Good Use of a Newspeg for a Non-Profit
Posted by Jayne Huddleston on March 28, 2009
Back in May I posted about how many non-profit organizations miss a “newspeg” and, hence, miss a great publicity opportunity.
A newspeg is a story that is in the news already. It is usually big news and getting lots of coverage. If you can make a link between your cause and that story, you have an opportunity to “piggyback” on the existing story.
A newspeg must be acted upon quickly. “Think First Canada”, a Toronto-based organization that promotes the use of helmets in sport did just that this week. A large story appeared in the Toronto Star promoting the efforts of two neurosurgeons who are advocates for helmet use. The “hook” for the story was the recent death of actress Natasha Richardson following a seemingly harmless bump on the head while skiing.
Success with newspegs takes a sharp eye that follows news at all levels — local, national and international. It also requires a creative mind to see the “hook” in a story that can piggyback on the larger story. Then, it requires the ability to get that story into the hands of the right reporter. Combining those skills can net a non-profit some of the best publicity possible.