Two hundred and fifty years ago, democracy was a radical idea. However, like the proverbial tree in the forest, even the most revolutionary idea doesn’t make a sound unless you share it. While there are far faster and more efficient methods available to spread an idea these days than a man on horseback or someone who can do calligraphy on parchment, there are some elements that can make it easier to share your nonprofit client’s big idea with your intended audiences..
An elevator pitch – Often those closest to an idea know so much about it, they have difficulty speaking in a concise way so a general audience can understand. Public relations professionals develop language their clients can use to clearly express their big idea in just a few short sentences. This is especially critical for radio, television, and social media where soundbites are king.
Statistics that show impact – A great idea in theory is one thing, but showing that it works in practice is another. Find the statistics that show that your client’s idea is making an impact and that it can be scaled to reach more people. Effective statistics can include the number of people served, the percent of participants who reached a goal, how many communities are involved, and reduction of the problem the idea was designed to address.
A testimonial – A personal story of impact is an invaluable tool that helps audiences emotionally connect with an idea. Find someone the organization has helped who is willing to talk to a reporter about the struggles they have faced and how the organization has changed their life. Hold a media training session with the person in advance of the interview so they are set up for success. If the person is under 18, you will need to get permission from a parent or guardian before they talk to a reporter.
A compelling visual – Print, video, and social media stories need a memorable image to drive the key messages home with intended audiences. Even radio stories often require a photo when they are shared online. Find out if your client has photos of the work they do, and make sure they have permission to share them with a wide audience. Action photos work better than group photos. The time reporters have to do a story is stretched further than ever before. They appreciate it when you help them do their job. It also removes the need for the outlet to assign a photographer or videographer in order to do the story. Including several options for visuals in an accessible shared folder not only makes their job easier, it gives you an opportunity to pick the image associated with your client’s idea.
A news hook – Reporters prefer stories that fit into the current news cycle and match issues that their audience is dealing with right now. Time spent keeping up with the news not only enables you to frame your client’s work in a timely way, but it can also reveal reporters and outlets who will be receptive to learning about your client’s idea.
These five elements will make the reporter’s job easier and your client harder to ignore. This will make them more likely to do a story that can spread your client’s revolutionary idea.
