“Any publicity is good publicity.” Ummm… sure. Maybe for celebrities, but many organizations know that’s not the case.
However, you shouldn’t be so focused on preventing or reacting to bad press that you forget to be proactive about good press.
YOU need to be the one getting the word out about your organization’s progress because, let’s face it, it’s not the kind of news the media will be knocking down your doors to find out about.
Who else is going to spread the word about your budget surplus? What about that sustainability award your department received?
It doesn’t always have to be something major, either. It can be any relevant information that lets the public know that you truly are serving them. However, it only works if you Keep it Simple (remember?)
With or without the media, you have a job to inform your audience. You know… the people subscribing to your newsletters, receiving your e-mail blasts, and following you on your social media websites. They’re the people you have to keep in the know—and they’re the ones who are most likely to have stake in the information you give them.
Besides, if it’s a slow enough news day, your story will be reported by a local media outlet anyways—just don’t expect it to be featured front and center.