Power of Good

6 Breakout Sessions identify volunteers who can serve as spokespeople for the story. More- over, clients who have been served by the organization and are now helping others can offer a compel- ling way to tell how the organization works in the community. Hodges and Kelly reinforced the value of building relationships with the media. "Become an expert in your area," Hodges said. "Call us and use social media to show your expertise and how you are helping your commu- nity." The panel also addressed the follow-through/follow-up process, noting that timing and content are crucial factors in having a story or event covered. "We are content needy; 24 hour news is constant," Hodges said. He encouraged attendees to shoot vid- eos and photos using their smart phones and devices to help provide content. Similarly, the panel discussed the difference between time-sensitive and "evergreen" stories. An ever- green story can be used any time, and attendees were advised to specify timing in their pitches. As attendees posed questions, Kelly reminded the group that the media is a tool to be used for their advan- tage. "We take very seri- ously the role we play in the community," Kelly said. "It's important we provide a way for you to share what you are doing. You are the ones standing in the gap." PITCH POINTERS • Pitch a news story to a news director or assignment editor. • Focus on building relationships with media staff members who are em- ployed long term. TV reporters, for example, often move from station to station quickly. • Send personal emails with the name of the person you are pitching to. • Follow up but do not be too persistent. • There is no ideal time to pitch. Pitch a story anytime. STORY continued on from 5 Ike Pigott of Alabama Power leads the discussion during the "Media Coverage for Your Cause" breakout session.

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