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Using Earned Media Strategy to Build Your Nonprofit Brand

Posted on: April 29, 2020
Tags: Nonprofit marketing, Earned media, Media relations
Using Earned Media Strategy to Build Your Nonprofit Brand
by Tamie Sullivan, Sr. Marketing and Nonprofit Specialist
 
Connecting with print, broadcast and digital journalists is one of several important strategies your nonprofit may implement to build its brand through earned media stories. Earned media can also be a cost-effective strategy when marketing budgets are tight. After identifying your goals and defining your target audience, follow these basic media relations rules:
 
E - Extra Effort. Reporters are busy and you need to go above and beyond to get his/her attention.
A - Angle. Find an angle to your story and structure your media pitch.
R - Relationship. Develop rapport with assignment editors, journalists and personalize each pitch.
N - News. When pitching to news reporters, pay attention to the news of the day. Breaking news or an ongoing story, such as the COVID-19 pandemic, might give you an important angle. However, a news conference at City Hall or a fire could pull limited resources away and you would need to pitch your story on another day.
 
At CMS, we understand nonprofits are small businesses trying to reach the community, donors and volunteers with a consistent message and a compelling brand story. While marketing is marketing, the needs of nonprofits can be unique in terms of governance, budgeting and human resources. 
 
Please reach out to schedule a discovery call to see how we can partner with your development team.

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