We all tear up when we see the ASPCA’s commercials featuring Sarah McLachlan’s “Angel.”
So much so that when we hear her Top 5 hit on our Spotify account, we instantly think of the effective commercials.
That kind of brand endorsement doesn’t come around often. The ASPCA has been around since the 1860s and has built up a long and historied brand.
But with an animal welfare public relations strategy, your humane group can certainly gain enough attention to attract a celebrated brand endorsement of your own.
Earning Media Coverage
The first step to gaining more positive attention for your cause is to garner some earned media. Earned media is the coverage your organization receives through non-paid, third-party sources. These can include news coverage, social media mentions and influencer comments.
This is also a more respected form of promotion than paid-for or owned media. And earned media is the type of coverage you need to attract brand endorsements.
But earning coverage is time-consuming and requires a long-term plan.
You need to introduce yourself to the media by sending out well-written press releases. These can be about events your animal welfare organization is hosting or to address a specific issue.
Not only does this get your name out to relevant reporters, it also provides them with a contact. When a news story breaks that concerns animal welfare, you’ll be on their radar to provide them with insight and a quote.
It’s also important that you keep in contact with your target audience on social media. Having an influencer repost your leadership’s opinions or mention your organization goes a long way.
Keeping it Real
Anyone who follows sports knows that many celebrities are paid to endorse products. But when dealing with the well-being of animals, it helps to have endorsements from people who believe in what you do.
Authentic endorsements are always more effective than paid ones. When an endorsement is authentic, it will resonate better with your target audience. Studies show that consumers are more likely to donate to or purchase from organizations that share content from people who believe in their brand.
Once you’ve built a name for your organization, it’s easier to attract authentic brand endorsements.
But, with all you do to ensure the animals you serve are taken care of, it’s hard to find the time to build up relationships, write press releases and plan interviews.
That’s why hiring a PR partner who shares your vision is tantamount to your organization’s success in fundraising.
Orange Orchard was created with a vision to help animal-friendly, plant-based and environmentally-forward businesses and organizations thrive. We are not only experts in public relations, but we also care deeply about your cause.
Give us a call at (865) 977-1973 or contact us online to discuss how we can help you earn media coverage and leverage that coverage to garner authentic brand endorsements.