Traditional Media

Coyote Communications is another online resource archive for Media How-To's backed by reknowned Communications professional Jayne Cravens.  Internationally recognized with more than 20 years experience with communications, volunteer involvement/community engagement, and a capacity building on a variety of topics for non-profits, NGO's, civil society, government based community programs and corporate philanthropy.  coyotecommunications.com.

And some of what you should check
Building Staff Capacities To Communicate and Present 

For Non-Profits Considering Their Own Podcasts: Why It’s Worth Exploring

Using Video Communications With Volunteers

Basic Press Outreach For Mission Based Volunteers

Joanne Fritz has worked in the nonprofit world for most of her 30-year career beginning with teaching at the secondary, college, and university levels. She has also held senior management positions at two national nonprofits and two universities. Fritz has served on numerous nonprofit boards and was chosen to participate in leadership programs in two cities.

She's got a great article and "How-To" Guide on working with the media, you can check that out right here.
Her other articles include:
Attracting The Attention Your Cause Deserves
6 Steps To Making Your Non-Profit A Media Star
Tips For Pitching Non-Profit Stories To The Media

Charity Village has some amazing articles on Media Relations you can check out here.
Particularly:
Breaking through the newsroom clutter: How to get your news release noticed
The Anatomy of Radio Advertising
Help Yourself: Seven questions can clarify communications strategies
Mind The Gap: Creating New Paths With New Stories
Making Sense of Nonsense: The Power of Strategic Narratives
Why Narrative and your Brand are Inseparable
Communications Audit: How Effectively Are You Communicating?

CIVICUS: World Alliance for Citizen Participation is an international alliance of members and partners which constitute an influential network of organisations at the local, national, regional and international levels, and span the spectrum of civil society including: civil society networks and organisations; trade unions; faith-based networks; professional associations; NGO capacity development organisations; philanthropic foundations and other funding bodies; businesses; and social responsibility programmes.

They've got some incredible tools on their website for aiding non-profits and NGO's with media outreach.

  • Writing Effectively & Powerfully 
  • Writings Within Your Organisation 
  • Producing Your Own Media 
  • Handling the Media 
  • Promoting Your Organisation 
  • Internal Communication Toolkit 

You should check out their materials here

The Community For Creative Non-Violence published a guide which has some pretty good points on creating a Media Team, Handling the Media, Creating an Event and generating attention, Public Serive Announcements, and an interview with a reporter showing you another perspective of things in the newsroom.  Managing the Media Guidebook.