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Getting Covered

Earning Press Exposure for Your Ministry
Robert Steinhagen | posted 10/24/2007
This article provided by the Engstrom Institute

When was the last time your partners saw your organization highlighted on the evening news or in their local paper? If it's been awhile, you might be overlooking a great opportunity for free marketing. But many organizations aren't sure where to begin. Here are some suggestions to think about as you explore the "in's" and "out's" of attracting the press and getting YOUR message across. The goal is to be equipped to build relationships with the press, make your ministry efforts newsworthy, and write an effective news release.

Hard News and Soft News

Your ministry's media events will mainly be soft news—things like concerts, human interest stories, events, etc. Hard news is the lead stories—things like national crisis, local murders, etc. Hard news always gets priority. You can plan your event and get the media to cover it, but if there is a big hard news story, you will be cut or pushed to the end. There is nothing you can do to control what hard news comes on a given day, so ...

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 communications, getting media coverage, getting news coverage, marketing, media relations, press guidelines, public relations, publicity