PR For Nonprofits: Why PR is Crucial for Mission-Driven Organizations

PR helps elevate, define and promote a nonprofit organization, its mission and its leadership through earned placements in the media, recognitions via awards and speaking opportunities and more. A good PR and communications strategy builds credibility for a nonprofit, introduces critical stakeholders to its work, positions it as a leader in its space and allows it to magnify its impact by showcasing how the issues it tackles can be handled on a national and international scale. 

For nonprofits, public relations can often be an afterthought. After all, their focus is on serving their communities and tackling pressing issues above all else. However a thoughtful and strategic PR and communications plan can increase capacity, open doors to legislative change, lead to new sources of funding, build new partnerships and much more – in essence investing in communications allows nonprofits to reach farther and do more. 


Why Is It Crucial for Nonprofits to Have a PR Strategy?

Too many nonprofits are doing incredible work in anonymity. It’s understandable – nonprofits exist to do the work, not to talk about the work. But a good PR and communications strategy for a nonprofit doesn’t take away from an organization’s capacity for service; it expands its ability to serve and enables it to grow. 

Gaining positive media attention, getting in front of its core audiences and solidifying a reputation within its community can launch a nonprofit toward financial success, help it build relationships with local legislators and can help it reach more people in need of its services. 

Without a proactive PR strategy in place, a nonprofit will be defined by others: those it serves, those that hear about it in passing or those that compete with it for funding. Being proactive about reputation building allows an organization to showcase the work it’s doing, own its core issue area and amplify its impact. 

How Is PR for Nonprofits Different?

Because of their deep connection to the communities they serve and their unique approach to service, every nonprofit has a story to tell and a point of view deserving of attention. Nonprofits don’t need to sell a product, rather they need to communicate an idea, a solution or an approach to making the world a better place. 

Nonprofits are at the forefront of the most pressing issues facing our society. From closing education gaps to housing needs to health disparities and beyond, nonprofits have a pulse on the social issues affecting the most vulnerable communities. This means they have unique and valuable insight that deserves to be elevated through PR.  

In this work, it’s critical to elevate both the organization’s programmatic work and its thought leadership: how it tackles an issue, why that issue is deserving of attention and how others can work with them to change their community for the better. These must be treated as the life-saving and society-changing perspectives they are, and that requires a strategic approach to nonprofit public relations. 

Aspects of a Nonprofit’s PR Strategy

PR for nonprofits starts with storytelling. What does the nonprofit do? Why and how does the nonprofit do it? And critically, why is this issue so important today? 

From there that story needs to be shaped, shared and protected. This requires a targeted approach to:

No nonprofit is the same as another. Each has its own unique needs. A good public relations and communications strategy adjusts accordingly and maximizes what the organization has to work with. 

Why Work with An Agency for Nonprofit PR

Agencies, especially those specialized in nonprofit public relations, are able to build capacity for nonprofit teams. By working with outside specialists that understand the media landscape, how to shape a story, how to pitch reporters and how to build a lasting reputation for a nonprofit, mission-driven organizations can expand their reach and get in front of those that need to know about them. 

With the additional hands and decades of experience PR agencies bring, a nonprofit can rise above the noise of the day to day and start leading on the issues that matter on a local and national level. 

PR Elevates Nonprofit

PR may feel like an add-on for a nonprofit where there’s little extra budget to spare, but in reality it can be the tool that takes a nonprofit to the next level. Investing early in a communications strategy sets up an organization for long term success, allows it to define itself before others define it and introduces it to critical audiences to expand its reach, capacity, funding and reputation.  

If you’re considering public relations services for nonprofits and mission-driven organizations, reach out to The TASC Group. 

How to Build an Effective Public Relations Strategy for Nonprofits

In today’s digital world, building an effective public relations strategy for nonprofits is more important than ever. With limited budgets and resources, nonprofits must still leverage public relations to raise awareness, promote their cause and manage their reputation. Here’s how to create a mission-driven PR plan that achieves these goals.

What Is a PR strategy?

A public relations strategy is a comprehensive plan designed to manage an organization’s communication with its audiences. It involves crafting messages, identifying target audiences and selecting the appropriate channels to convey the organization’s mission and values. For nonprofits, an effective PR strategy is essential to raise awareness and drive engagement with their cause.

PR Strategy for Nonprofits

Nonprofit public relations focuses on communicating the organization’s mission, values, programs and executive thought leadership to the public. This involves storytelling, media relations, social media engagement and more. A strong PR strategy for nonprofits helps to build credibility, foster trust and attract support from donors, volunteers and partners.


How Nonprofits Can And Should Use PR

Public relations strategies are crucial for nonprofits because they help build a positive image and foster relationships with the community. By using public relations, nonprofits can:

Challenges Nonprofits Face With PR Strategies

Nonprofits often face unique challenges when it comes to public relations. Given their mission-driven nature and limited resources, they need a careful and well-thought-out communication plan. Poor PR can lead to backlash, undermining the organization’s efforts. 

