Charities don’t need big PR agencies or a massive budget to get media coverage for their cause. Charities are key pillars in communities across Canada, with interesting and meaningful stories to tell. You’d be surprised how many journalists will happily support your charity by spreading the word when asked!

Once you’re ready to generate buzz for your charity, it’s time to get pitching! Media pitching is the act of engaging journalists with a story idea in hopes that the idea will be of interest and become a published story. Oftentimes, news outlets are looking for news tips from their community and this often works to a charity’s advantage. Local media are usually happy to spotlight charities making an impact within their community, so don’t be afraid to reach out directly to media via email to highlight any news, current campaigns, challenges, impact stories, or programs your charity may have on the go. 

Here are a few best practices when pitching media:  

1. Be strategic with who you reach out to. National news outlets will likely have less interest in a local charity story. They often prioritize breaking news, global news, and national news. Of course, there is no harm in sending a pitch to a newsroom at a national outlet, but bulk out your media list with a few strategic choices too. Charities should identify local news outlets by searching on Google and add those outlets to your media list. Local media are much more likely to be receptive to your story as it has a direct impact on their community and audience.  
2. Media pitches should be concise and inspiring. When reaching out to media, ensure that you clearly outline your charity’s vision, mission and impact. Connect with the journalist by helping them see why people should learn more about your charity with a clear explanation of your mission to get them excited about your cause. Be concise, and clearly share what your charity is, what you do for your community, why people should care, and how they can support your cause. Your charity has a feel-good story to tell so don’t hesitate to share your good work and what you are most proud of! 
3. Be memorable. Journalists are frequently overwhelmed by their email inboxes, so make your subject line creative, concise, and clear. Your subject line should summarize your media pitch in one sentence or less. 
4. Always be considerate of media. Once your initial pitch is sent, feel free to follow up after at least two days, and do not follow up more than twice. They may not be interested, for a variety of reasons, in writing about your story and that is okay! Give it time and try again when your charity is running a new campaign, has another program to highlight, or reaches a new milestone. 
5. Be flexible. Media interviews often come in quickly, so be as flexible as you can! Try to be media-ready because sometimes waiting too long can result in you losing your charity’s opportunity to be featured. When you’ve sent out a pitch, regularly check your email and respond to media quickly, as time is of the essence. 
6. Stay in the loop. Breaking news is a good way to get your charity mentioned in media stories related to your cause area. If breaking news is related to your cause, reach out to media as soon as possible! News cycles move quickly and this is a chance to have your charity highlighted as a thought leader in your field by providing your unique perspective.
7. Media pitching is relationship building. Ultimately, charities should be looking to build mutually beneficial long-term relationships with journalists. Remember to be respectful, grateful, and easy to work with. Connect on a level deeper than what is work-related, and if you are able, chat with media staff past asking to be featured. Invite a journalist to host your annual gala, ask them to be a volunteer or an ambassador for your organization, or get them involved in another way. 

Everyone loves a feel-good news story, and there is a strong opportunity for charities to tell their story by securing media coverage. Media coverage is essential to generate brand awareness for your charity and ultimately grow your donor base. If media pitching is within your charity’s capacity, it is definitely worth considering when planning your marketing and communications strategy to make an even greater impact.

 Christine Alfred is a Public Relations and Marketing Coordinator at CanadaHelps, Canada’s largest online fundraising and donation platform that has raised more than $2.5 billion for charities over the last 22 years. Christine has worked at some of Canada's biggest PR agencies, with clients in food and beverage, cosmetics, lifestyle, finance, real estate, and more. She now works closely with charities to secure meaningful coverage for their cause. Learn more at CanadaHelps.org.