Working with Traditional Media around an Editorial Calendar
After publishing this week’s blog post on ways to do traditional media work year ’round, the following article landed in my feed. It’s from a very useful blog that all non-profits, in my humble opinion, should follow—Kivi’s Nonprofit Communications Blog at Nonprofit Marketing Guide.com.
The article, a guest post arising from a recent webinar, focuses on using special months in your non-profit editorial calendar as reasons for contacting the media (social or traditional media) throughout the year rather than just during an annual Your Cause Month campaign. For example, a former client was the BC Institute Against Family Violence. At different times, I wrote letters to the editor, op/eds, or press releases associated with:
- Valentine’s Day—to reflect on dating violence
- International Women’s Day—to consider the societal factors that contribute to violence against women
- International Day for the Elimination of Racism—to think about the connections between racism and family violence
- International Day for the Eradication of Poverty—to consider the links between poverty and family violence
- Child Abuse Prevention Month—to consider the lasting personal and societal impacts of child abuse
- National Child Day—to provide ideas about violence-free approaches to child rearing
- New Year’s Day—to resolve to become more aware of family violence in the coming year
Other days, weeks, or months I could have used included Mother’s Day and Father’s Day, Youth Week, Disability Awareness Week, and Adoption Awareness Month, among many others. Opportunities like these challenge the creativity a little more, but if well done they can attract a reporter’s attention because they’re unexpected.
In planning traditional media contact around days like these, remember that any angle you pursue has to be timely and local; no good reporter will publish a poorly developed story just because it relate to National [insert cause] Day. And no matter how hard you work at developing a story with a reporter, remember that it’s soft news and will be bumped by a hard news story (think crime, politics, natural disaster) if one arises. If that happens, take the long view—you have a good jump on the story for next year.
Here’s the blog post from Nonprofit Marketing Guide:
While you’re there, take a good look around the site. Of particular interest are the 2012 Nonprofit Communications Trends Report and accompanying infographics.