Contacting the Media

One of our awesome PR hacks (his word, not mine!) has put together some advice for us non-hacks. This is an edited version of what he shared. I've put it up here for those who want to publicize Valour-IT in their local media outlets. Please comment below or email John (Fusileer 6) or FbL if you plan to contact media so that we don't overlap.

We are kind of in-between press releases right now. We expect to ship 10 computers (possibly to two sites) over the weekend. Their arrival at the hospital(s) will be the occssion for our next press release. Until then, our first release may still be useful with small media, as long as you go armed with knowledge of our current activites that you can share with your target.

If you are aiming at major media or would like to be more deeply-involved in PR and corporate fundraising, email FbL for a full version of the General Guidelines. Keep your eyes open for genuine media kits in the next few weeks.

Chad the PR Hack's General Guidelines on Approaching the Media

First off, there are no general guidelines. Each press outlet acts differently and has different procedures in place when it comes to news submissions. Promoting Project Valour-IT is certainly a news submission.

Ask for help. When you call in, just ask for help. If you present yourself in need of receptionists’ assistance, they will do what they can to guide you to the right person. After getting to the right person, again, ask for help to promote this cause. Remember, helping out soldiers in need makes for great news copy; you just need to present it correctly and stress what Project Valour-IT does.

Have your ducks in a row. Know everything you can about the organization and the soldiers who are the recipients of the organization (check the official project webpage, Fuzzilicious Thinking, Castle Argghhh! and the project blog for up-to-date info). If a journalist asks you a question you do not know, simply say, “I’m not sure, but I’ll find out and get back to you.” There’s absolutely nothing wrong with saying you do not know the answer to a specific question, but you must find the answer and get back to the reporter.

Never mention anything political. Helping out wounded soldiers is not political, nor should it be. Appeal to the journalist’s emotions and not to their assumed political leanings.

Know that the journalist is doing a favor for you. Journalism may be the most egotistical profession outside of professional athletics. Know this and mention that you are very thankful they are talking to you and even considering writing about this effort.

Do not set expectations too high. Even the best presentation and storyline does not guarantee coverage.

Do not overuse your sources. Do not hound journalists to cover a story. Just like everyone else, journalists get tired of charities and businesses trying to get free press coverage. Only send information or call with information that is newsworthy (take your cues from the press releases and fact sheets posted on the project blog).