Most often it is when they want money from the public. Drawing a line between issues-oriented communications and those aimed at raising dollars can be a challenge for even the most seasoned professional. Ironically, while media coverage can fuel public sympathies that in turn may loosen pursestrings, it is far less effective than other fund-raising strategies. Being asked to give through news stories, telethons, TV or radio commercials rates just slightly more effective than being solicited by a stranger who goes from door to door. Tools such as voice mail, broadcast fax, e-mail and websites increasingly are being used, but their arrival is too slow and still too expensive for many organizations.
Few organizations are able to direct sufficient resources toward communications efforts.
They must balance the expense of communications needs against every other need they are trying to meet. But, time is money, and the profit motive increasingly dictates media agendas. Fewer resources are available to newsrooms to do the kind of thoughtful coverage that occurs over time and is required if a news outlet is to adequately cover community building efforts.