GETTING NOTICED:
HOW TO GENERATE MEDIA ATTENTION FOR YOUR PROGRAM
Tyson Lemons, CAMEO VISTA

One of CAMEO's goals is to increase media coverage and public awareness of microenterprise development in California. As a CAMEO VISTA, to help achieve this goal, I have been doing research on public relations and the media. This has included interviews with some of CAMEO's members who have successfully generated media attention. In this article, I share some of the highlights of my research.

Building a good contact list is the first step in a public relations campaign. Here, the Internet can be extremely useful; it's the great equalizer in the world of public relations. Your objective should be to create a list of the names and titles of those reporters, editors, publications, and other media outlets you wish to target. Newspapers and weekly publications are the most popular sources of media contact, primarily because they are free, and easier to contact than television and radio. Try searching newspapers online. Look for articles that are related to your field and record the contact information for the reporter or reporters who write these articles. Know who is sensitive to your case and make a note of it on your contact list. Keep in mind that you will be most successful contacting reporters directly, as opposed to editors. Editors receive thousands of press releases a month and will seldom take the time to read them all. Reporters are more receptive, especially if they have a track record of writing articles that support nonprofits.

Be aware of the proper procedure for preparing press releases or setting up press conferences. Searching the Internet for resources can lead you to sites that give the proper etiquette for dealing with the media. For example, Abby Stein of Women's Initiative for Self Employment in San Francisco has taken advantage of a nonprofit public relations site sponsored by Chevron. The site includes examples of press releases and information on contacting the media, maintaining contact, and making your story newsworthy. You can visit the site at www.chevron.com/community/other/pub-relations/.

Another organization that maintains a helpful media site is PRWEB. PRWEB is a nonprofit which allows any organization to use its network to distribute press releases. The service is free, and is an easy way to get your message to hundreds of sources quickly. For those nonprofits with a budget for public relations, PRWEB also provides advanced services at a fraction of what they would cost through a public relations firm. You can view what PRWEB has to offer at www.prweb.com.

Judy Hawkins of Women's Economic Ventures advises nonprofits to develop personal relationships with reporters who are interested in your cause. Identify those reporters who cover topics similar to yours, contact them personally, and always keep them in the loop. Don't forget to thank them when they print one of your press releases or mention your organization in a story. She also recommends that you include testimonials in your press releases, making your story more appealing to readers. Naming people in the community who are graduates of your program and who have started businesses is always of interest.

Be aware of a reporter's publication schedule, suggests Abby Stein. For example, one San Francisco Bay Area reporter writes a profile of a local businesswoman every month. Women's Initiative routinely sends the reporter a story featuring one of its clients. They make sure that the story arrives in time to meet the reporter's deadline, and is appealing to their readers. Abby also recommends using special events to your advantage. Events can often produce more attention than a press release, and are a great avenue to introduce yourself to the media. She adds that it doesn't hurt to have food at the event.

Using these resources and tactics, you can begin to develop a successful relationship with the media. Research your local newspapers and radio sources and introduce yourself. If you don't let them forget who you are and what you do, you should never have to worry that the public will forget. Most importantly, share your ideas with each other. Let your friends and associates with other organizations know what works for you, and find out what works for them.