How Nonprofits Can Build Relationships with Reporters and Get More Media Coverage
- Jun 3
- 4 min read
You don't need a big Rolodex to get consistent press coverage. You need to be building relationships.
“That reporter must not like us. They never quote us in their stories.”
If you’ve said this, I’ve got some tough love for you. It’s not them…it’s you. I bet you probably haven’t put in the work to build a relationship with reporters who cover your issues.
If you…
Wait several days to respond to a reporter’s inquiry.
Send wishy-washy press releases that are trying to please everyone.
Give a reporter the run around when they’re trying to schedule an interview.
Don’t give them a heads up on upcoming news.
Don’t help them out when they are looking for information.
…you’re going to struggle to get media coverage.
Building consistent media coverage is more than just sending out press releases. It’s about building good working relationships with reporters and respecting the work they do.
So how do you build a relationship with a reporter? Show that you respect them and their time. Become a resource they can trust and rely on. In short, help them do their jobs.
How to Build Relationships with Reporters
Actually say something! Too many nonprofits do two things that sabotage their chances of getting into a news story: they put out press releases that don’t add anything to a story and they try to walk a line that pleases everyone.
Putting out press statements just to put out press statements is a sure fire way to get ignored. A press release or media statement has to have a point of view. Ask yourself - what does this add to the conversation?
Reporters are looking to write a compelling news story. You need to add something specific to that story to be included.
If your press releases are trying to please everyone and can’t be clearly summarized in one sentence or less…you’re not going to get quoted in a news story. Be clear and specific with your media statements. You’ll get quoted more often than not.
Respond quickly. Reporters are usually working on very tight deadlines. Help them out with a quick response when they reach out to you with a request for an interview - even if it is just to ask their deadline and clarify when you can respond (and follow through!).
Be willing to rearrange your time to meet a reporter’s schedule. If getting media coverage is important to your organization (and I don’t know an organization where it isn’t!), you need to bend a bit to accommodate a reporter’s schedule.
Reporters know you’re busy and appreciate it if you make the time to get them the information they need for a story. They’ll be more likely to call you again in the future.
That said, responding fast doesn't mean winging it. Take time to prepare. (Find tips here.)
Be a connector. If you’re not the right organization or person to respond to the reporter’s questions, give the reporter a few suggestions of where to turn. It’ll be appreciated.
When I led communications for advocacy nonprofits, I did this all of the time. Once reporters got to know me, they’d call and ask for ideas when they weren’t quite sure where to start. They knew that I knew the right people to comment.
Point reporters in the right direction, and let the other group know that a reporter might be coming their way. It’ll be appreciated by both parties. Reporters will remember the kind deed the next time they need a quote or a key interview.
Be reliable. Be sure the information you’re providing a reporter is legit. If you don’t know the answer to a question, say so. If you don’t have a stat or information in front of you during the interview, either point them in the right direction or let them know you’ll follow up with the details. And follow up quickly.
When a reporter knows they can rely on you for quality information, they’ll call again.
Respect their beat. If you regularly work with a reporter who has a specific beat, don’t send them off topic information. For example, if you work with a reporter who covers state politics, don’t send them press releases about your volunteer events (unless there is a political angle like the governor is attending your event!). This is a clear way to show that you’re paying attention to a reporter’s work. They will appreciate that you’re only sending them relevant information.
All of this comes down to respect. Remember: reporters are people with busy jobs, busy lives, annoying bosses, and probably juggling more tasks than they can accomplish…just like you are. If you take a few extra minutes to help a reporter out, you're building a relationship that gets you more media coverage.
If you want hands-on help putting this into practice, let’s chat. I work with teams, or one-on-one, to teach you how to handle media interviews with confidence, deliver your key messages clearly, and turn every media opportunity into a chance to advance your cause.