The Media is Changing - How NFPs Can Make The Most of It

Industry news

Hardly a month goes by that we don’t hear about another wave of media cost cutting. The heady days of big budget newsrooms are long gone. What does this mean for Not-For-Profits, who have long relied on media as a key tool for both raising awareness and gaining supporters? The media landscape is fast changing. Here are three ways you can capitalise on the change to maximise your media coverage in 2017.

Rise of populist journalism. We’ve seen populist politics make headlines worldwide, ushering in Brexit and US President-elect Donald Trump. The growth of populist journalism is a complementary trend, wherein journalists try to tap into and show genuine concern for the interest of the people. This presents a significant opportunity for Not-For-Profits who work with people and are well aware of any hardships and challenges they face, to pitch these stories to media. You can not only raise awareness about the problems, but use your expertise to explain the bigger picture and historical context.

Purpose fit content. In only a handful of years, smartphones have gone from being the latest tech toy to something Australians don’t think they could live without. Media must now fit content that used to be spread across A1 newsprint paper, or broadcast in half hour current affairs slots, into something comfortably consumable on a palm-sized screen. It’s a challenge to say the least. This is a key consideration when sending content to media in the hope they will run a story. Make sure photos and videos you provide look good on a small screen, and pitch your story in succinct, powerful sentences. It’s not about dumbing down. Rather, if you show how your story will work on a small screen, you can increase the likelihood of coverage.

Virtual reality. It’s the next big thing in tech, promising to revolutionise the way we consume information and experience media. As such, media brands are embracing virtual reality (VR) as a new platform to tell stories and engage the public. It’s also a major opportunity for Not-For-Profits to tell stories with impact and drive social change. Now’s the time to consider pitching VR stories to media and explore partnering with technology companies that produce VR headsets. When brainstorming story ideas, remember - VR has the power to dissolve geographic boundaries, transport people around the world, and fully immerse them in environments. For example, supporters could experience what it’s like to be a health worker for a Not-For-Profit in remote Australia, enabling greater than ever connection to the cause.