PR for Non-Profits
"During my term as President, Mary Schnack put NAWBO-LA on the map. Previously, we had no identity with the public or media."
-Tana Davis, former President Nat'l Association of Women Business Owners, Los Angeles and California
Why is it important for nonprofits to position themselves as experts in their field?
Nonprofit organizations are constantly vying for attention in a crowded marketplace. Publicity is one of the most effective - and inexpensive - ways to generate awareness about an organization. Plus editorial coverage is three times more credible than an advertisement and therefore, more effective than other forms of communication that nonprofits traditionally employ (direct mail, etc.). There are many ways to generate media coverage - profile pieces on the organization, public service types of stories, human interest angles, and serving as an expert resource. Serving as an expert resource is very appealing to the media, rather than having an organization try to "sell" a story to them. Non-profits can develop this kind of relationship, where the media sees them as a valuable resource (an expert or an industry representative), by positioning themselves as a resource to the media and consistently sending the media information. This type of relationship is also cost effective, because the better established your relationships are with the media, the fewer resources you will expend on public relations. This also ends up being a member/volunteer benefit (recruitment and retention!)-the opportunity to be a spokesperson and be quoted in the media.
How can they best accomplish this? (I.e. What steps should they take?)
* First and foremost they should have a communications plan. This would include: board members and membership profile, organization's statistics, programs, etc.
* Determining specific goals of public relations campaign
* Reviewing existing promotional materials and previous media coverage
* Developing a brief, concise outline of strategies to be followed, Including target audiences, key messages, schedules and pitch/news release opportunities
* Make sure they have a top notch web site with an online press room. That doesn't mean it has to be fancy and expensive. What it does mean is that it should contain comprehensive, easily accessible information (with a contact name and phone number on every page!). The media conducts more and more research online these days and looks to web sites to gather information. Not only is it technologically savvy to do this, But it saves the nonprofit organizations money by significantly reducing their printing costs.
* Develop a comprehensive press kit which is the basis for the online press Room. This press kit does not have to be sent to all of the media unsolicited, but should be available to send out if and when the media asks for it.
* Send a letter of introduction to the media about your organization. Describe your organization and its mission. Let them know that you are available as a resource to them, listing topics on which you can speak. Make them aware that you have a web site with an online press kit and a hard copy of a press kit, and that you will be sending them information on a regular basis. Make sure to include your web site address in the letter!
* Make sure you do send them info on a regular basis!! Keep a steady stream of useful information in front of the media. For example, every month send out a press release or by-lined article about different subject matters. Just make sure the information is timely and relevant to the media.
* It is also critical that anyone who will be a spokesperson go through media training. Media training makes people in the spotlight, or people on the spot, feel comfortable, not only in handling questions, but also in clearly presenting your association's points while sounding sincere and credible. Media training is effective in handling both friendly and difficult media situations. It comes in handy for standard publicity Interviews, and during times of crisis. The training encompasses instruction In interview guidelines, techniques for directing interviews, developing Message points, and handling different (and difficult) interview styles.
This training is invaluable for board and committee members, especially those who want to continue taking on a leadership role.media training should be mandatory for anyone who would like to act as a spokesperson. You can even create a roster of spokespeople (variety of people, based on location, gender, age, economic status, business position, etc) to turn to for publicity opportunities (a very valuable resource for the media).
Is this a long process?
Yes. Public relations is a foundation-building process and educating the media about your organization and its services takes time. Not only does the media want to know that you will be around for a while (many nonprofits come and go quickly), but they may not be working on a story exactly at the time you try to pitch them something. But in 6 months, or 9 months, or a year and a half, they will inevitably have some sort of story idea come up for which they need your assistance. We typically begin to see results after about 9 months of continual effort. Once your reputation with the media is established and cultivated, they will respond to you and even call you unsolicited to help out with breaking news stories.
Are there any potential pitfalls nonprofits should be aware of before undergoing this kind of strategy?
Have all of your tools in place before you launch a public relations campaign with the media. This includes your web site, media trained spokespeople, message points, collateral material (press kit, photos, etc.), etc. The media typically work very quickly and once they become interested in a story, they will want information and interviews immediately. If they have to wait for you to "pull something together," you may lose the story. It is also imperative that nonprofit organizations have a crisis plan in place, so that in the event of an emergency that generates media attention, the media can be properly managed and the organization can maintain its good reputation. Few things will hurt an organization's service and fundraising goals more than negative publicity. Make sure that the people who answer your phones know how to treat the media and how to properly direct a media call. This is an area that often gets forgotten when organizations begin working with the media.
What are your best three pieces of advice for nonprofits who want to become a called-upon media resource in their field?
* Be patient and consistent.
* Make the information relevant and timely.
* Give the media credible, knowledgeable spokespeople. Once they know you have a good media spokesperson, they are more likely to call you again and again.
