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Can a Former Journalist Fill Your Organization’s Next Marketing Role?

Maria Satira • Nov 05, 2022

Five reasons why you should consider hiring a former journalist for your nonprofit organization

I’ve been having similar conversations lately with some of my former broadcast news colleagues. Over the past year, many reporters, anchors, producers, and writers have told me that they’re looking to leave their news careers and enter the nonprofit or corporate communications industry. You may have noticed the mass exodus of news personalities – especially in broadcast – over recent years and there are plenty of reasons why. In my personal conversations with journalists who are ready to leave or have recently left, they cite low wages, unpredictable hours, burnout, increased workload, safety concerns, and high stress as some of the top reasons. 


I spent nearly 10 years as a local news anchor and reporter, so I know all too well how difficult it is to weigh the pros and cons of the industry. After many years of contemplating, I officially decided to leave the industry in 2020 and pursue a career in marketing and communications for a nonprofit economic development organization. This move provided me with much more stability personally and professionally including work-life balance. Since I made the transition, I’ve mentored several other anchors and reporters who are looking to move into communications and marketing careers. I even created a reel on Instagram about the benefit of hiring former journalists for corporate communications jobs. However, I’ve recently discovered that many journalists are more interested in working for nonprofit organizations and finding reward and satisfaction in the work they do. That said, I want to share five reasons why your organization might find value in hiring a former journalist for a marketing and communications role:


They understand and meet deadlines

No one respects a deadline more than a journalist who had to meet several deadlines every day. If you need a project done by a certain time or day, you can pretty much guarantee it will be done well before the due date. Plus, they’re pros when it comes to prioritizing tasks and staying organized.


They are great storytellers

From social media to website content, journalists are fantastic at telling stories. This skill can come in handy when it comes to targeted fundraising campaigns or programming success stories. Journalists have a way with words and know how to connect with an audience.


They are strong and thorough writers

When it comes to nonprofit marketing, staff members need to have strong written and oral communications skills. From posting on social media to writing press releases, journalists know how to write well with proper grammar and spelling. They’re also knowledgeable about AP Style and following brand guidelines.


They know a little bit about a lot

Most journalists have experience covering a variety of topics, industries, and sectors. This plays well when it comes to learning the ins and outs of your organization’s cause. Plus, most journalists by nature enjoy researching, so if they don’t know something off hand, they’re able to efficiently gather the information or data needed.


They will positively communicate your mission

Journalists are professional communicators and will excel when it comes to sharing your organization’s mission and vision. From making a statement via email to conducting a live interview, they are well-prepared to serve as a spokesperson. 


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There are truly endless benefits to hiring a journalist to serve as a marketing and communications professional for your nonprofit organization. I think it’s also imperative to assemble a nonprofit team with wide-ranging experience. While it’s important to have staff members with training specific to your organization’s cause, there are also benefits to bringing in outside perspective – especially when it comes to marketing and communications.



So, if your organization is planning to post a job opening in the marketing or communications space, I hope you’ll consider those who apply with journalism backgrounds. Even if they don’t have a degree or prior work experience in marketing, their transferable skills are unmatched.


When it comes to creating a position, if your organization is looking for help creating a job description for a marketing specific position or wants guidance on making the most of this type of role, I would be honored to assist you during this process. Reach out to me and we can coordinate a free 15-minute introductory call to discuss your nonprofit’s marketing goals and plans: hello@mariasatira.com


Cheers,

Maria

5 Reasons Why Your Nonprofit Needs to Have a Blog

By Maria Satira • 11 Feb, 2024
There are endless ways to share your nonprofit’s message to its target audience, community, and donors. One of the best tools an organization can utilize is a blog on its website. Blogs and articles are great for highlighting programs, organizational needs, and industry expertise.

The Best Lesson I Learned as a Reporter and How it Can Help Nonprofits

By Maria Satira • 06 Sep, 2023
“Report on issues, not events.” That was the advice of one of my very first news managers. I was a young, eager multi-media reporter straight out of college and I was just beginning to navigate the world of television news. I was sitting in our morning story pitch meeting and sharing a few ideas that I wanted to cover that day. All of them were events.

Generate Awareness for Your Nonprofit in Big Ways

By Maria Satira • 20 Jan, 2023
Some of the best ways to generate awareness are opportunities to partner with other entities. Here are some of my favorite awareness campaigns that won’t cost your organization a penny but could get you featured on national news circuits, statewide agency announcements, and/or in your local media.

How to Create a Nonprofit Media Relations Policy (with Template!)

By Maria Satira • 02 Jul, 2022
It takes time to develop quality and valuable relationships with members of the media. If your nonprofit organization is looking for earned media opportunities, one of the most effective ways to get that type of coverage is to network with local journalists.

The Best Free Digital Marketing Resources for Nonprofits

By Maria Satira • 30 Jan, 2022
Navigating the digital marketing world as a nonprofit can be challenging. Here are my three favorite free digital marketing resources to make the process easier.