How to Build an Effective PR Strategy for Nonprofit Organizations

Creating a successful PR strategy for nonprofits involves several steps:

1. Identify organizational goals and how PR can directly support

Your PR strategy should ladder up to your organizational goals. First, identify what those goals are and base your PR strategy around them.

2. Identify Key Audience

Make clear the demographics your organization wants to target and why. Knowing your audience is key to successfully executing a communications strategy. 

3. Flesh out Tactics and Timeline

Determine which PR tactics will best execute your goals, whether that’s social media, earned media, paid media, thought leadership, events, etc. Create a dated plan for when you will execute these tactics and how. 

4. Create Messaging and Storytelling

Develop clear, compelling messages about your campaign and/or organization, using storytelling to highlight the impact of your work and resonate with audiences.

5. Lead Media Training

Identify your spokespeople and conduct media training sessions to help them practice effective communication during media interviews. 

What to Avoid

Avoid these common pitfalls in nonprofit public relations:

  • Inconsistent messaging: Ensure all communications are consistent and aligned with your mission, programs, values and long-term goals. Concise and clear messaging is crucial for anybody to understand what you do and why. Without clear language, your message will get lost.
  • Minimal internal communication or information sharing: A good earned media strategy depends on whether PR has enough information to promote. Ensuring your nonprofit communicates internally about programs, upcoming events, participant testimonials, case studies and other happenings on the ground with leadership and the PR team. 
  • Lack of preparation: Always be prepared for potential crises and have a plan in place. Not having internal policies to address any kind of employee, participant or volunteer situation may lead to a PR crisis down the line. Ensure your policies are buttoned up and have a general communication crisis response plan in place.

Setting Objectives and Measuring Results

Set clear objectives for your PR efforts and measure your results to ensure your strategy is effective. Track KPIs and metrics such as media coverage, impressions, syndications, social media engagement and donor inquiries to gauge your success.

Who to Trust

When it comes to nonprofit public relations, professional help can be invaluable. Experienced PR firms can provide the expertise and resources needed to create and execute a successful PR strategy.

The Importance of Expert Support

While internal teams may be passionate about the mission, professional PR firms bring specialized knowledge and experience. They can offer strategic insights, crisis management skills and media relationships that are crucial for effective public relations. External teams have decades of experience working with other nonprofit clients. 

Building an effective public relations strategy for nonprofits is essential to raise awareness, engage the community, and manage crises. For expert guidance, get in touch with The TASC Group. Our experienced team specializes in nonprofit PR, helping you amplify your cause and achieve your mission.

About The TASC Group

The TASC Group is a leading public relations firm dedicated to helping nonprofits succeed. With a focus on mission-driven PR, we provide strategic communication services to elevate your organization’s impact. Contact us today to learn more about how we can support your nonprofit’s PR needs.

PR 101: What Is PR and Why Is It Important?

Public relations (PR) stands as a pivotal component of reputation management, employing various communication strategies to nurture trust and foster positive relationships. It crafts compelling narratives, engages stakeholders, and upholds transparency within today’s interconnected environment. For organizations and companies, embracing PR is imperative as it not only safeguards against crises but also amplifies the showcase of core values and leadership. Prioritizing PR empowers entities to shape public perceptions, instill trust, and fortify their foothold in a dynamic and competitive marketplace.

The Basics  

Dictionary.com defines public relations as “the professional maintenance of a favorable public image by a company or other organization or a famous person.” There are several factors that go into cultivating a favorable image and maintaining a positive reputation for your client. Communicating effectively and efficiently with your client(s), colleagues and the media prevents mixed messaging. 

What Does PR Entail 

Storytelling 

Storytelling is the backbone of public relations. In PR, professionals create compelling narratives and craft messaging that most effectively communicates the client’s mission. Through these narratives, clients are introduced to the media with the aim of securing coverage in various publications. The goal is to establish strong relationships between PR professionals and members of the media, so that the client’s story can continuously be told whenever relevant. 

Crisis Communications 

The need for a crisis communications consultant can stem from various sources: legal disclosures, involvement in public scandals, or the circulation of damaging misinformation. During such instances, a proficient PR team becomes crucial. They navigate these crises by: 

  • Crafting press releases and statements to clarify any misconceptions about the company. 
  • Creating a comprehensive Q&A guide to assist company spokespeople in addressing tough questions from the media. 
  • Engaging with all relevant stakeholders, including investors, often within a legal context. 

Why Is PR important? 

There is an endless list of why PR is important for a company or individual.  

1. Establishing a Shield of Protection

PR is the bulwark that shields companies and individuals from potential crises. It creates a robust defense mechanism, preserving reputation and credibility even in challenging times. 

