Media is a Conduit to Your Donor

My first job in Chicago was with a small PR/communications agency. One day I was working with my supervisor on a campaign plan for a nonprofit client and she said something that has stuck with me throughout my career.

“The media is a conduit to your donor.”

Her point: The media isn’t the donor. Their readers, listeners and viewers are.

As you’re thinking about what story ideas and value to present to a reporter, blogger or podcast host, think about their audience and how you can add value to them…and how you can make the reporter look like the hero.