How to Get Media Coverage for the Work of Community-Oriented Institutions?
How do you get media coverage or raise public debates about the work and activities of community-based institutions that do their day-to-day work well? Clearly, you cannot get into the media simply by doing a conscientiously good job. But what will?
Take the library, for example. It’s much more than just a place to borrow books. Libraries have become cultural and educational hubs for the community, bringing together young and old with various interests and hobbies. Having trained several library staff in communication and media skills, I can confidently assert their dedication to their societal role, which they fulfill with enthusiasm and commitment.
However, no institution is immune from budget cuts when the economy takes a downturn, and local governments must make tough decisions. This is where communication about the institution’s work can become an essential strategic tool for explaining the relevance and impact of your institution’s work to society.
But should a highly valued library in its community make any extra effort to be in the broader media picture? The answer is yes. But does a library get media coverage for doing what it was created to do? The answer is no. So, how can we shed light on the important topics, challenges, and successes within libraries or similar institutions—stories that also reflect the broader dynamics of our society?
Take on the Role of Spokesperson
Although libraries may be popular among their residents, this alone is not enough to build a positive public image. Broader recognition, active participation in public discussions, and expressing opinions are essential. Various smaller mission-driven institutions through the media can affirm their indispensable role in education, culture, and community development. The more people know how and what role a specific institution, such as a library, plays in societal life, the harder it becomes to justify cutting their budgets.
How to Get Media Coverage?
Every day and every week, interesting and well-organized events take place in every corner of Estonia, and libraries are no exception. However, many NGOs and other community-driven institutions have likely felt that, despite their events being well-received by the local population, they fail to capture the interest of local media, let alone national outlets.
The answer to the question of media access lies in how you package the information you have. There is a big difference between simply inviting a journalist to an event and including newsworthy information and data. The additional information and data can help to open up the whole picture and turn an event into a reason to cover something more significant and broader. For example, a day of reading in the library, together with statistics, could be an opportunity to talk about reading among Estonian children, reading difficulties, reading habits, or even more popular children’s books or book preferences.
What Could be the Added Value?
Let’s imagine that a library organizes a discussion group or a conference to celebrate the anniversary of the birth of a famous writer. While such an event naturally draws a large audience, the media doesn’t cover discussions or conferences without additional context or relevance.
What Would Capture the Media’s Interest?
- Highlight facts and statistics about the author: how many books they’ve published, how often their works are borrowed, which titles are most popular, and how these numbers have changed.
Or, if it’s about an event related to education and the study of Estonian language and literature, in addition to information about the event, you should include a relevant survey or some fascinating statistics about literature teachers, books read at school, etc.
Is an Event Always Necessary to Spark Interest?
No, the public—and therefore the media—can be engaged at any time with interesting and, most importantly, updated data. This is why it’s worth keeping an eye on trends and statistics related to the institution and its field.