Some 9/11 Nonprofits 'Fail Miserably'

It's safe to say I have a soft spot for nonprofit organizations, as I find they are the ones most often sitting on amazing stories -- and have no clue how to tell them.


It's why part of my business focuses on helping nonprofits figure out how to tell their stories.


But there are some instances where nonprofits definitely shouldn't be happy about being recognized in the news.


In recognizing the 10th anniversary of Sept. 11, 2001, the Associated Press examined the flurry of organizations that sprung up in the wake of the devastating terror attacks -- and how they spent some $1.5 billion given in donations to aid various causes. What they found reinforces a point made on this blog after the tsunami in Japan: you must do your homework before giving.


"To be sure, most of the 325 charities identified by the AP followed the rules, accounted fully for their expenditures and closed after fulfilling identified goals," AP reported. "...But in virtually every category of 9/11 nonprofit, an AP analysis of tax documents and other official records uncovered schemes beset with shady dealings, questionable expenses and dubious intentions. Many of those still raising money are small, founded by people with no experience running a nonprofit."


CEOs paying themselves hundreds of thousands of dollars, unexplained loans and large sums of money going to unreported expenses were included in the tip of the iceberg in AP's investigation.


In the face of tragedy, the desire to help is understandable, even commendable. But to ensure you don't end up with the wrong kind of publicity, make sure you do your research when it comes to giving -- and receiving -- money for others.

The Fine Line Between Social Media and Spreading Rumors

We've spoken before about about using social media, such as Twitter, as means to get news and information.

Though I concede people may first "hear" about news on their social media feeds and streams, I also believe that many people Google or check a reputable news outlet before believing -- or spreading -- the information.

But over the last few days, we have an intriguing case and I'd love to know what say you about when spreading information via social media becomes a criminal offense.

According to the Associated Press, two men in Mexico City face charges of terrorism and panic after Tweeting false reports that gunmen were attacking schools. Chaos and 26 car crashes ensued as terrified parents rushed to pick up their children, prosecutors said. If convicted, the men could face up to 30 years in prison.

Meanwhile, defense attorneys said the two men were simply retweeting and posting what had been told to them.

So, what do you think? What is the responsibility of social media users to verify before they post? And in what situations?

Bridgette Outten is a journalist and media consultant with The Write Vision Group, Inc.  Her background is in print journalism and she has written hundreds of articles for newspapers and online publications. At The Write Vision Group, Bridgette advises nonprofits and small businesses on how they can get media attention for their programs and efforts. Meanwhile, she blogs on all things journalism.

The Hazardous Side of Being a Reporter

I've always said that in many ways, reporters have to defy every natural instinct of self-preservation.

We hear gunshots, we head out to the scene. Word gets out of a tornado touching down, we're driving toward it while every other person with an ounce of sense is going the other way on the highway (true story, by the way). And we scramble to get to a car wreck, house fire or other other potentially catastrophic situation.

And we while the adrenaline is pumping, our nerves are singing and many of us love the rush, we primarily do it for you. So that you will have the information you need when you need it.

 Though some questioned whether there was too much coverage, but my answer to that is if the hurricane had been downplayed, there would be criticism, too so >> insert shrug here <<. Meanwhile, as I watched, read about, listened to and clicked on the nearly nonstop coverage of Hurricane Irene this past weekend, I had to hand it to my brethren of the pad, pencil, camera and recorder. Through wind, water and rain, they brought you the story. They even managed to (mostly) stay upright.

There's only one thing left to say: Well done.

Visit msnbc.com for breaking news, world news, and news about the economy

Bridgette Outten is a journalist and media consultant with The Write Vision Group, Inc.  With a background in print media, she has written thousands of articles for newspapers and online publications. At The Write Vision Group, Bridgette consults with nonprofits and small businesses about how they can get media attention for their programs and efforts. Meanwhile, she blogs on all things journalism.

Respect the Reporter's Deadline

A reporter calls at 3 p.m. to ask you a question about a story.

"Oh, great, thanks for thinking of me," you respond. "When do you need it?"

"Now."

Pause.

From any other professional, this last-minute call may seem rude and get your mind going into the "how-dare-they" zone.

But consider a reporter's profession -- the very essence of which, it last-minute. Up-to-the-minute updates. Breaking news. You heard it here first.

