These nonprofits worked really well with the "Good Morning Texas" producers and talent at WFAA-TV to deliver five minutes of live (and lively) television that informed and entertained.
This segment succeeded on another level, too. You had to be a robot, if you were not just a little inspired to make a donation on North Texas Giving Day, which is coming up on September 15th.
Here's the clip from WFAA-TV:
This segment was clearly prompted by the urgency of the news peg: North Texas Giving Day, September 15th. This is "earned media." Coverage is dictated by the value of the story to the community.
This television story was all the more attractive because of the continuous choreography before the live camera, irresistible animals and children, and creative signs and props.
But going beyond those production values, the succinct essential stories told in the interviews with the leaders of Communities Foundation of Texas, Genesis Women's Shelter, and YMCA of Metropolitan Dallas were particularly well-crafted. They were wonderfully brief, yet the audience was made to understand the precise level of human services rendered.
Well done!
I'll be at the Center for Nonprofit Management in Dallas TOMORROW, September 13, to help nonprofit organizations boost their media savvy and skills and ultimately "Get the Media to Tell Your Story." It's a Lunch and Learn. You can click here for details and to register.
Cynthia Wallace, a former television news producer, is the founder of MediaStory Consulting which helps clients get to the fundamental truth of a situation and then turn it into a terrific story for the media.
Cynthia Wallace
MediaStory Consulting
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