The TASC Group

The TASC Group

Tips for Nonprofits During a Recession

Navigating a recession poses unique challenges for nonprofits, particularly in the realm of funding. Companies like Lehman Brothers and Merrill Lynch are recognized for large philanthropic donations to various charities, which many organizations depend on for increased revenue.

Whether you are relying on corporate fundraising or a specific donor, it’s important to diversify your fundraising strategies to ensure the strength of your organization during a recession.  

Unfortunately, during a recession, many nonprofits’ programmatic needs increase. Since people and institutions have less disposable income, nonprofits receive fewer donations and struggle to keep their charity functioning. Each year most charities set new goals to raise more money than the previous year, but during a recessionary period, the goal should be to maintain at least the previous year’s funding, and at the same time cut expenses.

Why Is This Important?

Some charities make the mistake of relying on a single huge revenue source. Although large projected donations are wonderful, you never know when they could unexpectedly be cut short. It’s best to prepare for the worst-case scenario.

Making sure that one donor doesn’t represent more than 10% of your revenue provides more independence and financial security for an organization. Diversifying your funds and holding net reserves help to ensure that your nonprofit will survive regardless of the economy.

Although large corporate sponsorships and donations garner lots of publicity, it’s important to identify other means of receiving financial support.

Benefits of Connecting with Funders 

With thousands of foundations in the US, many charities receive grants for programming through trusts. The largest in the country, the Bill and Melinda Gates Foundation, gave away $2,011,675,000 in the fiscal year ending in 2007. Additionally, high net worth individuals, who are passionate about your cause, can provide pertinent funding.

It may surprise you, but according to Giving USA large donations, like the $2 million that Angelina Jolie and Brad Pitt donated to the Global Health Committee, make up just 1.3% of overall donations. This means that 98.7% of funding comes from donors who give smaller, yet vital gifts. If your organization doesn’t already, you should implement a direct mail campaign to your supporters asking for donations.

Benefits of SEO and Website

Another way to gather support is by allowing people to give through your website. 

The convenience of donating online often makes people more inclined to give. This is one of many reasons why bolstering SEO and your digital footprint is crucial for the success of your organization. The higher amount of media hits and media presence will attract more viewers to your website. 

Although, gaining traction on your website is half the battle. Organizations must prove their credibility in order to appeal to donors. Media coverage is one avenue to amplify your message and to build trust among potential supporters. By strategically leveraging media opportunities, such as press releases, interviews, and features, you can effectively communicate your organization’s impact, achievements and ongoing initiatives to a wider audience. This heightened visibility enhances your reputation and encourages individuals to contribute to your cause.

Diversify and Strategize 

In essence, the guiding principle for nonprofits navigating recessions hinges on strategic financial planning.

By diversifying funding sources, safeguarding against overreliance, and fortifying reserves, organizations empower themselves to withstand the economic ebb and flow. Embracing these strategies not only secures immediate survival but also charts a course toward sustainability, enabling nonprofits to continue their vital missions despite the unpredictable economic landscape.To learn more about how TASC can craft a strategy to appeal to future donors and amplify your organization’s reputation, check out our PR and Communications services.

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How to Build an Effective Volunteer Recruitment Strategy

Volunteers are the lifeblood of nonprofit organizations, giving their time and services to serve as the backbone of many nonprofits. If managed effectively, the volunteer experience can be rewarding for both the individual and the organization. In this article, The TASC Group will explore the essential steps for implementing a volunteer program and recruiting volunteers effectively.  

A Framework for Effective Volunteer Recruitment

1. Assess Feasibility and Preparation 

Nonprofit Pro suggests that finding volunteers and convincing them to help can be a challenge, so nonprofits should consider the jobs they need filled first and then consider who could do those jobs best. 

Before diving into recruitment, nonprofits must assess whether the organization is ready to engage volunteers effectively. To make this decision, organizational leaders should evaluate the costs, scheduling, and volunteer management needs associated with setting up a volunteer program. If the organization fulfills each standard, it is equipped to welcome and support volunteers. 

2. Define Volunteer Roles 

To start, define clear roles and responsibilities for volunteers. A volunteer position should lay out clear expectations and responsibilities and be targeted to individuals who align with the specific roles outlined. For example, if you need volunteers for nature walks, explicitly seek out outgoing individuals who love the outdoors. 

