You probably don’t need more than a few seconds to recognize Morgan Freeman’s voice. James Earl Jones has that same unmistakable quality, and hearing him can immediately bring Darth Vader to mind. You don’t have to narrate a nature documentary or voice an iconic character to understand the value of being recognizable.
For your animal welfare organization, that recognition can mean something much more important. When a story breaks about animal cruelty, testing, conservation, wildlife protection or another issue connected to your mission, you want journalists and supporters to think of your organization as a trusted voice that belongs in the conversation.
Building that kind of recognition takes time, and a strong animal welfare public relations strategy can help you get there.
Show up before the big story breaks
If the first time a journalist hears from your organization is when you’re asking for coverage, you’re basically starting from scratch.
Strategic media outreach creates opportunities to introduce your experts long before a major issue puts your mission in the headlines. That could mean offering commentary on a developing trend, contributing an article that explains a complicated issue or joining a podcast conversation where your expert can provide a perspective audiences aren’t hearing elsewhere.
Each opportunity puts your organization in front of potential supporters while also helping journalists understand who you are and what expertise you can offer.
Give journalists a reason to remember your experts
Being available isn’t enough. Your spokespeople need to bring something useful to the conversation.
Think about the questions your experts can answer better than most. Maybe they can explain why a particular practice is harmful, put new research into context or help people understand how a policy change could affect animals.
Consistently providing educational and non-promotional insight helps establish your experts as reliable sources. When another related story develops, you want a reporter to remember the last conversation and know exactly whom to call.
Build recognition through consistency
This is where having a recognizable voice matters. James Earl Jones didn’t become synonymous with Darth Vader because people heard him once. The association grew through familiarity.
Your organization can build familiarity in much the same way by consistently showing up in conversations connected to your expertise and mission. That doesn’t mean repeating the same message or commenting on every animal welfare issue. It means strategically choosing opportunities that reinforce what you want your organization to be known for.
In a crowded nonprofit space, your goal isn’t simply to make more noise. It’s to build a voice people recognize, remember and trust. A thoughtful public relations strategy can help make sure that when an issue affecting animals enters the conversation, your organization is already one of the voices people expect to hear.
If you’re ready to strengthen your animal welfare organization’s media presence, contact us here or call (865) 977-1973.