For many community groups and organisations, gaining positive and consistent coverage in the media can have an incredible impact on the work they do.
It can have a multiplier effect on the good work that groups are doing. If people know what you have achieved and what you do, they are more likely to support your group. The more support you get, the more likely you are to have a bigger impact.
Why is the Media Important?
It gets your message across to a wider audience. The various forms of media – primarily television, newspapers and radio – spread and disseminate information. Getting your information into the media will spread your group’s story further than it could be spread without media coverage.
It can help you target your message to the people you want to hear it. The media is so varied that a community group or organisation can closely target almost any sector – and through them, almost any section of the public – by looking closely at where it is directing its media focus.
For example – a small, locally-based community group would probably look at concentrating on its efforts in local newspapers, radio and (if applicable) television.
A bigger event or bigger community organisation could look further afield – to major daily newspapers and commercial radio and television.
And then there’s the Internet, which continues to emerge as a component of the media.
It provides free publicity and exposure for not only your news, announcement, event or request – but for your group or organisation as well.
A big benefit when it comes to news media coverage is that it is free – a factor of major importance when it comes to community groups or organisations with tight budgets!
And only does your event or news receive free publicity or new coverage, your group is bound to receive a boost through this
coverage as well.
It is important to remember though that while your group won’t have to pay for this coverage, it will have to work for it in other ways – building relationships with the media, preparing information and releases for them, being willing to speak to them or be interviewed by them, etc.
Without putting in this type of work, your group will not reap the benefits of “free” media coverage.
URL: http://www.faraidiza.8m.net
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Author: Farai Diza from Diza Word Smith. Originally distributed by MyPR.co.za.