3. Leverage Professional Skills 

Many nonprofits need more resources, funding, or skilled professionals to operate efficiently. By soliciting professional expertise as a donation, organizations can fill gaps. Professional consultants or freelancers, like web designers, teachers, project managers and accountants can provide valuable services to your organization. 

4. Utilize Word of Mouth and Community Outreach 

When building a volunteer network, lean on word of mouth and tap into your organization’s personal network to spread the word about volunteer opportunities. 

Locally, a nonprofit can collaborate with religious groups, schools, and community organizations to reach potential volunteers. Consider the benefits of partnering with programs like R.S.V.P. (Retired Senior Volunteer Program), which is a national network that matches volunteers to organizations.

According to NonProfit Pro, word-of-mouth fundraising also helps your nonprofit raise money by encouraging existing donors to share your mission with their networks. 

5. Harness the Power of the Internet 

Leverage your organization’s website to showcase the volunteer program and provide contact information for inquiries. The internet offers vast outreach potential to connect with a wider audience. Some of the most widely used volunteer matching sites include: Idealist, Network for Good and VolunteerMatch.

6. Effective Candidate Interviews and Screening 

During interviews, understand candidates’ motivations for volunteering, whether it’s learning, socializing, or contributing to a cause. Additionally, develop questions that outline how a candidate found your organization, whether they have past experience as a volunteer for a similar organization and what their availability is.

Match candidates’ skills, experience, and personalities to suitable roles for a fulfilling volunteer experience. An ideal volunteer experience aligns with volunteers’ interests and strengths. 

The ideal volunteer experience is when volunteers are interested in what they do—and are good at it! 

Beyond Recruitment

Implementing a successful volunteer recruitment strategy is essential for nonprofit organizations. By assessing readiness, defining roles, embracing professional skills, utilizing word of mouth and online resources, and conducting effective candidate interviews, you can build a robust volunteer program. Stay tuned for the second part of this discussion, which will focus on volunteer management and creating an educational and productive volunteer experience.

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Approaching Restricted Donations During Tough Times

With the constant economic uncertainty of the American economy post-pandemic, nonprofits must adopt a creative and agile approach to managing funds. In times of economic distress, this approach may involve utilizing restricted funds.  

In this blog, TASC will explain restricted funds, outline a hypothetical scenario that would warrant an organizational leader to approach a donor about lifting the restrictions and share a list of best practices for navigating such a situation should one arise.

What Are Restricted Funds?  

The Corporate Finance Institute defines restricted funds as “a reserve of money that can only be used for specific projects or purposes.” Consequently, restricted donations are ones where donors give money to fund specific projects. In moments of economic uncertainty, many nonprofits may be inclined to approach foundations, individuals or corporations who delivered restricted donations and ask them to release their constraints and allow such funds to go towards more critical areas lacking cash flow.  

A Scenario to Consider 

Consider this example. Say a donor delivers a large tranche of money to your charitable organization but does so with the agreement that the funds must go toward one specific program within your organization. In normal economic conditions, you have a responsibility to ensure these funds are used for the restricted purpose they’re assigned. 

However, if you’re in the middle of a recession or a once-in-a-lifetime global pandemic, you may lack the baseline funds to run the core tenets of your organization. If the organization fails, the donor’s program will fail with it. In that moment, a nonprofit leader has a responsibility to ensure the long-term viability of their organization, and this may require your team to approach a donor about lifting or loosening the rules on their restricted donation.  

Approaching Your Donors 

Restricted donations aren’t necessarily ironclad, and if nonprofits approach donors with a tactical plan regarding their contribution, donors may be willing to assist, lift restraints and ensure the long-term success of the burdened charity.  

If your nonprofit is facing such a situation, here are some steps to take when speaking with donors:  

  1. Take a sincere approach to understanding the intent of the donation  
  2. Have a clear budget of what amount can be used in other areas and why this need is so great  
  3. Show the foundation or donor what adjustments you have already made to help support your organization  
  4. Exhibit to the donor that their initial cause will not go by the wayside by providing a clear plan for the future use of the funds with their original intent  

If the donor is unwilling to make changes to the restricted funds, and you think perhaps you aren’t getting the most use out of the funds provided to your charity, nonprofits can also request support in managing the fund.   

