Every organization, no matter the size, should consider developing a media strategy. Beautifully landscaped Facebook pages and carefully crafted tweets are less important than unified messages and timely goals.
The following general guidelines, excerpted from our Media Toolkit for Exponent Philanthropy members, can be adopted by any nonprofit or foundation seeking to build relationships with its community and craft a powerful media strategy.
1. Identify a Purpose (“The Why”)
Every media strategy should be rooted in a specific message and sense of purpose. The public won’t respond to your call for attention if you don’t know why you’re calling them. Your campaign should be firmly targeted to both the population you want to serve and the people who can help you serve them. Scattered media strategies result in scattered goals and lackluster results. Before you initiate any campaign, make sure you know why you are doing so.