Branding a Not-For-Profit

Not-for-profit groups often have a tough time getting recognition for their good work. Publicity, especially media coverage, can help to attract funding and additional support. Yet, too often, they get mired in the press release mentality — if we just send out a press release, we will get a great story. Doesn’t happen.

My advice to anyone at a not-for-profit organization is to take a look at the Tahirih Justice Center in Falls Church, Virginia.

The Justice Center gets a staggering amount of great media coverage. The organization was founded and is led by a remarkable woman, Layli Miller-Muro.

I am writing about the Tahirih Justice Center in my new book but here are a couple of secrets they have for getting consistently good media coverage –

1. News releases are only used as a reason to maintain awareness before reporters with no expectations of a story.
2. The Center only focuses on journalists with whom they have a relationship … no mass outreach.
3. Great coverage is all about giving reporters timely and relevant legitimate stories.
4. Craft four or five talking points … messages … before ever speaking with a reporter.