Nonprofits have no shortage of powerful stories.
You’re changing lives, strengthening communities and tackling problems most people would rather pretend don’t exist.
So why isn’t the media knocking down your door?
Because most reporters are drowning in more than five PR pitches a day, getting noticed takes more than doing good work. It takes a smart nonprofit public relations approach to turn your mission into stories journalists and their audiences actually want to hear about.
Here’s how to rise above the noise without resorting to skywriting or sending a reporter 14 increasingly desperate follow-up emails.
Become a Media Translator
Nonprofit leaders know their organizations inside and out. That expertise is essential, but it can also make it difficult to see which parts of the organization’s work will grab attention outside its walls.
An expert public relations agency brings an outside perspective. These PR professionals can recognize when an everyday development inside an organization is actually an interesting story to the rest of the world.
They also understand the difference between an organizational announcement and something that has genuine news potential. Spoiler alert: They are not always the same thing.
The right PR team can transform complicated programs, industry terminology and pages of organizational information into compelling narratives that help journalists quickly understand why your nonprofit deserves attention.
Make Reporters’ Lives Ridiculously Easy
Journalists are busy. Really busy. They’re juggling deadlines, interviews, breaking news and approximately 9,001 unread emails.
The right PR partner knows how the media works and what journalists need to develop a story. They can explain why the story matters to their audience. And they can also help you manage your media outreach, coordinate interviews and prepare the material reporters need. They’ll get you prepped to share the good stuff: statistics, photos, videos, experts and people willing to share their experiences.
The easier you make it for a journalist to tell the story, the better your chances of earning coverage. Good PR isn’t about shouting louder. It’s about providing value.
Build Relationships Before You Need Coverage
If the only time a reporter hears from your nonprofit is when you desperately need publicity for next Thursday’s fundraiser, you’re making things harder on yourself.
Media relationships take time.
And an experienced PR team has spent a lot of time understanding the media landscape and building connections with journalists, editors and other media professionals. They know which media outlets will be receptive to your story.
They can also help establish your nonprofit leaders as trusted sources journalists can turn to when relevant stories arise. Over time, that visibility helps your organization become part of larger conversations surrounding your mission.
And that is a very good place to be.
Standing out in a crowded media landscape doesn’t require the biggest budget or the flashiest campaign. It requires memorable stories, media expertise and professionals who know how to get the media’s attention.
You already have enough to do. Call Orange Orchard at (865) 977-1973 or contact us online and let us worry about the media.