Digital PR Basics for Nonprofits - How to Get Visibility for Your Cause

Digital PR Basics for Nonprofits
- How to Get Visibility  
for Your Cause
 
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Before we get started »

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https://bloomerang.co/demo/video

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Our guest presenter »
Julia Campbell
@JuliaCSocial
• Former small shop development
and marketing director
• Author of Storytelling in the Digital
Age: A Guide for Nonprofits
• #3 blog on the Top 40 Nonprofit
Marketing Blogs and Websites for
Nonprofit Marketers and
Fundraisers
• Featured in the list of Top 150
Nonprofit Blogs in the world.

TWEET @JULIACSOCIAL@BLOOMERANGTECH #NPDIGITALPR

ABOUT ME
• Mom of 2
• Self-employed since 2010
• Author of Storytelling in the
Digital Age: A Guide for
Nonprofits
• Digital storytelling consultant,
trainer, and speaker

WHAT WE WILL COVER TODAY
Tried-and-true techniques and tools to manage online overwhelm
and get better results from your digital marketing activities
What is Digital PR – and why it’s more than simply “getting on
social media”
How to start a manageable Digital PR Plan for your nonprofit

https://jacobsmedia.com/wait-internet-minute/

SOCIAL MEDIA USE IS
GROWING

YOUNG PEOPLE
ARE STILL USING
SOCIAL MEDIA

DAILY SOCIAL MEDIA
USE IS GROWING

INSTAGRAM IS
EXPLODING
Instagram has more than 1
billion monthly active users now.
Instagram users spent 53
minutes per day with the
Android app in June — just five
minutes less than Facebook users
spent with their app.

WHAT IS DIGITAL PR?

NO MORE SPRAYING OUT
PRESS RELEASES!

WE ARE ALL
RESPONSIBLE
No silos.
Digital PR combines traditional PR practices with
content marketing, social media, and search
strategies.

WHAT’S IT ALL
ABOUT?
Getting noticed.
Cutting through the clutter.
Creating buzz.
Increasing visibility.

DIGITAL PR – A BIT LIKE TINDER
It’s up to you to turn that attention, awareness, and visibility
into a long-term committed relationship.

WHAT IS REQUIRED FOR
DIGITAL PR SUCCESS?

GRAB ATTENTION
This is why video works so well.
Movement!
Color.
Eye-catching.
“Thumb-stopping.”
Great visuals are essential.

GRAB ATTENTION
What is unexpected?
What is timely?
What is provocative?
What would happen if you closed your doors TOMORROW?

https://youtu.be/Ju-q4OnBtNU

https://youtu.be/uXj-NN6dc_c

https://youtu.be/SelvUz8Zr3k

Take risks
Embrace technology
Be innovative
Recognize that this is not a
trend, it’s a revolution

KNOW AND
EMBRACE YOUR
AUDIENCE
Who do you want to reach?
And why?
What do you want them to know?
What do you want them to feel?
What do you need them to do?

ROAD SCHOLAR
Wanted to focus their digital PR
efforts
Needed to identify their voice
and their target audience
“Funky Grandma”

NO EXCUSES.

3 PILLARS OF A
DIGITAL PR PLAN

1) MEDIA
2) DIGITAL
3) CONTENT

MEDIA PARTNERS
Bloggers
Online influencers
Community influencers
Celebrities
Media outlets
Podcasts
Webinars

LOCAL NEWS
OUTLETS ARE
FLOUNDERING
Weekday print circulation decreased 11% and
Sunday circulation decreased 10%.
39,210 people worked as reporters, editors,
photographers, or film and video editors in the
newspaper industry in 2017. That is down 15%
from 2014 and 45% from 2004.
Average minutes per visit for the top 50 U.S. daily
newspapers, based on circulation, is about two-
and-a-half minutes.
Source: http://www.journalism.org/fact-
sheet/newspapers/

3 WAYS TO GET
YOUR PITCH
DELETED
IMMEDIATELY
Doesn’t have a local angle.Doesn’t have a local angle.
Sending it to the wrong person.Sending it to the wrong person.
A boring, “So what?” pitch.A boring, “So what?” pitch.

HOW TO WORK
WITH MEDIA
PARTNERS
Do your research.
Set up a Hootsuite account and monitor hashtags.
Set up a Google Alert account and monitor news
stories.
Create a Twitter list of potential media partners:
https://twitter.com/JuliaCSocial/lists
Make the pitch personalized. Why should this person
or this outlet pay attention?

