We’re Getting the Word Out!

By Fred Whiting

According to a recent report by the marketing and communications department of the Points of Light Foundation & Volunteer Center National Network, a Foundation news story occurs on average every day of the year in print, broadcast or Internet sites. Many Fortune 500 companies can’t make the same claim.

The report notes that 7,033 news stories on the organization and its activities appeared in print, broadcast or interactive media during the 2006 fiscal year (October 1, 2005 to September 30, 2006).

• Most media coverage appeared in print publications; the second largest number of media placements was on the Internet (largely because most newspapers also have Web sites).
• The organization tends to generate more stories in the media when it is undertaking a major promotional activity such as The Extra Mile or Make a Difference Day.
• The Season of Service activity that generated the most media coverage was Make A Difference Day, followed by National Volunteer Week.