Finally, whatever you do, do not use restricted funds for purposes not designated by the donor. Such actions can lead to serious legal problems and poison any relationship between a benevolent donor and an in-need institution. 


Economic uncertainty is a constant factor in any nonprofit’s strategic financial plan, and should tough economic times impact a nonprofit, organizational leaders should consider approaching donors about lifting restricted funds. For over twenty years, The TASC Group has provided public relations and strategic communications consulting to some of the nation’s highest-profile nonprofit organizations. TASC works directly with nonprofit leaders and their organizations and external relations, PR crisis management and strategic communication to engage donors and stakeholders.

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A Guide to Hosting Your First Fundraiser: Tips for Success

Hosting your first fundraising event can be an exciting venture for your nonprofit or organization. Whether it’s an intimate cocktail party, a formal dinner, or a lively backyard barbecue, this guide will provide you with valuable insights on making your fundraising event a resounding success.  

Here Are 5 Steps for Fundraising Success

1. Define Your Guest List 

Begin by identifying who will be attending your fundraiser. Apart from your dedicated board members, consider forming a committee that includes past board members, volunteers, or friends of board members. Carefully curate your invite list to ensure that it aligns with the size of your network and the goals of your event. 

2. Choose the Right Event Style 

According to Indeed, the ideal venue depends on your audience and the type of fundraiser you want to have. Explore various venues within your chosen location to identify the best one for your occasion. Some businesses might extend discounts to back a charitable cause or nonprofit organization. 

3. Plan Your Budget 

From the onset, create a goal for your fundraising and a baseline budget for the event. It is critical for planners to know how much money it may take to cover the cost of the event and the goal of the fundraiser. 

Next, develop a comprehensive budget that answers two key questions: How much do you aim to raise? What are the expected expenses? 

To answer these, consider how many attendees are needed to achieve your fundraising goals then set realistic ticket prices based on what your network is willing to pay. When pricing tickets be aware that the sale of tickets is not usually the biggest contribution to fundraising.  

Encourage your committee to explore community donations, such as food underwriting, silent auction items, or volunteer support to help manage costs and maximize profits. 

4. Explore Additional Revenue Streams 

Beyond ticket sales, organizational leaders should explore creative revenue opportunities. Some examples include raffles or merchandise sales like custom t-shirts. For larger, more formal events, nonprofits can incorporate silent/live auctions, raffles, and table purchases to increase fundraising potential. Additionally, nonprofits can reach out to corporations, local businesses, and individuals for program ad purchases or event sponsorship. 

5. Post-Event Follow-Up 

After the event, engage with your committee and guests to express appreciation. One effective way to express this is by sending thank-you letters that highlight the event’s success and acknowledge in-kind donors. Beyond the event, nonprofits should maintain detailed records of auction winners and guest lists for future event invitations. The key to long lasting donor relationships is data collected event-to-event. Hold a post-event committee meeting to evaluate the fundraiser’s outcomes, discuss improvements for the next year, and celebrate successes.  

Get Started with The TASC Group

While fundraising is a primary goal, it’s equally vital to use your event as an opportunity to raise awareness about your cause. Consider this event as an introduction to garner long-term support and contribute to the future growth of your organization. The TASC Group has played a key strategic role in organizing major nonprofit events and promoting organizational campaigns. With a holistic approach to media relations and strategic communication, TASC helps organizations amplify their story and reach new donors with media.

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Walk the Talk: Advance Your CSR Initiatives With an ESG PR Strategy

Committing to thoughtful and relevant corporate social responsibility (CSR) programming is no longer enough. In fact, promoting your CSR promises without measurable metrics and transparency may come off as hollow and disingenuous, fomenting controversy that can, at times, harm your company, employees and the communities you are trying to serve. Make your programming more impactful, equitable, sustainable and accountable by integrating environmental, social and governance (ESG) principles in your PR strategy. 

Actions Speak Louder Than Words

Right now, more than ever before, implementing a meaningful and impactful CSR plan with an ESG strategy is not just good for business – it is essential to the well-being of your company, your employees and your community.  

