The First Ten Secrets for Successful Non-Profit Public Relations

When you engage in public relations as a non-profit organization, every move must be strategic and thoughtful. The road to visibility can be long and arduous, and there is nothing more important than your reputation.

For nearly three decades, we have been providing counsel and service to organizations and public figures in the Christian and non-profit sectors.

Starting with the basics, we will develop in this space the First Ten Secrets for Successful Non-profit Public Relations.

1. Be One Thing

2. Be Different

3. Be Relevant

4. Be Authentic

5. Compel Your Audience

6. Connect with a Target

7. Project People

8. Do the Right Thing

9. Try New Ways

10. Keep Advocating Patiently


For information on Rooftop MediaWorks, visit our website at: http://RooftopMediaWorks.com

For commentary on the news of the day, visit The Rooftop Blog at: http://TheRooftopBlog.blogspot.com

#10 Advocate Patiently and Don’t Stop

Many organizations treat contact with media and other public relations actions like to a trip to the dentist. An unpleasant necessity they turn to when something dramatic happens.

Unfortunately, those rare forays to media aren’t an effective public relations program any more than a rare trip to the dentist is a complete oral hygiene program. Both require regular and ongoing care.

Often, groups think of contact with the media when they have a new program, are celebrating an anniversary, or have new personnel who see the need for new external initiatives. When media don’t respond to their overtures because it’s the first time they’ve ever heard of the group or have no other history with them, organizations throw their corporate hands up in disgust and write off public relations as a waste of time and money.

Others meet the media for the first time when crisis strikes.

You can’t go to the media in January with good news, avoid them for the several months when some bad news hits expect them to print your story when things turn around. There’s not relationship there.

Start communicating long before you have a major story to tell, and before you’re forced to tell your story. And don’t stop communicating when the band stops playing. The single worst thing your company can do is to stop communicating.

You need to have a consistent, solid presence in the media. Although you can blow your reputation in a day, it takes a long time to build one.

#9 Trying New Ideas

In the first decade of the 21st Century it is clear that a communications campaign cannot look like one in the last century. For one thing, it must consider new ideas such as maximizing the blogosphere and optimizing search engines.

Blogging campaigns are the new way to conduct "influence the influencer" campaigns. These influencers blog and therefore have larger audiences. If you don’t know what a blog, or weblog, is, it is important that you look into it. (You’re reading one now).

The real power isn't the blogosphere, it's the search engine. And, the more tech-savvy bloggers are using search engine optimization for their posts – hitting on hot topics, name-dropping and company name-dropping, and hyperlinking like no tomorrow.

It's the power of search engines that creates a tidal wave.

Ignore the blogosphere to your peril. What is covered in a blog can be found and picked up by reporters, and they can run with it.

Search engine optimization is a good part of the overall public relations package. Just remember that, despite technological advances, if the press release isn't newsworthy, the public is just not really going to care.

#8 Do the Right Thing

A lot of characters march under the public relations flag—people involved in advertising, hype, sales, obfuscation, lobbying, and much more.

Public relations is a professional discipline, but in its purest form public relations is Good work, publicly appreciated. Even the best PR effort cannot create a solid mission, a worthy cause, or responsible action. Using the right public relations tools can help minimize damage, but it can’t turn bitter water into wine.

Successful public relations begins in the executive suite and the board room, not the communications office. Good PR starts with good decisions. Faced with ethical choices, Do the Right Thing. Forced into a corner, Tell the Truth. Given an opportunity to promote your organization, Be Authentic.

We have been asked on too many occasions to get extensive national coverage for organizations that are doing very little. That’s not practical or ethical. Conduct strong programs, make a difference in people’s lives, and change your corner of the world. That will make news. And it’s the beginning of good public relations.


For information on Rooftop MediaWorks, visit our website at: http://RooftopMediaWorks.com.

For commentary on the news of the day, visit The Rooftop Blog at: http://TheRooftopBlog.blogspot.com.

# 7 Project People

Most causes will not catch on if they are not connected to and sponsored by engaging people. That’s why charities use celebrities or statesmen, or push their chief executive to the forefront. It’s true in fundraising—people give to people. And its also true, but in a different way, in public relations.

A good, well-trained spokesperson will serve your organization well. Media want to talk to an individual who will speak with authority, and will be quotable. If it’s broadcast media it helps if he or she is interesting, attractive, and literate.

We’ve worked with several organizations that want publicity, but their chief executive is too camera shy, or too busy, to do interviews. A substitute is often acceptable, if the substitute can speak well, and appears to be speaking for the organization.

One exception to this is crisis communications. In most crises, the CEO should be front and center. It’s reassuring to people, and it shows the public that the company is taking the crisis seriously.

