At the Home Safety Council, Director of Education and Outreach Sarah Miles wants the steak and the sizzle.
"I have worked with PR firms in the past that have concentrated just on the number of media hits, which I think is a false value," she says. She seeks reports that can show
the depth of stories and metrics, demonstrating the true value of the coverage.
"It sells better if you can tell a corporate sponsor that you not only had X number of impressions, but you also had real substantial information within X number of those
impressions," she says. "In the competitive nonprofit world, you have to be able to demonstrate the quality of the message behind your media impressions, because there are so many
other nonprofits out there jockeying for those same corporate dollars and those same grant dollars."