The TASC Group

The TASC Group

Why Staying Up-to-Date on Pop Culture Matters in PR and Marketing 

By: DeAsia Samuels

In the fast-paced world of public relations and marketing, staying current with pop culture isn’t optional — it’s a necessity. Our ability to connect with audiences and create resonant messages depends on how well we understand the cultural landscape.   

Brands that consistently stay in tune with pop culture build a reputation for being relevant and competent. Consider how Gen Z-focused brands like Glossier or Fenty Beauty incorporate pop culture into their marketing strategies. By collaborating with influencers, referencing popular memes or engaging with trending topics, these brands create a sense of belonging and community among their audience. 

Staying up to date on pop culture enables PR and marketing professionals to act quickly and ride the wave of viral moments before they pass. This agility can lead to massive exposure and engagement. 

Why Audience Interests Matter 

Knowing what your target audience is talking about and interested in is key to creating messaging that resonates. Pop culture trends often reflect broader societal attitudes, making them timely indicators of what people care about and how their interests translate to real life circumstances. In PR, this means knowing what aligns best with what you are trying to promote. If you have trouble understanding why a trend is catching on, ask yourself: why are people engaging with this? If you can answer this question, you can understand your audience’s interests. 

For a relevant example, consider McDonald’s partnership with musicians Travis Scott and BTS. The brand wanted to specifically reach Gen Z audiences. To do this, they produced a nostalgia-driven marketing campaign that incorporated references to early 2000s Happy Meals, retro-stylized commercials (think NSYNC and Britney Spears), limited-edition sauces and more. This campaign appealed to Gen Z sentiments, and it was a master class in how a smart brand can speak to its audience. 

Pop Culture Is a Shared Language 

Pop culture provides a platform for brands and organizations to relate to their audiences. Whether it’s a viral TikTok trend, a hit TV series or a celebrity moment, these cultural touchpoints offer opportunities to communicate with people in ways that feel authentic and timely.  

Take Oreo’s famous tweet during the 2013 Super Bowl blackout: “You can still dunk in the dark.” By being quick enough to reference a live event that millions were experiencing in real-time, the tweet went viral, earning the brand massive engagement and cementing its reputation as a savvy and relatable voice. 

Brands like Wendy’s and Duolingo have mastered the art of leveraging pop culture on social media. Wendy’s consistently uses humor and memes to engage with followers, while Duolingo’s TikTok account features playful nods to trends and internet culture. Both brands have become standout examples of how staying current can translate into millions of views and a loyal fanbase.  

The Role of Pop Culture in PR and Media Strategies 

While pop culture is a valuable tool for advertising and marketing purposes, it also plays a big role in PR and media strategies. With cultural trends being as unpredictable as they are, a PR professional must first understand the trend itself to be able to craft timely pitches, align clients with relevant stories and secure strong media coverage.  

PR firms can find ways to tie their client’s messaging into conversations around a major cultural event. This could mean securing high-profile media placements in publications covering the trend to build brand awareness. You can also build strong leadership for your clients by offering reactive commentary that showcases your client and their brand in the best light.  

Jumping on Trends and Avoiding Backlash 

Staying informed about pop culture isn’t just about jumping on trends — it’s also about understanding how to avoid missteps while simultaneously capturing cultural moments. A poorly executed campaign or an outdated reference can quickly backfire, leading to public backlash.  

For example, Pepsi’s 2017 ad featuring Kendall Jenner was roundly criticized for attempting to solve social justice issues with a can of soda. The ad was tone-deaf and seen as trivializing a national issue. This misstep showcases the risk that brands take when choosing to utilize social movements without a deep understanding of the issues at hand, emphasizing the need to stay informed and create thoughtful messaging.  

PR professionals must also take on the role of a “cultural knight” or “gatekeeper” when it comes to advising clients on what best aligns with their values or what might be perceived as disingenuous to their mission. PR professionals who fully understand pop culture and its nuances can help clients navigate trending conversations adequately, ensuring their messaging aligns with their audience’s expectations. 

Building Cultural Relevance through Competence  

Leveraging pop culture in your strategies is about more than just being “trendy”; it’s about understanding the cultural fabric that collectively shapes how people think, feel and connect. At TASC, we help brands craft compelling narratives and drive lasting impact while staying informed on popular culture. We help mission-driven nonprofits and organizations tell stories that are authentic to their cause. Whether it’s by keeping tabs on the latest TikTok trends, following award show moments or understanding the cultural significance of rising social movements, staying informed about these trends will always be critical for PR and marketing professionals. 

Down the Reddit Hole: Five Things PR Professionals Should Know about Reddit 

By: Jamila Dawkins

Among both PR professionals and clients, Reddit is often seen as a breeding ground for crises rather than an invaluable tool. However, while it may seem inscrutable to the uninitiated, Reddit — like any other social media platform — can be leveraged to your advantage. Not convinced? Here are our answers to five of the most asked questions about how to best use it in the world of PR. 

1. What is Reddit and How is it Different from Other Social Media Platforms? 

Reddit is a platform that consists of forums, or subreddits, dedicated to a shared interest. A foodie, for example, may join r/Cooking to discuss recipes, personal stories and news in the cooking world. 

You may have heard Reddit referred to as “the front page of the internet.” It’s a fitting title — with a subreddit for every interest, it’s rare to put a query into Google that won’t return a Reddit post on the first page. To that point, Reddit recently signed a deal with Google allowing Google to train its AI models on Reddit content, so the AI overview seen at the very top of Google results is often pulling from a decade worth of Reddit content. 

Because Reddit is structured around niche, highly engaged communities, the content, rather than the creator, is the focus. Many Redditors use the platform anonymously, and Reddit influencers are rare. 

