Many not-for-profits have been too busy trying to stay afloat to put a lot of resources and energy into public relations. But as the new year begins, you might start thinking about how you’ll promote your organization, mission and programming in 2021. Here are five suggestions:
1. Report regularly. Raise your nonprofit’s profile by releasing news releases often rather than just occasionally. The addition of a key staff member, an operational milestone, a new grant you’ve received or the kick-off of a fundraising campaign, can warrant a press release. Social media platforms are especially useful for publicizing news less formally — not to mention quickly.
2. Choose the best outlet. Focus on outlets that are most likely to use your press releases such as local television stations that cover community news. Get to know producers, editors and publication and broadcast schedules. By taking the time, you can pinpoint the most suitable outlets for your news.
3. Tell a good story. Human beings are naturally attracted to compelling narratives and are more likely to remember stories than disconnected facts. Work with your communications team to craft a story that dramatizes your nonprofit’s challenges and features real constituents. Your story will resonate if you focus on situations many people have experienced — such as mourning the death of a family member or struggling to find a new job.
4. Time it right. When it comes to good publicity, timing can be everything. You might increase your odds of coverage by submitting requests to certain outlets at the start of new publication cycles. Another tactic is to host an event or release an important announcement on a typically slow news day. Also connect your mission and programs to current events. Over the past year, many nonprofits have pivoted to address pandemic-related needs. Such pivots call for publicity so you can keep current supporters on board and attract new support.
5. Stay close to home. Providing a local angle on an issue of national importance will increase your appeal to the media. Whenever possible, offer an expert source from your organization who can talk knowledgeably about the local impact of a national story. By positioning yourself and your organization as an authority and noting trends and other interesting items, you can grab attention.
As nonprofits recover from an incredibly challenging period, they need to place new emphasis on public relations. It’s not enough to hold on to your supporter base — you also need to grow it.