Public Relations for the Nonprofit Executive - PR 101

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Brenda Stier-Anstine and Arielle Babineaux presented at the United Way of Delaware County's Nonprofit Institute. Learn how PR can be effectively tailored to meet your NPO objectives!

Brenda Stier-Anstine and Arielle Babineaux presented at the United Way of Delaware County's Nonprofit Institute. Learn how PR can be effectively tailored to meet your NPO objectives!

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  • 1. Public Relations for Nonprofits (PR 101) Brenda Stier-Anstine December 14, 2012
  • 2. Agenda • Introduction • PR for the Nonprofit • Real World Application • Key Points to Remember • Resources 2
  • 3. Brenda Stier-Anstine • CEO, Marketing Works • Ohio business owner, more than 25 years • Public and community relations expert with extensive experience in PR for associations and nonprofits • Committed to faith, family, education and community service • Personal NPO involvement – holds numerous chair and advisory positions for various organizations 3
  • 4. Who currently practices public relations for their organization? 4
  • 5. Definition – Public Relations Management of an organization’s relationships with various publics 5
  • 6. Definition – Public Relations Management relationships publics 6
  • 7. 98% of a CEO’s job is public relations 7
  • 8. PR for the Nonprofit 8
  • 9. Internal Internal Relations Relations Program Programor Service or Service Development Development Publicity Publicity NPO NPO Public Public Relations Relations Media Media Community CommunityRelations/Relations/ Relations Relations Agentry Agentry Public Public Affairs/ Affairs/ Lobbying Lobbying
  • 10. Real World Application 10
  • 11. Real World Application 1. Review mission 2. Identify objective 3. Identify publics that can influence success 11
  • 12. Customers Producers members • clients employees • board members • donors • volunteers Enablers Limitersopinion leaders • regulators • competition • opponents government • media 12
  • 13. Real World Application 1. Review mission 2. Identify objective 3. Identify publics that can influence success 4. Tailor messaging specific to publics 13
  • 14. Tailor Messaging 1. Resonate specifically with each audience 2. Tell them exactly what it is you want 3. “What’s in it for me?” 14
  • 15. Real World Application 1. Review mission 2. Identify objective 3. Identify publics that can influence success 4. Tailor messaging specific to publics 5. Identify how you can most effectively communicate with publics 15
  • 16. Example Communication Tactics • Personal involvement • Information exchange • Special event • News material • Opinion material • Interactive news • Social media 16
  • 17. Session Exercise 17
  • 18. Objective: Fully fund X program at $250,000 Current & Your donation Program tour Make donation viaProspective leaves a legacy of donation card at end Donors care. of tour 18
  • 19. Arielle Babineaux • Account Coordinator, Marketing Works • Leads implementation of marketing plans for Marketing Works clients • Prior experience: – Emmis Communications, cause marketing – Ohio Bureau of Workers’ Compensation, IT and communications • Social media junkie  19
  • 20. Social Media Spotlight Blog • Let your blog posts tell your story • Ensure that others can share your blog posts • Make it easy to subscribe • Use video to tell your story 20
  • 21. 21
  • 22. 22
  • 23. Social Media Spotlight Facebook • Post photos, videos – tag your organization, employees, donors, volunteers • Use Facebook events to promote activities • Add a store, donations or other boxes 23
  • 24. 24
  • 25. Social Media Spotlight Twitter • Create a custom hashtag to support your organization’s initiatives or events (#GiveBack #FranklinCountyCares) 25
  • 26. 26
  • 27. 27
  • 28. Social Media Spotlight Twitter • Create a custom hashtag to support your organization’s initiatives or events (#GiveBack #FranklinCountyCares) • Ask for a retweet • Follow other organizations 28
  • 29. Social Media Spotlight Miscellaneous • Find potential board members on LinkedIn • Post presentations to SlideShare • BRAND EVERYTHING! 29
  • 30. Key Points to Remember 30
  • 31. Key Points to Remember • Overall strategy – Always ensure all PR aligns with overall mission and strategy of organization – Prioritize based on needs and assets 31
  • 32. Assets 1. Budget 2. Staff 3. Outsource 4. Volunteers 5. Grants 32
  • 33. Key Points to Remember • Overall strategy – Always ensure all PR aligns with overall mission and strategy of organization – Prioritize based on needs and assets – Measure and evaluate all initiatives 33
  • 34. Measure and Evaluate 1. Revisit every activity 2. Re-evaluate moving forward 3. Readdress all initiatives quarterly 34
  • 35. Key Points to Remember • General public communication – When communicating with any public, know what motivates them and speak their language – If you are asking a public to do something, make it easy for them to do what you want 35
  • 36. Key Points to Remember • Internal communications – Ensure you keep your volunteers, staff and donors abreast of any external PR activities 36
  • 37. Key Points to Remember • Media relations – Position your organization or an organization representative as a resource for the media – Have a key volunteer and staff person trained as a media spokesperson – Create interesting pitch ideas about your cause 37
  • 38. Interesting Pitch Ideas • Simple • Unexpected • Concrete • Credible • Emotional • Stories 38
  • 39. Get involved in your organization’s activities!You never know where you’ll find inspiration for effective PR! 39
  • 40. Resources Websites Books • NonprofitPR.org • MediaBistro.com Blog • Marketing- works.net/blog Social Media @MktingWorks 40
  • 41. Contact Brenda Stier-Anstine StierB@marketing-works.net 614.540.5520 41