Knocking on the door of a homicide victim to ask the grieving mother for an interview.
Picking through remnants of a tornado-ravaged home for a prop.
Driving through a snow storm to tell the public that travel is not advised.
Yes, running towards the disasters that other people run away from is the reality of a TV reporter. For 12 years, it was my life. Thankfully there were some opportunities to tell positive stories. However, it always frustrated me when I’d try to do a positive story with a local non-profit, church or ministry and the administrators would decline. I couldn’t figure it out. A journalist teamed up with a talented videographer with the purpose of telling a non-profit’s story to a large audience is a powerful way to bring in donations and volunteers.
Don’t get me wrong, many non-profits make an attempt to grab headlines. Non-profits send press releases by the hundreds to newsrooms hoping for coverage of their gala or fundraising campaign. I’ve seen the pile of releases and I’ll be honest, it’s tough for small or medium sized non-profits to get noticed.
While media will ignore a run-of-the-mill news release, no self-respecting journalist will turn down a powerful story.
So in 2010, I found myself in a strange place – a storyteller detoxing from a career in television news with a heart for non-profits. The timing was perfect; my church was offering a class to teach people how to use the talents they have to help others.
Media Minefield was born.
The company is an intentionally different public relations and video production firm. At first, I had a hand-full of non-profit clients in the Twin Cities. Some wanted their stories transformed into short videos for special events or fundraising campaigns and others wanted their stories in the media.
Two years later, we have both for-profit and non-profit clients in Minnesota and around the country. Our office is in Minnetonka and there are eleven employees. The majority of the men and women on the Media Minefield team have a background in television news. In our front office, it says “your message is our mission” and that is what makes us unique. We work with every client to define and distill their message. That message then becomes the foundation of the kind of story that inspires others to take action.
I’ve heard more powerful stories in the past two years than in the previous twelve. The difference is that I, surrounded by some of the most talented former news minds in the Twin Cities, can now focus on maximizing and telling those positive stories.
We’ve produced videos for local and national non-profits and have watched how a media appearance can bolster a bottom line. After all, a powerful news story or video could be used on social media, at gala events and on websites. For our team, it’s so rewarding to see a non-profit empowered to do even more to help others.
What makes a good story? A main character, a clear purpose and a concise message. For television news, it’s critical to have compelling video to accompany the story. For newspaper, magazine, online and radio mediums, a main character with a powerful story who understands how to communicate with control and speak in sound bites is all it takes.
Tell your story. People want to hear it.
Kristi sent me just a few of the nonprofit stories Media Minefield has done. I have included these below.
Related Post: Storytellers for Good