NonProfit Talk

Providing news and information to nonprofits, from Anat Gerstein, Inc. communications.

[nonprofittalk]

Pitching Notes: Ana Nieto Business Editor, El Diario

Ana Nieto is a business editor at El Diario, where she has worked for the past six years covering business, the economy, and social issues. A journalist with more than 20 years experience, she previously was the U.S. correspondent for the financial Spanish newspaper Cinco Dias for 10 years. She recently launched Trinos y Sirenas, a mini podcast about the experiences of Latinos during the pandemic. 

Tell us about your background - was it always in journalism? 

I have always wanted to be a journalist. I grew up listening to the radio. It was always on when my mother was at home. Now, as an adult, I am still in love with it, and I have just declared myself a podcast addict. Like many journalists, I didn't study journalism but law in my hometown of Madrid. I never worked as a lawyer. After receiving my degree, I enrolled in the journalism program developed by El País, a leading Spanish newspaper. 

What was your first taste of journalism? 

My first real job was on the radio. I was an eager intern, and I was happy to do anything. Luckily I was not asked to, but I would've even gotten coffee for the editors. I had minor assignments, and I was under constant supervision as a newbie. One morning, ETA, a terrorist group, set off a bomb in downtown Madrid. I was arriving at the newsroom when I heard the explosion. That day, I arrived earlier than normal and there were few reporters in the office. The editor sent me with a cell phone (that I didn't know how to use!) to the hospital to check on victims of the bombing. Once there, I reported that the attack wasn't random: it had a specific target and the terrorist had succeeded. It was a sad day. I did my job the best I could. 

Given the pandemic, how is your newsroom operating? 

We are all working from home and communicating by chats and phone calls. It is not ideal in our type of work, where ideas have to flow constantly and quickly. But this is what we all have to do now. I can't wait to go back to the office. 

How has your coverage changed? 

Not surprisingly, almost everything is about COVID-19, and in the last couple of days more so about civil unrest. We are in a time of uncertainty. News and investigations are difficult to bring to the readers with the rush that internet users demand of us. The news cycle changes so rapidly that a lot of the work quickly fades. Circumstances are flowing and evolving nonstop, and we are living in a year that will be marked in history. 

I try to bring to the table a perspective that can be useful and relevant for the readers, given the information and circumstances. If there is something we have painfully learned, it's that the Latino community has shown how vulnerable it is. More than ever we need to tell them that we are with them, and help them with resources that are important in their daily lives. 

What do you look for in a story now? 

I look for what I always have: stories that are true and relevant to my readers because the content is useful to them. I like to find big ideas in mundane stories.  Where do you get your ideas? There are some people and organizations who make good pitches, but essentially I keep my eyes and ears open and try to be curious. My ideas come, for the most part, from one of the "five w's" that are essential to this work: what, why, when, who, and where. I like to answer the "why" and I also like to look at data. 

What are your pet peeves about pitches that come your way? 

I am not particularly drawn to promotional pitches. What advice can you offer to anyone who wants to pitch you a story? Know what I do. I like to tell stories that relate to the people. Stories that open doors that are closed to the majority of the readers or that are relevant to their lives.  

How can people get in touch with you and follow you on social media? 

My email is [email protected] and you can find me on Twitter at @anabnieto. I am also on LinkedIn. I don't have a personal Facebook account and gave up on Instagram some time ago.

[nonprofittalk]

Three Ways to Thank Supporters

Now more than ever you need your supporters - individuals, corporations, foundations, and government partners - to come through for your organization. 

Thanking them is crucial to your success, and it's particularly important to do so in a way that ensures they know just how their support makes a difference. Here are three ways your nonprofit can express gratitude. (Keep in mind that some supporters - like elected officials and corporations - want to be thanked publicly while others prefer to be anonymous.)

Shout out on social

For supporters who like public recognition, thank them on your social media channels. You can share positive program or organizational updates, press clips, current program photos (make sure it is apparent that social distancing guidelines are being followed) and short videos or photos of clients, members, or program participants thanking your supporters. Make sure to tag supporters in posts.  And most important: thank supporters throughout the year - not just when you ask them for money. Emote on email

If your organization sends out electronic emails to large groups, add content (photos are a plus) about how supporters' money has made an impact. Be sure to name the supporters and add a quote from a client/member/participant if you can. Make this a regular newsletter feature.  For supporters who want to remain anonymous, regularly send them emails updating them on program progress and impacts.These do not need to be individual emails; for example, if you have a program that is supported by multiple people, send the group an update that is specific to that program. Court them through cards

Go old school! Enhance a typical thank you card by having program participants, members, or clients design one, or just sign it with a heartfelt comment. If supporters enjoy public recognition, do not just send the card; share it on social media, too.

