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Reach a Wider Audience with Targeted Public Relations
Are you ready to launch a new project or program for your non-profit organization? Maybe there is a milestone event that needs media attention? Partnering with an experienced and proven public relations firm who can design an effective public relations (PR) strategy.
Based on years of public relations experience, we share six expert tips for building an engaging and effective non-profit PR strategy. From defining your goals to building relationships with the media, these tips will help you connect with your audience and make a real impact.
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Why Is PR Important For Nonprofits?
Non-Profit Public Relations (PR) is an important asset for non-profit organizations. It’s a surefire way to spread your message about your non-profit. With a great strategy in place, you can make others aware of what your organization stands for.
PR can also help you to build and maintain relationships. These connections will help your non-profit to grow in support and trust from the public. In return, this can turn into donations, volunteerism, and other forms of support.
Here is an example. We worked with Retail Design Collaborative to help the non-profit organization WISEPlace launch and promote their new housing facility in Santa Ana.
With a great PR strategy, we managed to obtain 4.7 million in editorial value and 77 million media impressions for their cause.
This just goes to show that an excellent PR strategy can play a vital role in your success. It’ll help you to make a positive impact and get your message in front of more people.
Building An Effective Nonprofit PR Strategy
Building a PR strategy can seem complicated and very time-consuming. However, it’s actually rather simple. Below are some tips to help you get started in getting your non-profit noticed.
Start By Defining Your Goals
Putting down your PR goals is the first step to building a PR strategy for your non-profit. By knowing what you want, you can create a great PR plan that’s focused and measurable.
Setting a goal for your nonprofit is simple. Perhaps, you want to increase awareness? Maybe you want to increase your reputation and gain more donors. Take some time to think about what you want to gain from having a PR strategy. Then, you can outline goals that are realistic and measurable.
Keep a record of these goals and measure their progress over time to see if your strategies are working or not.
Get To Know Your Target Audience
Knowing your audience is crucial to building an effective PR strategy for your non-profit. After all, they’re your driving force for your digital marketing material.
Understanding who your target audience is can help you to create messages and choose communication channels they frequently visit. It’ll make it easier to reach out to them directly.
Before jumping in, research is essential. The data you gather, such as their ages, interests, and more, will drive your PR strategy. It’ll also help you to build stronger relationships with them.
Use A Variety Of Communication Channels
Communication platforms can help you to spread your message to a larger target audience. These channels can include social media, email, press releases, events, and more.
When choosing channels or platforms, find out which ones your target audience enjoys. For example, if you’re targeting young generations, then Instagram and TikTok are great social media platforms to focus your efforts on. If you’re targeting certain professionals, try LinkedIn.
As a little tip, tailor your message to the specific platform. What can work for some may not work for all channels.
Build Relationships With Media Outlets
Building relationships with the media can have amazing benefits! They’re a powerful ally to have. That’s why 93% of PR professionals follow journalists on social media. They can help you gain more coverage and visibility for your non-profit.
To start building relationships with the media, start by researching journalists and media outlets that cover topics related to your nonprofit’s mission. Write a friendly email or give them a call to start building that friendship.
Remember that building relationships will take time and effort, so be patient and persistent.
Measure Your Success
As with any project, you’ll need to measure its success. When you measure, you’re ensuring that you’re making progress toward your goals. It’ll also help you to identify areas that need improvement.
To measure the success of your PR strategy, compare your results with the goals and objectives you set in the beginning. Metrics that you can use include social media engagement, donations, and more.
Remember that quantifying public relations is an ongoing process. By regularly tracking your progress and making adjustments, you’ll reach PR goals and build a stronger reputation for your non-profit.
Final Thoughts
It’s no secret that public relations can greatly impact your non-profit. However, we know that running a non-profit is no simple task. Hiring a professional PR company will provide strategy and direction so you can manage and measure your goals and objectives.
Founder and President at The Hoyt Organization
With over 25 years of experience, Leeza’s campaigns have garnered over 150 awards from top public relations organizations nationwide. Additionally, THO serves as the Los Angeles area partner of the Public Relations Global Network, granting clients access to over 50 global markets. The agency was also named to one of the top 200 firms in the country by Forbes magazine in 2021, and she has been named by Globest.com as a Woman of Influence and a Woman to Watch, among other designations.
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