If you haven’t listened to the Nonprofit Jenni Show episode about “Nonprofit PR: How to Work With Media to Attract New Supporters”, we recommend you listen to that episode first! This week, we’re following up on some extra FAQs about nonprofit Public Relations (PR). We also chat with two nonprofit leaders who are responsible for their nonprofit organizations’ PR initiatives.
FAQs about Nonprofit PR
Recently, I asked nonprofit leaders what big questions they have about public relations (PR) and used these questions to create a new mini-course to help your nonprofit Build a PR Plan. I decided to make a “mini” course because I know nonprofit leaders are all extremely busy, and you only have so much time to dedicate toward learning new things! But I wanted to make sure I could cover all your questions.
Here are three questions you guys asked about nonprofit PR:
1. How should nonprofits use press releases?
Actually, I received a lot of different questions about press releases! You can listen to my latest podcast episode to hear all of them, but here are the big takeaways I want to make sure you know:
Press releases are kind of outdated. Traditional media outlets, such as TV news stations and newspapers, are so inundated with story pitches every day that their staff rarely has time to actually sit down and read a full-length press release. New media outlets, such as blogs and podcasts, usually have no use for a press release because they don’t release stories in the same manner as traditional media sources. I recommend that you have a press release ready to go for each PR story you pitch, but it doesn’t make sense to waste time perfecting a press release which is unlikely to be published. Usually, media outlets will only want to see a concise outline of your story idea, so they can craft their own article, interview, or video to appeal to their audience.
Media outlets generally value conversations over press releases. In other words, don’t just copy and paste your press release into an email, CC every reporter in town, and press Send. Media contacts are individual people! When you want to pitch a story, you need to send a personalized email, offer valuable information, and make yourself available for a conversation in case they’re interested in picking up your story. You can include your press release at the end of your email, but only after writing a (concise) personalized message.
You shouldn’t hire an outsider to write a press release for you. It’s important to have someone who is very familiar with your mission write your press release for you. This may be a board member, a long-term volunteer, or an employee -- basically, someone who is well-acquainted with your organization’s work and who can infuse passion into your press release.
Check out the Build a PR Plan Mini-Course to get step-by-step instructions on how to develop a press kit that media sources will actually want to use when sharing your story! You can even get a 10% discount on the course if you’re a podcast listener. Just listen to the FAQs About Nonprofit PR episode to get the discount code.
2. How far in advance should you pitch a PR story to the media before it happens?
Unfortunately, there’s not a one-size-fits-all answer to this question. If you live in an area with lots of events and news stories popping up all the time, you may need to give reporters at least a month’s advance notice before your upcoming event or story. If you live in a less populated area, reporters may be more flexible when trying to make time to cover your story.
Another factor to consider is the type of media source you’re trying to work with. For example, a magazine which only releases one issue per month may need at least a month’s advance notice for your story. However, bloggers are probably more flexible with their timing because they can post stories as frequently as they want.
My recommendation is to get to know each media source in your area and just ask them what their preferred publishing schedule looks like. They will be happy to share if your mission aligns with their audience’s interests.
3. How can you get social media influencers to post about your nonprofit?
I offer more in-depth advice about this on my podcast, but here are the key takeaways:
Don’t get hung up on the term “influencer.” When we think of “influencers,” we often think of celebrities who have a massive social media following and charge thousands of dollars to post ads for corporations. But an influencer is really anyone--including everyday people who have regular, full-time jobs--who has an engaged audience on social media. In fact, these “micro-influencers” who have just one hundred or more followers can be much more successful getting their audience to respond to a call-to-action because many of their followers are personal friends and family members.
Start with your relationships. Skim through your donor and volunteer lists to find people who have a significant following on social media, and ask those people to share information about your upcoming fundraiser or other story with their audience. It’s good to start with your existing relationships because you already know those people believe in your mission, so they’re likely to say yes. They will also probably appreciate an opportunity to get to support your mission beyond just donating money.
Don’t be afraid to reach out and ask! If you know of an influencer who would be a great fit with your mission, it’s totally okay to just send them a direct message (DM) or email and ask if they would be interested in partnering with you to share your story. You may or may not be able to get in touch with them, but it doesn’t hurt to try. Many influencer/nonprofit partnerships start this way.
Real-Life Examples of Nonprofit PR
In this week’s podcast episode, you can hear my interviews with two nonprofit leaders about how they make PR plans for their organizations:
Meredith Schweitzer, the Director of Public Programs and Communications at the School for Advanced Research
Staci Davis, the Development and Community Relations Director at Waves
We cover topics like:
Which PR outlets would be most interested in different types of stories
How to plan ahead so you can send out PR stories on a regular basis
How PR can support your donor relationships
How to Build a Nonprofit PR Plan
If you want to develop a PR strategy for your nonprofit, I’d love to have you take my new mini-course. It’s called “mini” because it includes:
A concise, manageable half-hour webinar
An accompanying worksheet to guide you step-by-step through building your PR plan
And a BONUS GIFT: My PR Contact Log template, which helps you know what to research about PR outlets and help you track your outreach efforts
Schedule a Free Call with Jenni to Talk Through Your Marketing Challenges
I would love to take a look at your social media profiles, website, and other marketing materials to help you find new ways to improve your storytelling and calls-to-action! I offer a free half-hour call to all social sector organizations so we can identify some realistic goals and action steps for your marketing, management, and development plans.
If you need more strategic, ongoing support, I would love to chat with you through biweekly coaching calls! I also offer several free and affordable DIY resources to help you walk step-by-step through the planning process for your marketing and fundraising strategies.