1.
Public Relations and
Strategic Communications
for Nonprofits
Professor Nicholas Leshi

2.
Basics of Strategic Communications

3.
Basics of Strategic Communications
1. Understand your organizational values

4.
Basics of Strategic Communications
Mission Statement =
defines the company's business,
its objectives, and its approach
to reach those objectives.
1. Understand your organizational values

5.
Basics of Strategic Communications
Vision Statement =
describes the desired future position
of the company.
1. Understand your organizational values

6.
Basics of Strategic Communications
Elements of Mission and
Vision Statements are often
combined to provide a unified statement
of the company's purposes, goals,
and values.
1. Understand your organizational values

7.
Basics of Strategic Communications
NYBG’s Mission Statement
The New York Botanical Garden is an advocate for the
plant world.
The Garden pursues its mission through its role as a
museum of living plant collections arranged in gardens
and landscapes across its National Historic Landmark
site; through its comprehensive education programs in
horticulture and plant science; and through the wide-
ranging research programs of the International Plant
Science Center.
1. Understand your organizational values

8.
Basics of Strategic Communications
NYBG’s Vision Statement
The New York Botanical Garden is committed to
preserving and protecting the planet’s biodiversity
and natural resources and enhancing human well-
being by educating, training, and empowering the
next generation of Earth’s caregivers—in partnership
with both local and global communities.
1. Understand your organizational values

9.
Basics of Strategic Communications
2. Understand your target audience

10.
Basics of Strategic Communications
Internal Audiences =
Staff, Volunteers, Members, Donors,
Patrons, Managers, Board Members
2. Understand your target audience

11.
Basics of Strategic Communications
External Audiences =
Loyal Audiences, Casual Audiences,
Unfamiliar Audiences, Antagonistic
Audiences
2. Understand your target audience

12.
Basics of Strategic Communications
3. Understand and develop your organization’s
values-based messaging

13.
Basics of Strategic Communications
“If you ask ten different staffers to write down a
sentence explaining their group, you may get several
different answers.”
Source:
Strategic Communications for Nonprofits: A Step-by-Step Guide to Working with the
Media by Kathy Bonk, Emily Tynes, Henry Griggs, and Phil Sparks
3. Understand and develop your organization’s
values-based messaging

14.
Basics of Strategic Communications
EXERCISE
Write down a sentence explaining Fordham University.
Write down a sentence explaining the Bronx.
3. Understand and develop your organization’s
values-based messaging

15.
Basics of Strategic Communications
4. Understand and develop clear communication goals

16.
Basics of Strategic Communications
Enhancing visibility and name recognition
4. Understand and develop clear communication goals

17.
Basics of Strategic Communications
Enhancing visibility and name recognition
• Paid, Earned, Shared, and Owned media coverage
4. Understand and develop clear communication goals

18.
Basics of Strategic Communications
Enhancing visibility and name recognition
• Paid, Earned, Shared, and Owned media coverage
• Word-of-mouth
4. Understand and develop clear communication goals

19.
Basics of Strategic Communications
Increase fundraising
4. Understand and develop clear communication goals

20.
Basics of Strategic Communications
Increase fundraising
• Money follows programs and communications
4. Understand and develop clear communication goals

21.
Basics of Strategic Communications
Increase fundraising
• Money follows programs and communications
• Newsjacking
4. Understand and develop clear communication goals

22.
Basics of Strategic Communications
Reach “influencials”
4. Understand and develop clear communication goals

23.
Basics of Strategic Communications
Reach “influentials”
• Reporters, broadcasters, columnists, pundits,
online influencers, lawmakers, stakeholders,
celebrities, etc.
4. Understand and develop clear communication goals

24.
Basics of Strategic Communications
Reach “influentials”
• Columnists, pundists, online influencers,
lawmakers, stakeholders, celebrities, etc.
“It is much harder, and more expensive, to change
people’s fixed attitudes than to activate supporters.”
Source:
Strategic Communications for Nonprofits: A Step-by-Step Guide to Working with the
Media by Kathy Bonk, Emily Tynes, Henry Griggs, and Phil Sparks
4. Understand and develop clear communication goals