Further, Reddit’s character limit is 40,000, high enough to encourage in-depth conversation and commentary. Unlike Instagram or TikTok, photos and videos are welcome, but not vital to the virality of a given post.  

2. Why Should PR Professionals Care about Reddit? 

Any good PR professional should be where their client’s target audience is — and chances are, your client’s target audience is on Reddit.  

Much like any newsletter subscription or niche podcast, Reddit can be an important resource for monitoring actionable trends. Subreddits relevant to clients are great for brand listening, and the honest feedback gleaned from Reddit conversations can fill gaps in research and sharpen strategy. A recent example of this lies in Justin Baldoni’s PR team’s use of Reddit to take the temperature of public sentiment during the It Ends with Us media storm. According to the New York Times, one of Baldoni’s digital strategists claimed that “We are crushing it on Reddit,” inspiring alarmed reactions from Redditors. 

PR professionals working for consumer/tech brands also have much to gain from building a Reddit presence. Reddit is a top resource for purchasing advice, as its forum structure creates a word-of-mouth effect that can feel more trustworthy than websites filled with affiliate links. Being active in relevant communities (without resorting to self-promotion) can keep your brand in conversation when your audience arrives looking for advice. Check out this guide from Reddit for brands using the platform. 

As well as posting in forums of interest, consider holding an Ask Me Anything (AMA). Reddit can be fertile ground for thought leadership and candid community engagement — if Bill Gates’ multiple viral AMAs are any indication. 

Furthermore, as Reddit cashes in by allowing AI companies access to their content, posts made on Reddit will continue to inform the output of rapidly evolving models like ChatGPT and Gemini. Reddit has even launched its own AI feature, Reddit Answers, that sources its responses from Reddit alone.  

These are avenues for discoverability that shouldn’t be overlooked. As the landscape of AI continues to shift, Reddit is just one more basket in which to place your eggs.  

3. Which Subreddits Should PR Professionals Explore? 

To find subreddits related to your clients, try searching for keywords related to their industry. You can also consult r/FindaReddit for a detailed directory to get you started. 

PR professionals looking to explore their craft with industry peers may enjoy subreddits such as r/PublicRelations, r/Marketing, r/Copywriting and r/SocialMedia.  

4. Can Reddit Be Used for Crisis Management? 

Reddit can be used to address concerns directly and facilitate open dialogue with stakeholders. For example, to communicate updates regarding the Biden-Harris administration’s response to Hurricane Milton and Helene, The White House launched a Reddit account that provided relief updates, pushed back on misinformation and shared photographs of the former president on the ground. By posting on state-specific subreddits, as well as more general communities like r/Pics and r/News, they were able to meet people where they were via grassroots and community outreach.  

Clients in crisis can do the same, monitoring sentiment in subreddits of interest and, if appropriate, engaging thoughtfully with stakeholders. 

5. Are There Risks to Using Reddit in PR, and How Can They Be Avoided? 

Every social media platform has a unique potential for backlash, and given the insularity of some Reddit communities, negative sentiment can be amplified quickly. However, conducting thorough research beforehand and being proactive in monitoring discussions can prevent you from stoking any latent fires. 

On that note, some advice: overt promotion is a guaranteed way to lose any and all goodwill on Reddit. Engage authentically and maintain transparency to mitigate the risk of adverse reactions. 

Ready to Reddit? 

Take this as your sign to start viewing Reddit as an avenue for public relations. Whether you’re lurking or launching a campaign, becoming a Redditor can make your work as a PR professional more dynamic and comprehensive! 

The Power of PR for Social Justice Movements 

By: Darwin Morales-Ortiz

Social justice, defined as the “fair treatment and equitable status of all individuals and social groups within a state or society,” remains central to movements addressing inequities and advocating for systemic change in the United States. From the Women’s March to Black Lives Matter, movements like these have helped transform political discourse, called for systemic reform and inspired action across the world. Yet, many face resistance such as public scrutiny and oppositional forces.  

Behind the scenes, PR professionals play an important role in navigating the media landscape for these movements, helping them gain visibility and support. By shaping narratives, amplifying messages and building up leaders, PR is the unseen force connecting movements with the public and bringing their calls for change to the forefront of societal conversations. Here’s how successful social justice movements count on public relations to amplify their voices and work towards their goals.  

Crafting Compelling Narratives 

Shaping media narratives is a crucial part of any social justice movement. Through strategic media relations and clear messaging, PR professionals ensure consistent communication across various outlets, giving movements a voice that resonates with the public, generates conversation and drives change.   

For instance, when working with the Trayvon Martin Foundation, The TASC Group leveraged the onslaught of media attention to address the current Stand Your Ground Laws and share the family’s message of nonviolence. With the Heather Heyer Foundation, The TASC Group carefully selected media opportunities to amplify its message and gain credibility. In both cases, ongoing public relations efforts utilized media attention to generate conversations and unite the public around shared values, driving support and action. Consistent media relations efforts and compelling storytelling ensured that their narratives reached a wider audience, allowing them to advocate for change more effectively. 

Defending The Message 

Defending the message and fighting back against misinformation is another important piece in the role of public relations within social justice movements. These efforts are necessary not only for safeguarding the individuals and organizations involved, but also for the movement itself. These efforts can include sharing corrective messaging through media interviews, press releases, social media content and evidence-based responses to false information circulating. PR professionals can even work with journalists to correct misstatements or to clarify any misconceptions. 

