How many times do your conversations at the water cooler begin Did you hear that story about… or Did you read that article in the Times about… or Guess what I just saw on Facebook…? More often than not, our daily discussions center around the stories we encounter on the radio, in print, online, and via word of mouth.
For millennia, human beings have structured our lives according to the stories we hear and the stories we tell. From the first cave drawings to the tweet you read 30 seconds ago, stories link us to our world and to each other. Frankly, these days, if you aren’t telling your story, you are diminishing the impact you can have in the world, diluting your ability to fulfill your mission, and missing out on an opportunity to do more good in the world.
If you are part of a mission-driven organization, it is time to get serious about sharing your story with a wider audience. Here are a few reasons why engaging in a professional public relations campaign is vital for your organization:
- Hey, we exist! - For many nonprofits, especially smaller organizations, all hands are needed on deck to simply manage programs and provide services. Probably the last thing that you want to think about is engaging in a public relations campaign. But if you want any help at all from your community in terms of new volunteers, new donors, new clients, in-kind donations or more, the community first must know that you are there. Launching a PR effort can first alert the media and then the community of the work that you are doing. Using the media as megaphone for your mission will spread the word faster than mere word of mouth.
- Free “Advertising” - Working with the media to spread the word about your organization and how you help the community is, in essence, free. For any nonprofit on a budget, this should be music to your ears. Even if you don’t have a professional communications person on staff or can’t afford $2,000-5000 a month to have an accredited PR firm on retainer, with the right training and support, your development officer, board member, volunteer, or other employee can learn the basics of relaying a good story to the press. So for the cost of training and staff time, your organization can enjoy the perks of free media exposure without the added cost of community-wide advertising.
- Money magnet - A good public relations effort can turn your organization into a magnet for donors. It raises awareness of your organization, exposing you to new prospects in the community. Most importantly, media coverage increases your social proof, illustrating to the world that your organization is of value, doing good work, and is a leader in your field. This type of social proof can attract individual donors, reassure foundations, and help secure governmental funding, all of which keep you working to fulfill your mission.
So start thinking seriously about telling your organization’s story in the media. No matter what your mission, if you haven’t already, it is time to get serious about public relations for your nonprofit.
