what next steps do I need to take before the story is published or aired?

A: If your interview will be broadcasted live, there isn’t much you need to do besides share the news on social media and thank the interviewer and news outlet. However, for interviews that will be used in articles or other media formats that will be published later, the post-interview process may be a bit more involved. To start, you should follow up with the reporter to ask how your story is going. This is a great opportunity to both build your relationship with the reporter and make sure they have all the material they need to make a great story. You can offer to help with fact-checking or confirm specific details, but DO NOT ask to review a draft of the article. Doing this is considered a worst practice and could ruin your chances of getting another interview. Once the story appears, consider ways to increase your exposure. If one reporter cares about your expertise, would others also be interested in learning about you or your company or nonprofit? Can you transform the messages you’ve already prepared into a first-person essay that may serve as a letter to the editor or an opinion piece to your local newspaper? Don’t stop with one interview. Keep looking for ways to raise awareness about your organization and elevate your thought leadership. 

Want more tips for becoming a great news source? Just contact me and let’s have a chat.

The post How to Be a Great News Source appeared first on Michelle Damico Communications.

If you have an interview coming up, there are several best practices you should follow so you’re ready to give reporters  your most compelling insights. Your goal is to provide reporters with dazzling quotes so your thought leadership dominates their news stories.

Here are 10 tried and true tips for acing a media interview:  

Best Practices for Live TV or On-Camera Interviews

1. Work with your team to identify all the potential the questions you may be asked. Review your answers. Write the answers down, especially if the answers might spur unwanted follow up questions. Be prepared for the positive as well as the negative types of questions.
2. Be sure your expert being interviewed is dynamic, engaging and and is confident conveying a good story in short soundbites. 
3. Most people don’t realize how much power they have to control an interview. Power begins with knowing your key message and having the ability to craft that message as a reply to any question posed to you.    
4. Often, a reporter will fail to ask the question that leads to your primary message. Someone who is confident in controlling an interview will be ready to take charge and direct the conversation so your primary message gets covered. 
5. Act like you’re eager and ready for anything —  in fact, sitting  at the edge of your seat can be your own power pose, showing your host you’re ready to engage in the conversation.
6. Refer to your interviewer by name. It’s polite, shows your respect and feels more engaging and genuine. (Have you ever noticed that most celebrities promoting a movie or album rarely call their interviewer by their name? I feel the distance between them when that happens.) 
7. Be prepared to answer “Is there anything I missed?” Please, please, please don’t answer “No, we’re good.” There is always something more to say! Nearly all reporters ask this question and it’s a great opportunity to repeat your value message and direct your audience to your website to buy something, schedule a consultation, or make a donation. 

Best Practices for Interviews by Phone or on Zoom  

1. Points listed in #1 – 7 apply to all other interviews too.  Preparation is the key to a successful interview, no matter what format!  Know your goals in reaching your target audience.  Know your key message and be ready to explain the call to action for your audience! 
2. Since you’re on the phone or on a zoom camera, you have the luxury to script any messages. Print out or jot down on note cards the key points you want to make. Keep those notes in front of you so you can glance down at them.  It can be stressful doing an  interview, whether it’s live or recorded, so take advantage of notes on your desk to ensure you fully convey all key points.
3. Smile!  You can always hear a smile in someone’s voice, and you’ll become more pleasant and approachable to interview and listen to. 

Want more tips for leading a successful interview? Just contact me and let’s set up a time to talk.

The post 10 Best Practices To Ace Your Media Interview appeared first on Michelle Damico Communications.

Create PR Buzz with Tips to Showcase Your Impact

Nonprofit public relations is one of the most rewarding things we do.  We’ve been the PR consultant to dozens of Chicago-based charitable organizations, and I find most led by passionate problem solvers. Many nonprofit leaders left corporate America to pursue passions beyond the bottom line or the next earnings report.

Plus nonprofits are founded to solve societies’ problems, and reporters are always looking for innovative, fresh approaches to address what seems like a never-ending stream of crises.

How do nonprofits get media coverage?  How can nonprofits get in the news and increase awareness by making full use of their precious time and slim PR budgets?

Here are some nonprofit publicity tips, based on my decades of experience using creative storytelling as a Chicago PR firm owner, a former government communicator, and radio news reporter who’s covered many nonprofits.

Set Goals and Be Realistic

Many nonprofit marketing departments operate on a shoestring and with volunteer support. So be sure your goals are realistic.  Ask these questions.

Who do I want to reach?

Men, women, minorities old, young, liberals, conservatives, wealthy, poor, or business professionals from specific industries? You probably don’t want to reach all of these groups. So choose wisely and  pick the audience type that’s most likely to support your mission.

How will you reach them?

Through news stories in traditional media outlets? Through niche online outlets? Through social media? On TV or Radio?  Once you decide where you’ll focus your efforts, you’ll rely on research to find the reporters who cover your space and then find the best ways to contact them.

What is the message your priority media need to hear?

Your message will depend on the news you’re making and the trending topics that are going on in the news. For example, during the last two years of the pandemic, racial unrest, political upheaval and economic uncertainty, charitable organizations have had a lot to share about the lives of clients they serve and how they are helping those clients.

