Let’s be honest—many CSI programs are doing incredible work, but no one knows about them. Why?
Because they’re not telling the right story in the right way to the right people.
After 20+ years in journalism, advocacy, and strategic communications, I’ve seen what does and doesn’t get media attention.
If you want to stop being the “best kept secret,” here’s how to get your CSI program seen, shared, and supported:
1️⃣ Lead with People, Not Projects
Journalists want faces, not logos. Your impact is best told through the voice of a beneficiary, teacher, or community champion—not a spreadsheet.
2️⃣ Make Your Data Emotional
That 12% increase in school attendance? Add a quote from the single mom who now has hope. Data with a heart beats cold numbers.
3️⃣ Think Like a Newsroom
Ask: “Why should someone outside our org care about this?” Newsworthiness = relevance, conflict, surprise, or scale.
4️⃣ Use the Power of Partnerships
Tag, quote, or highlight partners in your press materials. Shared value = shared audiences = shared coverage.
5️⃣ Don’t Wait for a ‘Moment’—Create One
Whether it’s a site visit, public dialogue, or report launch, build media moments into your calendar. Media loves a hook.
by Saras Arjunan | Brand Strategist & Writer, LMCC