During the trial following the death of Trayvon Martin, The TASC Group worked with the Trayvon Martin Foundation to manage crisis communications. Facing ongoing media scrutiny and the public’s attention, The TASC Group took action to counter a negative portrayal of Trayvon that was gaining traction. In an effort to paint Trayvon in a negative light, the media used a picture of him in a hoodie and labeled him a “thug”. In response, The TASC Group worked with reporters to present an accurate picture of who Trayvon was, sharing other photos and emphasizing he was just a boy. Also helping to shift the narrative, celebrities collaborated with Ebony magazine on a cover photo shoot, to destigmatize wearing hoodies. 

Building Credible Voices 

Positioning key figures as national spokespeople can help amplify the movement’s mission. This, however, can prove to be challenging when that spokesperson has a personal connection to the issue and is in the process of navigating emotional challenges. This was the case for Susan Bro, who, after her daughter’s death in Charlottesville, stepped up to create the Heather Heyer Foundation in honor of her daughter’s memory.  

The TASC Group helped Susan with media training and strategic messaging to effectively communicate the foundation’s mission. As Susan acted as a spokesperson at high-profile events such as the MTV Video Music Awards, she was able to gain media attention and public support. Through these strategies, Susan was able to gain credibility as well as support for herself and the foundation. 

Spokespeople can become the face of a movement, offering a personal touch to their mission. Through public relations efforts, their voices are amplified to reach a broader audience. By crafting impactful messages and identifying the right platforms, PR professionals help spokespeople connect with key audiences, build trust and credibility and inspire action. By focusing on the individual’s personal story and experiences, these efforts can add a humanizing effect to the movement which can create a deeper connection with the public.  

Why PR is Essential for Social Justice Movements’ Success 

Public relations is integral to the success of social justice movements. PR professionals play a key role in steering public discourse, shaping narratives and advocating for powerful and influential voices, ensuring that their messages reach the right spaces. These strategies allow movements to increase their reach, elevate their missions and push for meaningful change. Public relations should always be a consideration in any social justice movement to ensure that their mission is amplified effectively.

PR & Fundraising: How They Work Together

By: Jennifer Lawrence

PR or Fundraising? How Nonprofits Should Choose What to Invest in

Public relations plays a vital role in fundraising and development efforts for nonprofit organizations. Communications is the foundation of relationship building, audience development and telling your story of impact. However, it’s also often overlooked.

Too many nonprofits face a circular problem: they don’t have sufficient funds to invest in marketing, communications and advocacy initiatives, and in turn they aren’t able to raise their profile to attract more funding. This issue constrains their growth and limits their ability to serve.

The key to solving this dilemma is to not think of PR and fundraising as two separate investments but rather to see that they are one and the same.

Fundraising is Storytelling

Any great fundraiser will tell you that their secret lies in storytelling. As a PR firm for nonprofits and mission-driven organizations, we often hear from nonprofit leaders that they believe the work should speak for itself – that others should understand their cause innately and be moved by it. Sometimes this can be true, but more often than not, it’s not enough. Nonprofits need to be consistently telling their story, making their case as to why their cause and work is important and elevating their profile to get in front of those that can help you grow your organization.

Donors and funders need to understand where their funds are going, why the work is important and why your organization should be trusted with those funds. By crafting your story, showcasing your impact and training your staff and leadership to tell your story in a compelling way, you can attract and retain the right donors.

Where PR makes a difference for fundraising:

Creating a Compelling Story

Crafting your story begins with your impact. Who have you helped? How have you helped them? What actions did you take that moved the needle? What stories can you tell that showcase it?

Pull together any numbers you have that illustrate your impact. Look for individuals helped by your work that can speak on your behalf. Measure your impact on the issues you tackle on a societal scale.

From there, you can put together compelling messaging that everyone in your organization can rely on, from your executive director to your front-line teams.

Preparing to Answer Discerning Questions

Stay consistent, be transparent and be prepared to answer questions from discerning donors. Understand what questions could arise and be prepared to answer them.

Review your finances – what percentage of your budget goes to programmatic work, are your salaries in line with other organizations in your industry, etc. Your 990 tells a lot more of your story than you might assume, and it’s an important place to start. Donors will want to see your financial statements, so make sure they’re telling the story you want them to tell.

Sharing Your Story

Once you understand your story, it needs to be disseminated through the right channels. This means making sure your story is told clearly across your owned channels first. Consider which avenues you have for communicating to your audience already. From social media to newsletters to your website, you must incorporate and reiterate your key messages.

Then incorporate this messaging into all of your fundraising materials. Your annual reports, donor materials and grants should all speak from the same data, information and story.
Finally, when all messaging has been set in place, it’s time to take your story to the media.

Securing Media Coverage

Donors need to know that you exist, believe in your mission and know that your organization is credible. Securing media coverage of your organization – a feature in a local newspaper, an interview on a local broadcast channel or on the radio or a quote from a senior leader in a national outlet – puts you in front of larger, new audiences and builds credibility for your organization. It’s a great way to be on the record with what you do, advocate for the issues you focus on, have reporters vet you and establish your organization as a leader in your industry. Media coverage can even be leveraged for grant applications.

At TASC, we’ve seen media coverage result in donor outreach, volunteer offers, increased engagement from the board, new partnerships, awards and recognition, legislative action and much more. You can see our case studies here.

Investing in PR is Investing in Fundraising

For nonprofits looking to raise funds and increase their impact, consider how your communications and public relations efforts are aligned with your fundraising goals. If they aren’t working together, you’re missing out on real profits for your organization. You don’t need a huge investment or a massive budget to accomplish your goals. By thinking and working strategically, you can hit both your communications and fundraising targets.

Looking for a partner to tell your story and elevate your organization? Reach out to TASC. We’re here to help.