So for my clients, I’ve reached out to reporters to share problems and solutions related to remote learning, pivoting during the pandemic, lack of wifi-connected homes, teacher burnout, grief, job loss, staffing shortages, food insecurity, youth mental health, and gun violence.

Of course, your answers should always refer to your mission — your reason for being —  and always framed in the context of what’s happening in the world right now.

Just remember, it’s your job to focus on the one priority your nonprofit is succeeding at, and develop a message to help reporters understand your impact.

How do you write messages that convey that impact? 

By talking to your staff and asking them for their best examples of your work in action.

Bring those stories to life with the most conversational and down-to-earth narrative possible. Avoid all jargon and acronyms. Use simple nouns and verbs. I tell clients a good message is one their mom or grandma will easily grasp! If they don’t get it, you need to work on simplifying!

Your impact story should be loaded with color and detail.

It’s a simple formula for a great narrative: Spell out the problem. Describe your approach to the problem. Use the client success story to bring the solution to life.

Here are a few examples of nonprofit news coverage we’ve landed lately.

• This recent Washington Post report profiled an ambitious Black entrepreneur who pivoted her restaurant business during the pandemic and offered dockside delivery of food and supplies at Chicago’s lakefront harbors — the only public space where people were gathering. She grew her business and now she’s working on franchising it, thanks to our nonprofit client.
• NBC Nightly News picked up her story the next day!
• CBS2 Chicago reported on this  nonprofit client which launched a drive-up food pantry in a South Side Chicago neighborhood known as a food desert.
• ABC7 Chicago reported on our education nonprofit’s efforts to support students so they graduate high school came to life with this story of a  seventh grader who failed math and avoided class. She was transformed by a committed staffer,  “Now my teacher calls me ‘My Math Wizard,” she told a reporter!
• Crain’s Chicago Business showcased expertise from our client, a mental health expert, on how to spot employees facing mental health crises.

After we helped craft the narrative, we worked with each of these clients to develop their messages. Many stakeholders were not comfortable being interviewed. So we fully prepared them and helped put them at ease by conducting mock interviews to provide direct and succinct answers that also injected their own personality into the conversations.

Seeing these stories on the air, online or in print, is one of the most effective ways to shine a giant media spotlight on the work of your nonprofit. Plus, the content you create lives forever online, and can be used again and again with key donors, board members, and prospective volunteers and partners.

If you’d like to learn more about how to create impactful news coverage for your nonprofit, just give me a call or shoot me an email. I’m happy to help.

The post Nonprofits: Create PR Buzz with These Tips To Showcase Impact appeared first on Michelle Damico Communications.

My PR agency in Chicago uses this tactic to help clients make news and elevate their media profiles. 

By winning awards and recognition, your company often appears alongside with your biggest competitors, leveling the playing field by making you look bigger than you really are!

It’s also a great morale booster – since it’s not just the CEO getting the attention. You can shine a spotlight on the hard work of others through honors such as top legal counsel, CFO, CMO, engineer, nonprofit or African American exec, etc.

Here are recent news media honors where we placed clients in the limelight:

Notable African American Leader

 Logistics Pros to Know

Influential Women in Real Estate 

Community Development Pro 

The first place to find these opportunities is through Google.  Search terms such as “notable” or “influential” or “rock star” executives for your industry or your local city or town.

Or if you follow specific business magazines, click on the “Advertise with Us”  link. There you will often find the news outlet’s editorial calendar, which is a month-by-month listing of the events being held and/or themes a magazine will be writing about. When scanning the editorial calendar, look for honors and awards and the deadlines for nominating your company or executive. Pay close attention to those deadlines, and know that most award submission forms will ask for a high resolution headshot.

And if you need additional help, give me a call.

I am happy to provide guidance and get you on the path of becoming an awards application aficionodo!

And, if you like these ideas and want to stay on top of public relations trends and tips to navigate the ever-changing PR and marketing industry, please sign up here.

The post Use PR to Win Honors, Get Noticed appeared first on Michelle Damico Communications.

I’ve worked with two venture-backed or private-equity backed companies which used PR to grow their business and get noticed by potential buyers. I’ve developed PR programs for companies in the logistics and real estate industries that showcased their executives’ thought leadership and their client successes.

These clients had the savvy to integrate PR into their marketing program, and the wisdom to understand that an effective PR effort’s is a marathon, not a sprint.  A steady stream of news coverage will win the race, especially when the news appears in highly targeted media outlets where your customers and potential buyers get their industry information.

PR is most impactful when you showcase how you’ve solved customer problems and share your news and helpful insights.  Making news in business media or in your industry trade publications helps increase awareness of your company. It also makes you appear as big as the other companies quoted in a news story. So PR levels the playing field, and gives you a competitive edge.

Most recently,  the CEO and co-founder of real estate photography firm, VHT Studios realized his longtime goal of being acquired, when his  company was sold to Matterport, Inc.

