Generating publicity for your association: how to get local media coverage
What is newsworthy?
Not every story is worth a press release, but more is newsworthy than you think. Think of:
- An anniversary (10 years at the community centre, 50th edition of an activity)
- A refurbishment or major renovation
- A notable event or collaboration
- A record (highest attendance ever, a new milestone in membership)
- An exceptional volunteer or board member who is being honoured
- A new initiative that benefits the neighbourhood
Think from the reader's perspective: why is this of interest to people who don't know your organisation?
How to write a press release?
A press release does not have to be long. Two paragraphs are often sufficient. Structure:
- Headline: active and specific ("Buurthuis De Hoek opens refurbished theatre hall after six months of renovation")
- First paragraph: the five Ws, Who, What, When, Where, Why
- Second paragraph: a quote from an executive or involved party, plus context
- Contact details: name and telephone number for press enquiries
Submitting photos
Local media are far more likely to run a story if there is a good photo to accompany it. Use photos of at least 1 MB (high resolution) and ensure that there are people in them. An empty hall is less attractive than a full one. Capture people at events and build a photo archive.
Who should you send the story to?
- The local newspaper (look up the editorial team’s email address on their website)
- Neighbourhood platforms and community websites
- Village or neighbourhood magazine (often free, wide local circulation)
- Regional radio and television coverage for larger events
Building relationships with the press
Don't just send a press release when you want something. Invite a local journalist for a tour, tell them about an upcoming interesting activity, or thank editors if they have published something. Press contacts are relationships to be nurtured, just like sponsorship relationships. Read also about broader marketing tips for your community centre.
Online publicity
In addition to traditional media, there are local Facebook groups, nextdoor.nl and neighbourhood apps. Share your news there as well; comments and shares quickly increase your reach. Just ensure a consistent image: use the same logo everywhere, the same colours, and the same tone of voice.