Choosing a Charity for a Publicity Partner

Before you read the section that follows, let me get something on the record.

I’m not suggesting you choose a charity based solely on its media-appeal. I believe you should follow your heart, with input from those who will help you put the event or campaign together. Consider community needs, and the impact you can have on the lives of those you’re trying to help.

But that said, you should also understand that certain TV stations, radio stations, and print media often become “angels” of one or two organizations. While they certainly work with others, they focus much of their effort—and airtime or print space—toward helping a fortunate few favorites.

This is critical to remember because if a media outlet is committed to a certain cause, it will make every effort to promote that cause--short of selling out its journalistic integrity.

For instance, if there are two charity events scheduled for coverage in a newscast, but there’s only time enough to mention one because of breaking news, guess which one will get on the air?

Once again, doing some intelligence work is important. Watch, listen, and read with an awareness of who’s covering which charities and how much airtime or print space they get.

Or you can do something easier than that.

Call the community service departments and ask which charities they work with most often. Also ask for a contact name at that organization, and then approach that contact.

Very often, the contact will actually HELP YOU get coverage, and they might even get some of their volunteers to a) assist you in organizing and staffing the event and b) go to the event themselves, which swells your attendance and makes your event more attractive and newsworthy.

Related articles in this section include:

Free Publicity and Charity Events

Making Your Charity Event Media Friendly

Getting Publicity on TV for Your Charity Event

Getting Publicity on Radio for Your Charity Event