by Carol Buckheit on January 30, 2012
Lambda Legal’s accomplishments remind me of an overachieving first-born child. They are shrewd and relentless in arguing legal cases around the country to win full equality for gay, lesbian, bisexual, and transgender people–and more often than not come out on top. Seemingly omnipresent, they have a lot on their plate. It’s not surprising, then, that their monthly newsletter is jam-packed with updates. So much so, that their news may overwhelm the reader.
I was pleasantly surprised to see a recent re-design of their e-newsletter–a perfect example of how less is more. The new version has far less text, a cleaner two-column design, a brighter color scheme, fewer but larger professionally designed graphics, and all the navigation links have been completely removed from the header. The title has been changed from “e-news” to “In Brief”–a nice play on words that also tips off the reader that they are not about to be subjected to a reading of “War and Peace.” Best of all, their key news items are listed with just a single descriptive sentence followed by “read more.” Nice job.
Before:
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by Carol Buckheit on January 17, 2012
(L to R): Carol Buckheit (Nonprofit MediaWorks), Daniela Altimari (Hartford Courant), Lucy Nalpathanchil (WNPR Connecticut Public Radio), Keith Phaneuf (Connecticut Mirror)
Fear not. If you missed last week’s media panel at CT Advocacy Day on how to get your cause in the news, here are 12 golden tips from the lips of Daniela Altimari of the Hartford Courant, Lucy Nalpathanchil from WNPR CT Public Radio, and Keith Phaneuf from the Connecticut Mirror:
- Daniela and Lucy prefer a brief email (followed by one telephone call) from organizations wishing to pitch a story. A direct message through Twitter also works for Daniela. Keith prefers a phone call. Never pitch a story through Facebook.
- Telling reporters about personal, human interest stories is the single most effective way to get your cause in the news. “Talking heads” (read: Executive Directors) are unlikely to be the best storytellers. People want to hear about real people affected by an issue. Those are the stories that get in the news.
Don’t just pitch stores during the legislative session. Think about how the issue ties in with the news during the year, and regularly pitch stories to reporters.- When pitching a story, the earlier the better. Pitch early in the morning (by 8:30am) rather than later, when reporters are looking through their email and considering what to write about that day.
- Personal relationships with reporters still matter very much. All things being equal, reporters will go with a story from a known source rather than an organization/individual new to them. Take the time to pick up the phone and introduce yourself and your organization.
- When should you time your press events at the Capitol? Avoid conflicts with bigger stories (e.g. Don’t schedule a press conference at the Capitol on the day the Governor unveils a new budget). Other than that, earlier in the day tends to be better.
- When being interviewed, avoid acronyms and jargon. Don’t sound like you are reading from a script. And don’t assume everyone knows what you are talking about. Use language and terminology the general public would understand.
- A well-written, engaging, frequently updated blog can be a terrific way for journalists to view you as an
expert on an issue. But–importantly–if you don’t have time to maintain your blog, take it offline.
- Most journalists are using Twitter to share news as it happens. You can do the same with a Twitter account for your org. Keys: Make your tweets interesting! Promote others, build community, and don’t automate your tweets with Facebook. If it’s boring, they won’t come. And if you can’t frequently update your Twitter feed, don’t use Twitter.
- Follow reporters on Twitter! Find Daniela Altimari at @CapitolWatch, Lucy at @LucyVn, and don’t even bother trying to find Keith on Twitter. He calls himself “the social media anti-Christ.” (Shameless self-promotion: Follow Carol at @NonprofitMediaW).
- Don’t send a press release with contact information for your Executive Director, when he/she has just left for a long vacation. (sheesh)
- Check out CT Capitol Report by Tom Dudchik. He’s got a daily dose of the scuttlebutt at the Capitol. Read it.
- In this day and age, the news cycle is 24/7. In Daniela’s words: The public “has a voracious appetite for news…and nonprofits can use this as an opportunity.” Provide lots of news tips and pitches, and your cause is more likely to find its way onto a blog, newspaper story, tweet, video story or newscast.
You can still get involved in the CT Speaks Up campaign. Sign up at the CT Association of Nonprofits website.
