How Local Organisations Can Get Their Story Told in the Media

The local junior footy club raises enough money to send a team interstate. A community garden doubles in size. A family-owned business celebrates fifty years in the same shopfront. These are exactly the kinds of stories that local readers love, yet many of them never make it into print or onto the airwaves. Not because they are not interesting, but because nobody told the right person about them.

Getting media coverage is less mysterious than most people think. It takes a good story, a bit of preparation and an understanding of what journalists need. Some organisations handle it themselves, while others work with communications specialists like Communication & Media Manoeuvres when the stakes are higher or the story is more complex.

Think like an editor

Journalists receive far more pitches than they could ever use. To stand out, your story needs to be newsworthy, and that has a fairly specific meaning.

Is it new? Is it local? Does it affect people in the community? Is there a human element, such as a person overcoming a challenge or doing something remarkable? Is it timely, linked to an event, anniversary or current issue? Is there a great photo opportunity?

A story ticking several of these boxes has a far better chance than one that simply announces your organisation exists.

Find the human angle

"Local charity holds fundraiser" is not much of a headline. "Grandmother knits 500 beanies for homeless shelter" is. The difference is a person.

Readers connect with people, not organisations. Look for the individual whose experience brings your story to life: the volunteer who has given decades of service, the client whose life changed, the young person achieving something unexpected. Make sure they are comfortable being featured and available to speak to a journalist.

Know who to contact

Sending a generic email to a newsroom inbox is better than nothing, but targeting the right journalist is far more effective. Read, watch and listen to local media to understand who covers what. Some reporters focus on community news, others on business, health, education or sport.

Local newspapers, community radio stations, regional television, neighbourhood websites and local Facebook groups all have different audiences. A story might suit one far better than another.

Write a clear media release

A media release is still a useful tool. Keep it to one page. Put the most important information in the first paragraph: who, what, when, where and why. Include a strong quote from a spokesperson, contact details for someone who will actually answer the phone and information about photo opportunities.

Avoid jargon and puffery. Journalists can spot marketing language from a mile away, and it makes their job harder. Write it as though you were explaining the story to a friend.

Timing is everything

Newsrooms work to deadlines, and those deadlines vary. Weekly community papers may need information well before publication day. Radio and television often look for stories early in the morning for their daily planning.

Send your pitch with enough lead time, and follow up with a brief phone call or email if you have not heard back. Do not pester, but do not assume silence means no either. Journalists are busy, and a polite nudge is often welcomed.

Be ready when they call

If a journalist does get in touch, respond quickly. Have your spokesperson prepared with key messages and a few facts at their fingertips. Be honest, friendly and concise. If you do not know an answer, say so and offer to find out.

Good photos can make or break a story. If you have high-quality images available, mention them. If the outlet wants to send a photographer, be flexible about timing and location.

Build relationships for the long term

Media coverage is not a one-off transaction. Thank journalists when they run your story, share it on your own channels and keep them informed about future developments. Over time, you can become a trusted source they turn to when writing about your sector or community.

Your story deserves to be heard

Local organisations do remarkable work every day, much of it unseen. Learning how to share those stories with the media not only raises your profile, it helps build pride and connection in the community you serve. The next time something worth celebrating happens, do not keep it to yourself.