Curiosity Corner

Building relationships with journalists to secure coverage

Building relationships with local and national journalists can significantly raise the profile of your charity or non-profit. Media coverage not only helps increase awareness of your mission, but also strengthens credibility, attracts donations, and fosters partnerships with other organisations.

Here are 10 tips to help you build fruitful relationships which result in positive media coverage:

1. Firstly, do your research: You may want to start by identifying the local newspapers, magazines, radio stations, TV stations, and online media outlets in your area. Look for journalists who cover community stories, charity initiatives, or human-interest features. These are often the journalists most likely to be interested in the work of non-profits.
2. Use social media:Platforms like LinkedIn are excellent tools for connecting with journalists. Follow them, engage with their posts, and start building rapport before reaching out with a story idea. AI can be really helpful too – have a go.
3. Create a media database: Building your own media database can be an effective and budget-friendly alternative to purchasing a professional service. As you research relevant journalists, reporters, and media outlets, take note of their names, roles, and contact details. Organise your contacts into categories, such as regional press, broadcast media, and digital outlets, to make it easier to target specific audiences. Don’t forget to regularly update the database to ensure your information stays current.
4. Craft a Compelling Pitch:Journalists receive dozens, if not hundreds, of story ideas each day. Your pitch needs to stand out. Personalise your email and focus on the newsworthy angle that is most relevant to their readership or audience. Attach the press release as a .doc or .pdf file, but also paste the content into the body of the email to make it easier for journalists to read quickly.
5. Think timings:Journalists often work on tight deadlines, so timing your pitch is crucial. Early mornings or mid-week (Tuesday to Thursday) are typically the best times to send a press release.
6. Include at least one image:A press release with an image is far more likely to be picked up than one without. Provide high-quality, relevant photos or videos. Having a great image is as important as crafting the perfect press release.
7. Follow-up: After sending your press release (and image), follow up with a polite email or phone call after a few days to confirm the journalist received it and if they need any further information. If you haven’t heard back after a week, send a polite follow-up email. If the journalist still doesn’t ‘bite’ you could always reach out via social media – or send your story to another journalist at the same publication/ outlet.
8. Stay in touch: Once you’ve successfully placed one story, stay in touch with the journalist for future opportunities. Send them occasional updates about your organisation’s work, new projects, or upcoming events. If they see you as a reliable source, they may reach out when they need content for future stories.
9. Think national: While regional media is incredibly important, national media exposure can have a significant impact on your organisation’s visibility. National journalists often cover broader topics, so focus on how your work connects to national issues, such as poverty, climate change, mental health, or education. National newspapers such as The Guardian, The Independent, and The Times often have journalists dedicated to covering charitable work.
10. Track your coverage and learn from it: After successfully securing media coverage take the time to track the impact—where and when your story was published, and how it has elevated your organisation’s visibility. Don’t forget to amplify your coverage on your own channels—share it on social media, feature it on your website, and include it in newsletters.

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