We all know that the American media is imploding. Thousands of reporters and journalists are out of work due to downsizing and layoffs. This is especially true in Washington, D.C., where the vaunted Hudson's Directory of journalists working in the nation's capitol has shrunk from over 400 pages in 2007 to a little over 200 pages in 2009. These trends are especially challenging for nonprofit communicators who want to draw media attention to national policy reports they issue. There just are not many media outlets in Washington who can spare reporters to cover nonprofit press rollouts when they also have to cover Congress, executive agencies and the White House.

Is there a solution to this challenge? Well, the Communications Consortium Media Center has at least a partial solution. Audio news conferences, using a toll-free number to attract media from around the country, can help nonprofits jump past the Washington and New York-based media directly into local media. These are essentially facilitated conference calls with key spokespersons talking to reporters from around the country.

There are three things to remember:

This latter assignment takes time, about 3-5 work days of full-scale calling and re-calling to targeted reporters. But, audio press calls can be worth the effort.

Recently CCMC sponsored an audio press call on a workplace issue that included the Chicago Tribune, the Los Angeles Times and The New York Times. Participation in a press call does not guarantee coverage, but it’s a good start!