Frequently Asked Questions

We created this FAQ to share how we support organizations and to answer some of the questions we are regularly asked.

1. Does your agency offer public relations services for nonprofits?

Many nonprofits come to us seeking public relations support. While we provide media relations and visibility services, our work extends beyond traditional PR. The Wakeman Agency offers public relations services to nonprofits, foundations, and socially responsible companies. We consider ourselves a strategic communications agency because PR is one approach to communications that we use to amplify mission-driven causes and connect with audiences. 

For nonprofits, foundations, and socially responsible companies operating in complex environments, PR alone is not enough. Our approach integrates narrative strategy, foresight, and language innovation so that earned media becomes part of a larger strategy. If you are looking for a PR agency, we can support that work. If you are looking to strengthen institutional credibility, donor trust, and long-term narrative resilience, consider our suite of communications services.

2. We are in a crisis situation. Can the agency help with this?

Yes. We have significant experience working with clients through crisis scenarios on a wide range of topics. Through strategic advisory and minute-by-minute support, we can help you and your team navigate reputational damage and work to minimize further harm to audience trust. We also provide a range of services to better prepare in case a crisis occurs, including strategic planning based on likely trigger scenarios, procedural setup, and development of messaging playbooks.

3. What is narrative resilience, and why does my organization need it?

Narrative resilience is the capacity of organizations and movements to withstand, adapt, and respond to harmful stories and dynamics while continuing to advance mission-driven causes. In today’s volatile environments, public scrutiny can quickly distort messaging and erode trust. Narrative resilience ensures that when challenges arise—political, cultural, or reputational—an organization’s story holds. Think of it as a predictive tool, not a reactive function, helping organizations anticipate challenges before they escalate.

4. How do I know if my organization’s communications are no longer effective?

Organizations at risk often don’t realize it until pressure surfaces. Early signs include inconsistent language, fragmented messaging, declining public trust, or hesitation to speak on mission-adjacent issues. By examining narrative structure, audience perception, and leadership alignment, organizations can see where vulnerabilities lie. Our foresight-driven approach and products, such as our Risk Register, help identify risks in advance, giving teams time to adapt before issues become crises.

5. What is narrative design, and how long does it take to implement?

Narrative design is the long-term architecture of an organization’s story. It includes how its values, purpose, and work are expressed over time to shape perception and influence. Unlike short campaigns, it requires investment and careful sequencing: defining the core narrative, testing language, aligning leaders, and activating audiences. Implementation depends on organizational complexity and ambition, but even early-stage narrative design provides actionable insights that strengthen resilience and guide strategic decisions.

6. Should nonprofits pause their communications efforts in this climate?

We recognize that organizations are concerned about communications activities in highly charged political climates. The decision to communicate and to what degree is different for each organization. We believe in the power of communication to advance social change. We can support you in identifying a communications strategy that meets your organization’s needs.

7. How can a strategic communications agency help my CEO be more visible?

Visibility isn’t vanity, it’s influence. Executive visibility strategy and thought leadership ensure leaders are positioned in public conversations that matter, reflecting expertise and advancing organizational goals. Through our IDEA framework, we help leaders frame their insights with authority, identify patterns, anticipate audience expectations, and build credibility in ways that amplify individual and institutional credibility.

8. What are the risks of staying silent or neutral in today’s political and social climate?

Silence can be interpreted as indecision, neutrality, or complacency. In polarized environments, audiences expect organizations to articulate values clearly. Without narrative strategy, institutions risk losing credibility, public trust, and alignment with their mission. Through communications planning, organizations can choose when to speak, what language to use, and how to adapt to and withstand counter-narratives.

9. How can we measure whether our communications are actually working?

Success should be measured beyond vanity metrics such as media impressions or social reach. We believe effectiveness is measured by behavioral change, perception alignment, and responsiveness from audiences. We track whether key audiences understand your values, if narrative gaps exist, and how communications reinforce long-term objectives. Strategic metrics link communications activity to organizational outcomes. This is a long-term strategy.

10. Can small or mid-sized nonprofits/foundations afford strategic communications services?

Yes. Many of our communications services are scalable. Even organizations with limited budgets can benefit from the Narrative Resilience Program, communications planning, and ad-hoc strategic advisory support. By prioritizing high-impact interventions, smaller organizations can leverage our communications expertise.

11. What services are most requested today?

Interest in the role of communications has been steadily growing, and specifically in how to use storytelling and language to shift perspectives and behavior. Many organizations are beginning to recognize the necessity of narrative work for systems change, so we have seen a lot of recent demand for some of our research and narrative-based services, such as Risk Registers and organizational Lexicons. The risk landscape and the environment in which we talk about social change work has fluctuated so much over the last few years, and has greatly accelerated in the last 18 months. The uncertainty that this provokes has also sparked more interest in strategic communications guidance. While organizations are being cautious, strategic communications are always an essential component of organizational management.

12. What kind of clients does the agency work with?

We work with nonprofits, foundations, and socially responsible companies that are committed to social change at the local, regional, national, and international levels. Our clients work in a range of sectors, such as education equity, civil rights, social innovation, climate solutions, advocacy for youth, community power building, health equity, international aid for infectious disease control, and technology, amongst others.

About the Wakeman Agency

The Wakeman Agency helps mission-driven causes and socially responsible companies leverage the power of strategic communications in pursuit of social change. We offer communications expertise and execution to support organizations in today’s complex landscape.