I count a number of charities as clients, and I often hear the question, “How come my charity gets no press?” by others in the sector, I thought this list might help.
Here are five reasons your charity doesn’t win press coverage.
1. You have no dedicated PR resource(s) working for you. Earned media is unpaid, but it’s not free. If you want to “get out there” and let the world know about your amazing mission, then you need to make the investment in your resources. This can be in-house or agency, but it has to be something. Don’t worry; if things go right and you start building relationships with media, your investment will more than likely payoff.
2. Those who benefit from your charity’s work are not in front of media enough. There is a tendency for organizations that are not used to media attention to want their in-house people to do any and all media interviews. If you are working for a charity, most of the media opportunities you get should feature people your work helps—not “official spokespeople.” The best stories—and those that drive donations to a charity—are the ones that tug at people’s heartstrings.