Peter Panepento is the philanthropic practice leader for Turn Two Communications and Nonprofit Marketing Guide's Media Relations expert.

How to Get Your Nonprofit Into the News During the Holidays

Nonprofits spend months planning for the annual end-of-the-year giving season. But smart organizations are also planning ahead for another year-end tradition: increased coverage of charities during the holidays. When the first Salvation Army bell ringers start setting their kettles outside of local shopping malls, their chiming bells seemingly send a signal to editors and reporters that they should be…

When Reporters Are Looking for You: How to Respond to Journalists’ Queries

You don’t have to rely solely on your own pitches to get your organization quoted or cited in the media. Sometimes, you can get coverage by connecting with journalists when they are looking to find an expert as they report their own stories. But how can you make sure your organization gets the reporter’s call when she or…

True or False? A Quick Guide to Understanding Journalism Ethics

If you handle media relations for your nonprofit, it’s important to understand the rules that govern professional journalism. These rules might appear quaint in this age of partisan cable networks and opinion-based websites. But, believe it or not, most reputable news organizations are still working under the idea that journalists should be responsible with the information they gather…

Where Should I Pitch My Nonprofit’s Story?

Many nonprofits use the “spray and pray” technique when they are pitching their stories to the media. They spray their pitches everywhere and pray that somebody picks them up. But if your organization is interested in having its messages connect with your ideal audiences — and if it wants more success landing meaningful media coverage — it’s…

What to Do When the Media Gets Your Story Wrong

There’s an adage in public relations that there’s no such thing as bad publicity. But while this might be true if you’re a celebrity or a political candidate, bad publicity can have dire consequences for nonprofits. When you manage the reputation of a nonprofit that is working to advance an important mission, incorrect information — particularly if…