PR Tips for Nonprofit Professionals March 10, 2008
By Vanessa Wakeman
Every nonprofit organization can benefit from including public relations in its marketing mix. With more than 1.5 million registered charities in the U.S., it is important that nonprofits look for meaningful ways to get their message out to their target markets. While every nonprofit has a worthy cause, to successfully leverage public relations, charities must be proactive and well-trained to optimize results. Below are a few things to start you on your way:
1. Do your research. Before you contact any media outlets, spend some time getting to know which outlets are likely to cover nonprofits, and familiarize yourself with the style of the reporters who cover your beat and/or the format of the radio and television show hosts.
2. Follow trends and forecast. Look at current events—is anything happening now that relates to your organization? Are there any trends you can share with the media? If you are unsure as to what specific aspects of your charity will be newsworthy, look at trends in your sector and help the media to spotlight your predictions based on your expertise.
3. Get media training. No matter how savvy the spokespeople for you organization are, it is important that proper time is given to craft the message. Rarely will you have the luxury of knowing before the interview the exact questions the reporter will ask you. Instead of focusing on this, think about the three key messages you would like to share and spend some time crafting them so they fit well with the interview. You will reiterate these throughout the interview, changing the actual words but the message stays the same. If this sounds impossible, pay attention to the Presidential debates and watch the pros in action. No matter what they are asked, they always find a way to bring it back to their key messages.
4. Share the spotlight. If you offer yourself as an expert as part of a story, suggest to the media other sources who also can provide useful information on the topic. You will not only increase your chances of getting some ink, you also will be seen as a valuable resource to the media, and they will call upon you time and time again.
5. Get quoted. A reporter can interview many sources for a story and not everyone will always make the final cut. Make sure you get included by offering a few sound bites: energy-charged quotes that help to bring life to the story that the reporter simply can't live without.
Vanessa Wakeman is the principal of The Wakeman Agency, an event management and public relations firm in New York City that works with nonprofit organizations and corporations to raise their visibility via events and media campaigns. For more information, visit www.thewakemanagency.com.
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