If you don’t have a good public spokesperson you need to hire one or create one.



For information on Rooftop MediaWorks, visit our website at: http://RooftopMediaWorks.com.

For commentary on the news of the day, visit The Rooftop Blog at: http://TheRooftopBlog.blogspot.com.

#6 Connect with a Target

When you communicate, envision several members of your audience and tailor your message to reach those people. The smaller the target (the more specific the target definition), the more appropriate and effective the message.

It is useless to identify anyone who is interested in your work as a member of the general public. Your followers are married or single, 40 or 80, they have their own lifestyles, they are motivated by faith, heritage, ideology, or self interest. They enjoy particular products and hobbies. And so on.

You need to learn as much about your audience as you can.

The most effective communication is between two individuals who understand each others. If you multiply that kind of communication too many times, it becomes very expensive! Try to think about your audience or potential audience as 3-5 people. Tailor your work, pitch media, and design your communications to reach and move those few people--and eveyone they resemble and represent.



For information on Rooftop MediaWorks, visit our website at: http://RooftopMediaWorks.com.

For commentary on the news of the day, visit The Rooftop Blog at: http://TheRooftopBlog.blogspot.com.

#5 Compel Your Audience

You need to know who you audience is. It is difficult to know how to communicate with your audience if you don’t know them. Don’t assume you know this without research. And don’t assume you know what they are interested in without asking. Talk to enough of them so that you have a good idea of the demographics and mindset of the people who are important to you.

That done, you need to get their attention. Compel them. Whether you’re communicating through media, or writing your own newsletter, grab their interest with genuine news value or the importance and gravity of your message.

There is nothing better than telling good stories because people love stories.

Powerful writing compels people. It is best if well-crafted, beautiful, engaging, picturesque, and/or dramatic.

Some people are attracted to your use of technological innovation (and many of these innovations help you reach more of your audience).

Strike the creative spark, if you have one. Don’t try to be too cutesy. But creative is good.

Explain to those who would be inclined to get involved just how they can do that. Make it as clear and easy as possible.

Think of your communication efforts as “responsible provocation.” Grab your audience and attract their attention amdi the glut of news and information that you compete with each day.



For information on Rooftop MediaWorks, visit our website at: http://RooftopMediaWorks.com. For commentary on the news of the day, visit The Rooftop Blog at: http://TheRooftopBlog.blogspot.com.

#4 Be Authentic

There is a lingering consequence of terrible day 9-11-01 that I was not aware of until I read it in The New York Times recently. According to a national survey, public confidence in charities has fallen off dramatically from pre-September 11 numbers.

Only about 15% of those surveyed expressed a “great deal” of confidence in charities, compared to the 25% that consistently expressed that level of confidence before the 9-11 terror and response by charitable groups.

The Times reported that “bad publicity from reports that some charities planned to spend some of the money on other efforts and complaints that the money was not being distributed fast enough” started the downward trend, and a variety of bad reports on excesses by charity leaders have kept the number low. I find this report alarming, as I’m sure anyone involved in the non-profit sector does, and it seems unfair that the actions of a few colors the perceptions people have of all charities.

Fair or not, it reminds us that there is nothing more important in cause-releted missions than reputation. This is particularly true if an organization relies on broad public support through donations.

Reputation influences all the goals you can set—gaining access for your programs, capturing both the attention and loyalty of donors, attracting and retaining the best employees, and finding strong program partners. Reputation also is a critical factor in how well you can weather a crisis.

While this may seem obvious to some, the best way to maintain a good reputation is to be authentic in your programs, public statements, fundraising, and financial practice. Tell the truth. Don't present your organization as more than it is, and don't try to be more than you can support with quality.

Every organization needs to have a corporate conscience, a person or group of people who will ask the hard questions of integrity and authenticity without fear or self-interest.

For information on Rooftop MediaWorks, visit our website at: http://RooftopMediaWorks.com.

For commentary on the news of the day, visit The Rooftop Blog at: http://TheRooftopBlog.blogspot.com.

#3 Be Relevant

Not everyone can be involved in tsunami relief, but no one should go about business as if the tsunami didn't happen. An organization must stay in tune with the topics in the nation's headlines and the buzz in the national conversation.

This is important for program relevance, and also to help you present your story to the public. Connections between your story and current news must be true and plausible--the tie-in cannot appear forced. But remember that the more relevant, the more likely there will be interest, coverage, and support.

So stay in touch with the world unfolding around you and describe how you relate to it. Connect your work with issues, problems, and cultural signposts that are already capturing the attention of the people important to you.


For information on Rooftop MediaWorks, visit our website at: http://RooftopMediaWorks.com.

For commentary on the news of the day, visit The Rooftop Blog at: http://TheRooftopBlog.blogspot.com.