How do you build and maintain relationships with media contacts and partners?

1 Identify your goals and audience

Before you reach out to any media outlet, you need to have a clear idea of what you want to achieve and who you want to reach. What is the purpose of your media campaign? What are the key messages you want to convey? Who are the ideal media partners for your nonprofit? These questions will help you define your goals and audience, and tailor your communication strategy accordingly.

2 Research and network with media contacts

Once you have your goals and audience in mind, you need to find out who are the relevant journalists, editors, producers, and influencers in your field and niche. You can use online tools, databases, directories, and social media platforms to identify and research potential media contacts. You should also network with them by attending events, joining groups, commenting on their posts, and sending personalized emails or messages. The goal is to establish rapport, trust, and credibility with them, and show them that you understand their interests and needs.

4 Follow up and nurture relationships

After you send your pitch, you should follow up with your media contacts within a reasonable timeframe. You can send a polite reminder, offer additional information or resources, or ask for feedback. However, you should also respect their time and space, and avoid being pushy or spammy. If your pitch is accepted, you should thank them, provide them with any support they need, and share their coverage on your channels. If your pitch is rejected or ignored, you should not take it personally, but learn from the experience and improve your approach. The key is to nurture your relationships with your media contacts over time, and keep them updated on your nonprofit's activities, achievements, and opportunities.

5 Measure and evaluate your results

Finally, you should measure and evaluate the results of your media campaign. You can use various metrics, such as reach, impressions, engagement, conversions, donations, or feedback, to assess the effectiveness of your media strategy. You should also analyze the strengths and weaknesses of your campaign, and identify the best practices and areas for improvement. By doing so, you can optimize your media performance, and increase your chances of attracting media attention for your nonprofit in the future.