These aren't just empty promises, they are the ways reporters have to function to stop on top of the news. And the adrenaline is pumping because it's 3 p.m. and they have to write a story and be ready to go to press or go on air at 5 p.m.

So it may be that if you have a business, organization or are otherwise involved in some newsworthy venture, a reporter may call you for a comment on a related story.

If they do, don't panic. They called you because you have somehow established yourself as knowledgeable on the topic. Rely on that knowledge and answer the questions to the best of your ability. And if you don't know about the particular situation or issue, say that you can't comment.

But don't chicken out. Don't tell them you have to call them back so you can give them some prepared, plastic statement.

Believe me, if a reporter knows they can call you in a crunch for a great, concise quote, you have just made a new friend.

Bridgette Outten is a journalist and media consultant with The Write Vision Group, Inc.  With a background in print media, she has written thousands of articles for newspapers and online publications. At The Write Vision Group, Bridgette consults with nonprofits and small businesses about how they can get media attention for their programs and efforts. Meanwhile, she blogs on all things journalism.

Try to Catch the Beat

Let's test your media knowledge a little bit.

Do you know what a beat is?

If, at this moment, you're trying to verbalize a term that has anything to do with music, stop. That's not it.

In the wide world of media, a "beat" is an area or subject that a reporter specifically covers. For example, when I worked at the Springfield News-Sun in Springfield, Ohio, I was on the county government beat. I covered all things related to Clark County, including regularly going to county commission meetings and events of other local governmental agencies. While I was at the Marshall News Messenger in Marshall, Texas, I covered education, but before that, I was the religion reporter.

Now that you have it, let's discuss why this is important. Knowing what beat a reporter covers is good to know because it tells you which reporter to pitch your story to -- directing the flow of information. While there are GA (general assignment) reporters who pretty much cover any and every thing, it's great to know when to contact the business reporter or the education person.

Knowing which beat you want -- and therefore which reporter to contact -- saves you time, as well as the person who would normally have to shuffle your press release off to the right person anyway.

To Figure Out What Reporters Want...Watch the News

If nothing else, I have stressed in my semi-monthly messages that research is key when it comes to figuring out what should be in your press release and how it would pique a reporter's interest.

With that said, you will have no idea what makes the news in your coverage area if you don't watch, read, listen or click on the news in your coverage area.

I've been a reporter in Houston, Marshall (Texas), Springfield (Ohio) and the surrounding suburbs of Chicago and no market was the same when it came to what stories got coverage.

Things to remember as you check out the news in your area:

• Who? Who is more likely to get coverage? Businesses, organizations, individuals? Is there a common element you see?
• When? Is there a season or time of year where reporters are more likely to cover a certain subject?
• What? A smaller market is more likely to cover a grand opening of a business. But a larger market will need a few more reasons to give that story air time.

Once you have a grasp on what your coverage area highlights, you can tailor your press release to include those same elements. You also know that if you don't have some of those same elements, you may not have a viable story.

Bridgette Outten is a journalist and media consultant with The Write Vision Group, Inc.  With a background in print media, she has written thousands of articles for newspapers and online publications. At The Write Vision Group, Bridgette consults with nonprofits and small businesses about how they can get media attention for their programs and efforts. Meanwhile, she blogs on all things journalism.

If Your Topic Doesn't Interest YOU, It Won't Interest A Reporter

Think about what you want to pitch to a reporter.

Now take yourself out of the equation. This means the story is no longer about YOUR cause, YOUR event or YOU.

Does it catch your attention? Are you still interested?

If not, a reporter won't be either.

I have met many people who thought they had a story because they were so taken with their own accomplishments -- which, while they were great on a personal note -- did not make a good or intriguing news story.

Gauge the newsworthiness of your story like this: If it were something that had nothing to do with you that came on television, the radio, was featured in the newspaper or online, would you change the channel, turn the knob, turn the page or click away?

If the answer is yes, do not expect a reporter to be interested in a topic that even you don't care about.

Bridgette Outten is a journalist and media consultant with The Write Vision Group, Inc.  With a background in print media, she has written hundreds of articles for newspapers and online publications. At The Write Vision Group, Bridgette consults with nonprofits and small businesses about how they can get media attention for their programs and efforts. Meanwhile, she blogs on all things journalism.