In an era where information travels at the speed of a click, nonprofits must be prepared to engage with the media to amplify their voices and advocate for their causes. Recently our client, Casa de Paz, encountered this when migrants were shipped to Colorado at an alarming rate and their services were unexpectedly needed to help, resulting in a concerned press looking to Executive Director Andrea Loya for immediate answers about the crisis. Nonprofit leaders never know when they might be contacted and expected to speak expertly to their mission and services. Our partner, Brian McGovern, is here with his more than 17 years of experience in public affairs and media relations to offer information on how important it is to have someone available at a moment’s notice to speak to the press and ensure that your organization looks its best.

Are you ready to turn your story into tomorrow’s headline? As you lead your nonprofit organization, you may already know that effectively navigating media relations is beneficial, but it's actually essential for amplifying your message and advancing your mission. The ability to engage with the media confidently can transform the way your organization connects with the community and its stakeholders. Drawing from my book, "Beyond the Bushel: Navigating PR in Your Faith-Based Organization," here are five key strategies that are vital for any nonprofit aiming to enhance its media relations efforts:

1.      Build Authentic Relationships: The cornerstone of effective media engagement is the development of genuine relationships with journalists and media outlets. Seek to understand their needs and interests, and provide them with stories that are both relevant and engaging. Most are always on the lookout for newsworthy items, so this is an opportunity to establish your organization as a reliable and valuable source.

2.      Be Both Proactive and Responsive: Take the initiative by pitching compelling stories that align with your mission. The media won’t necessarily contact you first. But when they do, responsiveness is equally crucial. Timely and thoughtful responses to media inquiries can open the door to significant opportunities. In Army Public Affairs, we tried to live by the motto “Maximum disclosure, minimum delay.” In other words, work to consistently provide timely and accurate information.

3.      Prepare Effective Spokespeople: Training and preparation are vital to ensuring your spokesperson is ready to deliver the organization's message consistently and professionally. Your spokesperson is the face and voice of your organization. This should be a leader or another knowledgeable individual who is not only articulate and well-spoken but also well-versed in your mission and values. He or she should be able to communicate these effectively under pressure.

4.      Utilize Various Media Channels: Each media outlet has its unique audience and style. The New York Times is different from the Miami Herald, and those are different from Fox News, CNN, or even your local community newspaper. Tailoring your approach to fit each media outlet – from traditional print to digital platforms – is crucial. Leveraging the strengths of each medium can amplify your message and increase your reach.

5.      Continuously Monitor and Adapt: Keep track of how your organization is portrayed in the media. This monitoring helps in assessing the impact of your stories and swiftly addressing any negative or inaccurate coverage. Adapting your strategy based on these insights is key to maintaining a positive and impactful media presence.

For nonprofit leaders looking to refine their media engagement strategy, these steps are just the beginning. To further support organizations in this vital area, I offer specialized media engagement training tailored for nonprofits. This training encompasses the nuances of media relations, equipping leaders and their teams with the skills to navigate the media landscape effectively.

During my previous positions as the Media Relations Chief at U.S. Army Recruiting Command and the Media Relations Lead at the Texas Commission on Environmental Quality, I developed a deep understanding of those organizations’ challenges and opportunities in the area of media relations. These experiences, coupled with my passion for helping nonprofits thrive, have led me to offer my expertise through Brian McGovern Consulting. I am dedicated to empowering nonprofit organizations with the tools and guidance necessary to elevate their media relations, enhance their public image, and further their mission. Contact me today to discuss how I can help you and your organization reach new levels of awareness.

Brian McGovern is the author of Beyond the Bushel: Navigating Public Relations in Your Faith-Based Organization. He is a communicator with more than 17 years of experience in public affairs and media relations. More info: https://brianmcgovernconsulting.com/beyondthebushel