It's evident that community sector organizations have a lot of work to do if they are to be taken seriously by news media. The same is true if they hope to contribute to the community's understanding of itself, its needs and how citizens can become involved.

Think "community" sector: Calling oneself the "not-for-profit" sector tells the citizenry simply what one is not. Help educate citizens about the true nature of the sector by emphasizing its role in our community and a free society. As well, it is important to understand the sector on a broader scale. Educate yourself about the sector as a whole and the key issues it faces. Lester M. Salamon, a professor at The Johns Hopkins University, writes prolifically and well on such topics. (See bibliography.)

Invest in training: Seek to know more about the communications process, media relations, and how emerging technologies function and can serve you better. Experiment with interactive websites. Remember that research has shown that an investment in the communications function is a predictor of success in all program areas.

Clarify messages: Be sure what you are striving to communicate is clear, concise, and repeated in a consistent manner — across the board. This means getting your board on board to ensure messages are uniform and getting out.

Create relationships with media people: Become an expert on the mission area your community sector organization was founded to serve. Be the source to whom they turn for the facts and a fair and balanced account of the issues in your field. Know the difference between educating and advocating. While it's true that when you advocate you also work to educate, few gestures offend reporters as much as bald-face advocacy. Give feedback to media — both praise and constructive criticism — when it is due. Frame your stories in the context of larger community issues, not your need to pump up your annual fund. Know the difference between the news department and the editorial department. Theoretically, never the twain shall meet. Be sure you are directing your communications to the right place.

Develop relationships with high-tech people: It's important to get on the radar screens of high-tech professionals if you want to enlist their help. The best way is to network with friends or board members who know people with high-tech skills and are familiar with their passions. Some high-tech companies have employee bulletin boards (electronic and wall-mounted) where volunteer opportunities are posted. It's also a good idea to post volunteer opportunities on your own website.

Network with your community sector peers: Attend workshops and conferences, particularly those that address communications effectiveness. Experiment with collaborations designed to improve the communications capabilities of all. Pool resources and hire professional assistance.

Make use of existing resources: The Seattle Public Library's community contacts database is full of listing of community sector organizations, including details on their missions and key personnel. Get your organization listed. Take advantage of cable television access channels to get your message out. Cable access is provided by the cable companies for citizen use, yet it remains a significantly under-utilized asset.