Thanks for sharing.
The author kind of discounts the power of "the press" though. From our experience, if there's even one good article out there about your cause, other reporters will contact you about it, and you'll get the word out much faster.
As far as the press goes, you're definitely correct about other reporters reaching out. My main point there is that we found more success by personally contacting people (press included) about what we were doing, rather than sitting around, waiting, and hoping for them to come to us. We badgered newspaper reporters and called local TV stations to make sure that we were being talked about and that people knew how to get involved with our relief effort.
If you're interested in details, it was Campus Customs in New Haven, CT. http://www.campuscustoms.com/