Monday, July 26, 2010

Media Policy for Not For Profits


Recently I worked with a not for profit with member clubs spread across  two states to develop a policy to help clubs and the Executive manage proactive and reactive media relations.

The policy featured:
  • The objectives or why the organisation will engage the media in the coming 12 months. 
  • An encouragement for clubs to proactively engage their local media outlets as way of telling communities what they and the larger organisation is doing.
  • Tools to help clubs such as pre-packaged media backgrounders, fact sheets, templates, speaking points and standard paragraphs for media alerts and media releases.
  • Advice on how to access localised media contact lists.
  • Guidance on handling media relations in crisis and advocacy situations.
  • A media release review process - for all levels - so key players in the organisation know what is to be presented to journalists and what might make news.
  • Tips for recycling earned media coverage so that office holders, members and key supporters know what the press is reporting.
  • Social media guidelines so what is presented online is consistent with what is presented to traditional media.   
And because it is often so expensive, a media policy should spell out the why, when and where  advertising will be undertaken and how it will be blended with media relations.

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