- It's not enough to have experts, you need to have spokespeople with specific expertise on the ground. A nonprofit that helps with adoption from Africa seemed one that reporters would want to speak to as they wrote about children who were orphaned by Ebola -- but the media wanted someone they could interview in an Ebola-infected community. The media all felt the organization was doing good work but the organization didn't have specific information about what was being done for Ebola orphans and had no one who could talk about specific adoptions that had taken place in which a child, whose parents had died of Ebola, had been placed with a family in the U.S.
- Speed matters. It's amazing how fast network news can work to pull together stories. By the time you’ve read or watched an article about it, the producers will feel they’ve already told the story; there’s nothing more to pitch. To get the media's attention, you need to develop and implement your strategy, tactics and messages at the start of the crisis. You basically need someone on the ground or with direct expertise in the first few hours, especially someone who can do an interview over Skype.
- Bring something strikingly new to the game by uncovering what the media hasn’t covered. Make sure to differentiate the charity from what others are doing, and from what the media perceives the story to be. Otherwise, reporters’ basic response will be, "Good to know there’s another organization that can talk about conditions on the ground but we've had already covered that angle."
Wednesday, August 24, 2016
Wednesday, August 17, 2016
There are two challenges facing mom bloggers and dad bloggers, too.
- If you treat it as a hobby, it stays a hobby.
Those who treat their mommy blog as a hobby tend to start writing when their kids are newborns, and the content they provide can often be interesting, humorous and helpful.
- It can't be only about your blog.
Another challenge for parental bloggers is that blogs themselves may not be the best mechanism these days.
And it helps to have a strong point of view and to think about reviewing and updating content along the way. That's what magazines geared to an age group (Cricket, Seventeen, Boys Life, Redbook, etc.) do -- they write new articles covering a standard set of topics like beauty, body, life, love and shopping (the key navigation buttons on redbookmag.com). I say this with deep respect for these publications that continue to cover similar issues but find new ways to address their readers' interests and needs.
It certainly takes more work, and it may well be challenging to come up with yet another new slant back-to-school shopping tips, but that's what parenting bloggers need to do to -- if that's their goal -- to maintain their blogs after the kids become teens.
The good news is, of course, there will always be another generation of clueless parents (speaking as one) who need parenting advice and will look for it online.