A Public Relations Primer
Effective public relations efforts take some careful planning. The goals are to present your organization in the best light, keep the media informed about your ongoing activities, and dispel any negative press or misconceptions about the work that you do.
Getting Started
To build your PR campaign, consider the best way to present your organization and your mission. This involves carefully determining which stories are worthy of media attention. Be realistic; don't make up a story or try to interest the external world in internal affairs that don't belong outside of your newsletter.
The best place to start is with stories illustrating your involvement with the community and highlighting activities related to your cause. What role have your efforts played in making a change? What is forthcoming that can draw attention to your organization? Press releases should talk about your latest news and key activities. Perhaps your organization has a program offering job skills to those with disadvantages, giving them new opportunities for personal growth and improved economic standing.
This is the kind of story that might interest reporters. Use this information as a launching point to tell people about the positive change your organization brings. See if a newspaper might highlight the new CEO in a profile. Perhaps some big-name celebrity has agreed to appear at your upcoming carnival or your fundraising idea was so unique and innovative it was covered by the local news. Take notes and don't forget the digital camera. Always look for opportunities you can use to develop a press release that will benefit your organization with positive publicity.
Awards programs are always a good way to generate positive buzz about your organization, and the possibilities are limitless. Conduct an online search for awards programs. Winning organizations will generate new headlines to media outlets, as well as new reasons to spread the word about the good work you do.
Crafting a Press Release
Here are a few tips to follow when you write a press release:
Use a short, attention-grabbing headline, but one that is not misleading.
Include the who, what, where, when, and why of your story in the first paragraph.
Make sure your facts and figures are accurate — double-check.
Try to keep the release to one page, two tops.
Include a general paragraph about your organization.
Make sure to include contact numbers for more information.
Keep quotes short and to the point.
Media List
Names, mailing addresses, e-mail addresses, and phone numbers of key contacts for newspapers, television and radio stations, wire services, and websites should all be included on your media list. The list will grow over time, and you'll need to update it frequently since editors and producers change jobs often. Check with the local chapter of your region's press club and inquire about obtaining a media guide listing the most current contacts for reporters and editors in your area.
Put your media list together so you can access contacts by type of media, region, or subject. This way, you can easily locate all local radio stations, media outlets pertaining to education, or local newspapers in your county or city.
To build your own media list, you need to conduct research, which includes using the web, visiting the library, and digging for sources. References such as Publishers Weekly (
Working with the Media
Press releases are one way to get the attention of the media. You can also invite the media to attend events you are holding. You might also pitch stories about your upcoming activities to reporters and freelance journalists.
If you are just establishing yourself with the media, start with simple, concise information and build from there. Editors and producers have little time to read extensive details, so they won't get to page two of a release from a group they've never heard of unless the story is extremely compelling. If you do not have a blockbuster story off the bat, you can get them acquainted with your organization and what it is you do. Once you have reached the media, follow up, and follow up again. The news media are busy, so you must — politely — stay on top of them if you want to get coverage.
Also, look for people in the media who have supported your cause before. For example, if a newscaster has been very active in raising money for autism, that's the newscaster to contact and invite to your fundraising event to raise money for autism research.
Before an event, prepare a press kit. This should include some background information about your group or organization (compiled into a document called a backgrounder) plus recent press releases, brochures, or newsletters you have pertaining to the event. You should include all recent stories about your organization that have appeared in the press.
How's this for a match made in heaven? You want media attention for your organization and newspapers have pages to fill, especially on slow news days. Take digital photos of momentous occasions, including a sizable financial contribution from a local donor, or perhaps a celebrity MC who hosted your event. Media outlets often print these kinds of photos.
You can also write and record public service announcements (PSAs) to distribute to radio stations. Unless they are for a specific event, try to make them as timeless as possible so they can run indefinitely. Either way, keep them simple, to the point, and about fifteen or thirty seconds long. If you do not have the facilities to record a quality PSA, then get a short script in the hands of an announcer. Some stations are okay with using prerecorded PSAs, whereas others want to have their announcers record them. Talk to the stations in your area.
Media Sponsors
You want to publicize your upcoming event, yet you lack the funds to run an ad. That's where media sponsors come in, donating valuable commercial airtime or print ads. These kinds of sponsorships benefit nonprofits in promoting their events, enabling organizations to draw bigger crowds and hopefully more money. Media outlets benefit, too; these sponsorships enable them to raise their stature in their market by supporting an organization that helps the community. In this arrangement, the sponsor's logo or company name is typically listed or mentioned in all advertising, including any electronic ads, which will have links back to the sponsor's site.
Damage Control
It doesn't happen often in the world of nonprofits and local fundraising, but there are some times when you might find yourself the target of negative press. This is when you have to exercise damage control. For example, if someone says your recent fundraising activity was a bust because it did not raise much money, you can point out that while it did not raise the funds you had hoped for, you are pleased with the turnout and are encouraged that the event helped present your organization and raise the community's level of awareness of your cause. You can add that you are looking forward to building off of this start next year, and you anticipate much greater success. It is important to address the problems or accusations and explain what the situation really was. Try to put a positive spin on such activities, and always point out the highlights of your activity, event, organization, school, or group.
