So how do you obtain “free advertising?” By reaching out to the media every chance you get. Smaller organizations that utilize community support can offer personal feature stories on certain overachieving volunteers. The media loves a good “feel good” story: how one volunteer has made such a difference, how a beneficiary of the organization’s services is thriving now, and so on. How did your organization start? Did someone sell their business to establish a women’s shelter? Does a local mother care for homeless animals on her farm? Here are some ideas to help inspire you to develop a story for your organization or cause.

Every person has a story. Discover the stories behind the people in your organization and make the media aware of them. By “story,” I mean a simple, conversational story – the type you might tell a friend. Pitching a story to the media doesn’t mean you have to write it and offer it in its entirety. When you pitch a story, you simply let your media contact know about it. They’ll decide if it’s a fit and pursue it further.

To get an idea of the kinds of stories the paper and local networks like, spend a few weeks tuning in or scanning the pages. It will be obvious the kinds of things they’re looking for.

Pay close attention to the journalists and reporters who write on topics related to yours. These are the people you are going to want to contact with your story.

Local outlets want local stories, and this can represent multiple opportunities for media coverage. For instance, if the person your story focuses on lives in a town other than where your organization is based, you can pitch the story to both locales.

Let the world know what’s happening. Hosting or sponsoring an event can garner more attention than a two-line announcement in the calendar section. What is the story surrounding your event? If you’re launching a clothing drive for professional attire to help women get jobs, highlight a success story, such as a woman associated with your organization who overcame hardships and landed a great job that changed her life. If you’re hosting a casual fun-day dog show for kids to benefit a local animal shelter, find a pet owner who plans to enter his or her adopted shelter dog.