Tips for Pitching Causes to Reporters
April 4, 2007

from The Chronicle of Philanthropy

Promoting article ideas to reporters is essential to promoting nonprofit causes, but it can be “boring and degrading,” according to a newsletter that is highlighted on the Green Media Toolshed blog.

The newsletter, published by Cause Communications, a nonprofit consulting group, asked several public-relations experts how to make the job easier. Yvonne Archer of Green Media Toolshed, an environmental-communications organization, published some of the tips.

“I’ve certainly been insulted and screamed at while pitching, but for every rude reporter there’s five who are genuinely interested in hearing what you have to say,” says Danielle Lewis of Spitfire Strategies. She advised “not overselling” and persuading higher-ups “to only pitch when you truly have a good story.”

Andrew Posey of Hershey/Cause says doing public relations for nonprofit causes is much easier than for corporations.

“We, in this sector, are actually fortunate in our ability to pitch causes that are both important and newsworthy,” he says. But not everyone is cut out for cold calling, he adds.

Tony Newman of the Drug Policy Alliance says his group makes up to 50 calls when trying to get a reporter interested in publishing an article. “If even 3 reporters out of 50 end up doing a story, that is a huge success!!” he says.

(For more suggestions on promoting nonprofit causes and a list of helpful resources, see The Chronicle of Philanthropy’s article. A Chronicle subscription is required, or you may purchase a one-day pass to our site.)

Share your tips for dealing with reporters by clicking on the comments link below this posting.

— Suzanne Perry

Link to The Chronicle of Philanthropy piece: Give and Take: Tips for Pitching Causes to Reporters

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