Are you using the right medium for your development communications?

After a visit to Ethiopia to observe El Nino mitigation efforts, a development communications officer will face the tricky task of deciding how to disseminate news of their organization’s work to the wider public. Will a targeted press release be most effective? Maybe a two-minute video?

Development communications professionals play a critical role in nonprofit work, from raising awareness about an issue and building a brand to raising funds. Most continue to use traditional media such as press releases to share the efforts of their organizations, but photography and video are increasingly becoming part of the communications landscape.

Identifying the right medium to share the material gathered in the field, though, remains a challenge.

Strong quotes or sound bites often lend themselves to press releases, especially if reporters are the intended audience, a few communications professionals shared with Devex. This is often the case with emergencies, as press releases are quick and can generate media interest.