And, never ignore the value of a personal phone call!

[nonprofittalk]

Generating Media Coverage in a COVID-19 World

Today, most reporters, even those who work at TV stations, are reporting their stories from their homes, interviewing people via Zoom or Skype and using video footage and photos provided by the organization being interviewed.

That means nonprofits must shoot their own videos and photos. Luckily, most recent-model smartphones make it super easy to capture quality footage and shots. You just need to make sure to have the right set up.

We recommend capturing photos and video as often as possible, ideally daily, but at least a couple of times a week if you are still running programs. If you don't use the video and photos for press, you can always use it for newsletters, social media posts and blogs. Here are tips for recording your video:

GOOD LIGHTING IS KEY

Shoot the video in a well-lit room, ideally with a light facing you. If necessary, face a window or point a desk light in your direction, to get more light on your face. Make sure that you are not backlit (meaning the light isn't behind you.)

POSITION YOUR SHOT

When recording your video use the "rule of thirds." Think of your shot as being divided into three columns. Position yourself in the center of your shot or in column. If there are two people in your video, for instance, you are interviewing someone, position each person in the first and third columns. Make sure you are not clipping the top of your head in the shot, by giving yourself "head room." This should be just about the width of a finger above your head in shot.

STEADY YOUR SHOT

To avoid your video coming out distorted or blurry, keep your phone steady while recording. To do so, use both hands to hold your phone in the horizontal position close enough to your body so that only your head and shoulders are showing (unless the point of the video is to show more).

If possible, place your phone on a solid surface during recording or use a tripod, so it doesn't shake.

Stand straight and try not to move around. If you need to sit, please do not sit in a swivel chair or one that moves, as it increases the chances of an unsteady image.

SETTING

Find a quiet spot to shoot your video. Background noise is easily picked up on cell phone microphones and is distracting. Keep the background simple and clear. A sign makes for a good backdrop, as does a wall. The point is not to distract viewers with the background. If you are not sure. take a photo of yourself with the background first to see how it looks.

[nonprofittalk]

Keep in Touch: Staying Connected to Donors and Supporters - #SupportNonprofits

As the NY-Pause orders took effect in March, we sharedtips about staying in front of donors and supporters. While much has changed in the past seven weeks, what has stayed consistent is the need to keep connected to donors and supporters. In this newsletter we are following up on our earlier guidance - which still stands - with more up-to-date advice and examples. 

Press

Nearly every reporter is covering COVID-related stories. And nearly every nonprofit has a story that's worth telling. See our sample clips below to get a sense of the range of stories being reported, beyond the numbers and the political squabbling.

Reporters and media outlets are hungry for content and looking for new angles to report. And, as stories shift to focus on re-openings and recovery, reporters will continue to seek stories. Don't miss out on your chance to get your organization and your message out.

Beyond having stories to share with current supporters to keep them informed about your work, press stories provide a great way to reach new audiences. We have seen our clients gain new supporters - and more importantly, donations - as a result of a news story.

Check out this example from Alliance for Positive Change.

Social Media

Social media provides an ongoing way to keep your network informed about how you are managing through this crisis, continuing to provide services, supporting people, or entertaining them.

Social media also offers a great vehicle to thank current and past supporters.  We help our clients do both.

Two things make social media posts more successful: tagging people and including photos. We recommend asking staff that may still be working to capture photos as often as they can.

Visit BronxWorks' Facebook page for some fantastic examples.

E-Newsletters

Email open rates during the pandemic are up. That's, perhaps, not surprising.  We're running around less, sitting around more. Take advantage of people's willingness to read emails by staying in regular touch - perhaps twice a month, or maybe even every week.

But, keep your content interesting and short. Tell people about what you are doing, how your participants are faring, and what support you may need. And, use images to tell your story.

Check out this example of a Project Renewal newsletter.

Blogs

Sometimes press is not an option, and sometimes you have more to say than can be succinctly posted on social media. In those cases, blogs could offer a good alternative to tell your story, tell it thoroughly, and get it out to target stakeholders by linking the content to social media, inserting a snippet in an e-newsletter, or highlighting it on the home page of your website.

Regardless of how you share your blogs, keep them short, moving and visual.

Here's a good example from Breakthrough New York.

[nonprofittalk]

Time for a #Nonprofit TuneUp? #SupportNonprofits

Public Works Partners is offering a pro bono organizational health assessment to nonprofits. This assessment, The COVID-19 Edition of Nonprofit Tune-Up, is a web-based tool designed to provide you with an in-depth analysis of your organization's financial and administrative health, addressing recent changes to workflow, staffing, and revenue stemming from the novel coronavirus pandemic so you can be as prepared as possible as you strategize your organization's next steps. Discover more here.

