You got great press coverage. Now what?

A few simple ways to make sure that press coverage actually moves your campaign forward.

You’ve been building relationships with reporters. And then a reporter called you for a story on your issue, and you nailed the interview.

I see so many nonprofits miss the opportunity to maximize that press exposure. Here are a few tips about what to do next after you get that great media hit.

Share it with your supporters.

I know, it feels a bit obvious, but you want to share the story far and wide! I’ve seen groups get caught up in whatever is next and forget this step.

Share the link on social media and email list, both as a stand alone email and in your email newsletter. Use pull quotes or screen shots with the news outlet’s name, the article headline, and lead paragraph as graphics.

And, for your most dedicated supporters, email them the article directly, with a brief personal note. It’s a nice way to connect and gives you an opportunity to share a brief campaign update.

Turn it into an action alert opportunity.

A new article starts - or pushes forward - a conversation in your community. People who feel strongly about the issue will want to take action.

Capitalize on this attention and desire for action with an action alert. You can ask your supporters to send a letter to an elected official, sign a petition, attend a public meeting, and so on. Even if you don’t have fancy action alert software, you can get creative using the tools you have (e.g., Google forms, etc.).

Use it as a hook for outreach to elected officials or other decision-makers.

Whether they are on your side or someone you want to move on an issue, it’s an opportunity to share the article and ask for a meeting to bring them up to speed on the latest details of the campaign.

And don’t forget their staffers as well! This is an opportunity to send a brief, direct note of gratitude for their help on the issue.

The campaigns that succeed are the ones that have a strong communications plan. But that doesn’t always mean creating new content. Repurposing content across your channels, and sharing it often, has to be a key part of your strategy.

If reading this made you think "we need to do this, but I have no idea who's going to do it"... that's where I come in. Find time on my calendar to schedule a free discovery call.

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