NGO Playbook
I wanted to tease out some constructive ideas for NGOs in their dealings with the media.
1. The media are among your most important allies . Contrary to the views of many, the media are not out to get you. They are looking for stories, whether it's something new, important or interesting. They are looking to be first, to set the agenda, to build an audience or make money. They can help you push your agenda, create social or political pressure, clarify misunderstandings or provide an alternative viewpoint. But you have to be on your game.
2. You must be proactive. Go after them. Don't wait to be contacted. If you haven't already, build a database of media that can be useful to you, from key editors and reporters to bloggers and influential commentators. Identify those who you perceive to be the most useful or relevant to your outreach.
3. Identify your outreach strategy and goals. Choose your audience. What is the story, why is it significant and how can the media verify the information? Make it compelling. Every day assignment editors get material sent to them that makes them think, "Are you kidding, you expect us to do a story on this?"
4. Create your core messages. You need to do copious preparation and research; you need to take control of the dissemination process, whether it's through traditional media or social; and you should know what your critics are saying about you and how to counter.
5. Hone your presentation. Learn how to write clear and clean news releases. You put the news up front in the first line. When you deal with assignment editors and producers, it is not a story with a beginning, middle and end. The sexy bit comes first. Rehearse and practice what you'll say on radio and TV. Frame your message and time the release.
6. Respect the responsibilities of the media: ethics, credibility and impartiality. You do not "use" the media -- you work with them. If you expect to build a good relationship with the public, you need to work effectively with the media. Respect their boundaries - they don't expect you to be impartial but they do expect you to be honest.
7. What happens when you become the news outlet, as is the case when you use social media? As NGOs, you have your own agendas, and in the past you were not expected to hew to journalistic standards of impartiality and objectivity. But when you use social media, be mindful that use standards are evolving. The public may expect more of you in this role.
8. Develop a risk register. It is prudent to do a comprehensive risk assessment for the work of your NGO. Be prepared for a crisis. If something happens to or by those under your care, have a checklist of steps ready for you to take. Get all of your key stakeholders in one room to plan your response.
9. Be creative. Harness or utilize the media. An example might be to form partnerships with various media outlets.
10. Think big. And employ steps 1-9!!!