Beyond the Jitters

The nonpartisan Urban Institute publishes studies, reports, and books on timely topics worthy of public consideration. The views expressed are those of the authors and should not be attributed to the Urban Institute, its trustees, or its funders.

Introduction

In January 2000, the Foundation Media Relations Project was launched to bridge the gulf between journalists and foundations. This localized, experimental effort was based on recommendations in a report by Burness Communications for the Urban Institute's Center on Nonprofits and Philanthropy. This report, Overcoming the Jitters, singled out regional associations of grantmakers as a logical starting point to help diverse foundations work with the news media.

With the assistance of the Forum of Regional Associations of Grantmakers and the Communications Network, Burness designed the Foundation Media Relations Project for select regional associations of grantmakers interested in and capable of participating. The idea was, first, to boost the associations' relations with local journalists. With few exceptions, such relationships were non-existent. Ultimately, the project aimed to help the regional associations become catalysts for establishing media relations skills at their member foundations.

Five associations participated: The Association of Baltimore Area Grantmakers, Donors Forum, Inc. (South Florida), Connecticut Council for Philanthropy, Southern California Association for Philanthropy, and Washington Grantmakers (District of Columbia).

The Center on Nonprofits and Philanthropy assessed the project and extracted the lessons learned. Highlights from these lessons are presented in this document — a primer for foundations and philanthropy leaders nationwide. The Center's recommendations for overcoming the media jitters: a receptive attitude, sufficient resources and support, patience, and commitment.

Based on the intensive training and one-on-one technical assistance provided through this project, Burness Communications also stressed the importance of commitment to media relations and persistence in engaging the news media. It takes real investment (in time, staff, and resources) and follow-through to produce better, more consistent news coverage of philanthropy. Without strategy and action, all the ideas and training won't result in media coverage.

The Foundation Media Relations Project was a first step toward establishing more widespread media relations in philanthropy. It laid the groundwork for foundations in five regions to work more comfortably and more frequently with the news media. This report explains what it will take to build up, and out, from there.

This report is available in its entirety in the Portable Document Format (PDF), which many find convenient when printing.

The nonpartisan Urban Institute publishes studies, reports, and books on timely topics worthy of public consideration. The views expressed are those of the authors and should not be attributed to the Urban Institute, its trustees, or its funders.

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