Securing media to cover your organization’s program or event is exciting! The ability to show, not just tell, how your staff members, volunteers and services are making a difference in the community is important for raising awareness for your organization and generating additional participants and funding to support your work. But, getting a yes from a media outlet to cover a story is just the start. There is a lot to do before the media arrives onsite.
Here are five tips to help set your organization up for onsite coverage success:
1. Designate an onsite media contact.
When coordinating with the media to come to your organization, designate a staff member or volunteer to serve as the liaison between the reporter or photographer and participants. This person would be in charge of greeting the media, walking the reporter or photographer to where they need to be and ensuring the desired interviews, images and action shots are captured in a way that is respectful to all. This person would also be in charge of making sure the media doesn’t capture people and places you don’t want covered. The onsite media contact is a key player to ensure a smooth site visit.
2. Pick and prepare spokesperson(s).
Before the media arrives, it’s important to identify who can be interviewed onsite to give a higher-level overview of your organization and the program or event. Additionally, it is advantageous to pre-determine program or event participants who are willing to share their experiences with the public so that you aren’t scrambling onsite to find someone. Make sure spokespersons are well prepped and feel comfortable speaking to the media. Sharing what is, or is not, important to say in advance is very helpful. You want to manage the message while keeping it authentic. Talking through key speaking points, such as goals and impact numbers, can help interviewees familiarize themselves with how they can share their experience in the context of your organization. And, knowing what to wear can help put their minds at ease. You want folks to dress appropriately for the occasion while feeling like themselves.
3. Secure permissions.
Before inviting media onsite, there are two initial types of permissions to secure:
a) Venue – If it’s your organization’s building, ensure the space you have in mind for coverage is available and that the surrounding areas won’t be too crowded or noisy. If it’s not your venue, you’ll want to specifically ask for permission to bring media onsite and specify if there are any restricted areas where reporters and photographers should not enter.
b) Photo/Filming – All program and event participants of the day should give advance permission to be filmed and photographed by the media. If working with minors, you need to secure advance permission from their legal guardians. Depending on the situation, you may be able to ask cameras to capture youth from behind so as not to identify their faces.
4. Know your location.
Prior to the media’s arrival, get to know your location. Test out the acoustics to know where the quietest places are for one-to-one interviews. Designate an area where videographers can plug in cameras to charge. If media is positioned in the back, make sure they can capture natural sound or plug into a microphone to record what’s being said in the front. Identify the best lit areas for photo opportunities. Determine where media can go within the location and consider an action plan to ensure they don’t go anywhere you don’t want them to be.
5. Print press materials
It may seem a bit old school but having something tangible to hand to the media upon arrival can be helpful in ensuring your organization’s story is told in a way that honors your mission and message. Press packages could include:
- A program or event summary to explain what is happening that day.
- A fact sheet breaking down the who, what, when, where, why, how and impact of your organization.
- Bios of interviewees.
Teak has more than two decades of helping to organize, promote and execute nonprofit fundraising events including galas, walk-a-thons, bike-a-thons, collections programs, golf tournaments, festivals, fashion shows, and more. We have vast experience helping our clients to tell stories of programs and services onsite in a thoughtful way that is beneficial to our clients and the individuals and families served. Need help? Call us!
