Media demand for philanthropic stories is on the rise

How your organization should position itself to take advantage of the media’s recent interest in philanthropy

A MediaSource search for U.S. newspaper and magazine reporters covering the philanthropy beat currently stands at fewer than 100 contacts—but Tricia McKenna, senior account director at Waltham, Mass., PR firm Louder Than Words, thinks the beat’s profile is growing.

The turning point for coverage of philanthropy, McKenna explains, came in summer 2006 when Warren Buffett announced he was giving $30 billion—the bulk of his fortune—to the Bill & Melinda Gates Foundation. This ann- ouncement launched a flood of media coverage about philanthropy.

“There are a lot of trends coming together about the media’s coverage of philanthropy, but if you’re looking for a marker, the Buffett gift is a good one,” says McKenna, whose firm works with nonprofits and other philanthropic organizations. Another trend: “Companies are finding that talking about the good they’re doing in the world is a differentiator for them.”