The relationship between third sector organisations and the media is changing. Communicating with people about your organisation has never been easier – with your website, social media accounts and other ‘owned channels’ you have the tools to reach hundreds or even thousands of people at your fingertips, without ever crossing paths with a traditional journalist.
However, getting positive media coverage remains a hugely powerful way of reaching new audiences, building your reputation and strengthening your brand. Many third sector organisations don’t know where to start with getting the media interested in their stories, so they abandon PR altogether. Others try, but with badly-written, poorly-targeted efforts, getting discouraged when they don’t see results. Either way, they miss out on a hugely valuable communications tool.
To develop a PR stand in your comms strategy, you just need to plan carefully and know some of the basics. To get you started, here are five essential steps to engaging with the media.