How to Write an Effective Media Story Pitch (with Template!)

By Maria Satira • 29 Jan, 2022
A typical reporter can look at a pitch in just five seconds and know if it’s worth their time. There is an art to story pitching, and I’m here to share it with you.

Why you can't have a first annual event

By Maria Satira • 30 Oct, 2021
My team here at Maria Satira Media works with many nonprofits of all difference sizes. This includes national advocacy organizations, statewide associations, and local nonprofits. Over the years, we’ve helped publicize various fundraisers as these groups look to raise money. However, there is one type of fundraiser we won’t work with... at least, until it gets a name change. Events with the phrase “first annual” are big no-nos. Why, you may ask? Well, it's because you can’t have a first annual anything. As a former local news anchor, I’d see this mistake several times a week through press releases, social media advertisements, and website content. If something is in its first year, it can’t logically be referred to as the first annual. Here's why: The word annual implies the event is yearly. If the event is in its first year, it can’t be yearly because it hasn’t happened prior to this year. For something to become annual, it needs to happen more than once. Alternatives to first annual: Try using the word inaugural if it is the first time your event is happening. Example: Maria Satira’s Inaugural Writing Seminar Or, you could always use the word first, since it is the first. Example: Maria Satira’s First Writing Seminar When to use annual: Once the second year of the event rolls around, then you can start to use annual in the title. Example: Maria Satira’s Second Annual Writing Seminar PS. If you were wondering... there isn't an actual Maria Satira writing seminar event... at least not yet ;) If you need help publicizing an upcoming event or fundraiser, my team here at Maria Satira Media would be honored to help. We can help create messaging that resonates with the general public to make your event a success. Reach out and we can schedule a consultation to discuss our public relations services. Just send us an email at hello@mariasatira.com and we’ll chat with you soon! Cheers, Maria

How to write a powerful press release

By Maria Satira • 30 Oct, 2021
With nearly a decade of experience in print, television, and digital journalism… and I have no shame in admitting my belief in press releases. I think a well-written release is the most effective way to communicate specific details of a topic, issue, event, etc. to the community, newsroom, or publication. Maria Satira Media, LLC is here to help with 9 tips for sending an attention-grabbing press release: 1. Understand the basics of journalism This is the most important point of this post. I could go on and on about this topic, but I’ll keep it simple. The writer should explain the “who, what, where, when, why, and how” of the announcement/event/whatever in the press release. Too often, I’ll receive a release which is missing pertinent information. Cover your bases and answer the “who, what, where, when, why, and how.” 2. Keep it brief Your press release shouldn’t be any longer than a page. You can ensure this by following what I like to call the 3Cs of news writing. Keep your press release clear, concise, and crisp. A reporter can look at a release and know within the first sentence if it is worth their time. 3. Use proper grammar and proofread Nothing will annoy a media outlet more than receiving a press release with poor grammar, spelling, and sentence structure. If you want someone to take your release seriously, you need to take it seriously and present it professionally. 4. Include quotes Interview someone knowledgeable about the topic and include their quotes throughout the release. Using real quotes from real people will allow your release a feeling of authenticity. Adding this type of element will increase your chance of being published because it has more content aside from just paragraphs of text. 5. Add a call to action Decide what action you want followed by the receiver of the release. Do you want a journalist to interview someone from your organization/company about a new and exciting achievement? Do you want people to know about and attend your event? Do you want community members to donate money toward your cause? Tell them. 6. Offer interview opportunities Nothing is worse for a reporter than having someone pitch them a great story idea via press release, yet refuse to do an interview. In your press release, include the contact information of someone who is readily available and prepared to do an interview. Make sure this person is flexible and respectful of a reporter who is likely working on a deadline. 7. Send the release via email The best way (really, the only acceptable way) to deliver a press release is through email. Attach the release in PDF form and also put the text of the release in the body of the email. Locate the newsroom or publication’s preferred email and send it. If you happen to know individual reporters or anchors at a news station or newspaper, send it to them too. 8. Follow up If you don’t hear back from the news outlet about your release, you can follow up. Just make sure you do so professionally and respectfully. Call a newsroom (after 10am), request to speak with the assignment desk manager, and ask if they got the release. If they did, offer to answer any questions they have about the topic and if you can schedule an interview. If they didn’t, ask for their email again, along with the assignment desk manager, and resend it. 9. Be considerate Understand that your release may not get the attention that you believe it deserves. News outlets do not guarantee coverage. For various reasons, assignment desks are particular in what they choose to cover. If the topic of your release doesn’t fit their scope, that’s okay. Don’t take it personally and don’t get discouraged. Try again in the future with another release and topic. --- Here at Maria Satira Media, we know that press release creation and distribution can be overwhelming. As professionals in the industry, we can help you alleviate the pain points of working with journalists in your community. Reach out to my team and we can schedule a consultation to discuss our media relations services. Click here to learn more or send us an email at hello@mariasatira.com Cheers, Maria
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