DIGITAL PRESENCE
Website
Blog
Email
Social media:
Facebook
Twitter
Instagram
LinkedIn

WEBSITE – YOUR
DIGITAL PR HUB

STORYTELLING
https://www.denverrescuemission.org/stories
https://www.bmc.org/about-us/bmc-stories

BLOG
Discuss an issue
Education supporters
Dive into FAQs
Address myths and stereotypes
Inspire

EDUCATION &
STORYTELLING
https://www.stbaldricks.org/blog
https://medium.com/@nyc_relief/imagine-if-you-
were-homeless-c480a1241261

EMAIL
Share stories
Send more frequently
Use to showcase impact
Create deeper
connections
One call to action

CONTENT –
REPURPOSE AND RE-IMAGINE

CONTENT
Slideshare presentation
Blog post
Guest blog post
Pinterest infographic
LinkedIn article
Facebook update
Video
Op-ed article for local news

FACEBOOK TOLD US WHAT IT TAKES TO SUCCEED
Trusted
Informative
Local
Inspiring conversation

SOCIAL MEDIA CONTENT THAT IS:
Laser-
focused on
your specific
audience
Helpful,
useful,
valuable
Entertaining Storytelling

VIDEO IS VITAL
FOR DIGITAL PR
Instagram learned that younger
audiences are spending more time
with amateur content creators and
less time with professionals.
By 2021, mobile video will
account for 78% of total mobile
data traffic.

DIGITAL PR WITH FACEBOOK
Have a specific strategy and plan.
Post less frequently – 4-5 times per week is fine.
Join or start a Facebook Group to showcase your expertise and build
a community.
Plan to go live on Facebook regularly.
Share helpful resources.
Create and share entertaining posts.

DIGITAL PR WITH TWITTER
Join or start a TweetChat to showcase your expertise and build a
community.
Use Periscope to test out the live video waters.
Retweet helpful resources – articles, videos.
Comment on news and current events
Discovery – Search for conversations, topics, and people to follow

DIGITAL PR WITH INSTAGRAM
Be consistent with the look and feel of your posts.
Follow hashtags to find new accounts to follow and comment on posts.
Use Instagram Live.
Use IGTV.
Eye-catching photos and well-designed graphics work best on
Instagram.

https://www.instagram.com/stories
/komensouthflorida/

A WORD ON IGTV
New length – videos up to
10 minutes
Only vertical video
You get a channel
IGTV new Creator
Handbook
http://bit.ly/IGCreatorGuid
e

BUILD A DIGITAL PR PLAN
Channel Monday Tuesday Wednesday Thursday Friday
BLOG
Category Motivational quote Behind-the-scenes
story/Jane
Client story - Gretchen How to start a food drive Weekly Wrap-Up - What
you need to know this
week
Type Graphic Video upload Photo with text Graphic, list out top tips Facebook Live
EMAIL
story/Jane
Client story - Gretchen How to start a food drive Promote the Facebook
Live event
Type Graphic Photo with text Photo with text Share link to infographic on
website
Post link to the Live event
and the replay

BUILD A DIGITAL PR PLAN
Channel Monday Tuesday Wednesday Thursday Friday
FACEBOOK
story/Jane
Client story - Gretchen How to start a food drive Weekly Wrap-Up - What
you need to know this
week
Type Graphic Video upload Photo with text Graphic, list out top tips Facebook Live
TWITTER
story/Jane
Live event
Type Graphic Photo with text Photo with text Share link to infographic
on website
Post link to the Live event
and the replay
INSTAGRAM
story/Jane
Live event
Type Graphic IGTV video Photo with text Graphic Instagram Story before
and after

3 KEYS TO DIGITAL PR SUCCESS
Confidence –in your voice, in taking risks, and in being yourself.
Consistency – showing up regularly and being present
Content – that people like to watch, read, share, comment on

HELPFUL TOOLS
Hootsuite - https://hootsuite.com/pages/landing/non-profit-discount-application
Buffer - https://buffer.com/nonprofits
BuzzSumo - http://buzzsumo.com/nonprofits/
HARO - https://www.helpareporter.com/sources/
Canva - https://about.canva.com/en_in/canva-for-nonprofits/
Google Alerts - https://www.google.com/alerts
Talkwalker Alerts - https://www.talkwalker.com/alerts

QUESTIONS?
Twitter: @JuliaCSocial
Julia@jcsocialmarketing.com
www.jcsocialmarketing.com

https://bloomerang.co/resources
•Nonprofit Wrap-Up
•Bloomerang TV
•Bloomies
•eBooks
•Daily blog post
•Weekly webinars
•Templates
•Guides

Upcoming free webinars »
7/26, 1pm eastern
5 Trends Shaping a New Reality for Nonprofits
Jay Wilkinson
https://bloomerang.co/resources/webinars

Digital PR Basics for Nonprofits - How to Get Visibility for Your Cause

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