[nonprofittalk]

Pitching Notes: Mark Hallum Transit Reporter amNewYork Metro

Tell us about your background - was it always in journalism? 

I originally studied history and archaeology at my hometown University in Arizona, but late in my academic career I decided I would rather pursue journalism. But it was a while before I began working in the field full-time. I spent most of my teens and 20s working for my father in his gas station back home.  

What was your first taste of journalism? 

I pitched a story to a small archaeology magazine about the Syrian civil war; not about the human cost, but the cultural cost of the Islamic State's quest to destroy or sell antiquities of the area and professors tasked by the State Department to save ancient relics. 

What brought you to NYC? 

At the risk of sounding trite, I think I really needed to get out of northern Arizona. I lived in the biggest small town for hundreds of miles and just wanted to find more in life. I was well-read and well-travelled enough to know what was out there, I just wanted to live it. So one day, I packed a duffle bag and hopped on a plane. What I expected to be a short trip followed by failure turned into something else entirely. 

Tell us AMNY Metro and the types of stories you cover. 

amNewYork Metro is a commuter paper, so I like to think I have the most important job in the newsroom (though that can and should be written off as grandiose thinking). I write about what the government is doing or not doing for the people of New York in facilitating the most basic economic necessity: getting to work, and getting there on time. I also have a love for local politics, especially in New York City where everything has a profound political bent to it. When I first started working for TimesLedger in Queens, four years ago, I covered one local political race and my editor just kept assigning me to other campaigns. 

Where do you get your ideas and what interests you? 

I like to observe how people's interests guide their action and how that action often creates friction with other groups. I think the issues that spur change and the ensuing conflict is fundamental in a good story. Amid this pandemic, coverage has changed a lot. 

What stories do you look for now? 

I'm only half joking when I say I'm an outdoor cat. I just prefer to be in the field. I feel as though COVID-19 has not changed the types of stories I look for so much as how I communicate with people. 

What is your typical day like now? 

Whereas my typical day usually revolves around getting to where the story is happening and taking photos (which is another love of mine), it's evolved into getting up, making breakfast, and then trying to rub two sticks together to start a fire in my living room.  

What are your pet peeves about pitches that come your way? 

I wouldn't say I have any real pet peeves about story pitches. I always appreciate when someone wants to test my interest in something that matters to them. But I do get a lot of emails from PR folks who don't really do their homework on what beats I cover. I try to politely let them know that I'm not the droid they're looking. 

What are your hobbies? 

Photography and music are two things I find essential to my emotional well-being. I still use my grandpa's old Canon FTb from the early 70s and play an old Gibson guitar. But I also love reading, especially books on different historical themes as well as fiction. I'm also a huge cinephile.  

How can people get in touch with you? 

My personal email is my most direct line short of texting me: [email protected]

I'm also embarrassingly active on Instagram and Twitter: makusan_hallum or @markuusan respectively.

[nonprofittalk]

#SupportNonprofits Campaign Launched to Raise Awareness and Support for Frontline Heroes During Coronavirus Pandemic

Anat Gerstein, Inc., which specializes in promoting nonprofits, today launches the #SupportNonprofits campaign to aid those that are struggling to survive amid the COVID-19 pandemic.

The campaign is designed to encourage contributions to nonprofits during the pandemic crisis. Individuals are urged to provide financial gifts, donate goods (such as food for pantries), or volunteer with their local nonprofits or those whose missions they support.

“Nonprofits and their employees are on the frontlines of helping respond to the pandemic, keep people safe and secure, and provide relief through the crisis,” said Anat Gerstein,. Founder and President of Anat Gerstein, Inc. “They are working in overdrive to fulfill their missions under increasingly stressful conditions. This campaign is designed to show support for all that nonprofits do for us - our families, neighbors, communities, and society.”

To learn more visit, www.anatgerstein.com.

[nonprofittalk]

Pitching Notes: Ginger Adams Otis Metro Editor New York Daily News

Ginger is a veteran reporter who has covered almost every type of story imaginable over her 15-year career. Tell us about your background - was it always in journalism? 

No, not at all. At Boston University, I studied Comparative Literature with a concentration in Hispanic writers. History and foreign languages are my favorite things and all my classes focused on those two fields to the exclusion of all else (unless I was forced to take a math class by university regulations, which never ended well). 

What led you in this direction? 

At a certain point in life (late, late in life, comparatively speaking), I realized I was really good at two things: finding out people's secrets, and then telling people's secrets. I've since learned the value of being a person who can keep a secret -- and I can do it now without even straining a muscle. But I still enjoy the thrill of a good scoop.  

What was your first taste of journalism? 

