Nonprofit Communications

Claire Meyerhoff

Last month, Claire Meyerhoff called to interview me about nonprofit storytelling for some articles she is working on, and we ended up having an hour-and-a-half chat about how hard it is for so many nonprofits to get press coverage, even though they have such great stories to tell.

We shared all kinds of theories about why this is true, and one of Claire’s points was really on target: Nonprofits need to cut the bull! Blathering on about your wonky mission statement, the infinitely deep root causes of a problem, and the complicated system-wide solutions required just doesn’t work for print reporters who need to think in terms of hundreds of words, not thousands, and TV journalists who can give you only 30 seconds of airtime.

I was so impressed with Claire’s down-to-earth perspective that I asked if she’d be interested in doing a teleseminar with me. Then she told me a bit more about her history and I couldn’t wait to host this event.

If you can spare $20 for some great media training, here’s where you should spend it:

Getting Reporters to Cover Your Nonprofit: How to Tell Your Story So They’ll Tell It Too!

It’s next week’s Nonprofit Marketing Guide teleseminar (in other words, it’s a toll-free conference call) on Wednesday, February 6, 2008 at 2:00 p.m. Eastern (11:00 a.m. Pacific). Gather ’round the speaker phone — as long as you are all from the same organization, $20 buys training for your whole staff.

Here’s what you should know about Claire, and why I was so eager to introduce her to all of you. Claire is a communications professional who has spent twenty-something years spreading the word with no muss and no fuss. As a news writer in CNN’s Washington bureau, she took complex stories and honed them into :30 worth of copy fit for Judy Woodruff and Wolf Blitzer. She also helped the National Safe Kids Campaign make the CBS Evening News — and I’ll have her share the story about why that wouldn’t have happened if she had done what the “higher ups” wanted her to do.

She has also reported on Hurricane Katrina’s aftermath on XM Radio’s “Red Cross Radio” channel, and she wrote and narrated an award-wining video for Ronald McDonald House of Durham, NC. Simply put, Claire gets nonprofits and on Wednesday, she’ll help you get the media.

I’m calling this a “Hot Seat” interview, which means I’ll spend the first 15-20 minutes of the hour-long call peppering Claire with some good, tough questions. Then it’s your turn. You can submit questions in advance and during the teleseminar via email to ask AT hotseatquestions.com or send them in via AIM to hotseatquestions.

Get the details and register for the teleseminar now.

In addition to helping nonprofits with their print and online communications, I also do some freelance writing on the side and am now contributing to GreenBiz.com. I wrote this week’s feature article, “Corporate Giants Find Success in Unexpected Partnerships” about Dell’s environmental partnerships with Goodwill and the National Cristina Foundation and Abitibi-Consolidated’s partnerships with thousands of small community groups.

If you know of a great story about how a business is working with a nonprofit to accomplish an environmental goal, I’d love to hear it. I am not interested in partnerships that are really just sponsorship or marketing arrangements. I want to hear about partnerships where the nonprofit and the business are working hand-in-hand to bring about environmental results.

Thanks in advance for the tips!

If you are looking for some fresh ideas for newsletter articles or press releases, consider these five summer-inspired themes.

1) Summer Heat. How does hot weather impact your services or your clients? Can you offer advice to your newsletter readers or to the public about anything related to summer heat? Humane societies can offer tips for keeping pets cool. Agencies that address children’s issues can remind parents not to leave their kids in cars with the windows rolled up. Groups with members who work outside can provide tips on avoiding heat exhaustion while working outdoors.

2) Vacations. How can your readers integrate your issue into their summer vacation plans? Health organizations can write about ways to eat healthy or exercise while traveling. Education groups can provide tips on brain twister games to keep kids busy on road trips.

3) Fresh Fruits and Vegetables. How does the increase in the variety of fresh or locally grown produce available in the summer impact your readers? Organizations for seniors can talk about the importance of a varied diet and provide easy recipes using fresh produce. Environmental groups can discuss the impact of pesticides used in food production on the planet.

4) Summer Jobs. Whether it’s more chores at home or a part-time job, summer gives just about everyone something new to do. Social service or employment groups can offer tips on how to make the most of a summer job or internship. Art or community beautification groups can suggest projects for families to pursue in their own yards or in their neighborhoods.

5) Bugs! From mosquitoes to fireflies, summer is bug season. How does the increase in the insect population affect your clients or supporters? Wildlife groups can remind people of the role bugs play in the circle of life. Health or environmental groups can provide tips on non-toxic insect repellant.

Enjoy the sun with a cool drink in hand and cook up some summer article ideas of your own. Share them here by submitting a comment on this post.

The best communications tips are solid bits of wisdom that do not change, even during a crisis. I was reminded of this when I saw a flyer titled, “Dealing with the News Media at Reunion” provided by Duke University in the packets handed to alumni attending their college reunions last weekend. (My husband is a Blue Devil).

The allegations against the Duke Lacrosse team mean that reporters are swarming the campus day and night looking for new stories, and a “what do the alumni think” article was an obvious angle. The flyer acknowledged this and offered some general tips to alumni that apply to all controversial situations.

• Assume that anything you say will be used “on the record.”
• Though you may insist that you are speaking only for yourself, your comments will likely be portrayed as representing the opinions of a larger group (the alumni in this case).
• You always have the right to decline interview requests.

To these tips, I add a few more:

When a reporter calls out of the blue, you have every right to ask what type of information they are seeking, then to tell them you’ll call them back in 10 minutes. That will give you some time to collect your thoughts while honoring their deadlines.
Reporters often asked leading questions that they hope will evoke answers that fit the story angle they are working on. You don’t have to play along. Stick to your talking points and don’t be led somewhere you don’t want to go.

Never assume a reporter will honor a request to be “off the record” or “on background.” If you have a good, long-standing relationship with a reporter, you may be able to make this request, but it’s much safer to assume that the words you say with get out there, with your name attached to them.