Media Exposure on the Cheap (Denise Moorehead)
Through the lens of how do you do this on the cheap. Example: $3.8 million spent on marketing by the cigarette lobby per day.
"Free" media exposure isn't completely free because it takes time.
Traditional media, transitional media, new media will be looked at.
Traditional Media
How do you address issues that's unique, what expertise / experience do you bring to the table?, how is your organization unique?, who else is doing this work and what are their politics?
Don't always try to start at the top of the food chain: look at weekly newspapers, alternative news sites. Smaller outlet coverage can help you move up the food chain.
You can write op-ed's for other folks who are considered experts in the area and talk to editors to see if they're interested in it. Read it, use it, know it: with all media before you try to use it.
You can get a commentary on your local NPR station. Partner with organizations who might have access you don't have.
Letter to the editor of newspapers and magazines: continue to use by-lines of the experts in your organization, even if you're the one writing it. Create a group of members / constituents who respond to newspaper and radio stories. Once a month send out talking points and allow your constituents to speak to the media.
Public affairs shows on NPR and Pacifica. Community radio and t.v. Public Service Announcements can still be useful, even if it's used at 2 a.m. PSA's can be used by women's magazines. Ticket give-away for an event.
Transitional Media:
Your website of course. Clear, crisp, good visuals. Video logs, podcasts - make it interesting for folks. Really think about who is reading your website. It's not about your office politics, people are there to read about your issues. Do some surveys and polls.
Have a web press center. (I have to be honest, I don't do this well myself.) This is where action alerts and press releases go. Bios of your experts are needed: they don't have to be super-famous. Backgrounders on specific programs.
Online t.v. and radio sites. Other people's websites. If you write an article, send it to Ask.com (change around a little bit so they aren't exactly what's on your website).
New Media:
Use it before you pitch it. This is even more important than with old media. If you don't read anyone else's blog, don't bother trying to pitch the blogosphere.
Bloggers draw media to you.
Good2gether. Ning site. Google ads: any nonprofit can apply for free Google ads. Google alerts.
Green Media Toolshed. If you join, it gives you access to Vocus
Progressive Communicators Network
PR Newswire, Profnet: press people looking for people.
Help a Reporter Out (free)
We Are the Media
National Association of Black Journalists (also associations of Asian, Hispanic, and Native American journalists).
"Free" media exposure isn't completely free because it takes time.
Traditional media, transitional media, new media will be looked at.
Traditional Media
How do you address issues that's unique, what expertise / experience do you bring to the table?, how is your organization unique?, who else is doing this work and what are their politics?
Don't always try to start at the top of the food chain: look at weekly newspapers, alternative news sites. Smaller outlet coverage can help you move up the food chain.
You can write op-ed's for other folks who are considered experts in the area and talk to editors to see if they're interested in it. Read it, use it, know it: with all media before you try to use it.
You can get a commentary on your local NPR station. Partner with organizations who might have access you don't have.
Letter to the editor of newspapers and magazines: continue to use by-lines of the experts in your organization, even if you're the one writing it. Create a group of members / constituents who respond to newspaper and radio stories. Once a month send out talking points and allow your constituents to speak to the media.
Public affairs shows on NPR and Pacifica. Community radio and t.v. Public Service Announcements can still be useful, even if it's used at 2 a.m. PSA's can be used by women's magazines. Ticket give-away for an event.
Transitional Media:
Your website of course. Clear, crisp, good visuals. Video logs, podcasts - make it interesting for folks. Really think about who is reading your website. It's not about your office politics, people are there to read about your issues. Do some surveys and polls.
Have a web press center. (I have to be honest, I don't do this well myself.) This is where action alerts and press releases go. Bios of your experts are needed: they don't have to be super-famous. Backgrounders on specific programs.
Online t.v. and radio sites. Other people's websites. If you write an article, send it to Ask.com (change around a little bit so they aren't exactly what's on your website).
New Media:
Use it before you pitch it. This is even more important than with old media. If you don't read anyone else's blog, don't bother trying to pitch the blogosphere.
Bloggers draw media to you.
Good2gether. Ning site. Google ads: any nonprofit can apply for free Google ads. Google alerts.
Green Media Toolshed. If you join, it gives you access to Vocus
Progressive Communicators Network
PR Newswire, Profnet: press people looking for people.
Help a Reporter Out (free)
We Are the Media
National Association of Black Journalists (also associations of Asian, Hispanic, and Native American journalists).
posted by C.J. Minster at
9:36 AM
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