As Steve Winwood once sang, “When you see a chance, take it.”
Most marketers/communicators for non-profits and charities possess a never-ending task list. When they’re cultivating donors, planning special events, or executing programs, it’s often a challenge to read the paper or listen to the news. But the post at The Bad Pitch Blog: Those Who Hesitate Are Lost emphasizes the importance of monitoring the media and pouncing on an opportunity to be a part of “the story of the day.”
When your organization can provide a new or local angle for a national story, or provide an expert for a comment, non-profit communicators must have the discipline to act swiftly and deliberately. Positioning your organization prominently in local or national story provides many benefits. Then, communicate your media placement results to your staff, Board and the appropriate stakeholders.