from About.com:

The New Media Relations for Nonprofits
How Nonprofits Can Get Their Stories Out Through Bloggers and Twitter

Media relations in the world of Web 2.0 have changed dramatically.

While it is still important to keep in touch with the so-called “main stream media,” especially your local reporters, that is no longer sufficient.

With the reduced number of people in newsrooms across the media landscape, even reporters are looking for better ways to keep up, and nonprofits must now spread word of their good deeds through the new social media tools.

A report by The Hatcher Group, points out that a survey of 4,000 U.S. journalists revealed that 71% of them have a list of blogs that they check on a regular basis. By connecting with those bloggers that cover the nonprofit sector, you increase your chances of being found by other media.