Hard to say. In rural New Hampshire, where I was raised, we did not have a strong newspaper presence. The biggest papers we saw came from Boston -- the Globe and the Herald -- but it was a special treat to pick up one of those. I think really it came from reading literature and the role that newspapers had in books. Since I grew up in New Hampshire -- that's Live Free or Die country -- we were taught a healthy respect for the First Amendment. So respect for journalism was indoctrinated by my teachers and family, but I didn't get to see it in action until I was much older. 

What positions have you held at the News? 

Lots! It's tumultuous times at The News, as at all newspapers these days. My first position was on the rewrite desk, the lone woman among a team of roughly six men, all of them great colleagues and fantastic writers/reporters. In 2017, I was assigned to write the "On the Job" section, which allowed me to delve into labor and workplace issues in depth, as well as occasionally write a column or two. That juxtaposition felt strange at first, but there's a definite allure to learning how to express yourself in your own words after so much time holding yourself apart from your subjects. Recently, I've transitioned (somewhat reluctantly) into the Metro Editor role, but I still write as often as I can, since I hold no job title in higher esteem than that of reporter. 

Where do you get your ideas? 

Ideas are the bitcoin currency of all writers. A good idea executed well is invaluable. We brainstorm together at The News about enterprise ideas. I also talk to people all the time -- really, all the time. Mostly workers, as they are the people who know all the best things. I don't chase trends, although if I do happen to spot one we will write about it. But mostly we are about people and moments at The News, so I talk to people all the time: during my commute, getting my coffee, online, and through our tips line -- any way we can engage with the public. When you reach out to The News, chances are that truly an actual editor is reading your message or transcribing your voice mail. We put that much value in listening to our readers. 

What stories stand out most to you? 

There are lots, but I think my favorites that I have done recently are the story about the social worker who lost a $425,000 cashier's check at an East Harlem pizzeria, only to find that the waiter she stiffed at lunch was the one who saved it and tracked her down; plus a story I did about Momentum chemical plant workers in upstate New York who went on strike just before the 2016 elections. We prefer stories with great details, relevant news hooks, and strong characters willing to go on the record with their histories, which happened in both the examples given here. 

For nonprofits that want to get coverage, provide some advice on the best way to frame a pitch? 

Lead with the news and make it timely. Or, find a good local angle that will make the story a nice fit for our readers. What is one reason you may ignore a pitch? It's frustrating when people call on deadline. It sounds old-fashioned, since everything is a rolling deadline these days online. But we still have a print operation at NYDN, and when people call at 4 pm or 5 pm, I'm just like, "You gotta be kidding." 

How can people get in touch with you? 

Email, please: [email protected]. I have great respect for publicists. It is not an easy job and it's even harder to break through and get a connection in the days of a shrinking media landscape. If you have a good story, we want to work with you .... just not on deadline!

[nonprofittalk]

Welcome our new clients!

[nonprofittalk]

Introducing Our Newest Team Member: Sydney Brown

We're happy to welcome the 14th member of the team at Anat Gerstein, Inc. Sydney is a Pittsburgh native and previously interned at Elisco's Creative Café and Pittsburgh Ballet Theatre.

Sydney graduated from the Ohio State University with a B.A. in communications and French, and studied French at the Cours de Civilisation Française de La Sorbonne in Paris.

While at Ohio State, she served as a member of two student organizations: Buckeyethon and She's the First. She lives in Manhattan and is excited to work with nonprofits across New York City.

"I worked with nonprofits throughout my college and internship experience," Sydney says. "I always enjoy working with a team and working towards a goal that aligns with my values. Through long nights and tight deadlines, we have a common goal that unites and drives us. This kind of environment inspires me and helps me do some of my best work." 

"I also believe that all nonprofits have an interesting story to tell. Finding and sharing those stories is not only a service to them but to the communities they serve."

[nonprofittalk]

During this time of crisis, make sure everyone knows what you do and how hard you're working

Everyone is scrambling and struggling to deal with the new COVID-19 reality. Nonprofits, like other organizations, are being overwhelmed with changes to operations, figuring out the right procedures and protocols to protect staff and participants, deciding the right way to keep doors open or close them, and much more.

  At the same time, nonprofits need to be in regular communications with their donors, supporters, and broader audiences. This crisis will abate at some point, and we believe that the organizations best positioned to weather this storm and emerge strong are the ones keeping in regular contact with supporters to tell them about the important work they are doing in response to the COVID-19 pandemic.

What should nonprofits do?

Email supporters (donors, foundations, corporate partners, elected and government officials)

Nonprofits have already implemented many management and program changes and are considering others.  Human services nonprofits are continuing to staff programs that help the most at-risk residents.  Managers and leaders are working around the clock. This information should be the basis of an email to supporters.

Tell supporters what you are doing, how hard you and staff are working, and how you've changed things in light of emerging restrictions and needs. Use photos and videos to illustrate changes when possible. Because the situation is constantly changing and evolving, email your supporters on a regular basis to keep them updated.