25.
Basics of Strategic Communications
Reach “influentials”
• Columnists, pundists, online influencers,
lawmakers, stakeholders, celebrities, etc.
“It is much harder, and more expensive, to change
people’s fixed attitudes than to activate supporters.”
But it’s possible!
Source:
Strategic Communications for Nonprofits: A Step-by-Step Guide to Working with the
Media by Kathy Bonk, Emily Tynes, Henry Griggs, and Phil Sparks
4. Understand and develop clear communication goals

26.
Basics of Strategic Communications
Reach “influentials”
• Columnists, pundists, online influencers,
lawmakers, stakeholders, celebrities, etc.
Remember: Media outreach activities by nonprofits
that lobby are regulated under IRS rules. Know which
rules apply to your nonprofit group!
4. Understand and develop clear communication goals

27.
Basics of Strategic Communications
Recruit more members and volunteers
4. Understand and develop clear communication goals

28.
Basics of Strategic Communications
Recruit more members and volunteers
…and keep core supporters active and minimize
turnover. Follow-up communication is pivotal.
4. Understand and develop clear communication goals

29.
Basics of Strategic Communications
Reform public institutions.
4. Understand and develop clear communication goals

30.
Basics of Strategic Communications
Reform public institutions.
Remember: Media outreach activities by nonprofits
that lobby are regulated under IRS rules. Know which
rules apply to your nonprofit group!
4. Understand and develop clear communication goals

31.
Basics of Strategic Communications
Increase public calls to action and build awareness of
public concerns
4. Understand and develop clear communication goals

32.
Basics of Strategic Communications
Turn around negative media coverage or counter false
rumors
4. Understand and develop clear communication goals

33.
Basics of Strategic Communications
5. Understand changes in the media landscape

34.
Basics of Strategic Communications
Changes in the media landscape =
• How people consume news
5. Understand changes in the media landscape

35.
Basics of Strategic Communications
Changes in the media landscape =
• How people share news
5. Understand changes in the media landscape

36.
Basics of Strategic Communications
Changes in the media landscape =
• Which media outlets does your audience trust
5. Understand changes in the media landscape

37.
Basics of Strategic Communications
Changes in the media landscape =
• Where are conversations taking place
5. Understand changes in the media landscape

38.
Basics of Strategic Communications
Changes in the media landscape =
• Traditional media vs. new media platforms
5. Understand changes in the media landscape

39.
Basics of Strategic Communications
Changes in the media landscape =
• Search engine optimization
5. Understand changes in the media landscape

40.
Basics of Strategic Communications
Changes in the media landscape =
• User-generated content
5. Understand changes in the media landscape

41.
Basics of Strategic Communications
Changes in the media landscape =
• How people consume news
• How people share news
• Which media outlets does your audience trust
• Where are conversations taking place
• Traditional media vs. new media platforms
• Search engine optimization
• User-generated content
5. Understand changes in the media landscape

42.
Basics of Strategic Communications
6. Understand how issues move through
the media “food chain”

43.
Basics of Strategic Communications
7. Understand how strategic communication
helps organizational functions,
such as fundraising and membership building

44.
Basics of Strategic Communications
8. Be proactive, not just reactive

45.
Basics of Strategic Communications
• Cultivate relationships with reporters and
influencers
8. Be proactive, not just reactive

46.
Basics of Strategic Communications
• Cultivate relationships with reporters and
influencers
• Build authority and positive reputation
8. Be proactive, not just reactive

47.
Basics of Strategic Communications
• Cultivate relationships with reporters and
influencers
• Build authority and positive reputation
• Anticipate potential crises
8. Be proactive, not just reactive

48.
Basics of Strategic Communications
• Cultivate relationships with reporters and
influencers
• Build authority and positive reputation
• Anticipate positive crises
• Recognize trends that might be of value
8. Be proactive, not just reactive

49.
Basics of Strategic Communications
Don’t simply react to events.
Anticipate them!
Create them!
8. Be proactive, not just reactive

50.
Basics of Strategic Communications
9. Communicate both day-to-day operations
and long-term planning

51.
Basics of Strategic Communications
Both are vital for the growth and success of the entire
organization.
9. Communicate both day-to-day operations
and long-term planning

52.
Basics of Strategic Communications
10. Place communications high on your group’s priority list

53.
Basics of Strategic Communications
Include communications in your
group’s planning and budget.
10. Place communications high on your group’s priority list