In 2015, Cone Communications Millennial research found that 72% of Americans say they feel it is more important than ever that the companies they buy from reflect their values, and 76% say supporting companies that are addressing social and environmental issues helps them feel they are doing their part. Nearly nine out of ten consumers say they’re likely to purchase from purpose-driven companies.

Today, Gen-Z has become an influential group of consumers, leading social causes and change through their buying power in the last few years. According to research by Fuse Marketing, “85% of Gen-Z believe companies have an obligation to help solve social problems.” A substantial 23% of Gen-Z also reported to have boycotted an activity or company.

Therefore, identifying your values and putting them into action thoughtfully and impactfully is crucial to reaching your target audience and giving back to your community. Start by examining your company values and the interests of your stakeholders to identify the need you are uniquely positioned to fill, and then build out a plan to channel resources into that space. 

CSR and ESG Initiatives Require Sincere Commitment

There are lessons to be learned from Bud Light’s partnership with social media influencer, Dylan Mulvaney, last April. At a time when the transgender community was being stripped of their rights by right-wing legislators and even life by transphobic individuals, Bud Light had a responsibility to stand with Dylan when hateful bullying and backlash arose from their collaboration. Instead, Bud Light turned its back on Dylan and the entire LGBTQ community. It led to massive boycotts on both sides. The TASC Group Founder and Chairman Larry Kopp puts it best: “They’ve damaged their relationship with their main customer base and the LGBTQ+ community.”

Implement a Realistic ESG Strategy to Advance Your CSR Goals

Utilizing PR can raise awareness of your CSR initiatives, build interest in the causes you care about and attract other donors and partners, big and small, to support your efforts. Weighing in on pressing issues can feel overwhelming, especially in the current news cycle, so it’s important to employ PR in a thoughtful way, focusing on your cause, not your company. 

  1. Evaluate how your brand and initiatives align with your demographics and their social advocacy.
  2. Craft the right messaging around your CSR goals and ESG initiatives, focusing your work and objectives on today’s most pressing issues. 
  3. Create a step-by-step ESG plan to advance social causes, address issues impacting communities you want to reach and invite others to get involved. 
  4. Set measurable goals to track your progress and create transparency for your initiatives

The Road Ahead

Be creative with your CSR and ESG initiatives. Finding unique ways to leverage your company’s position or events will drive media interest, which in turn will help you build support for your cause and goodwill for your company. 

Creating relevant, inventive CSR initiatives that tangibly address the needs of your community and then thoughtfully communicating them to your stakeholders is crucial for our collective revitalization efforts and also for the success of your business. Engaging in CSR and ESG will best prepare your company to build trust with consumers whose values are guiding the future. 


Need an ESG PR strategy? The TASC Group offers comprehensive services that can set your thought leadership and advocacy efforts stand out, including public relations, crisis and issues management, cause-related marketing, storytelling and messaging and more.

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Three Steps to Maximize SEO Through PR

As the world becomes an increasingly digital place, potential clients, partners, donors and other key audiences are more and more likely to discover a brand or organization online. PR firms therefore must prioritize SEO and a client’s standing in search in their PR and communications strategies.

What Is SEO?

SEO, or search engine optimization, is the process of improving an organization’s standing in online search tools, ensuring that it shows up at the top of search results for its name, relevant terms and for its services or offerings. According to Google, SEO is about helping search engines understand and present content. Doing it well requires an understanding of how search engines work and employing tactics across owned and external links to improve the ranking of an organization. 

SEO & PR

Part of SEO belongs with SEO experts and web developers, for example optimizing site maps, URLS, etc., but public relations can play a pivotal role in SEO as by developing content for an organization’s website, supporting internal teams to develop the right language and links to employ across social media and most importantly, securing references and backlinks to the organizations on high-quality sites. This can include media hits that mention clients and link to their site or social media and also press releases that get picked up by hundreds of news sites throughout the country. 