Post to social media

Use your social media channels to communicate with supporters. Post photos and keep your network up to date on changes and adjustments. Show staff at work, even if they are remote. Feature participants receiving services. Tag supporters-especially elected officials who support you or in whose districts you operate-in your posts. If an organization, corporation, or foundation helps you now, make sure to publicly thank them (unless they have instructed you not to).

Tell the press

Media outlets and reporters are covering COVID-19 on a 24/7 basis. They are looking for stories about impact and response. Send out information and statements about what you are doing. Share photos of staff at work and participants receiving services. Offer up experts for interviews. Write op-eds targeted at specific populations with information about how you are helping them or planning to ensure they are served, protected, and supported during this time.

  Reporters are looking for these stories, and they are a great way for your organization to shine for a broader audience. Once you get a press story, be sure to share it with supporters via your email communications and social media channels.

When a crisis occurs, nonprofits need to rise to the occasion and not bury their heads in the sand. Communications - internal and external - need to be part of the equation from the outset if a nonprofit is not only to survive the crisis, but thrive in the future.

[nonprofittalk]

Pitching Notes: Shira Stoll

Multimedia specialist Shira Stoll is a New York Emmy award-winning video producer and photojournalist at the Staten Island Advance/SILive.com covering human interest features and news stories. 

Tell us about your background - was it always in journalism? What led you in this direction? 

When I was 7 years old, my dad gave me his film camera. Throughout the year I would take photos of my friends and family. Every summer, I developed my own film at USDAN summer camp on Long Island. I went to the camp every summer for 8 years, until I was able to take a photography class and develop my own film in high school. My teacher used to call me the "crazy photo girl" because I would hand in 10 photos for every assignment when she usually only asked for one. 

I attended the S.I. Newhouse School of Public Communications at Syracuse University for undergrad. My major was "Photo Illustration," where I focused on portrait photography. I thought I wanted to be a fashion photographer until the fall semester of my senior year, when I studied abroad in London and took my first photojournalism class. It changed my life. I realized how much more I loved connecting with people and sharing their stories outside the studio. 

I applied for a scholarship to stay at Newhouse to pursue a Master's degree in photography with a focus on video journalism and was accepted. I started at the Staten Island Advance in May of 2017. It's my first job out of grad school! 

What was your first taste of journalism? 

While studying in London, one of my first assignments was to photograph inside a "corner shop," which is basically a deli or minimart. Many times, they are owned by immigrant families and sell specific ethnic products from their homes abroad. 

I was so nervous to do this project. Before this class, I would only photograph my friends or models in the studio, so I was really outside of my comfort zone just walking into a store and asking someone to take a photo of them. I must have stood outside of the corner shop for an hour before my friend in the class convinced me to just go inside and buy something. When I walked inside, I somehow mustered up the courage to ask to take photos. They were so excited that someone wanted to do a story about them.

I went back every day for two weeks at all hours of the day. After I finished the story assignment, I started going to the store to shop and I'm still friends with the owners five years later. We keep in touch on Facebook. 

P.S. I got an A.

What stories interest you? 

I'm interested in all stories - especially those that are touching or uplifting. I usually look for stories that will make someone feel something or will spark conversation.

For the past two years, I interviewed 15 Holocaust survivors who rebuilt their lives on Staten Island. It stemmed from an assignment and grew into an extensive project including a short-documentary, video series, portrait series, magazine, and teaching tool for NYC public and private schools. It was a personal project that grew into something that meant a great deal to others. Those are the kind of stories that interest me the most - ones that evoke emotion, tell an important story and make others care.

As a multimedia specialist, what do you look for in a story? 

As a multimedia specialist, if I'm not out covering hard news or events, I work on more long-term projects, so I have a bit more freedom to pick and choose what I cover. I look for visual stories that evoke emotion -- stories of love, loss, and trauma, but also stories that are uplifting and inspiring. Ultimately, the story should make the viewer feel something or raise important awareness. I've worked on stories of Veteran affairs and suicide awareness, immigration policy, and mysterious deaths in the Dominican Republic, among other important and timely stories. 

Ideally, these stories will also be newsworthy or have a historical element, although sometimes stories don't fall in either of those categories and I still think they are important to be shared. One example is a project I worked on with Patti Puglady Pugz... yes that's her real name. Pugz breeds pug puppies in her Tottenville apartment, which is decked out from floor to ceiling in pug paraphernalia. Talk about a visual story that evokes emotion! Her bubbly personality mixed with her adorable obsession made for the perfect feature.

Where do you get your ideas? 

Lots of places, but I get most of my ideas from talking to people on the street, word of mouth, or social media posts....and they usually come when I'm off the clock! 

