Don't Play It Safe. Tell Your Story.
March 5, 2026
When the media landscape feels hostile, it's natural to want to pull back and avoid drawing attention.
That instinct is understandable — but it's also dangerous.
The foundations and nonprofits that will thrive in this environment aren't the ones hunkering down and hoping the storm passes. They're the ones that are aggressively and intentionally pursuing opportunities to earn positive coverage and elevate their work.
Playing defense is necessary — and if you haven't yet taken steps to prepare for potential media and political attacks, we strongly encourage you to read our recent piece on how to own your narrative.
But defense alone is not sufficient.
When you go quiet, you cede your story to others. You allow the loudest voices — including those acting in bad faith — to define who you are and what you stand for.
The antidote isn't silence. It's strategic visibility.
When you show up consistently in credible media outlets with a clear, compelling narrative about your work, you build a reservoir of trust and goodwill that serves you well when challenges arise.
Think of proactive media as an investment in your organization's resilience — not a luxury you pursue when times are good.
Five principles for earning positive coverage
1. Anchor your outreach to your strategy.
Too many organizations approach media opportunistically — chasing whatever story seems timely or responding to whatever reporter calls first.
That approach often produces scattered coverage that doesn't advance your mission.
Instead, align your media outreach directly to your strategic plan. Identify the two or three core themes that define your organization's vision and impact, and make sure every pitch, every op-ed, and every interview reinforces those themes.
When you do this well, individual stories stop being one-offs and start building a unified narrative about who you are and where you're headed.
2. Position your leaders as thought leaders.
Your CEO has a perspective that audiences need to hear — on philanthropy, on community resilience, on the issues your organization was built to address.
But thought leadership doesn't happen by accident. It requires a deliberate strategy that identifies the conversations your CEO should be part of, the outlets that matter most, and the angles that will resonate beyond your local market.
And don't stop with your CEO. Your organization likely has subject-matter experts whose deep knowledge can add credibility and dimension to your story. Position them as go-to sources for journalists covering your issue areas — and give them the media training and support they need to show up with confidence.
3. Build relationships with the right journalists.
Not all coverage is created equal.
Identify the reporters and outlets that are most likely to tell your story with accuracy, depth, and fairness. These might be national outlets that cover philanthropy and the social sector. They might be regional reporters who cover your issue areas. They might be podcast hosts or newsletter writers who reach the audiences you care about most.
Then invest in those relationships over time. Share insights and data when you have them — even when you're not pitching a story. Be a reliable, responsive source. Make it easy for them to cover you well.
Durable media relationships aren't built in a single pitch. They're built through consistent engagement and mutual trust.
4. Tell stories that transcend your local footprint.
One of the hardest challenges for locally focused organizations is making their stories relevant to a national audience.
The key is to frame your local work as a case study for something bigger. Your neighborhood revitalization initiative isn't just a local story — it's a model for how communities across the country can address housing affordability. Your workforce development program isn't just serving your city — it's demonstrating what's possible when philanthropy and employers partner to close the skills gap.
When you connect your local impact to national trends and challenges, you give journalists a reason to pay attention — and you position your organization as a leader in the field.
5. Be consistent and persistent.
Earning meaningful media coverage takes time. It requires showing up again and again with a clear and consistent message.
The organizations that build strong media profiles don't do it with a single blockbuster placement. They do it by steadily building visibility — one story, one interview, one op-ed at a time — until the narrative takes hold.
This is a long game. Play it with discipline.
Defense and offense work together
The two prongs of this strategy aren't separate efforts. They reinforce each other.
When you've done the hard work of crisis preparation — the risk assessment, the scenario planning, the coalition building — you can pursue media opportunities with confidence rather than anxiety. You know you're ready if something goes sideways.
And when you've built a track record of positive, credible coverage, you have a foundation of public trust that makes you more resilient when attacks come.
The organizations that navigate this environment successfully will be the ones that refuse to choose between preparation and ambition.
Own your narrative. And tell your story.