54.
The Communications Component of a Strategic Plan
should include:

55.
The Communications Component of a Strategic Plan
should include:
Current and predicted trends based on research

56.
The Communications Component of a Strategic Plan
should include:
Current and predicted trends based on research
• Company-wide self-analysis [S.W.O.T. analysis]

57.
The Communications Component of a Strategic Plan
should include:
Current and predicted trends based on research
• Company-wide self-analysis [S.W.O.T. analysis]
• Competitive analysis

58.
The Communications Component of a Strategic Plan
should include:
Current and predicted trends based on research
• Company-wide self-analysis [S.W.O.T. analysis]
• Competitive analysis
• Polls and other market research

59.
The Communications Component of a Strategic Plan
should include:
Carefully crafted messages

60.
The Communications Component of a Strategic Plan
should include:
Communications materials
• Holding statements
• Press releases
• Media alerts
• Backgrounders
• Talking points
• Timeline for PR events and deadlines
o Press Conference
o Media Preview
o Photo opportunity
o Special Event
o Op-Ed piece
o Social Media campaign
o Media pitches (interviews, etc.)

61.
The Communications Component of a Strategic Plan
should include:
Story ideas
• Short term and long term
• Specific and ”evergreen”

62.
The Communications Component of a Strategic Plan
should include:
Communications team
• In-house PR team
• In-house spokesperson
• Outside partner spokespeople
• PR consultants if needed

63.
The Communications Component of a Strategic Plan
should include:
Targeted media outlets, journalists, and influencers

64.
The Nonprofit Advantage:

65.
The Nonprofit Advantage:
What you are pitching to reporters is arguably meant
to make a better world or solve a problem, not meant
to make a bigger profit. That might make for a more
enticing story for journalists, influencers, and the
public.

66.
The Nonprofit Advantage:
Nonprofits might be better situated to provide more
personal, emotional “human interest” stories.

67.
The Nonprofit Advantage:
Nonprofits might be able to work collaboratively and
pool resources with partners that share the same
goals and interests, avoiding commercial
competitiveness that for-profits might face.

68.
The Nonprofit Advantage:
Grantmakers and philanthropic foundations
sometimes offer resources for nonprofits, such as
media training, skill building, and funding for media
events and outreach.

69.
Nonprofit Challenges:

70.
Nonprofit Challenges:
Low levels of investment and resources

71.
Nonprofit Challenges:
Low levels of investment and resources
R.O.I. =

72.
Nonprofit Challenges:
Low levels of investment and resources
R.O.I. =
Return on Investment

73.
Nonprofit Challenges:
Low levels of investment and resources
…but with good communications work
even small groups can make much more
efficient use of their limited resources.

74.
Nonprofit Challenges:
Hesitancy due to past failures
or negative experiences

75.
Nonprofit Challenges:
Hesitancy due to past failures
or negative experiences
…but a bad image or past mistakes can be
reversed with a good strategic media plan
and a forward-looking approach.

76.
Nonprofit Challenges:
Fearful, timid, or status quo leadership
with false assumptions

77.
Nonprofit Challenges:
Fearful, timid, or status quo management
with false assumptions
…but it is better to be proactive than reactive.

78.
Nonprofit Challenges:
Inexperience or unprofessionalism
with strategic communication

79.
Nonprofit Challenges:
Inexperience or unprofessionalism
with strategic communication
…but like anything else, you can only improve
with research, planning, and practice.

80.
Proper Strategic Communication
can help a nonprofit:

81.
Proper Strategic Communication
can help a nonprofit:
Make significant social change

82.
Proper Strategic Communication
can help a nonprofit:
Make significant social change
Remember: Media outreach activities by nonprofits
that lobby are regulated under IRS rules. Know which
rules apply to your nonprofit group!

83.
Proper Strategic Communication
can help a nonprofit:
Increase its public profile and membership

84.
Proper Strategic Communication
can help a nonprofit:
Improve its financial status

85.
Due Next Class
Reaction Essay #2
After reading/skimming the old strategic plan for The
New York Botanical Garden, describe one or two
challenges you think the institution might have faced in
communicating its strategic goals to the public.
Length = minimum one paragraph, maximum one page.
Email to nickleshi@aol.com or nickleshi44@gmail.com
File format: Microsoft Word or Google Doc