A lot of my ideas also start from event coverage/assignments. For example, the Where Life Leads You Holocaust project started at a celebration for Holocaust survivors at the Jewish Community Center. I went to cover the event (it was one of my first assignments on the job), but while I was there, I connected with many of the survivors and realized there was more to the story than just event coverage. I also connected with Lori Weintrob, who is the Director of the Wagner College Holocaust Center and she helped me reach 15 survivors living on Staten Island. If I hadn't gone to cover that event, I'm not sure the project would have happened.

For nonprofits that want to get coverage, provide some advice on the best way to frame a pitch? 

I like to phrase it like this: stories are about people, not organizations. People make up the organization, so send me a pitch about a person or people who are doing something that is story-worthy. If your nonprofit is doing great work, tell me who is doing it and why it is so great. One of my professors at Syracuse would always say "tell me the why behind the why." I want to know the real story, the heart of it. Something that will make people care and say "wow, that's a great story," as opposed to a generic profile of your organization. What's your why behind the why?

What are your pet peeves about pitches that come your way?

First, when pitches are not well-researched. Just like how journalists research stories before we pursue them, I recommend that organizations do the same about the journalists/news organizations they are pitching stories to. I'm a video and photojournalist focusing on human interest stories and news, but I get dozens of requests for non-visual story write-ups about products or organizations. I also get pitches for stories that have nothing to do with Staten Island, but as a staff member at the Staten Island Advance, our stories usually require a local angle. If you're looking for a profile spotlight about your organization, find reporters who write business profiles. If you have a unique and visual human-interest story on Staten Island, then I'm all ears! 

Second, when pitches are disguised as a request for free advertising. We have an advertising department if you want advertising, but if you're pitching a story, it needs to be just that - a story. There has to be something happening in order for me to want to report on it, such as an obstacle that your organization overcame or a person/people you helped, or something newsworthy.

How can people get in touch with you?

Email me! [email protected]. My inbox is always open. And/or feel free to connect on Instagram or Twitter - @ShiraStoll.

[nonprofittalk]

Make Covering a Story a Snap for Reporters

You finally got a reporter interested in covering your story, but your work is hardly done. Now you need to make sure to get the story you want.  And, to increase your odds of continuing to work with the reporter, make sure they have an easy time working with you.

Aside from arranging all the logistics - the place, the time, the people to interview, and the background (to film or write about) - you need a concise, informative briefing document. (The interviewees will love it too!)

Years ago, our good friend Enez Paganuzzi, WNBC's assignment editor extraordinaire, helped us develop the outline for a briefing document we have been thanked for countless times by reporters and interviewees alike. You should send the briefing memo at least a few days, if not a week, before the interview. Here are the elements:

Outline the basic information

Reporter or media contact, with cell phone

Each interviewee, with cell phone, if possible

Staff contact, with cell phone

Summarize the story

In one or two sentences (we're serious - just one or two!), summarize the story that will be covered.

Logistics details

It's also important for interviewees to understand the interview format (e.g., if they are one of several guests or being interviewed alone, whether a television or radio interview is pre-taped or live, the setup for the interview (seated on a couch or at an anchor desk), and if interviewees should arrive hair/makeup ready).

Include necessary links

Include links to prior coverage, which is important information for the interviewee, so they know what to expect. (This is easier to do if this is a program or column that has a consistent format.)

Detail interviewee information

Identify the names, titles, and affiliations for all interviewees (this is a crucial step to avoid names being misspelled on-air or in print); and, include interviewee bios and any background information about their experience.

Identify possible questions

For journalists, particularly when you have multiple interviewees, suggest best questions/topics/role for each interviewee.

And, for interviewees, provide a list of likely questions so they can prepare for the interview.

Provide background information

Incorporate information, including any data, reports, press releases, statements, and op-eds about the story/program you are pitching. This will give the reporter or interviewer the background they need to do a better job covering the story.  

Remember to only send them "on-message" background - more than that and they may focus on issues you're not interested in discussing.

Organizational information

This could be as simple as your boilerplate, website, and links to relevant webpages, such as the ones where viewers should make a donation or learn more about a specific initiative. Remember: don't overwhelm the reporter with too much information!

[nonprofittalk]

Welcome Megan Douglas

Megan Douglas is the newest member of the Anat Gerstein team - starting tomorrow!

Prior to joining Anat Gerstein, Megan served as Director of Communications at New Yorkers for Parks, handling all aspects of external communications for the citywide non-profit advocacy group. She led the communications strategy for Play Fair, a campaign to increase investment in New York City open spaces, which secured the largest increase in Parks Department funding in nearly three decades. 

