Why Nonprofit Leaders Need Media Training
Nonprofits earn better media coverage with a little planning. Media training can help achieve key goals, such as fundraising or attracting volunteers.
Over the years, I’ve had the privilege of leading group media trainings for nonprofit leaders and regional executives who need to ensure their media moments are impactful.
After all, these organizations have many needs - fundraising, attracting volunteers, hosting events, etc. - and through smart media tactics, a focused leader can earn great coverage for the organization - and perhaps even a follow-up story or two.
In November, I led a media seminar for Gigi’s Playhouse, an organization helping people with Down syndrome achieve personal and career growth, provides family support services and above all, seeks to change the way the world views Down syndrome. It’s a lovely organization with more than 50 chapters nationwide.
It was great to be there because non-profits too often overlook the need to train their own people on how to speak to the media. They should. For many nonprofits (but certainly not all) attracting local media coverage is low-hanging fruit: media want to talk with you!
Yet when they do come, what will you say? Most leaders try to cram everything in - from the nonprofit’s origin story to their personal connection with the organization. That lack of focus leads to mediocre coverage, where with a little planning, you could have achieved a key goal such as attracting new volunteers.
I’ve worked with Special Olympics International as a media trainer since 2016 and have prepared regional officers, athletes, healthcare staff and even the global CEO for media interviews. Some interviews were on challenging issues while others honored the joy of competition. But in all cases, Special Olympics values prepared spokespeople - including athletes - who can speak to the organization’s impact beyond competitions.
For Gigi’s Playhouse, our session discussed how to prepare when the media comes. We talked about - and practiced - how to steer interviews toward the issues a regional leader wants to discuss. We talked about preparing short, effective messages - it doesn’t take too much time! - and how to tactfully change the subject when needed.
If your organization could use some media tune-ups at your next conference, let’s talk.
To learn more about successful media interviews, visit Benderoff Communications or email eric@bendycomm.com.