Employing PR for SEO

There are three key roles PR can play in improving SEO for an organization. They are:

1. Keyword Optimization 

Take a look at almost any website, and you may quickly find that it is not fully taking advantage of proper keyword use. Search engines need to be able to understand what websites are about so that they can index and rank them accordingly. This doesn’t mean you should stuff a handful of keywords anywhere you can – this can actually lower your ranking as it can be read as spam. It means doing a little research and looking at the variety of ways people search for what you offer. For example, if someone is looking for a law firm to represent them after a car accident, they may search for “car accident law firm,” “car accident attorney,” “car accident lawyer,” “auto accident attorney,” and the list goes on.

Using simple keyword research tools can help you identify opportunities and ensure you capture the most popular terms. A good PR firm will use a variety of tools to make decisions on which keywords should be targeted. Once you’ve identified the proper keywords, integrate them into the places search engines weigh most heavily, such as your title tags, meta description tags, h1 tags and body copy.  
 

2. Link Building

Let’s be honest. Good link building is hard work. It can take a lot of time and be tedious to manage. This is precisely why most are not doing it. But the SEO community is united in the consensus that the number and quality of inbound links to a website is one of the most important factors when Google determines how highly that website should rank. What’s one of the best ways to get a large number of natural inbound links to your website from credible websites with high domain authority? Earning press coverage!  

A good PR firm will assist in getting online placements on authoritative news and informational websites. Some more advanced and contemporary link building activity includes using brand monitoring tools to find mentions of your company, product or service online and then manually reaching out to the website to provide a link. Regardless of how you decide to build links to your website, link building should be an ongoing effort. In the world of link building, slow and steady wins the race.  

3. Content Production 

If you truly want to garner a lot of traffic from those performing searches online, you will need a lot of content. Content adds to an organization’s online brand awareness, expertise and authority and  is how Google determines what your website is about and what phrases it should rank for. Make sure you use the keyword optimization information above when posting each article. Once your content production engine is running, find creative ways to repurpose that content for social posts, newsletter content, podcasts, guest blog posting, and so on. Your PR partner can work with you to offer suggestions to implement the right keywords across owned channels. 

Why You Should Consider An SEO Strategy

Great SEO is a team sport – it requires cooperation from an internal team, an SEO expert, content writers, web developers and a PR firm. With all working in coordination toward a shared goal, you too can be first in your audience’s search results. As a PR firm for nonprofit and mission-driven organizations, we work thoughtfully with your team to develop an SEO, media relations and content strategy to elevate you in the ranks of Google and other search engines.

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The Difference Between 501(c)(3) and 501(c)(4) Organizations

Many people often wonder what the difference is between a 501(c)(3) and a 501(c)(4) organization. It is easy to confuse the two classifications as both are considered nonprofits and there are many similar characteristics.

However, there are crucial differences between these two types of nonprofit organizations, and it is important to understand the distinction.   

What Is a 501(c)(3) and 501(c)(4) Organization?

According to the Internal Revenue Service Code, 501(c)(3) and 501(c)(4) organizations are nonprofit organizations that are exempt from paying federal income tax. 501(c)(3) organizations are either a public charity, private foundation or private operating foundation with open membership whereas 501(c)(4) organizations are civic leagues or associations operated exclusively for the promotion of social welfare or local associations of employees with limited membership.

What Makes a 501(c)(3) Organization Different?

When it comes to lobbying and political activity, 501(c)(3) organizations can appeal directly to legislative bodies and representatives and may support issue-based legislation. However, they must notify the IRS of their intent to lobby by filing form 5768, which formally informs the federal government that one has elected to use the expenditure test to have the organization’s lobbying activity measured. Under this test, lobbying capacity is typically limited to spending less than 5 to 20% of the organizational budget on lobbying activities, depending on the size of your organization.  

What Makes a 501(c)(4) Organization Different?

501(c)(4) organizations can engage in unlimited lobbying so long as it pertains to the organization’s mission. 501(c)(3) organizations are not permitted to engage in political activity, endorse or oppose political candidates, or donate money or time to political campaigns, but 501(c)(4) organizations can do all of the above.

In regards to supporting these organizations, donations made to 501(c)(3) organizations are deductible to the full extent of the law as charitable contributions. Donations made to 501(c)(4) organizations are not deductible, though some businesses who make these contributions often write them off as advertising or business expenses. (Please consult your accountant.)

