Charity Village®NewsWeek: Cover Story: "The Media Savvy Nonprofit: What it takes to get noticed
Elisa BirnbaumNovember 21, 2005
By Elisa Birnbaum
We are living in the information age. It is an era marked by 24-hour news stations, flooded e-mail boxes and satellites that feed our constant and insatiable appetites for more and more bytes of sound, images and data. In this society where people seem more comfortable with Blackberries, cell phones and iPods than with handshakes, the media is not just all-consuming, it is ubiquitous. But if Marshall McLuhan was right and the medium is, indeed, the message, what importance does the media play in how nonprofits deliver their messages? Is it even a relationship worth cultivating? If so, how successful is the sector at garnering the coverage they need and want in order to effect the change or missions they pursue?"
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