There’s no doubt that media attention can rapidly increase awareness of a Not For Profit organisation and what it does.

Gaining that media attention, however, is not always easy.

Media releases can be a simple way to get your organisation into the hands of the media. The media love a good ‘story’ but what many organisations fail to incorporate in their press release is the story.

Including a personal story of the CEO about why the organisation came about, and/or a quote from someone who has benefited are ideal. Use emotion, pull heartstrings and make your information piece something worth reading. If it doesn’t inspire you when you read over it, the media outlet won’t be inspired either.

Writing into the letters page, or commenting on a media outlet’s website, on topical stories relevant to your organisation can also help get your name out there. Use your full name and the organisations name or website address when writing in.

Make sure your input is timely. Get in early in the day and if the story is topical enough you may be contacted by the editor or producer for a follow up story.

Events or activities are often worthy of attention, too, especially if it’s something a little different or where members of the public can be involved. Invite the media along and to participate where possible.

Although it may seem irrelevant, it could very well end up being in a segment of the news or magazine style national television show; one of the presenters planting a tree, or the weather man abseiling down a building for example.

Your organisation and what it does may not be the sole focus, but the exposure may be more than you could ever imagine.

Ultimately, it’s not enough to think you’re amazing or different to other organisations; you need to tell the stories, touch hearts and get people thinking and talking.

Share those stories and don’t hold back. It’s what the media loves and they’ll love you for putting a story idea in front of them. Make their job easy, and you’re likely to become their go to person in the future, too.