Navigating Change: PR Trends from 2024 and What’s Ahead in 2025

By: Darwin Morales-Ortiz

2024 is now coming to an end, and it has been another transformative year for the public relations industry. With the continuous evolution of Artificial Intelligence (AI), shifting audience behavior and the ever-changing media landscape, the ability to adapt has been as important as ever for PR agencies and professionals.  

As we reflect on the changes that shaped this year, a few trends stand out as key shifts for the industry. Here’s a closer look at the trends that defined public relations in 2024. 

The Changing Landscape of News Consumption 

As media consumption continues to evolve, both traditional news platforms and the rise of news influencers are shaping the way the public stays informed. According to the Pew Research Center, only 26% of U.S. adults at least sometimes turn to print for news, while 86% say they turn to digital devices at least sometimes.  

As PR professionals, we need to be aware of the rise in alternative sources, such as podcasts, Bluesky and Substack. News influencers – individuals who use social media to cover and comment on current events – have also continued to emerge as popular sources for information. A different study by the Pew Research Center found that 21% of U.S. adults said they regularly got news from news influencers on social media. However, despite their influence, 77% of these influencers have no background in traditional news organizations, raising concerns about the continuing spread of misinformation.  

The Rise of Podcasts 

One notable shift this year has been the growth in popularity and influence of podcasts. According to HubSpot, 53% of Americans aged 18 and older say that they listen to podcasts at least monthly. With such a rise in listeners as well as in time spent listening, podcasts – once considered fringe news sources – have been able to position themselves among other mainstream mediums. This rise has also seen notable figures begin to use podcasts in order to reach a broader audience. During the recent presidential election, Donald Trump appeared on The Joe Rogan Experience and This Past Weekend w/ Theo Von, while Kamala Harris appeared on Call Her Daddy. 

Bluesky: The Newest Social Media Platform to Watch 

Bluesky has experienced substantial growth, now boasting over 24 million active users. This surge in users is partly due to a large number of users leaving X (formerly known as Twitter) for other platforms. Some brands and celebrities have also followed suit by proactively moving to Bluesky. Although Bluesky’s future is uncertain, the platform has the potential to become an important player of the social media landscape, offering PR agencies and professionals new opportunities for engagement and outreach. 

Substack Is Reshaping the Media Landscape 

Substack, a platform for publishing subscription-based newsletters, currently has 35 million active subscriptions and over 3 million paid subscriptions. Recently, Taylor Lorenz, a former reporter for The Washington Post and technology commentator, shared that her decision to join Substack stemmed from her desire to have creative freedom, allowing her to write about whatever she wants. Substack’s model allows creators to build relationships directly with their audiences, making it an attractive option for PR agencies looking to expand their media relations efforts. As the platform continues to grow, Substack has proven to be a valuable addition to PR strategies. 

Artificial Intelligence: Revolutionizing The PR Landscape 

Artificial Intelligence (AI) continues to be a hot topic years after its introduction. While some communications professionals from well-known organizations have been open about embracing AI and how they’ve benefitted from it, there are others who are still reluctant to adopt it. As AI continues to evolve, so will its role within public relations. However, it’s important for PR professionals to be careful of the risks, such as misinformation and privacy concerns, when incorporating AI into PR strategies. 

Looking Ahead: What to Expect in 2025 

As we move into 2025, the public relations landscape will continue to evolve with consumer behavior and technological advancements.  

As media consumption continues to change and with the social media landscape changing through the rise of new platforms and migration of users, PR and social media strategies will need to be more flexible to effectively engage audiences. 

With digital platforms, podcasts and platforms such as Substack growing in influence, public relations professionals will need to broaden their approach. Going forward, media relations strategies may need to start looking into more niche sources to reach appropriate audiences. Additionally, as podcasts become a larger part of the media landscape, PR professionals will need to consider media training for podcast appearances if they haven’t already. 

Get ready! The future of PR is set to get even more interesting.

Measuring Impact and Rebuilding Brand Reputation After a PR Crisis: A Comprehensive Guide

By: Cecilia Apodaca

In today’s fast-paced media environment, a single misstep can quickly escalate into a full-blown public relations crisis, threatening the very foundation of your brand. Whether you’re a major corporation, a small business or a nonprofit organization, the way you handle a PR crisis can define your brand’s future. Crisis management is not just about damage control—it’s about taking strategic steps to rebuild brand reputation, restore trust and emerge stronger.

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A Crisis Happened, Now What?

When a crisis hits, the first response often involves damage assessment and rapid action to mitigate the situation. Once the initial dust settles, the real challenge begins: rebuilding your brand image. 

In the immediate aftermath, it’s easy to feel overwhelmed or defeated, but it’s crucial to remember that with the right strategy, a brand can recover from even the most severe reputational damage.

Is Everything Lost?

Not necessarily. While a crisis can undoubtedly cause significant harm to your brand’s reputation, it doesn’t have to be the end of the road. In fact, many brands have successfully navigated through PR crises, emerging with a renewed sense of purpose and a stronger connection with their audience. 

The key lies in understanding the depth of the impact and taking measured, strategic steps to rebuild trust.

Can a Brand Survive a PR Crisis?

Absolutely. History is filled with examples of brands that have not only survived but thrived after a crisis. The path to recovery often involves honest communication, swift action and a long-term commitment to regaining the public’s trust. 

A brand’s ability to survive a crisis depends on its crisis management strategy, the effectiveness of its communication and its willingness to learn from the event.

Measuring Impact

The foundational step to rebuilding your brand reputation is measuring the impact of the crisis. An organization must assess the extent of damage to your brand image, understand the public’s perception and analyze the financial implications. 

