7 Steps to Improve Your NGO’s Media Coverage

Tablet computer, smartphone and newspapers

Have you ever submitted a press release that did not receive coverage? Most non-profits share this similar complaint creating the perception that it is extremely challenging to receive media support.

However, your lack of coverage could be due to several issues found in the presentation of your release.

Here are seven ways to improve your press release to get your non-profit the publicity necessary to promote your cause:

  1. Make Sure it’s Newsworthy

Determine whether or not your release newsworthy by identifying if it reveals anything new that ultimately impacts others. Examples include the announcement of a new CEO, acquisitions, awards, national competition, providing a response to current public issues.


  1. Don’t over complicate things

The popular acronym K.I.S.S- Keep It Simple Silly says it all. Keep your media release as succinct as possible. Releases should be one-page minimum essentially highlighting the most significant details in short paragraphs, with a tight lead, and in easily understood language.

  1. Paint the Big Picture

You may be aware of the critical role your NGO plays but the reporter may not be, especially if your NGO is relatively new. To overcome this, paint the bigger picture using facts and some statistics to illustrate the impact that your NGO’s potential news can have on the wider community and the general public.

  1. Make Contact, Send Release, and Follow Up

Sometimes sending to generic newsroom email addresses can be like shooting in the dark. Things get lost in general inboxes or in the editorial shuffle. This is where a media directory like ours comes in handy.

To increase your chances of coverage, contact the appropriate reporter or editor firstly via phone to discuss your pending release and be sure to follow through with any advice received. Once sent, make contact again to ensure receipt and gauge the overall possibility of coverage.


  1. Be Accessible

Providing an office contact number and an email address may not enough. Reporters may need to verify details and conduct follow up interviews after hours. Therefore, it is wise to always include the cell phone number for someone authorized to address the issue at hand.

  1. Quotes Required

At least one newsworthy or ready-made quote from a reputable person from your organization such as the President should be included. This quote should summarize the importance of the call to action being made or the issue being faced by the organization.

  1. Use Your Digital Platforms

Digital media is instrumental in connecting with the media instantly. Be sure to employ your social media platforms through sharing on Twitter, Facebook, Instagram and Instagram, sliding in DM’s, and tagging media houses. A signal boost (retweet/share) can be everything!


In the end, while these steps won’t ultimately guarantee coverage, it will definitely improve your chances.

Do you have any tips that you would like to share? Leave a comment below and let us know what works for your non-profit!

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