Civil society complain about being ignored by the mainstream media, and they have a point. With corruption scandals and politics crowding the news, development news frequently gets pushed aside.
But there are ways of making your story stand out among the crowd.
Before you approach the media, check that your story is interesting and relevant. If you’ve got a story that answers the questions “why now?”, “why is this news?” and “who cares?”, you’ve got a foot in the door. Using the following tips should help increase your chances of getting news coverage.
Put a face on your story
As wonderful as your organization is, people want to hear about other people. Pitch stories about particular individuals you’ve helped or the outstanding volunteer who has boosted your cause. Focus on one person and act for maximum appeal. In this story, the Daily Nation highlights Safe Place Organisation’s basketball programme for at-risk youth in Dandora. The emphasis however, is on 14 year-old Reagan Ochieng’, a beneficiary of the programme.
Play up the stakes
It’s no secret that conflict and controversy sell newspapers. The media love stories with protagonists. The battle between two sides creates drama and emotion, elevating a perhaps dull issue to an appealing story. Don’t sensationalize, but if your project is up against great obstacles, try and use these to your advantage.
In late 2011, following a string of forced evictions from public land, and amidst heartbreaking reports of ordinary wananchi returning from work to find their homes reduced to rubble, a story about Mukuru slum dwellers who dared to take on the country’s elite, became international news.
Be part of the solution
Conflict and controversy generate interest, but so does the rare “good news” story. Here’s an example of positive news about a Muslim women’s group that makes affordable, reusable, eco-friendly sanitary towels, so school girls can stay in school. And another one about fish farmers in Western province using technology to improve production.
Get endorsed
For better or worse, the public has a fascination with celebrity. Getting someone famous to headline your cause or campaign could make it more appealing to the media. Think Tegla Loroupe and her peace activism, or Julie Gichuru for the Dettol hand-washing campaign. You don’t need to pay big money to hire a media personality or entertainer. Your celebrity could be someone local, well-known and familiar with your cause.
Offer a scoop
Journalists like exclusive news. Sometimes a phone call to one reporter about an important story can be much more efficient than sending out a press release to 1000 journalists. Once the story breaks, other outlets may call and put a slightly different angle on the same story.
Promote Your Cause! 