Key metrics to consider include:

  • Media Coverage: Analyze the tone, volume and reach of media coverage during and after the crisis.
  • Social Media Sentiment: Monitor social media channels to gauge public sentiment and identify any shifts in perception.
  • Stakeholder Feedback: Gather feedback from customers, partners and employees to understand their perspectives.
  • Brand Metrics: Evaluate changes in brand awareness, trust and loyalty through surveys and market research.
  • Financial Impact: Assess any financial losses, including a decline in sales, stock prices or donations for nonprofit organizations.

Steps to Rebuild Brand Reputation

What can an organization do after assessing the damage? A post-crisis communications plan requires a multifaceted approach that addresses both immediate concerns and long-term strategies. 

However, it is crucial to understand that a crisis strategy is unique to each organization and each crisis. Consult with a PR professional to determine the best approach for your situation. 

Here is a blanket approach to how an organization can begin to rebuild their reputation. 

1. Respond

  • Acknowledge the Issue: Work with a PR consultant to craft an apology to acknowledge the crisis and take responsibility where appropriate. Transparency is critical in regaining trust.
  • Commit to Change: A sincere apology, coupled with a commitment to corrective actions, can go a long way in mending relationships.
  • Engage with Stakeholders: Communicate directly with key stakeholders, including customers, employees and partners, to keep them informed and reassured.

2. Rebranding or Refining Brand Image

  • Reevaluate Brand Values: In the wake of a crisis, it’s essential to reassess your brand values and ensure they align with the expectations of your audience.
  • Update Messaging: Adjust your messaging to reflect any changes in your brand’s direction and to address the concerns raised during the crisis.
  • Rebranding (if necessary): In some cases, a complete rebranding may be required to distance the brand from the negative connotations of the crisis.

3. Develop a Long-Term Strategy

4. Prevention/Thinking Ahead

  • Develop a PR Crisis Plan: The best defense against a future crisis is a well-prepared crisis management plan. This should include clear protocols, designated spokespeople and a communication strategy.
  • Crisis Simulation Training: Regularly conduct crisis simulations to ensure your team is ready to respond swiftly and effectively.
  • Monitor and Adapt: Continuously monitor brand sentiment and be prepared to adapt your strategy as needed to avoid future crises.

The Importance of Having a PR Crisis Plan 

Having a crisis management plan in place is not just a safeguard; it’s an essential part of maintaining your brand’s reputation. A well-prepared team can act quickly, minimizing the damage and setting the stage for recovery. A PR agency, especially one experienced in crisis public relations strategies, can provide the expertise needed to navigate the complexities of a PR crisis, ensuring that your brand emerges stronger.

At TASC, we specialize in crisis management and rebuilding brand reputation for businesses and nonprofit organizations. Our expert team is ready to help you navigate the challenges of a PR crisis, from immediate response to long-term recovery. If you’re facing a crisis or simply want to be prepared, don’t hesitate to reach out. Together, we can protect and strengthen your brand.

About TASC

The TASC Group is a boutique public relations firm dedicated to helping mission-driven organizations amplify their message and achieve their goals. With a strong foundation in social justice and human rights advocacy, TASC brings a unique perspective to public relations, offering services ranging from crisis management and media relations to thought leadership and nonprofit storytelling. 

Our team of seasoned professionals is passionate about driving change and making a positive impact on the world. Let us be your trusted partner in building and maintaining your brand’s reputation.

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Media Training for Thought Leaders: A Key to Amplifying Your Influence

By: Cecilia Apodaca

For thought leaders—those who are acknowledged as authorities within their respective fields—engaging effectively with the media is not merely a choice, but an essential component of their influence. Media training is a vital resource that empowers thought leaders to elevate their platform, refine their messaging and master the nuances of communication.Through comprehensive media training, thought leaders can seamlessly combine their expertise with the power to influence, ensuring that their insights not only reach the right audience but also leave a lasting impact. This training helps transform knowledge into compelling narratives that resonate deeply, fostering greater credibility and driving meaningful conversations in their industry.

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Thought Leadership: An Overview

Thought leadership is the strategic positioning of individuals or organizations as the go-to sources for insights, expertise and innovative ideas within a particular industry. 

A thought leader is more than just an expert; they are recognized as trendsetters and influencers who shape the discourse in their field. By consistently sharing forward-thinking perspectives, thought leaders build trust and credibility, driving meaningful conversations that can lead to social change, business growth or increased public awareness.

Why Do Thought Leaders Need Media Training?

While thought leadership is rooted in expertise, effectively communicating that expertise to the public requires a different set of skills. Media training is essential for thought leaders because it helps them refine their messaging, manage their public image and navigate complex media landscapes. 

Here’s why media training is indispensable:

  1. Message Clarity: Even the most knowledgeable experts can struggle to articulate their ideas in a clear and concise manner. Media training helps thought leaders distill complex information into digestible and impactful soundbites that resonate with their audience.
  2. Crisis Management: In times of crisis, the public looks to thought leaders for guidance and reassurance. Media training equips them with the tools to handle tough questions, maintain composure under pressure and communicate effectively during high-stakes situations.
  3. Consistency in Messaging: A thought leadership strategy often involves multiple channels—social media, interviews, public speaking and more. Media training ensures that thought leaders deliver a consistent message across all platforms, strengthening their brand identity.
  4. Building Confidence: Speaking to the media can be intimidating, even for seasoned professionals. Media training builds confidence by simulating real-world scenarios, helping thought leaders become more comfortable and effective in front of the camera or microphone.
  5. Enhancing Credibility: How a thought leader presents themselves can significantly impact their credibility. Media training focuses on non-verbal communication, body language and tone of voice, ensuring that thought leaders exude confidence and authority.

What Does Media Training for Thought Leaders Include?

