PR DRIVEN RESULTS FOR NON- PROFITS. WHAT IS PR? Communications function that establishes & maintains mutually beneficial relationships between an organization.

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Presentation transcript:

PR DRIVEN RESULTS FOR NON- PROFITS

WHAT IS PR? Communications function that establishes & maintains mutually beneficial relationships between an organization and its publics IT IS Two-way communication Measurable Strategic IT IS NOT Just sending press releases “Spinning” the truth or a situation Putting together pretty newsletters

YOU DO IT & YOU DON’T KNOW IT. Do you…? Distribute a newsletter? Send out material/news releases to the media? Coordinate interviews or talk to media? Update the Website with information? Take & distribute photos of the organization? Use social media (on behalf of the organization) to communicate with volunteers, donors or end users? Then you already engage in public relations!

WHAT’S THE BENEFIT OF PR TO YOUR NON PROFIT? Learning through Listening What does your target audience know about you? What do they think about your mission? Are they talking about your sector? Increase Awareness Tell your story. Media = attention grabber Increase Traffic Increase Donations / Volunteers Support Ongoing Efforts or Events

STEPS IN APPLYING PR FOR RESULTS Research Design & Implement a Plan Set a Goal or Goals Develop Objectives Set a Strategy to meet the Objectives Think BIG Picture Consider Multiple Audiences & Messages Evaluate Measure results Did it work? What can we learn for next time?

HOW CAN YOU DO IT? OVERCOMING YOUR CIRCUMSTANCES Time, budget, leadership buy-in & other constraints Use the tools available to you Donated or discounted services Free surveys, complimentary subscriptions, editorial calendars, networking events, PSAs, monitoring tools – social mention, Google alerts PEOPLE - volunteers, interns, benchmark News Releases, Photos, Website, E-Newsletter, Web cals Social Media Listening, engaging, viral, media watches/shares, fundraising, track and measure Use the people available to you Media Relationships Other non-profit’s staff