The media is important for nonprofit organizations like IFUW because they offer a gold mine of free publicity. The objective is to learn how to work effectively with representatives of the media. Media relations is an art, not a science. Those who obtain outstanding coverage for their organizations know how to build rapport with the media.

STEP 1: Identify possible media resources in your community
 
Knowing the market means knowing the media. The reach of the media varies from country to country in terms of style, and accessibility. Identify possible media resources in your community.

These may include traditional media:

• local or regional newspapers
• local or regional radio stations
• local or regional radio/TV stations
• specialized media that covers one specific topic, such as education or health
• internet sites

As competition for media time and space increases, you should also investigate alternatives to traditional media.

Nontraditional media include:

• Online publications, electronic bulletin boards, Web advertisements
• Local access cable stations
• Corporate newsletters and community organization newsletters
• Student newspapers and university alumni publications
• Highway billboards/bench, bus, and airport advertising
• Community bulletin boards
• Entertainment guides and magazines
• Tourist information/tourist brochures
   
  

STEP 2: Target specific media contacts
 
Before sending stories to journalists, it is important to know who their audience is by reading the publications and watching TV programmes to learn if that audience is likely to have an interest in IFUW activities.

Put together and keep up to date a media contact list that includes the names of journalists editors, or news directors who might take a special interest in your activities. Larger newspapers or broadcast stations may have departments or reporters specializing in certain topics such as features, medical news, calendars of events or education.

Invite women journalists to advise and join and your group.

STEP 3: Plan Your Approach
 
Just as manufacturers market their products, IFUW must “sell” stories about our activities to the media. There are several ways to take the story to the media.When approaching the media, be persuasive, persistent and friendly - but not aggressive. Difference approaches are possible, although these can vary depending upon the journalist’s preferences.

• By telephone: Reporters can tell you whether they are interested or if they need additional materials
• By fax: Faxes are inexpensive and fast, but can be ignored easily because of the masses.
• By mail or e-mail, followed up by telephone.
  .

Competition for media attention is intense. Some simple recommendations
can improve your chances of success.

• Contact the media only with newsworthy story ideas.
• Contact the media in advance of events.
• Find out about reporters' deadlines and send material in advance of these.
• Call reporters during times other than their deadline times – mornings are usually best.
• When speaking to reporters be brief and stick to the point.
   

STEP 4:  Develop an Effective News Release - WWWWW+H

News releases are a basic media outreach tool.

A release should provoke interest, be connected to something concrete and include a local angle or focus. Begin with a short, attention-grabbing headline. Just as important is a well thought-out “news hook”- a compelling reason for the media to pursue a story. The news hook, best included in the first paragraph provides direction to the rest of the release. The remaining paragraphs should answer the following basic questions: Who? What? When? Where? Why? How?

Releases should be limited to one page. If it is sending a release to a television station, a visual needs to be included.

Sometimes there is more information than can fit in a one-page news release. When that happens, it is provided a media kit that includes the release, fact sheets, and other background materials, such as brochures, bios, flyers, and photographs or CDs.
 

STEP 5: Prepare for your contacts with journalists

The journalist is actually a “gatekeeper” of the public media, so convincing them in the first contact that you have a news worthy story to tell is critical.

• The meeting with a journalist needs to be prepared well.
• Know your story and anticipate questions.
• Focus on highlighting the main story line when making the first contact, the objective is to get.
• Send background materials immediately following contact.
• Be available if more information is needed or to check a fact for accuracy.
   

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