Media training for thought leaders is a comprehensive program designed to enhance every aspect of public communication. It typically includes:

  1. Message Development: Crafting key messages that align with your thought leadership strategy and resonate with your target audience.
  2. Interview Techniques: Learning how to handle different types of media interviews, from live broadcasts to print interviews, including how to stay on message and avoid pitfalls.
  3. Crisis Communication: Developing strategies for managing communication during and post-crisis, including how to respond to tough questions and maintain public trust.
  4. Presentation Skills: Enhancing public speaking abilities, including voice modulation, pacing and engaging with the audience.
  5. Media Simulations: Practicing real-life media scenarios to build confidence and ensure readiness for any media engagement.
  6. Non-verbal Communication: Focusing on body language, eye contact and facial expressions to project confidence and credibility.

Working with a Thought Leadership Expert

Collaborating with a thought leadership expert or a PR consultancy specializing in media training can elevate your ability to influence public discourse. With the right partnership, these experts offer personalized coaching that aligns with your thought leadership marketing strategy, helping you develop the skills needed to become a compelling and authoritative voice in your field.

Need to Polish Your Communication Skills? We Can Help!

At TASC, we specialize in media training for thought leaders, helping individuals and organizations amplify their voices and make a meaningful impact. Our tailored programs are designed to enhance your communication skills, build your confidence and ensure that your messages resonate with your audience. If you’re ready to take your thought leadership to the next level, reach out to us today.

About TASC

TASC Group is a boutique public relations firm based in New York City, committed to empowering mission-driven organizations and individuals to become influential thought leaders. Check our thought leadership case studies. With expertise in crisis management, media relations, and nonprofit storytelling, TASC offers a unique blend of strategic insight and hands-on support to help our clients navigate the complexities of public communication.

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Harnessing the Power of Events for Nonprofit PR

By: Cecilia Apodaca

Harnessing the power of events can significantly boost your organization’s visibility, fundraising efforts and overall mission impact. Nonprofit events are strategic opportunities to engage supporters, raise awareness and build a solid brand reputation. Whether you’re organizing a gala, a community outreach program or a fundraising event, effective event management is crucial in ensuring your nonprofit stands out in a crowded space.

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How Nonprofits Benefit from Events

Events serve as a powerful tool for nonprofit organizations, offering multiple benefits that extend far beyond the day of the event. From raising crucial funds to building lasting relationships with donors and enhancing the organization’s public image, there are various advantages of well-executed nonprofit events.

Events Can Serve Different Purposes

  1. Fundraising Events: Galas, auctions, and benefit dinners are classic examples of fundraising events that can generate substantial revenue for nonprofits. They offer a platform to directly connect with potential donors and showcase the impact of their contributions.
  2. Raising Awareness: Events designed to inform and educate the public about a cause or mission are instrumental in increasing visibility and support. Whether it’s a community event, a walkathon or an awareness campaign, these activities help spread the word and mobilize action.
  3. Strengthening Community Bonds: Nonprofit events often bring together like-minded individuals, fostering a sense of community and shared purpose. This is crucial for building a loyal base of supporters who are passionate about your cause.

Types of Nonprofit Events

While galas and fundraising dinners are the most well-known, there are various other types of events that nonprofits can leverage:

The Importance of Well-Managed Events

A well-managed event can elevate a nonprofit’s brand, increase its reach and amplify its message. Poorly managed events, however, can have the opposite effect, leading to wasted resources, negative press and damage to the organization’s reputation. Effective event management involves careful planning, execution and follow-up, ensuring that every aspect of the event aligns with your nonprofit PR strategy.

Managing a Nonprofit Event: Step by Step

  1. Define Your Goals: Start by identifying the primary objective of your event. Are you aiming to raise funds, increase awareness or strengthen relationships? Clear goals will guide your event planning process and help you measure success.
  2. Build a Comprehensive Marketing Strategy: Utilize various channels such as social media, email campaigns and media relations to promote your event. PR communications are key in building anticipation and driving attendance.
  3. Secure Sponsorships and Partnerships: Engage with businesses and other organizations that align with your mission. Sponsorships can provide much-needed financial support and enhance the credibility of your event.
  4. Plan the Logistics: From selecting the venue to arranging catering, every detail needs to be meticulously planned. Consider aspects like accessibility, capacity and the technical requirements for presentations or performances.
  5. Engage Your Audience: Whether through interactive sessions, live social media updates or post-event surveys, engaging your audience keeps them connected to your cause and more likely to support future events.
  6. Measure and Analyze Results: After the event, assess its success based on your initial goals. This can include metrics like funds raised, media coverage and attendee feedback. Use these insights to refine your nonprofit PR strategy for future events.

Avoiding Pitfalls

Even with the best planning, things can go wrong. Common pitfalls include poor time management, inadequate promotion and failure to engage with the media. Crisis management strategies should be in place to handle any unforeseen issues that may arise, ensuring that your event does not negatively impact your organization’s brand reputation.

How a PR Firm Can Help

A public relations firm brings expertise in managing media relations, crafting compelling nonprofit storytelling and executing PR campaigns that resonate with your audience. They can help develop a PR plan for nonprofits that not only promotes your event but also aligns with your overall mission and long-term goals. From crisis public relations strategies to managing your brand’s reputation, a PR consultancy can provide the support needed to make your event a success.

Conclusion

Effective event management is a vital component of a successful nonprofit PR strategy. By carefully planning, executing and evaluating your events, you can maximize their impact and advance your organization’s mission. If you’re looking for expert guidance in planning your next nonprofit event, get in touch with us today to learn how we can help you achieve your goals.

