Publicist offers free tips to help non-profits weather the current economic climate
In good times and bad, many worthwhile organizations vie for attention and dollars. Promotional budgets, which were lean to begin with, can dwindle to down to nearly nothing during periods of economic turbulence.
This is not a time to retreat!
It's a time to take a fresh approach to getting the word out about what you do and why people should care. One of the best ways to do that is by incorporating
public relations into your promotional mix. Don't understand what PR is, or isn't? Here's a quick explanation.
Public Relations 101
PR conveys information to benefit organizations and businesses by:
- Improving public image
- Differentiating the organization and its products and services
- Positioning the organization within its marketplace
Because public relations relies on third-party endorsement, often through editorial placement by the news media, consumers perceive it to be more credible than advertising and it carries a high rate of return on investment.
Craft a message that resonates and connects
Before embarking on a
PR campaign, craft your message: who you are and whom you help. Do your services overlap with other groups? How is your organization unique and what makes it stand out?
People want to know before investing: what area of the community is served: pets, homeless, elderly, disabled children, etc. They also want to know that the majority of funds go to the intended programs and recipients.
Identify the problem and your organization's solution
Find out how to connect emotionally with your target audience: how you affect them in at least one of the following ways:
- Home
- Heart
- Health
- Pocketbook
Put a face on the population served: tell their story - describe their situation, and how your services helped them. If you must present a bleak picture, be sure to provide a solution. People want to hear positive outcomes to things that affect them and their community - how do your services: improve the community's quality of life.
How to obtain Free PR ideas
Through one of my online professional networks, I had the opportunity to contribute to a workbook of no cost PR ideas for not for profit organizations. These tips would be valuable to small businesses too. If you want a PDF of these great tips, email me at
rgain@penandvoice.com and I will send it you.
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About the author:
Rosanne Gain has more than 20 years of creative expertise in
public relations, copy writing and editing. She helps clients to increase target market visibility, gain publicity for special events and manage controversial situations.