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Media Outreach

Given the remarkable work your organization does, you have the opportunity to increase your reach and visibility through media coverage. Landing placements in “traditional media” (e.g., television, radio, newspapers and their websites) helps establish and/or reinforce your organization as a trusted, credible resource. As a local/national “expert” on either an education or solar energy platform, you are an important resource whom they can look to when they cover your topic area.

These are four core steps to media outreach:

Consider Your Story Angle(s)
Craft Your Media Pitch Points as Your Internal Roadmap
Develop Your Media Materials
Pitch Your Story To Your Media Targets
Consider Your Story Angle(s)
Craft Your Media Pitch Points as Your Internal Roadmap
Develop Your Media Materials
Pitch Your Story To Your Media Targets

Consider Your Story Angle(s)

Media airtime and space are tight – you are competing against multiple news stories and media outlet priorities. So it’s important to develop compelling story angles to “pitch” to your media targets. Your proposed story should be simple, clear and stripped down to answer the following: So what, who cares and what’s in it for me (the media’s audience).

Media Respond to Story Angles that:

Include Real People, Real Stories 

For example, is there a “before and after” personal story that a family is willing to share with media? Put a human face on your issue to inspire and capture attention.

Rose All Runner Shares Her Solar Story

Recalling childhood on the Picuris Pueblo with no running water or electricity and reflecting on current day utility bills in the mountains of New Mexico, Rose All Runner shared what it meant to be the first of the Pueblo to go solar as part of All Points North Foundation grantee GRID Alternatives’ National Tribal Program.

See Example Here

Include Real People, Real Stories

For example, is there a “before and after” personal story that a family is willing to share with media? Put a human face on your issue to inspire and capture attention.

Rose All Runner Shares Her Solar Story

Recalling childhood on the Picuris Pueblo with no running water or electricity and reflecting on current day utility bills in the mountains of New Mexico, Rose All Runner shared what it meant to be the first of the Pueblo to go solar as part of All Points North Foundation grantee GRID Alternatives’ National Tribal Program.

See Example Here

Highlight Trends

For example, this year’s high school dropout rate is expected to double; the interest in solar installation in homes has tripled.

Share Discovery, Innovation

For example, did your group find something unusual, new or surprising in its research or activity? Are you looking at an existing problem in a novel way? Is there something unique about your approach, method?

Robots Take STEM out of the Classroom, into Real Life

Serving low-income families, All Points North Foundation grantee Citizen Schools had a strong story angle focused on an innovative approach to introducing STEM skills: The entire 7th grade class of Joseph Browne Middle School spent a semester creating their own robots with engineers and programmers in Microsoft’s offices.

See Example Here

Share Discovery, Innovation

For example, did your group find something unusual, new or surprising in its research or activity? Are you looking at an existing problem in a novel way? Is there something unique about your approach, method?

Robots Take STEM out of the Classroom, into Real Life

Serving low-income families, All Points North Foundation grantee Citizen Schools had a strong story angle focused on an innovative approach to introducing STEM skills: The entire 7th grade class of Joseph Browne Middle School spent a semester creating their own robots with engineers and programmers in Microsoft’s offices.

See Example Here

Underscore Societal Failures

For example, failure to mentor vulnerable middle school youth may lead to decreased interest in education.


Indicate Magnitude

For example, how many people in the education or energy arena are affected? Would your research or findings be helpful to a sizeable population that is particularly at risk?

Celebrate Milestones

Are there historical markers over time that makes this anniversary significant? Does it build on a landmark study? Is it tied to an anniversary celebration of another initiative?

Crowdsourced Goal Surpassed, Solar Donation Announced

Surpassing its fundraising goal, All Points North Foundation grantee Everybody Solar announced its donation of a 15 kW solar array to a hands-on science museum, helping it save $1,700+/year on utilities while the system also became a feature of its interactive sustainability exhibit.

See Example Here

Celebrate Milestones

Are there historical markers over time that makes this anniversary significant? Does it build on a landmark study? Is it tied to an anniversary celebration of another initiative?

Crowdsourced Goal Surpassed, Solar Donation Announced

Surpassing its fundraising goal, All Points North Foundation grantee Everybody Solar announced its donation of a 15 kW solar array to a hands-on science museum, helping it save $1,700+/year on utilities while the system also became a feature of its interactive sustainability exhibit.

See Example Here

Share Practical Tips

Are there practical action steps or recommendations for the audience to take to address this issue or concern?

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All Points North Foundation provides grants for projects and initiatives that support our priorities: improving public middle school education and teacher training, and implementing effective solar programs and/or projects in the United States.

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