About TASC

At TASC, we specialize in providing tailored PR services that meet the unique needs of nonprofit organizations. Our team is dedicated to helping you amplify your mission, engage your audience and make a lasting impact. With a deep understanding of the challenges faced by nonprofits, we offer strategic PR communications, media relations and event management services designed to elevate your brand and drive results. Check out our case studies to see how we’ve helped organizations in the past. Let us be your partner in creating powerful narratives and memorable events that resonate with your supporters and advance your cause.

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The Complete Guide to Thought Leadership: Elevating Your Voice with Strategic Insight

By: Cecilia Apodaca

In today’s world, standing out as a credible and influential voice is more important than ever. Whether you’re a brand, organization or nonprofit, establishing yourself as a thought leader can significantly enhance your reputation, deepen your impact and drive meaningful engagement with your target audience. 

But how do you begin this journey? Where does one start to build thought leadership? And what does it truly mean to be a thought leader?

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What Is Thought Leadership?

Thought leadership is a strategic approach where individuals or organizations establish themselves as authorities in their field, offering unique insights, expertise, and perspectives on relevant topics. A thought leader is not just knowledgeable but is recognized for their ability to shape opinions, influence decisions, and drive conversations within their industry.

Thought leadership goes beyond simple content creation; it’s about consistently providing valuable, forward-thinking insights that resonate with your audience, positioning you as a trusted source of knowledge. Whether through thought leadership content like blogs, white papers, podcasts or public speaking engagements, the goal is to build credibility and foster trust.

Case Study: Greta Thunberg 

Consider Greta Thunberg, who began her climate activism at just 15 years old by protesting at her school. Over time, Greta evolved into a global thought leader in the climate change movement. Her fearless approach and ability to hold powerful institutions and world leaders accountable for their environmental actions have solidified her position as a pivotal figure in the fight against climate change.

Greta’s rise as a thought leader within the environmental sector is a testament to her ability to craft a resonant, authentic voice that speaks directly to the concerns of younger generations. Her activism has mobilized millions of people worldwide, pushing climate change to the forefront of global discussions and influencing international policy decisions. 

Through her strategic communication, Greta has not only become a leader within the environmental field but has also inspired a new wave of activism and awareness across the globe.

Thought Leadership Is More Than Just Expertise

In essence, thought leadership is about more than just sharing information; it’s about leading the conversation, setting the agenda and inspiring change. By consistently providing valuable insights and being a voice of authority, thought leaders can drive significant impact and help shape the future of their industries.

Why Is Thought Leadership Important for Brands, Organizations, and Nonprofits?

For brands, organizations and especially nonprofits, public relations is crucial in expanding your impact. A thought leadership platform, one key element in any communications strategy, is especially useful for several reasons:

  1. Enhanced Brand Reputation: Establishing yourself as a thought leader helps build a positive reputation. When your audience sees you as an expert, they’re more likely to trust your brand and engage with your content.
  2. Increased Visibility: Thought leadership content is often shared widely, increasing your visibility and extending your reach within your industry.
  3. Strengthened Authority: Being a thought leader solidifies your position as an industry authority. This can lead to more speaking engagements, media opportunities and partnerships.
  4. Support for Mission-Driven Causes: For nonprofits, thought leadership is particularly valuable in advancing your mission. It allows you to highlight important issues, advocate for change and mobilize support from the public and stakeholders.
  5. Crisis Management: Thought leadership can be an essential component of crisis management. By proactively addressing challenges and providing expert insights, especially in an era of cancel culture, you can control the narrative and maintain trust during difficult times.

External Benefits of Thought Leadership 

The benefits of thought leadership extend across multiple areas, including:

  • Building Trust and Credibility: Consistent thought leadership demonstrates expertise and reliability, helping to build long-term trust with your audience.
  • Driving Engagement and Advocacy: Thought leaders attract passionate followers who engage with their content and advocate on their behalf.
  • Influencing Industry Trends: As a thought leader, you have the power to shape industry trends and influence public opinion, driving the conversation in your favor.
  • Attracting Media Attention: Thought leadership positions you as a go-to source for media, leading to increased opportunities for coverage and exposure.
  • Supporting Fundraising Efforts: For nonprofits, thought leadership can be a powerful tool in fundraising, helping to build relationships with donors and secure funding for your cause.

Building a Thought Leadership Strategy Step-by-Step

Creating a successful thought leadership strategy involves several key steps:

  1. Identify Your Niche: Start by identifying the areas where you can offer unique insights. Focus on topics that align with your expertise, audience interests and organizational goals.
  2. Develop a Content Plan: Outline the types of thought leadership content you’ll create, such as articles, white papers, webinars or podcasts. Ensure your content is valuable, informative and aligns with your strategic goals. Conduct a thorough media training before engaging with your audience to practice effective communications strategies. 
  3. Engage with Your Audience: Thought leadership is not a one-way street. Engage with your audience by responding to comments, participating in discussions and soliciting feedback. 
  4. Leverage Media Relations: Partner with media outlets to publish your thought leadership content. This could involve pitching op-eds, securing interviews or collaborating on features.
  5. Utilize Social Media: Amplify your thought leadership content on social media platforms to reach a broader audience and foster community engagement.
  6. Monitor and Adjust: Continuously monitor the performance of your thought leadership strategy and make adjustments as needed to stay relevant and effective.

What to Avoid

While building your thought leadership strategy, avoid these common pitfalls:

  • Lack of Authenticity: Thought leadership must be genuine. Avoid jumping on trends just to stay relevant; instead, focus on offering meaningful insights.
  • Inconsistency: Regularly publishing content is crucial. Inconsistency can cause your audience to lose interest and erode your credibility.
  • Ignoring Feedback: Thought leadership is a dialogue, not a monologue. Ignoring audience feedback can lead to missed opportunities and alienate your followers.
  • Overemphasis on Self-Promotion: While it’s important to promote your brand, excessive self-promotion can undermine your thought leadership. Focus on providing value first.

