Before you make your pitch, figure out the news hook. Why would readers/listeners/viewers want to know about the organization’s __________? How is it local and topical? Build a detailed media contact list and keep it updated. Always call reporters back – even if you don’t want to. Respect their deadlines. Add media contacts to your mailing list for events and newsletters in addition to news releases. Send out news releases announcing your events as far in advance as possible.

Whatever you say - anywhere - can follow you around endlessly and perhaps disastrously. If you don't know the answer to a question, say

. Taking the non out of non-profit is easy to do. If your annual report is nicer than Ford’s, if your website is better than Amazon’s – then

At Louis Karno & Company, we tell our clients that Key Messages are like Gummie Bears: They are bite-sized (short, easy to speak) They are sweet (your key messages should say positive things about your organization) They are sticky (not only are they easy for you to remember, but they are memorable to your key audiences). Making Gummie Bears… To get started, consider asking these questions of your staff, board, and partners: How do your messengers describe you? Who are your t

Set goals for every appearance Keep thinking O-S-T-A: objective, strategy, tactics and audience Hammer home your key messages For interviews, keep answers - especially for TV or radio - to about 10 seconds each. Remember the Key Message! Nothing is 100% off the record Whatever you say - anywhere - can follow you around endlessly and perhaps disastrously. If you don't know the answer to a question, say so. Then later on, be certain to get back to the reporter with an answer. D