52 WWW.CITYGATENETWORK.ORG MAY/JUNE 2019 DAY­TO­DAY PR TOOLKIT Ami Neiberger­Miller Worry­Free Storytelling Building relationships with reporters and providing what they need Ami owns Steppingstone LLC, an independent public relations and design practice that assists nonprofits in sharing their stories. Email her at ami@ steppingstonellc.com S ometimes when I talk with nonprofit staff and suggest they talk with reporters about the good work they are doing, I discover that they’re worried—about how reporters will view their organ- izations, and how they will find the time to manage “one more thing.” You don’t need to be afraid of reporters. In any community, journalists can be found cover- ing local government meetings, talking to people about what matters to them, and covering the big stories that affect a lot of people. Yes, scandals get a lot of hype and press attention. But most journalists are ethical and want what they produce to be accurate. The media play a vital role in distributing information during emergencies and cover- ing community life—they can amplify your story for you. It’s important to have your facts right. Respect reporters— and remember that anything you say to one should be consid- ered “on the record.” This means it can be used in reporting, fact checked, and published. That’s why preparing before a media interview is so important. Know the answers to basic questions: How many did we assist last year? How many meals were served? Refresh your memory on a testimonial or an alumni story you want to share. It’s helpful to keep a fact sheet on hand to help you remember key points. Some organizations update key statis- tics annually or make little wallet cards with key informa- tion to remember. Designate who should talk with the press ahead of time. The executive director or a communications manager is often designated to talk with reporters. If you’re going to ask a resident or client to talk with a reporter, be sure to clear it in advance with that person. Talk about what will be shared with the reporter and make sure they’re comfortable. Pitch a story, not a program. This is one of the biggest mistakes I see nonprofits make. They say to a reporter, “Please do a story about us so people know about the services we offer.” Unfortunately, a story profiling your nonprofit is not for most journalists. What is a great story? How about “a day in the life of a rescue mission,” with a photo spread showing how your mission operates and how your daily services and programs assist people experiencing homelessness. A great story might be a pro- file of someone you served who is no longer homeless. It may be offering tips on how people can help your mission at the holidays or how your mission is assisting during a crisis. It could be a national report about homelessness that uses your mission to paint the picture of what the numbers mean locally. You can also be an expert on policies that affect homeless people so reporters know to call you when covering the issue. Introduce yourself to a journalist as an expert who can comment or direct the reporter to someone who can.