How Can You Measure Success? 

Success in thought leadership can be measured through various metrics, including:

  • Engagement Rates: Track likes, shares, comments and other forms of engagement on your content.
  • Media Mentions: Monitor how often your thought leadership is cited or mentioned in media outlets.
  • Audience Growth: Measure the growth of your audience over time, including followers on social media, subscribers to your newsletter and attendees at your events.
  • Inbound Opportunities: Track the number of speaking engagements, interview requests and partnership opportunities that arise from your thought leadership efforts.

The Benefits of Working with a PR Firm to Develop Thought Leadership 

Partnering with a public relations firm can significantly enhance your thought leadership strategy. A PR firm brings expertise in media relations, content creation and strategic communications, helping you to:

  • Craft a Targeted Strategy: A PR firm can help you identify your niche, develop a content plan and create a tailored thought leadership strategy that aligns with your goals.
  • Amplify Your Message: With established media connections, a PR firm can help you secure placements in high-profile publications, ensuring your message reaches the right audience.
  • Manage Your Reputation: In times of crisis, a PR firm can provide crisis public relations strategies that protect your reputation and maintain trust.
  • Measure and Optimize: PR firms offer tools and expertise to measure the success of your thought leadership efforts and make data-driven adjustments for continuous improvement.

Need Support in Elevating Your Voice? Let Us Help

Thought leadership is a powerful tool that can elevate your brand, drive engagement, and make a lasting impact. At TASC, we specialize in helping mission-driven organizations harness the power of thought leadership to achieve their goals. If you’re ready to take your thought leadership to the next level, we’d love to work with you. 

Contact us today to learn how we can help you build a successful thought leadership strategy.

About TASC

At The TASC Group, we specialize in strategic public relations and communications services for nonprofits. Whether you’re a nonprofit, a brand, or an organization dedicated to social justice, we’re here to help you navigate the complex media landscape and achieve your goals through thoughtful, strategic communication. Check out our previous successful thought leadership campaigns and see how we can take your platform to the next level.

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Crafting a Compelling Storytelling Strategy for Your Brand

In today’s digital age, storytelling has emerged as a powerful tool incorporated in public relations strategies for brands, organizations and nonprofits to connect with their audiences on a deeper level. By crafting compelling narratives, organizations can establish deeper connections with their audiences, drive engagement and ultimately foster growth and visibility.

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What Makes Messaging Relatable and Compelling?

Effective storytelling hinges on creating narratives that evoke emotions, convey authenticity and resonate with the values and aspirations of the audience. By weaving in personal experiences, impactful visuals and compelling narratives, organizations can foster genuine connections and inspire action. 

CEOs and other executives can utilize effective storytelling to also connect deeply with audiences. The success of a thought leadership platform hinges on compelling messaging, which can significantly influence the visibility and impact of a campaign.

It is important to craft messaging that resonates with the target audience in order to establish trust, build loyalty and enhance brand affinity. It humanizes an organization’s mission, making it more relatable and compelling to supporters, donors and stakeholders alike. 

Identifying the Right Audience and What They Expect to See

Understanding the organization’s audience demographics, interests, and motivations is crucial for tailoring storytelling efforts effectively. Conduct audience research to identify their preferences, challenges, and aspirations, ensuring your messaging aligns with their expectations and resonates on a personal level.

Adapting Storytelling to Your Organization’s Mission

Align the storytelling with an organization’s mission and values. Highlight how the nonprofit’s initiatives and achievements contribute to broader societal goals, emphasizing impact and relevance to the target audience’s lives. Social media is a powerful platform to showcase a human element to an organization’s storytelling, whether that be through showcasing participant stories, participating in ongoing trends or engaging more intimately with the audience. 

Messaging and Storytelling in Times of Crisis

Crafting narratives, and ensuring these messages are consistent across an organization’s internal team, is crucial to prevent a crisis from unfolding in the first place. If an organization finds itself in a crisis, authentic and empathetic storytelling is imperative to effectively repair their brand. The way an organization communicates during these moments can either mitigate reputational risks or exacerbate them.

Whether it be to the media, across social media platforms or just within the organization, it is imperative for the organization to reaffirm its commitment to transparency, accountability and dedication to the original mission. 

Building an Effective Storytelling Strategy

How can you develop a compelling storytelling strategy to further your public relations goals?

  • Define Your Narrative: Establish a consistent narrative that reflects your brand’s identity and resonates with your audience’s emotions.
  • Choose the Right Platforms: Select appropriate platforms and channels—such as social media, blogs and newsletters—that align with your audience’s preferences and engagement habits.
  • Create Engaging Content: Develop content that is authentic, compelling, and visually appealing, incorporating multimedia elements to enhance storytelling impact.
  • Ensure Consistency: When talking to the media or delivering content on behalf of your nonprofit, make sure all team members are educated on correct messaging. Media training and media relations strategies are tools to ensure all members are equipped with the necessary tools to share the nonprofit’s story. 
  • Measure the Success of Your Storytelling Efforts: Measure success through metrics such as audience engagement, content reach and conversion rates. Use analytics tools to track performance and gather insights for continuous improvement.

Do You Have a Story to Tell?

It is time for you to tell your organization’s story. Contact The TASC Group today to explore how our PR services can help craft narratives that resonate with your audience and amplify your organization’s impact.

At The TASC Group, we specialize in strategic public relations and communications services for nonprofits. With a focus on building meaningful connections and enhancing brand reputation, we empower organizations to communicate effectively and achieve their mission-driven goals.

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