Communications Tip Sheet

When dealing with media:

Understand that reporters are professionals working with multiple priorities and pressures. Be well prepared to get your points across concisely and with impact, trying to understand what is newsworthy to a reporter.
Return media calls and emails promptly.
Designate someone from your organization to handle media inquiries.
Always be as accurate as possible.
Keep communications factual and to the point in news releases. Avoid subjective words (“…a wonderful program…”). If they want to know more or get an opinion, they will contact you.
Avoid using jargon. Explain your story in everyday language.
Follow-up calls are fine, just be aware of your approach, and do not become a pest:
“I’m calling to make sure you received our news release about…”
vs.
“I’m calling to find out why I haven’t seen anything in the paper about…”
Don’t call media members just before their deadlines. Find out when their schedules are likely to be more relaxed.
Find out which reporter is most likely to be interested in your story. It’s fine to call a media outlet to ask whom that person would be (and better than irritating them with unwanted news releases).
Be sure to proofread all communications from your organization carefully.

Get permission before using another organization’s name in your materials, and get their approval once the item has been created. This is especially important with funders who may be cautious about the context in which their names are used.
Always get permission before using another organization’s logo, and then be sure the final product is ‘clean’.
Use italics, bolding and CAPITALIZATION sparingly.