We’ve worked with VHT’s CEO since 2013, and over those nearly 10 years, we’ve connected VHT to dozens of journalists, resulting in hundreds of news stories about trends in using professionally shot photos and videos market residential real estate.

The VHT team understood that using PR to place news in their priority outlets would be an important component in their integrated marketing strategy.

If you’re wondering how your business can deploy a public relations program for your company’s acquisition goals, here’s some advice to get you started.

A Solid PR Plan for a Business Exit Strategy

Set goals and be realistic.

Identify the topics that media will care about and choose the most knowledgable people within your organization to do media interviews. Create a calendar of seasonal topics that your experts can comment on regularly.

Be deliberate about your value messaging.

Review your company positioning — the messages in your marketing materials, or the comments from your executives when explaining their perspectives. Do their answers contain messages that demonstrate your company’s value to customers and the industry?

Conduct precision research.

Be precise when researching the best media outlets and journalists to reach. Spend the upfront time in vetting your media targets. Being sure you’re contacting the best reporters with your story ideas will save you an immense amount of time and bring instant gratification as you build relationships with the right journalists.

Become a news junkie!

Follow the news closely for trends your experts can comment on.  Reporters are always looking for fresh insights, so follow their stories. Contact them when your CEO can lend an opinion to a hot trending topic. Journalists  will be receptive when you call or email, as long as you keep it short!

Don’t be afraid to reach out.

Do call and email them!  Establishing a relationship with a journalist takes time and effort. They’ll be receptive when you prove that you are too! Get them what they need and fast.  Do the work for them, to ease their load. Make their life easier and they’ll keep coming  back to you.

Be Patient!

Your PR strategy should be realistic. Yes, everyone wants to be in the Wall Street Journal! However, a healthy mix of news coverage in industry trade publications and general business media is a guarantee for success.

Be patient.  Our most successful clients have spent a minimum of two to three years building a PR programs and the media relationships that elevated their profiles in the news.

Capture Your Happy Clients’ Praise

Your hard work is what helped your client sell his/her company.  So if they’ve praised you for contributing to this major milestone, make sure you take advantage of it. Here’s the comment from our happy client, Brian Balduf of VHT Studios.

The post Mission Accomplished: PR Tactics Support a Successful Exit Strategy appeared first on Michelle Damico Communications.

It’s the end of the school year! 

While students say goodbye to teachers and friends, sign yearbooks, and plan for summer, local nonprofits are wrapping up another year and celebrating achievements.

It’s a time for many education nonprofits to showcase their successes. If your nonprofit has an end-of-year event with staff, students and parents, this is your season to shine by elevating your media profile through stories in local media outlets.

We did just that with our education nonprofit client, Communities In Schools of Chicago, whose single mission is to ensure that every Chicago Public School student graduates high school and is prepared for success in life. 

Graduation  can be a big hurdle for many CPS students who face obstacles of poverty, violence, or economic hardships simply because of their zip-code. CIS of Chicage has created an unusual end-of-year program that celebrates 31 CPS students with their annual Tenacity Award. Thanks to their grit and perseverance, these students are running across the finish line to high school, college or the next grade. 

The Tenacity Award is a marquee event for CIS of Chicago, and we are proud to have secured this heart-warming news story on Chicago’s number-one-rated TV station, ABC7.  This interview with Rob Elgas captured everything that’s great about the staff and program at Communities In Schools. They have mental health and education experts embedded in 31 schools to provide a wide array of supports to ensure students achieve academic success. In fact, 95% of their students graduate, so reporters frequently seek out CIS experts for interviews.

Does your nonprofit have a unique program that showcases your impact every single year? If so, why not launch a PR program and promote it to local media? 

Five PR Tips to Elevate Your Nonprofit’s Impact

1. Interview your team! Ask the best questions so you have powerful messages needed to write a press release that showcases your most powerful success stories. 
2. Make visuals a priority. While gathering  information for your news release, find your best visuals like school-year photos and videos to include that support your narrative and bring the story to life. If you don’t have many photos or videos, there’s still time to capture them! 
3. Do precise media outreach. Send your news release to the reporters, producers and editors who are looking for positive stories.  So many Chicago outlets want to focus on feel-good reports that counter the steady stream of bad news that fills the headlines and forces many viewers to tune out.
4. Perfect your pitch. When sending your news in an email, write a short message that explains why the story is important and unique, and stress how you can make life easier by providing the reporter or producer with everything he’ll  need for a great interview. 
5. Coach the team for interviews.  We spent a few hours on details and mock interviews making sure all three people in this story were prepared and confident to share their compelling and unique stories. And we suggested shorter and punchier messages that viewers could relate to.

When you watch the full report, see if you can identify the impact messages being spoken about Communities In Schools of Chicago.

Testimonials like these, from students, parents and the media are extremely valuable to advancing a nonprofit’s mission. 

Want to learn how news coverage like this can help convert your prospects into donors or partners? 

I’m always happy to have a discovery call and offer some initial advice, so contact me to schedule a time to talk! 

The post Five Public Relations Tips to Elevate Your Nonprofit’s Impact appeared first on Michelle Damico Communications.