When you go to pick out an expensive new outfit to wear to an event, you wouldn’t just buy any size not knowing if it was a good fit for you. And, if you need work done on your car, you wouldn’t go to a plumber.
So, why use a public relations agency that doesn’t fit your needs or understands the passion and mission of animal welfare organizations like yours?
PR agencies can range from the big to the boutique and from the traditional to the specialized, but if they don’t understand your company’s goals and values, they won’t do well in helping you achieve them.
Trends v. Values
While the care and protection of animals remain a constant mission with legitimate animal welfare organizations, there is a distinction between topics that have become trendy thanks to a popular television show or movie and long-term goals that your organization values year after year.
You need the right animal welfare public relations agency that knows the difference. You also need one that can guide you on how to build your unique brand even as you leverage a hot topic to garner more support for your cause.
There’s nothing wrong with using current events to get more eyes on your goals, but it shouldn’t come at the expense of your mission.
Studies have shown that donor engagement remains high with organizations who remain true to their values while showcasing how their donations actually make an impact on an animal’s life. Press releases, case studies and social media posts showing how your organization consistently provides tangible support for the animals you serve can build your reputation as effective and trustworthy.
What kind of agency do you want to work with?
The role of any public relations agency is to help you both demonstrate your value to key audiences while boosting your reputation. You may know what your strengths are and where your faults lie, but if your PR agency doesn’t grasp your mission, the message will suffer.
Trust is important in the animal welfare community and should extend to your choice of a PR company. Choosing an agency that is trusted by some of the largest animal welfare organizations in the world is a sign you shouldn’t ignore.
At Orange Orchard, our animal welfare PR professionals believe in a healthier world. We are committed to being better stewards of our planet and showing compassion to all animals, great and small. It’s our philosophy, and we wear it on our sleeve.
So, if you’re ready to spread your word, boost your reputation and build your brand, call Orange Orchard at (865) 977-1973 or contact us on our website to see how we can help you help the animals you champion.