Every hospice can benefit from interesting stories in local publications and in broadcast media. It helps to inform others about the good work you do and it gets your name known to those who don't know you. But just because you're a great non-profit organization doing great things, it doesn't mean that editors of newspapers or broadcast journalists are necessarily interested in every event or happening at your hospice.

Here are a few rules which will improve your relationships with the media and hopefully increase your chances of being covered.

1. Get to know individual members of the media.

Depending on the size of the city or metropolitan area, there can be 1-15 or more media outlets. Make sure you have a good media list with contact information, names of editors or special reporters who may cover healthcare or non-profits. Update this list at least twice a year. Journalists often move from job to job so keeping current is important. Most TV stations have assignment editors who sift through the news releases or news advisories and decide what stories will be covered. They are important people to get to know. Newspapers are organized around "beats" or sections so that journalists cover specific topics such as education, health, sports, government or they may be general assignment reporters. Getting to know specific journalists can be important to successfully pitching a story.

2. Be an active watcher of local broadcast news or a reader
of newspapers.

The news media's definition of "news" is probably different from most people's definition. They are looking for stories with wide appeal and are not in the business of promoting everyone's favorite cause. Unfortunately much of what is considered news today is what we would call the "bad" news ... murders, crime, fires, accidents, closing of businesses, etc. So while you might have a touching story on a remarkable volunteer, it may not be "news."

But stations produce other programming besides the regular newscasts. They have interview shows which feature community people. These are excellent opportunities for you to be able to communicate the benefits of your hospice or help inform audiences about the hospice philosophy.

3. Know their deadlines and avoid pestering them.

Most news outlets prefer you send information by e-mail. However, this is not really a two-way communication. Because they can get hundreds a day, they usually will not acknowledge receipt of your e-mail or answer your request. One follow-up phone call to see if they are interested in your idea is OK, but give them a week before you call. Don't call during very busy times such as an hour or two before or after a TV newscast, or close to the time that the newspaper is "going to bed" or set to be published. Editors and journalists are very busy finishing their stories for that day and really can't chat about your idea. Give them ample time to consider your "news" or idea.

4. Know what makes a good story.

"When a dog bites a man, no one cares. But when a man bites back, then that's a news story!" It's an old saying which indicates that the news media have a sense about what they consider news. Your story has to be unique, make you chuckle or inspire you, or be the kind of story you just can't wait to tell others about. Human interest stories about heroes or someone who did something out of the ordinary is news.

Some community or neighborhood papers are eager for any news release you can send because it fills up their paper and their mission is often to communicate as much information to readers as possible. Major daily newspapers have a different focus and usually apply the "newsworthiness" rule in deciding.

5. Be helpful to reporters.

One of the major pet peeves of those who work in the news media is that they can't get ahold of their contact when they want to schedule an interview or ask a few questions. Put your cell phone number down on all communications and be ready to answer your phone and respond when called. Decide internally who is appropriate to speak on behalf of your organization and make sure that if it's you, that you provide timely responses. In some respects, they are doing you a favor by doing a story on your hospice, so make the process easier for them. Have a simple fact sheet written about your organization which you can send by e-mail or hand out in person. It should contain a short description of your hospice, a brief history, your mission, size and services. List the important executives by name and title, including your board chairman. Make sure one person is listed as the media contact and give all contact information for that person.