It's tough getting media coverage, especially if you're a small player in a major media market or your subject plays to a fairly narrow niche. Maybe it's time to consider a joint venture. That is, partnering with another organization to strengthen your reach and news value.
The key for this kind of media relations is finding a strategic partner that can benefit from what you have to offer, and you can benefit from their following. An example would be an individual or organization that needs a place to host an event, and your facility not only has the space but you appeal to the same constituency or market segment.
You may not be the main attraction, but you benefit by being mentioned in all of the publicity leading up to the event. And, the event, itself, brings in new foot traffic through your doors that you might not otherwise have seen.
Another example for generating media coverage would be to partner with two or three other like-minded organizations to sponsor an event that none would have the resources to offer on their own. Let's say you offer a panel discussion on a newsworthy topic with representatives from each organization. This now becomes a much more newsworthy event due to the combined expertise of all of the groups involved.
The ideal joint venture is where everyone offers a different take on the main topic. For instance, a group of nonprofits might offer an event about the broad topic of homelessness, with each agency offering its unique perspective (e.g. homeless veterans or homeless teens).
This isn't easy. Opportunities like the examples we've mentioned here may not come along all that often. But, it's helpful to be aware of the possibilities and to take advantage of them if you can.
Mack Communications | @Mack_Comm