Which Should You Choose, a 501(c)(3) or a 501(c)(4)?

If you are planning on doing limited or no lobbying, then you should choose the 501(c)(3) status so donors can benefit from giving to your organization. However, if your organization will be doing a lot of lobbying or any campaigning, you should form a 501(c)(4) to inoculate yourself from any charges of violating your 501(c)(3) status.

If you want the best of both worlds, you can have two separate but affiliated organizations – one a charitable 501(c)(3) and the other a 501(c)(4) lobbying arm. Many trade organizations lobby extensively on behalf of their members, but have an affiliated 501(c)(3) foundation for charitable giving and educational purposes.

Some examples of 501(c)(3) organizations include charities and educational institutions such as The Global Fund for Children and The Stella Adler Studio of Acting. Examples of 501(c)(4) organizations include unions, fraternal organizations and trade associations.

With experience working with both types of nonprofits, our agency recognizes what can benefit each organization. As your trusted PR partners, it is crucial to understand how to maximize your visibility regardless of your status. Explore our comprehensive range of PR and Communications services to discover how we can assist your nonprofit.

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How Much Should We Give to Nonprofits and Charitable Organizations?

We are often asked how much an individual should give to charitable organizations each year or what formula should be used to determine how much to give. There isn’t one formula or percentage that is right for everyone, but here are some suggestions regarding the history and standards of giving.

1. Set a Goal For Your Charitable Giving Each Year

Short of the mortgage tax return, charitable giving is one of the best tax breaks you have at your disposal. Seek the advice of your accountant or financial advisor when planning your charitable giving for the year. 

It’s good to have a specific goal to reach. As your income increases over the years, so should your annual giving. For those in the upper income brackets, you may want to consider giving away more than 10% of your income. An extraordinarily generous example is Warren Buffet, one of the world’s wealthiest individuals, who announced he would give away 85% of his fortune to charities. On the other hand, if you make a more modest salary, you might consider donating 10% of your disposable income. 

2. Think of Giving Like Investing

Another suggestion is to treat your giving just as you might your monthly investment into your 401(k) or a college fund. Set up an automatic payment to be made monthly to a particular organization. This way your giving won’t seem to hurt as much, since it will disappear right out of your checking account before you even see it. 

3. Remember, Everything Helps

Donating any funds you can to a nonprofit organization is critical to their success and ability to impact their communities. But remember that you have so much to offer. Many TASC clients rely just as much on volunteers as they do on donors and seek our support in engaging individuals who can contribute to their goals and serve their constituents. 

In Closing

Think about what talents you have and reach out to organizations you value and believe in to see how you can help. If you’re an expert in PR, maybe you can support their story telling efforts or offer support on social media. At the end of the day, what you can give in money or time can make change possible. To learn about ways that The TASC Group can work with your organization on thought leadership and event planning, please visit our website!

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Five Important Things Everyone Should Know About Public Relations

Public relations is often misunderstood. Sometimes you just know when you need it or more often when faced with the question of how to grow and reach more audiences, you’re told to seek out a PR team. But what is it really and how can it help your organization? 

The Fundamental Differences Between Public Relations and Marketing

1. Marketing And Public Relations Are Not The Same Thing

There is a stark difference between marketing and public relations. Marketing is targeted towards securing new paying customers and increasing sales, and it relies on paid tactics to reach an audience, for example through advertising.  

PR on the other hand is all about storytelling, reputation and most importantly, maintaining a good relationship with various stakeholders and investors. The magic of good public relations is that it builds trust with audiences and shapes the public image of a company. It does this by engaging third parties, such as news organizations, to tell their stories to audiences, strengthening organizational messaging and providing clarity and insight into an organization. 

2. Relationships Are One of The Most Important Parts of The Business

PR is all about relationship building. What does a client, donor or potential partner know and think about your organization? How do you get your target audience to understand who you are, what you offer and what you believe? PR. By telling the story of the organization, the impact it has had on its community and vision its leadership offers, you can build personal relationships with key audiences, moving far beyond transactional relationships. 

