Tennessee nonprofits operate in a rapidly changing communications environment defined by declining public trust, regional skepticism, and a fast-moving media landscape. However, research shows that with the right strategies and messengers, you can cut through the noise to reach your audience effectively. Based on extensive research by National Council of Nonprofits and Tennessee Nonprofit Network, we now know what messages most resonate with Tennesseans! This workshop, which is part of Tennessee Nonprofit Network’s statewide communications initiative, is one of three workshops offered across the state in 2026. Participants will also receive a free toolkit created specifically for Tennessee Nonprofit Network and our members.
This training provides the knowledge and tools to engage with the news media strategically. Participants will move beyond reactive responses to learn how to proactively pitch stories, build long-term reporter relationships, and connect their mission to proven messaging pillars that resonate with Tennessee audiences.
What You Will Learn
By the end of this session, you will be able to:
- Understand how the news media works and why it remains a critical channel for your organization.
- Discover who the most effective voices are for your work—and why nonprofit leaders often aren’t among them.
- Learn to craft pitches using clear news hooks, localized framing, and specific asks.
- Develop key messages, anticipate tough questions, and learn “bridging” techniques to keep the conversation on track.
- Understand how emotional triggers and social norms influence how the public (and reporters) respond to your cause.
Included Participant Resources
All attendees will receive a suite of take-home materials to support their ongoing media efforts, including:
- Research-backed themes and strategies tailored to your specific area of Tennessee.
- A template to help you organize and track local reporter contacts and beats.
- Practical “desk references” for gathering ethical stories and preparing for media contact.
Note for Experienced Communicators: While this session covers foundational skills for those new to media relations, it also introduces new, research-grounded content designed to give veteran communicators fresh material and perspectives. This is great for communications staff, fundraising staff, CEOs, COOs, and anyone who works with the media.
Breakfast and lunch will be served.
Thanks to our sponsors, we’re able to provide this training to our members with only a $15 materials fee. Nonmembers: $75
Workshop Dates and Information
| MEMPHIS May 29th from 9:00am-2:00pmCT Location: Memphis, TN Sponsored by United Way of the Mid-South Register here | NASHVILLE In Partnership with Center for Nonprofit Excellence – Middle Tennessee May 28th from 9:00am-2:00pmCT Location: Nashville, TN Sponsored by Healing Trust Register here | JOHNSON CITY June 25th from 9:00am-2:00pmET Register here |
| MEMPHIS June 18th from 9:00am-2:00pmCT Location, Memphis, TN Sponsored by Assisi Foundation of Memphis Register here | NASHVILLE In Partnership with Center for Nonprofit Excellence – Middle Tennessee June 24th from 9:00am-2:00pmCT Location: Nashville, TN Sponsored by Healing Trust Register here | KNOXVILLE June 30th from 9:00am-2:00pmET Location: Knoxville, TN Register here |
| MEMPHIS July 1st from 9:00am-2:00pmCT Location: Memphis, TN Sponsored by Community Foundation of Greater Memphis Register here | NASHVILLE In Partnership with Center for Nonprofit Excellence – Middle Tennessee July 8th from 9:00am-2:00pmCT Location: Nashville, TN Sponsored by Healing Trust Register here | CHATTANOOGA July 9th from 9:00am-2:00pmET Register here |