Previously, she worked at Recycle A Bicycle and Association for Energy Affordability, two New York City-based nonprofits, where she created mission-driven media and marketing. Prior to her time in New York City, Megan was at ICF International, a consulting firm in Washington, DC, where she co-authored reports for the U.S. Department of Energy, Environmental Protection Agency, nonprofit think tanks, and industry groups. Megan holds a B.A. in Economics from Smith College, where she studied the economic benefits of clean energy and environmental conservation. After living in five states, she is now a proud resident of Queens. You can reach Megan at [email protected].

[nonprofittalk]

Pitching Notes: David Brand Managing Editor Queens Daily Eagle

It's a tough time to launch a newspaper, given how many ones across the country have been shutting their doors. Why launch the Queens Daily Eagle now? 

For years, there was a serious gap in coverage of the Queens legal justice system, which in some way affects all 2.4 million borough residents. Eaglepublishers Dozier Hasty and Michael Nussbaum decided to fill that gap and in May 2018 they approached me to work as managing editor for the Queens Daily Eagle. It happened to be an amazing moment to start a new newspaper in Queens. We published our first issue on Monday, June 25, 2018. The very next day, June 26, Alexandria Ocasio-Cortez defeated Joe Crowley in the Democratic primary for NY-14. The movement that fueled candidacy just keeps growing and gaining influence. 

A few weeks later, the Queens DA race got underway. That race has elevated radical reform proposals and generated national attention, and we were the first paper covering it intensely.  So we had the good fortune of starting the paper just as Queens was becoming the site of so many exciting political and justice reform developments, and I think we have seized the opportunity.  

What differentiates the Queens Daily Eagle, given that there are a number of local papers in Queens to begin with? 

There are some historic, important newspapers in Queens, but we differentiate ourselves as the only print daily. We publish a print newspaper every single weekday, plus a weekend edition. We also specialize in our coverage of the legal justice system, with a particular emphasis on justice reform. I'm often the only reporter in the Queens Criminal Courthouse and we cover a lot of developments in Civil Court, as well.  

Tell us about your background - it wasn't always in journalism? 

I am relatively new to the field after gradually changing careers over the past few years.  I am a licensed social worker and I earned my Masters in social work from NYU a few years ago. I worked for several years as a case manager at a Harlem supportive housing site for people who used to be homeless, as a counselor at a high school in Canarsie and even as a therapy intern at a drop-in center for homeless LGBTQ young adults.  

I got my personal trainer certificate and developed programs fusing fitness and mental health treatment for low-income New Yorkers. I have worked for nearly a dozen organizations and I have worked in every borough but Staten Island. Through these jobs, I learned a lot about different communities and nonprofits. The roles helped me better understand other people's experiences and gave me insight into mental health, trauma, the effects of poverty and the direct impact of city, state and federal policies.  

What led you in this direction? 

I was freelance reporting a bit, especially while working as a consultant doing my fitness/mental health programs, but I knew I was suppressing my real goal of a career in journalism. I wanted to tell people's stories. I wanted to investigate and expose the exploitative, discriminatory, racist crap that my clients and often my coworkers encountered every single day. Around late-2016, I allowed myself to pursue my dream and go hard for a full-time reporter role.   

What was your first taste of journalism? 

I wrote a couple articles for my high school paper, but my first real taste of journalism was when I walked into the office of the Daily Free Press, the independent student newspaper at Boston University, my freshman year. I was really nervous and I asked what I had to to do try to report for the paper. 

The ad staff were the only ones there early in the day, but they took my information and share it with the editorial department. An editor called me that night. He assigned me to cover a slam poetry event and it was so exciting to visit the office late at night, write the story, sit for edits and then see it in print the next morning.  They kept calling and assigning me to cover events in parts of Boston I had never visited. Sometimes the assignments were boring, but I ended up learning a lot about city government and university administration that I never would have before. It was cool. 

What stories excite you? 

I value stories that expose the inequities affecting low-income New Yorkers, predominantly people of color. Stories that wake everyone else up by explaining that, Yes, this horrifying, unfair, brutal, exploitative crap is really happening to people who don't live too far from you and me. And not only do we not know about it, we may even be playing a role in making it worse.  

I remember a New York Times story from 2015 about the bureaucratic nightmare that older New Yorkers face when they have to renew food stamps. This amazing story by Ese Olumhense for City Limits (she now works THE CITY) about the obstacles NYCHA tenants face when they seek safety transfers also stands out. Relatively wealthy people have no way of learning about these things without great journalism. And journalists need to be turned onto these stories by the people doing the work. 

What do you look for in a story? 

I look for stories that challenge me to consider a familiar topic from a new perspective, or stories that personalize systemic issues and then explain those issues thoroughly. For example, reporter Allen Arthur did a deep-dive into the parole reform movement that has been gaining momentum over the past several years. 

