Forward this message to a friend
Capability Company

A Message from our President

Dear Colleague,

This month marks the third installment of our bi-monthly media series. In May, we focused on media relations, followed by creative media outreach efforts in July.  Now that we are thinking about how to get our messages out and to whom, this month's article provides us with a list of quick tips about what to include as part of those messages.  I'd also like to share with you an ariticle I wrote for the Philanthropy Journal this month, entitled "Luring the Right Nonprofit Job Applicants". I hope you enjoy both of these original articles.

We are excited to provide the name of our Dallas/Fort Worth organization - Casa Manana is still eagerly looking for the right person to fill its Director of Development position.

Don't forget to check out our current searches below, or in our Current Searches area of our website, and let us know about any items we should add to our Calendar.

Sherry Heuser
President, Capability Company

View Sherry Heuser's profile on LinkedIn

Would you like to meet the rest of our staff?

Current Searches

Make-A-Wish Foundation of Georgia and Alabama

  • Chief Executive Officer Atlanta, GA - No longer accepting applications. Due to overwhelming response to outreach, the search committee has decided to stop accepting applications at this time, but we’ll keep information on hand in case something changes.

Casa Mañana (Dallas Fort Worth Search)

East Coast Migrant Head Start Project

  • CEO - Raleigh, NC/Arlington, VA 

Other Searches We Support

Youth Empowered Solutions

Good business comes from good referrals. If you like the work we do, please remember to pass our name along to those in need of our services. Thank you.

Back to Top


Article of the Month

Word count: 381
Approximate Reading Time: 3 Minutes

Once you have built relationships with media contacts, developed creative outreach strategies and are ready to share your organization’s news, don’t forget to take a second look at the message itself to make sure you have framed it in the most effective way.  Doing your research ahead of time and including compelling information will keep your message from being stale, sounding like “old news”, or becoming disconnected from your organization’s mission.

These tips, compiled by Mike Zlotnicki, will strengthen both what you say and how you say it.

Eight “F’s for More Media Coverage

by Mike Zlotnicki

Robert Bernarduci is founder and president of Jessella Public Relations in Avon, Connecticut. The eight thoughts below are based on information he has published.

  1. Face – From the media’s perspective, every story has a face. It could be a celebrity, a victim, a recipient, or a giver. Personalizing a subject can be difficult in some instances, but the “face” doesn’t have to be human, or even alive, for some stories.
  2. First – The media loves firsts, both as subject matter and as breaking a story. First means coverage. The “scoop” is still what reporters want. Anticipate firsts.
  3. Finances – Pocketbook issues (especially in this economy) get press. Be ready with numbers and expect probing questions.
  4. Front Door – Localize the story. Is there a local family or business that best represents the story? Can the information be localized by state, town, or region? Deliver with local flavor.
  5. Fear – “If it bleeds, it leads” is a cliché, but it’s true. Don’t create fear, explain it. Fear can be a physical threat, an environmental threat, financial concern – almost anything. Don’t pitch (expect) sympathy.
  6. Fix – Showcase a story or problem, but offer solutions or alternatives. Show how to fix the problem.
  7. Feat – Biggest, first or best ever! Often a journalistic reach, but special or epic events can gain coverage.
  8. Facts – Corral all the information a reporter will need and keep it handy. Be ready with attribution and sources.

Being prepared with a strong story will not only enhance your message, but will also improve your ability to respond to follow-up with confidence.

In our upcoming final media article, we’ll focus on one of the most common communication methods and forms of outreach: email.

Bottom Line: Good media coverage of our organizations is priceless.  Getting our message into the community is essential for raising money and awareness, meeting our annual and strategic plan goals, and accomplishing our missions.  Including the right information will encourage the media to write news stories that support our organizations and attract followers.

Mike Zlotnicki is a freelance writer based in Garner, N.C. His resume includes newspaper and magazine editing as well as advertising and marketing experience. He can be reached at

Back to Top


Event Calendar

Visit the current calendar of events on our website.



In This Issue

Current Searches
Article of the Month
The Bottom Line
Event Calendar


A Client's Perspective

"Thanks again for your expertise and assistance in this endeavor. Your skills have really helped the process. I also appreciate your flexibility with the .... process.”

Allison Norton-Rimron
VP, Project Management
Hanesbrands, Inc.


Give Us Feedback

Is there something you'd like to see? Something you'd like to change? Your opinion is important to us.  Please, send us an email and let us know.


Submit an Event

Let us know about your upcoming professional development events by emailing us at Please give the date(s) and any additional pertinent information.

8300 Clarks Branch Drive | Raleigh, North Carolina 27613 | 919.791.3700
Visit us online at or e-mail us at

powered by emma