Five ideas to revive community news
Posted Sep 30, 10:49 AM
Community groups work at the grassroots to develop healthier, more cohesive communities, often dealing with some of the most complex and important issues our society faces. So why don’t they always make the news?
The media machine craves what is new, original, unusual, and exclusive. Despite their importance, many issues dealt with by community service organisations are not necessarily novel or interesting. Alcoholism might affect a particular community far more than road deaths, but a four car pile-up will still make the front page - it has immediacy and impact. The key to getting your community group into the news is generating media releases that offer journalists a fresh angle. Here are five story ideas to get you started:
Use data to prove your point
The media like to have solid facts and figures to hang their stories on. Showing you’ve had a 20 percent increase in clients over the past year is more substantial than simply saying your services are in greater demand. Collect information about your organisation’s work and issue regular updates that provide easy chunks of data that journalist can extract for their stories. Keep track of other industry or government reports that relate to your organisation and issue media releases that link your work to national trends and statistical information.
Give your problem a human face
Community groups make a difference to the lives of many people. Which is more compelling - a media release stating a group offers financial counselling, or a human interest piece about a struggling single mother who was able to use financial tips to stay above the breadline? Humanising a problem is a great way to make your organisation’s work more newsworthy as well as reach an audience who may otherwise be blasé about a particular issue.
Celebrate your milestones and successes
Some successes are obvious – such as winning an award. There are many other opportunities to highlight your achievements. Use milestones to your advantage. Promote the fact that your organisation has been in operation for a year, or celebrate your 10 or 20 year anniversary. Highlight the fact you have reached your 100th client, provided your 1000th free meal, etc. Promote the fact you have obtained further funding or a grant. Boast about your success in delivering a particular community program, or offering a new service. Be proud of your organisation and make noise about every success.
Create a campaign, challenge, or competition
An excellent way to generate media coverage is to engage the community via a campaign or challenge that creates a specific goal for your organisation. For example, an organisation already dedicated to providing employment services might instigate a ‘100 jobs in 100 days’ campaign that targets local employers. Such a campaign gives your work renewed focus in the media, and engages the wider community. Competitions can also draw attention to your cause. For example, you could start a poster or essay competition in local schools – such activities generate positive media coverage and excellent photo opportunities.
Promote your expertise and experience
Your organisation is no doubt filled with compassionate and skilled individuals with interesting personal and professional experiences. Profiling a staff member or volunteer in a media release can be an effective way to raise the profile of your organisation in the media. Ensure the release includes anecdotes and examples of interesting and challenging work the staff member has undertaken, both in their current role and previous positions. If you’re based in a smaller community, it also pays to highlight the reasons the staff member chose to live and work in that area and for your organisation in particular.
Community service organisations can provide absorbing news stories, but it takes some work to craft media opportunities that break through the apathy that surrounds some social issues.
