public relations for the nonprofit executive - pr 101
DESCRIPTION
Brenda Stier-Anstine and Arielle Babineaux presented at the United Way of Delaware County's Nonprofit Institute. Learn how PR can be effectively tailored to meet your NPO objectives!TRANSCRIPT
Public Relations for Nonprofits (PR 101)
Brenda Stier-Anstine
December 14, 2012
Agenda
• Introduction
• PR for the Nonprofit
• Real World Application
• Key Points to Remember
• Resources
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Brenda Stier-Anstine
• CEO, Marketing Works
• Ohio business owner, more than 25 years
• Public and community relations expert with extensive experience in PR for associations and nonprofits
• Committed to faith, family, education and community service
• Personal NPO involvement – holds numerous chair and advisory positions for various organizations
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Who currently practices public relations for their organization?
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Definition – Public Relations
Management of an organization’s
relationships with various publics
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Definition – Public Relations
Management
relationships
publics
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98% of a CEO’s job is public relations
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PR for the Nonprofit
NPO Public
Relations
NPO Public
Relations
Internal RelationsInternal
Relations
DevelopmentDevelopment
Community Relations
Community Relations
Public Affairs/
Lobbying
Public Affairs/
Lobbying
Media Relations/ Agentry
Media Relations/ Agentry
Program or Service Publicity
Program or Service Publicity
Real World Application
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Real World Application
1. Review mission
2. Identify objective
3. Identify publics that can influence success
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Customersmembers • clients
Producersemployees • board members •
donors • volunteers
Enablersopinion leaders • regulators •
government • media
Limiterscompetition • opponents
Real World Application
1. Review mission
2. Identify objective
3. Identify publics that can influence success
4. Tailor messaging specific to publics
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Tailor Messaging
1. Resonate specifically with each audience
2. Tell them exactly what it is you want
3. “What’s in it for me?”
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Real World Application
1. Review mission
2. Identify objective
3. Identify publics that can influence success
4. Tailor messaging specific to publics
5. Identify how you can most effectively communicate with publics
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Example Communication Tactics
• Personal involvement
• Information exchange
• Special event
• News material
• Opinion material
• Interactive news
• Social media
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Session Exercise
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Objective: Fully fund X program at $250,000
Current & Prospective
Donors
Your donation leaves a legacy of
care.
Program tour Make donation via donation card at end
of tour
Arielle Babineaux
• Account Coordinator, Marketing Works
• Leads implementation of marketing plans for Marketing Works clients
• Prior experience:
– Emmis Communications, cause marketing
– Ohio Bureau of Workers’ Compensation, IT and communications
• Social media junkie
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Social Media Spotlight
Blog
• Let your blog posts tell your story
• Ensure that others can share your blog posts
• Make it easy to subscribe
• Use video to tell your story
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Social Media Spotlight
• Post photos, videos – tag your organization, employees, donors, volunteers
• Use Facebook events to promote activities
• Add a store, donations or other boxes
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Social Media Spotlight
• Create a custom hashtag to support your organization’s initiatives or events (#GiveBack #FranklinCountyCares)
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Social Media Spotlight
• Create a custom hashtag to support your organization’s initiatives or events (#GiveBack #FranklinCountyCares)
• Ask for a retweet
• Follow other organizations
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Social Media Spotlight
Miscellaneous
• Find potential board members on LinkedIn
• Post presentations to SlideShare
• BRAND EVERYTHING!
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Key Points to Remember
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Key Points to Remember
• Overall strategy– Always ensure all PR aligns with overall mission
and strategy of organization
– Prioritize based on needs and assets
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Assets
1. Budget
2. Staff
3. Outsource
4. Volunteers
5. Grants
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Key Points to Remember
• Overall strategy– Always ensure all PR aligns with overall mission
and strategy of organization
– Prioritize based on needs and assets
– Measure and evaluate all initiatives
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Measure and Evaluate
1. Revisit every activity
2. Re-evaluate moving forward
3. Readdress all initiatives quarterly
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Key Points to Remember
• General public communication– When communicating with any public, know what
motivates them and speak their language
– If you are asking a public to do something, make it easy for them to do what you want
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Key Points to Remember
• Internal communications– Ensure you keep your volunteers, staff and donors
abreast of any external PR activities
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Key Points to Remember
• Media relations– Position your organization or an organization
representative as a resource for the media
– Have a key volunteer and staff person trained as a media spokesperson
– Create interesting pitch ideas about your cause
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Interesting Pitch Ideas
• Simple
• Unexpected
• Concrete
• Credible
• Emotional
• Stories
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Get involved in your organization’s activities!
You never know where you’ll find inspiration for effective PR!
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Resources
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Websites• NonprofitPR.org• MediaBistro.com
Blog• Marketing-works.net/blog
Social Media
@MktingWorks
Books