It was a unique topic and the story was totally different than anything I read about parole reform. It was extremely thorough and one of the best stories the Queens Daily Eagle has published.  

Where do you get your ideas? 

I draw on my experiences in social work and I often connect with people I know from that career. I have spent a significant amount of time in court and have become acquainted with a lot of defense attorneys, especially public defenders, who turn me onto issues, too. 

For nonprofits that want to get coverage in the Queens Daily Eagle, provide some advice on the best way to frame a pitch.

I suggest framing it from a Queens perspective - why should people in Queens care? It doesn't have to be totally Queens-centric, but we almost certainly won't cover a one-off event in the Bronx or Manhattan. 

An experience or a person that represents a broader trend is another great way to frame a pitch. For example: I knew of a supportive housing organization that began training their staff AND their tenants on how to use naloxone (Narcan) in case they encountered someone overdosing. That was huge to me, because tenants are way more likely to encounter a neighbor who has OD'd, especially when staff only work 8 or so hours a day. 

I started to see if other agencies were doing the same thing and if not, why, when the opioid crisis is so severe. (Here's that story.) That was a cool way for one organization's experience to highlight a bigger issue. 

What are your pet peeves about pitches that come your way? 

My biggest pet peeve is when people email me a pitch on my personal email address. I almost never check that address and then it gets complicated having to forward it to my work email and corresponding after that. 

If there's no Queens connection, I usually have to pass. I don't particularly like pitches that promote someone's charity work. I usually don't like pitches that aren't representative of a bigger issue.  I usually pass on stories that are like "this person ran 100 miles to raise awareness about an issue" - though those can sometimes be nice, relatively quick stories and a nice way to get someone some recognition. I usually pass on profiles of new executive directors or board members.  

We're a daily paper and I have to move quickly through emails and pitches, so I often miss what could be great stories. If you think you have a potentially great story, follow up. 

How is the Queens Daily Eagle doing since launch? 

We're doing well! We have grown a lot since we started 14 months ago. Our website is about to hit 1 million visitors for the year, we continue to distribute a daily print paper and we have grown to a full-time editorial staff of three, plus our production manager and a few great interns. I think we have carved out an important niche in Queens and in New York City. 

How can people get in touch with you? 

Best ways to reach me are on Twitter: @DavidFBrand

Email me: [email protected]

Call me: [phone]

[nonprofittalk]

Welcome Karin Venegas

Karin Venegas is the newest member of our team, starting Monday.

A native New Yorker, she has worked in the City's nonprofit sector for 15 years. Most recently, she served as Director of Development & Communications at Exploring the Arts, an arts education nonprofit founded by legendary singer Tony Bennett.  

At Exploring the Art, Karin was charged with creating and executing the external communications strategy, was the organization's chief writer, managed and grew the organization's social media networks, well-surpassing industry standards, and produced videos for multiple platforms and audiences. She also collaborated with Mr. Bennett's PR team on strategy and content creation for key campaigns and events. 

In her last year, Karin helped secure one million dollars in new grant funding to launch two new programmatic initiatives. She previously wrote for a variety of nonprofit clients with Hudson Heights Partners and directed an award-winning documentary film on the groundbreaking work of the St. Luke's-Roosevelt Hospital Center's Crime Victims Treatment Center. She is a graduate of Mount Holyoke College and currently lives in Astoria with her husband and daughter.

[nonprofittalk]

This Summer, Boost Your Media Engagement: 5 Tips To Get (More) Press

Everything slows down in the summer, including for reporters. That makes it a great time for you to get to know more of them and get (more) stories covered. So enjoy these 5 tips (and a bonus idea!) to connect and build relationships with reporters this season:

Say "I liked your story!"

Did you enjoy reading a reporter's article or do you feel the reporter is covering a topic that's often overlooked? Email reporters to let them know you appreciate their reporting. If you have additional thoughts or insight, tell them. 

Turn to Twitter

Find the Twitter accounts of reporters covering your issues and follow them. Then, set aside five minutes during your daily commute to look at what they're posting and retweet/comment. 

Take a Coffee Break

Invite a reporter who covers your issues to grab an iced coffee and talk about what kinds of stories they're working on and what kinds of stories they'd like to be writing (and how you/your organization can help). You also can talk about the work your organization is doing, interesting programs happening over the summer, and the issues that are important to you. 

Show and Tell

If you have a very visual program happening over the summer, take photos and use them in your pitch. Visuals, particularly for television, are very important. So, let reporters see what they will get if they cover your story. 

Tug at Heartstrings

If you have a "wonkier" story you've wanted to tell - about policies that need to change or about difficult living conditions/challenges for a particular group, bring together a group of people who are directly impacted to share their stories with a reporter.  Invite reporters to your office (give them flexibility in scheduling) to hear participants stories and your proposed solutions (or how your programs help).