3. PR Works Best in Coordination With Your Existing Initiatives 

Public relations efforts will always be most successful when they’re partnered and coordinated with marketing, social media, web and fundraising and development initiatives. While PR can do immense good for an organization, it’s critical that the owned channels of an organization are relevant to the audience being targeted, offer clear and concise information and show demonstrated impact. 

For example, the first thing a reporter will do when contacted by an organization’s PR rep is to Google the organization to learn more and ensure it’s a trusted and reliable source. The same goes for audiences and critical stakeholders. If they learn about your organization through a segment on the news, it’s critical that the information they seek out on their own is consistent with the story they’ve been told. PR teams must work with internal teams and across existing channels to tell the holistic story of your organization.

4. Attention to Detail and Word Choice Are Critical

In today’s world, there’s little room for error for public organizations. Telling the right story in the right words requires the proper understanding of the politics of the moment and the interests and opinions of your audience. The role of a PR team is to understand what your audience cares about, where they get their news, how they understand your industry and what will move them to action. Through a properly-messaged PR campaign not only can you avoid controversy, you can change hearts and minds and convert audiences to your side. 

5. Any Business or Organization Can Benefit From PR Representation

Every business and organization can benefit from public relations. From social justice movements to for-profit businesses, engaging a PR team ensures that your message is being told in the right places to the right people, ultimately leading to social change, converted customers and goodwill for your brand and leadership. Reach out to learn more about how PR can serve you. 

How PR Can Help Your Business

Consider the plethora of ways public relations can benefit your organization. Maybe you’re planning a new expansion, seeking to rebrand your existing services or celebrating a major milestone to name a few examples. A talented public relations team can help your organization reach individuals and stakeholders unaware of your work, and help bring your programs and services to a new, broader audience. The TASC Group has been lucky enough to work with hundreds of grassroots organizations and movements. TASC knows what it takes to bring an organization to the next level with storytelling and strategic communication. Learn more about ways TASC can aid your mission.

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Advocacy in The Age of The Social Media Echo Chamber

The “echo chamber,” a metaphor describing the phenomenon where a person’s own ideological beliefs are reinforced and reverberated among the like-minded people and news sources they surround themselves with, continues to impact our political landscape. Understanding it and our role in it is critical to protecting our nation’s governance and our journalistic integrity. 

The Origin of The Echo Chamber

The first instance where this term was used was to explain public sentiment and policy around the decision to pursue the war in Iraq. The term made a large resurgence during the 2016 presidential election, where the popularity of social media radically polarized voters. Hillary Clinton supporters for example were shocked by her loss due to the inaccurate gauge of public opinion represented in their social media feeds. 

Social Media’s Role in Polarization

Social media has advanced and compounded the existence of echo chambers. Each platform has an algorithm that highlights posts on a user’s feed that, based on their activity, aligns with their preferences. Therefore, many users interact with a curated bubble that reinforces what they already like and believe. This means we’re all losing sense of broader social sentiment. For those working in the social advocacy space, this can present a problem in changing the hearts and minds of people with differing viewpoints. 

Social Media’s Role in Social Change

However, according to Pew research from 2016, “20% of social media users say they’ve modified their stance on a social or political issue because of material they saw on social media, and 17% say social media has helped to change their views about a specific political candidate.” The respondents indicated that their opinions were changed on major social justice issues including the Black Lives Matter movement and gun control, as well as their stance on who they voted for in the election. This data presents hope for organizations and individuals engaged in advocacy and social justice. 

What Does This Mean for Your Organization? 

For those looking to shift sentiment on an issue beyond their like minded followers, it is certainly worthwhile to take extra efforts to expand their following to new groups. Additionally, organizations should encourage healthy, open dialogue among their follower base to ensure the sharing of opinions and attract a diverse audience. In order to gauge a more accurate pulse on social sentiment, advocacy organizations should monitor a spectrum of news sources and advocate accordingly.

Through a strategic and thoughtful PR and social media strategy, organizations like TASC can help you make social change possible online. For more information about The TASC Group’s past work, take a look at our case studies to learn more about the impact of our advocacy work on behalf of our clients. Some specific examples include the team’s engagement with the Bronx Rising Initiative, the Catherine Violet Hubbard Animal Sanctuary and the consortium of asbestos attorneys litigating against Johnson & Johnson.

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