全球视野 | 公益传播指南：如何让媒体报道你的非营利组织？

全球视野

每周从全球各大与公益慈善或社会创新领域相关的媒体或专业网站，去浏览发现当下正在发生的案例和正在思考的观点，然后翻译整理成篇，传达第一手的新鲜资讯。栏目希望可以通过文章的视角或者表述，为会员伙伴们提供启发、打开视野。

文章《How to get media to cover your nonprofit/如何让媒体报道您的非营利组织》发布在Candid的Philanthropy News Digest (PND)板块上。Candid是一家专门报道美国非营利组织的信息服务非营利组织。PND是Candid的一项每日新闻服务，以摘要形式汇编了从全美国的纸质和电子媒体上摘录的、与慈善事业相关的文章和专题报道。作者Matt Sinclair是PND的编辑。文章探讨了非营利组织在没有专业公关团队的情况下，可以如何吸引媒体关注并扩大其社会影响力。

It’s ironic: Despite having many more ways to communicate with their constituencies today—through social media, email, webinars, Zoom, and in-person events—many nonprofits still struggle to reach a broad audience. They still rely on external media outlets to help get the word out about their work and raise their profile. 

具有讽刺意味的是，尽管如今有了更多的方式可以与受众沟通，例如通过社交媒体、电子邮件、网络研讨会、Zoom会议以及面对面活动。许多非营利组织仍然难以接触到更广泛的受众。他们依然需要依赖外部媒体渠道，来宣传他们的工作并提升组织的知名度。 

But not every nonprofit has a public relations team or a communications or media relations specialist who keeps track of local and national media outlets. Here are some tips from a longtime nonprofit news editor on how to get on the radar of nonprofit news outlets that care about the social sector. 

但并不是每个非营利组织都有一个公关团队，或是专门负责沟通媒体关系的专业人员，来跟进本地和全国的媒体渠道。

If your organization has a full-time communications specialist or an external PR team, those professionals understand that “know your audience” means different things for different groups. But among the first audiences they need to get to know are nonprofit news editors. And that means finding out what kinds of news a specific publication or outlet is interested in covering. For the many smaller organizations that don’t have specialists, it’s still worth doing what you can with limited resources to determine which outlets are a good fit. 

如果您的组织有专职的传播专员或外部公关团队，那么这些专业人士就会明白，“了解你的受众”对于不同的群体意味着不同的东西。但对于非营利组织来说，他们首先需要了解的受众是非营利组织新闻的编辑。这就意味着要了解特定出版物或媒体感兴趣的新闻类型。对于那些没有专职人员的小型组织来说，仍然值得在资源有限的情况下尽力，确定哪些媒体渠道与组织的目标最契合。 

Which publications and outlets—and I’m including blogs and podcasts here—will want to hear from your organization? If you’re new to nonprofit communications, spend some time learning which ones are focused on your field. Research their websites for previous reporting on the topics you’re looking to pitch. Identify patterns. Look for guidelines for unsolicited pitches. 

哪些出版物和媒体渠道，包括博客和播客，会对您的组织感兴趣？如果您是非营利组织传播领域的新手，请花些时间了解哪些媒体关注您所在的领域。在这些媒体的网站上，查找他们过去报道过的、与您计划宣传的主题相关的内容。分析其中的规律，找到模式。同时留意网站上关于主动投稿的指南。 

For specialized publications, the topics you should pitch may seem obvious. A publication focused on health care, for instance, may be interested in your health-related nonprofit. But a gala event that raised hundreds of thousands of dollars for a local nonprofit hospital is not a slam dunk for the editor of a national business publication that covers health care. 

对于专业性较强的出版物来说，您应该投稿的主题应该很容易确定。例如，专注于医疗领域的媒体，可能会对您的与医疗保健相关的非营利组织感兴趣。但一场为当地非营利医院筹集了数十万美元的慈善晚会，对专注医疗行业的、全国性商业媒体的编辑来说，并不一定是“板上钉钉”的报道内容。

Even topics that appear relevant may not be of use for that publication. At Philanthropy News Digest, for example, we publish summaries of philanthropic news: announcements of new initiatives, grants, and major gifts, as well as job opportunities and requests for proposals (RFPs). However, we no longer publish interviews, commentaries, or book reviews or do long-form original reporting. We announced this change last December to longtime PR contacts and posted it on our website. Yet, I still receive pitches for such features every week. To avoid wasting editors’ time and your own, know what they want and what they don’t want. 

