Public Relations- A Non-profit Outreach Tool
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The document discusses public relations for non-profit organizations. It defines public relations and outlines its diversity, including crisis management, issues management, and media relations. It describes how public relations can help non-profits distinguish themselves by gaining media attention and notices from potential donors and clients. The document then provides examples of effective public relations strategies for non-profits, including determining key messages, developing a communications plan, and implementing the plan. It outlines various public relations tools and strategies non-profits can use, such as front door PR, maintenance PR, outreach PR, and collaborative PR. Finally, it provides a top 10 list of public relations tips for non-profit organizations.
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Public Relations- A Non-profit Outreach Tool
- 1. By Anusha Sherazi (anushasherazi@yahoo.com) ca.linkedin.com/pub/anusha-sherazi/29/4aa/a3/ Mar-13 1
- 2. What is Public Relations “Public Relations is a Strategic Management Tool” - Cutlip and Broom,2009 “Public relations (PR) is the practice of managing the flow of information between an individual or an organization and the public” - Grunig et al., 1984 “Public relations may include an organization or individual gaining exposure to their audiences using topics of public interest and news items that do not require direct payment” - Seitel et al., 2007 Mar-13 2
- 3. Diversity of Public Relations Crisis Management Counseling Issues Management Research Investor Relations Publicity Employee Community Relations Communications Public Affairs Event Management Government Relations Marketing Industry relations Communications Development/fund-raising Media Relations Special events Multicultural Reputation Management relations/workplace diversity Mar-13 3
- 4. PR for Non-Profits Every Non-Profit competes for: a) donor dollars b) media attention c) employee d) volunteer recruitment Every Donor is concerned about: I. How is a donor to know which nonprofit to give his/her money to? II. How is a corporate sponsor to know which nonprofit star to hitch its big-name wagon to? For many nonprofits, the answers to these questions may be found through public relations activities. Mar-13 4
- 5. PR Helps Non-Profits Distinguish Public relations offers a low-cost means for gaining public attention for nonprofit organizations. Become noticed by the people who matter: Noticeable Media Presence is the Key: Potential clients Speaking events Donors Networking Volunteers Fundraising events Employees Organizational Media Kit Mar-13 5
- 6. Effective Public Relations 3 Rules to Stand Out in a Crowd The Plan Design should consider: 1. Determine which 1-3 key messages to convey Does it contribute? to the public How can we maximize its effectiveness? What groundwork should be done? 2. Develop a Communication Plan including: What follow-up should be done? i. A goal ii. Objectives iii. Target audience(s) iv. Strategies v. Tactics vi. Budget vii. Measurement and Evaluation 3. Implement the plan, conveying the message(s) Mar-13 6
- 7. Tools for Effective Non-Profit PR The Aim is to Persuade: The Purpose is to Maintain: Public A certain point of view Investors Leadership Partners Products Employees Political decisions Stakeholders Common Activities •speaking at conferences •winning industry awards •working with the press •employee communication Mar-13 7
- 8. The PR Catalogue for Non-Profits FRONT DOOR PUBLIC RELATIONS MAINTENANCE PUBLIC RELATIONS OUTREACH PUBLIC RELATIONS COLLABORATIVE PUBLIC RELATIONS Mar-13 8
- 9. Front Door PR Day-to-Day encounters leave a Cumulative Effect Front door PR is the easiest and least costly public relations strategy for even the most resource-strapped agency. A good front door PR includes: A cheerful, helpful person answers the phones The office has an attractive and welcoming reception area The agency website is user friendly Email and voicemail messages are promptly returned Mar-13 9
- 10. Maintenance PR Maintenance PR encompasses the Maintenance PR in action: information and promotion we put forward to those with whom we already work - such as : Responding promptly Providing clear expectations and direction Clients Evaluating and giving feedback Volunteers Touching base and following up Staff Sharing information and linking Sponsors resources Asking for input (& acting on it) Donors Finding ways to recognize and Agencies celebrate Professionals Showing respect for time Government Saying thank you Mar-13 10
- 11. Outreach PR Outreach PR can be very important to a number of agency activities and relationships, such as recruiting donors, sponsors, volunteers and clients. It entails going beyond the current constituency to reach new people and develop new relationships - essentially getting the word out about the organization. Outreach PR Activities : Submitting press releases Distributing brochures, posters and other organizational info Developing a company video, website and other special media Publishing a newsletter Taking part in conferences, information fairs, etc Informational interviews Publicity and Advocacy Mar-13 11
- 12. Collaborative PR Collaborative PR involves partnerships and alliances with other groups and organizations to further mutual goals. If done properly, Collaborative PR can save the valuable commodities of time, money and resources - while also promoting organizations as proactive and progressive. Examples of Collaborative PR : A group of similar organizations - to work together to organize a symposium, information sessions or awareness campaigns A group of partner organizations from across different geographical areas – to work together to develop PR and educational materials National or provincial branches of an organization - to provide valuable resources and materials for the use of their members Groups sponsoring special events or recognition – to make resources and promotional materials available to the respective industry/sector Local voluntary organizations work together through the Volunteer Centre - to provide media with information and news relevant to the community Mar-13 12
- 13. PR Non-Profit Top 10 1. Make sure your public relations plan is in line with the organization’s long-term strategies. 2. Keep your volunteers, staff and donors well informed of your organization’s activities. 3. Maintain a clean and updated donor data base. 4. Have a key volunteer and staff person trained as a media spokesperson. 5. Create or update a crisis communications plan. 6. Become an information resource for the media. 7. Pitch story ideas about your cause. 8. Clearly define and communicate the organization’s objectives and results. 9. Create co-marketing opportunities. 10. Spend time getting involved in your organization’s programs and its recipients. This will stimulate creativity and provide you with direct experience that you can translate to external audiences. Mar-13 13
- 14. References http://www.clarkcommunication.com/PRTips/Utilizing_P R_for_Non_Profits.php https://charityvillage.com/Content.aspx?topic=public_rela tions_101 http://www.strykerweiner.com/newsletter/nonprofit.htm Mar-13 14