#3 Be Relevant

Not everyone can be involved in tsunami relief, but no one should go about business as if the tsunami didn't happen. An organization must stay in tune with the topics in the nation's headlines and the buzz in the national conversation.

This is important for program relevance, and also to help you present your story to the public. Connections between your story and current news must be true and plausible--the tie-in cannot appear forced. But remember that the more relevant, the more likely there will be interest, coverage, and support.

So stay in touch with the world unfolding around you and describe how you relate to it. Connect your work with issues, problems, and cultural signposts that are already capturing the attention of the people important to you.


For information on Rooftop MediaWorks, visit our website at: http://RooftopMediaWorks.com.

For commentary on the news of the day, visit The Rooftop Blog at: http://TheRooftopBlog.blogspot.com.