即使是看似相关的话题，也未必适合某些出版物。例如，《慈善新闻摘要/Philanthropy News Digest》主要发布慈善新闻的摘要内容，包括新项目的公告、捐赠和资助信息、大额捐赠的动态，以及工作机会和提案请求书。然而，我们已不再发布采访、评论、书评或长篇原创报道。去年12月，我们将这一变化告知了长期合作的公关联系人，并在网站上发布了通知。但我每周仍然会收到针对这些不再发布的内容的投稿邮件。为了避免浪费编辑和您自己的时间，请了解他们需要什么，以及不需要什么。

Once you know which publications and outlets are a good fit, you also need to know what assets you’re bringing to the table. In other words, why should the media outlet take up your news announcement or interview your executive director? What kinds of expertise can she share? Is she comfortable being interviewed? Are there others at your organization who have specialized knowledge who may be of interest to the publication? 

一旦您了解了哪些出版物和媒体渠道与您的组织契合，您还需要清楚自己能为媒体提供哪些资源。换句话说，为什么媒体会对您的新闻公告感兴趣，或者愿意采访您的执行董事？她能分享哪些专业知识？她是否愿意接受采访？组织中是否还有其他具备专业知识的人，可能会引起这家出版物的兴趣？ 

But even when you’ve done your research and know that your nonprofit news announcement or interview proposal is an excellent fit for that specific outlet, the editor may still say no. Why? Perhaps they’ve recently interviewed the leader of a similar organization and don’t want to look repetitive, or the publication is taking a different tack on the topic. 

但是，即使你做了调查，确认了您的非营利新闻公告或采访提案非常契合某个媒体渠道，编辑可能还是会拒绝。为什么？也许他们最近已经采访过类似机构的领导，不想让人觉得重复，或者该出版物在这个话题上采取了不同的策略。 

The fact is, you never know what else an editor is working on, and you may never learn why your pitch was declined. But it doesn’t mean your next pitch won’t work. By developing long-term relationships with those editors, you can help keep your organization front-of-mind when future opportunities arise. 

事实上，您永远无法知道编辑正在处理什么事务，也可能永远不会知道您的投稿为何被拒绝。但这并不意味着您下次的投稿就不会成功。通过与这些编辑建立长期关系，当未来有机会出现时，您可以帮助确保您的组织能够首先被想到。 

Remember: Editors like to be first—whether with a major announcement or an exclusive interview. It’s worth cultivating a relationship with the editor where you’re willing to provide an “exclusive”—so both your nonprofit and the media outlet benefit. 

记住：编辑喜欢做第一个——无论是发布重大公告还是进行独家采访。与编辑建立一种关系是值得的。如果在这种关系中，您愿意提供“独家内容”，这样既能让您的非营利组织受益，也能让媒体受益。

What works best for both the organization and the publication is a strong partnership. Be a resource. Offer connections that might benefit the editor even if it may not immediately help your organization. Be honest, accessible, informative, and open to options, and editors will learn to trust you—or even to reach out to you proactively. 

对非营利组织和出版物来说，最好的办法是建立牢固的伙伴关系。成为一个资源提供者。提供可能对编辑有益的关系，即使它可能不会立即帮助到你的组织。要诚实、易于接触、信息丰富，并愿意接受不同的选择。这样编辑就会学会信任你，甚至主动与你联系。

What should you avoid when trying to get on the radar of media outlets? Scattershot approaches—emailing every outlet in the field regardless of their specialized area—have never worked well and still don’t. And consistently sloppy pitches have the potential to hurt your organization’s reputation. Let someone else read the pitch before you click send. I won’t name names, but I’ll never forget a pitch addressed to one of our competitors but sent to me instead. It happens more often than you might think. Of course, I assume you’re also pitching other outlets, but please double-check your emails. Typos and grammatical errors aren’t the only things that make you and your organization look bad. 

在试图吸引媒体关注时，您应该避免做哪些事？一个常见的错误就是盲目地投稿：无差别地向所有相关媒体发送邮件，而不考虑它们的专注领域。这种方式从来都不好使，直到现在也是如此。而且，持续的盲目投稿有可能会损害您组织的声誉。在发送邮件之前，请让别人先看一下您的投稿内容。我不打算点名，但我永远记得曾经收到过一封发错了的投稿邮件，邮件中写的是我们的竞争对手的名字，却错发给了我。这种事情发生的频率比您想象的还要高。当然，我知道您可能还会向其他媒体投稿，但请务必仔细检查您的邮件。拼写错误和语法问题，并不是唯一会让您和您的组织看起来不专业的地方。