Non-Profit PR: Making Your Cause Stand Out

Presented by Veronica Brandon, Navy League by Sarah Zeger

If you are working in non-profit public relations and you are submitting articles and ideas to the media, how exactly do you make your news stand out'? The four steps below were presented by Veronica Brandon from the Navy League.

First, you must "Define News" (the angle/hook to people drawn in). As an example Brandon said, if you were trying to promote something called "America's Attic" and changed the title to "America's Museum," people would be more likely to be interested in the event.
The second step is "Deciphering What Isn't News." Regular meetings, items lacking timeliness and fund-raising are things that are not considered newsworthy. People have no interest in these things so, therefore, do not promote them.

The third step is "Using News to Deliver Messages." You should run ideas past others before implementing them. Also, if you state your key messages over and over again, the media will finally get the idea that your message is important and should be reported.

Finally, the fourth step is "Get in With Reporters." You should get to know reporters on the local level and use these relationships to get them to participate in your events.
Brandon also discussed the difference between PR and development in non-profit organizations. Public relations professionals will send out news to the general public, whereas, that in development will send out news on a one-on-one basis. It is important however, you work together to benefit your cause.

Another topic discussed during the session was focusing on your organization's donors and getting them to donate money. You must inform the donor why it is important for them to support your cause by donating money. When soliciting donations, you must know your audience, culture and environment. Remember, asking for donations is important because if you ask, you are more likely to get what you want versus not asking at all.

One important thing to remember about non-profit PR is, let your donors know their money is going to a good cause. Also, when speaking with people, you must have pride in what you do. Don't forget, PR is your career - you never know who you may be speaking with.

Web sites are extremely important to non-profit PR. A web site is a good way for donors to get information about your organization's cause. Also, the homepage of your site must be well done because it is basically a public service announcement for your organization.

Not only is the web site of any non-profit important, but a newsletter is also beneficial to the organization. If you work for a non-profit organization and publish a newsletter, you need to remember these key things. First, think to yourself, "Why is it important?" "Would I read this newsletter?" Also, personalize it and make the stories timely. The last page could be dates to remember.

Brandon finished with a few closing thoughts. If you do have volunteers working in your organization, it is good to have a job description for them to sign so they know what to expect. Also, do not under or over power them, they are there to help. Don't forget volunteers are great because they have an interest in the organization. Finally, "Your job or career is what you create it to be."