PR Tips for Non-Profit Professionals

Every non-profit can benefit from including public relations in their marketing mix. With more than 1.5 million registered charities in the United States, it is important that non-profits look for meaningful ways to get their message out to their target markets.
While every non-profit has a worthy cause, to successfully leverage public relations, charities must be proactive 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 non-profits, and familiarize yourself with the style of the reporters that cover your beat and/or the format of the radio and television show hosts.
2. Trends and Forecasting. Look at current events -- is anything happening now that relates to your organization? Are there any trends that 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. Share the spotlight. If you offer yourself as an expert as part of a story, suggest to the media other sources that can also provide useful information on the topic. You will not only increase your chances of getting some ink, you will also be seen as a valuable resource to the media and they will call upon you time and time again.
4. Training required. 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 that 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 that 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 will always find a way to bridge it back to their key messages.
5. Quote me. A reporter can interview many sources for a story and not everyone will always make the final cut. Make sure that you do 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 non-profit organizations, small businesses, corporations and associations to raise their visibility via events and media campaigns.

"The Ben Appelbaum Foundation has enjoyed working closely with the Wakeman Agency on our annual event. Vanessa and her staff managed everything,
including consulting on the initial theme and invitation design, menu planning, program schedule, organizing buses to get people from midtown Manhattan out to Brooklyn, and the goodie bags and souvenirs. We couldn't be
more pleased with the entire experience!"

Doreen Berne
Executive Director, Ben Appelbaum Foundation