Fundraising For Dummies, 4th Edition

Chapter 13

Projecting Your Organization’s Image in the Media

IN THIS CHAPTER

Using radio, television, print, and the internet to get your news out

Keeping your organization in the spotlight with blogs and articles

Dealing with damage control on media disasters

You’re not camera-shy, are you? Don’t worry; many people are at least a little bashful at first. But being willing and able to pursue media exposure for your organization is both smart for your fundraising program and advantageous for building the overall credibility of your cause. Arming yourself with some basic how-tos for handling, and even enjoying, media relations can give you the confidence you need to see media for what it is: a golden microphone to address masses of people.

Although working with media takes a little time and some careful and creative thought, your use of the media can go a long way toward building an awareness of and a reputation for your organization. Having an outgoing personality helps, but it’s not a prerequisite. All you have to do is master a few media basics, and you can communicate your cause clearly and with passion.

In this chapter, I take you through a number of media channels, helping ...