Being published in the mainstream media is a great way for non-profit organizations to educate the public and to influence politicians and policy makers — but it’s not always easy to grab the attention of journalists. And should non-profits spend their time and limited resources targeting traditional media outlets or create their own media channels through new and social media tools?

Ed Walz, Vice President for First Focus Campaign for Children spoke with Managing Editor of Evidence Network, Kathleen O’Grady in Washington, D.C. about the ways organizations can get their message more widely distributed in both traditional and new media.

Interview produced by Mélanie Meloche-Holubowski, journalist intern at, and journalist with Radio-Canada.

Photo: d8nn /