2. Dedicated Advocacy

Having a PR team means having a consistent advocate. They constantly look out for your best interests, offering guidance and support to navigate through various situations effectively. 

3. Strategic Partnership

PR professionals are more than advisors; they’re strategic partners. They collaborate closely, offering insights and expertise to refine ideas and shape effective strategies tailored to specific goals. 

4. Mastering the Art of Storytelling

A core competency of PR lies in crafting compelling narratives. They possess the knack for storytelling, ensuring your brand’s message resonates powerfully with the intended audience and garners successful media attention. 

5. Campaign and Event Execution

When specific events or campaigns play a role in your strategy, PR professionals excel in planning and execution. They orchestrate events flawlessly, ensuring that they align seamlessly with your brand’s objectives, further enhancing visibility and engagement. 

Interested in Diving Into the World of PR? 

PR is the cornerstone for success, serving as a multi-faceted tool that provides protection, advocacy, strategic guidance, impactful storytelling, and event management. These elements collectively contribute to building and maintaining a strong and favorable public image to maximize an organization’s reach.  TASC uses these PR strategies to help organizations generate institutional and community support. By establishing thought leadership and attracting media attention both nationally and locally, our agency helps elevate your mission and reach target audiences. Explore our comprehensive range of PR and Communications services to discover how we can assist in amplifying your organization’s mission.

When You Should Call Your Lawyer and When You Should Call Your PR Firm

Who should you call – your lawyer or your PR firm?  

PR and legal teams typically have a symbiotic relationship with each other, often working together to support a client when there is a pending issue that involves both aspects, such as a corporate merger deal with investor relations impacts or a civil trial that has caught the public eye.  

At times, PR firms and law firms will even recommend each other to clients when there is a pressing need for their respective services. 

That said, at the very start of a crisis or even just a development that involves both legal and PR aspects, it can be tricky for clients to determine who they should contact for which matters and why and in what order.  

The Most Important Rule: If You’re in Legal Trouble or About to Be, Call Your Lawyer First

If you are arrested, about to be or even feel you may be about to/have crossed a legal boundary, please connect with your lawyer before talking to anybody else.  

The most important reason is that, unlike your relationship with a PR professional (normally), communication between you and your lawyer is protected and completely confidential under attorney-client privilege. This is right in line with the fact that you have a 5th Amendment right to be silent and not engage in self-incrimination. Your constitutional privileges are precious and valuable, so take advantage of them!  

If you speak to your PR professional before an attorney, your correspondence with them will not be confidential under the law, which could be damaging to your case, and your PR team may encounter their own legal liability. 

How Can You Still Talk to Your PR Team Freely If You Are in Legal Trouble? 

Fortunately, there is a way for your PR team to be involved if you face legal issues. Your designated legal team should be able to formally ‘hire’ your PR team on your behalf and incorporate their cost/retainer into your regular legal bill.  

Through this, your conversations with your PR team will fall under attorney-client privilege and your chosen teams should be able to work together to balance and harmonize the PR strategy with the legal strategy.    

When the PR team is formally hired by your lawyer, you should check with your lawyer on which types of correspondences (such as email, phone, text) fall under privilege and what conditions need to be applied (such as counsel being cc’d on each email to your PR counsel and vice versa). 

Don’t Know The Right Lawyer to Talk to? Try Your PR team!  

While you should be careful how specifically you describe your prospective legal dilemma to a PR professional who is not currently under attorney-client privilege, savvy PR firms well versed in crisis communications like The TASC Group often work hand-in-hand with law firms to connect clients with both PR and legal counsel.  

A quality firm should be able to point you in the direction of or, even better, formally introduce you to proper counsel for the legal matter you are dealing with. 

To learn more about The TASC Group’s work, see our PR and Communication services.

When Bad Things Happen to Good Brands

When Warren Beatty misread the Academy Award for Best Picture winner as La La Land at the 2017 Academy Awards (the winner was actually Moonlight) the gaffe quickly became one of the hottest topics in the public relations and media worlds. It led the front pages of the New York Daily News and New York Post and was covered ferociously by media outlets from TMZ to The Hollywood Reporter. 

PricewaterhouseCoopers (PwC), the renowned accounting firm that for 83 years had managed voting for the Academy of Motion Picture Arts and Sciences and was responsible for the evening’s historic mix-up, faced a major PR crisis for its brand and public reputation. For an institution built on a reputation of accuracy and integrity, the La La Land gaffe compromised both assets to a global audience of 32.9M viewers.  

In our crisis management experience for a variety of clients, there are several clear steps companies must take to come out on the other side of a crisis like this one.    

A Crisis PR Playbook

Step One: Immediately Take Responsibility for The Error 

PwC’s response to the crisis was swift – the most critical factor in handling crisis situations. They immediately released a statement taking full responsibility for the error and assuring the public that the Academy, presenters and host were not at fault for the mistake. This not only helped cap the bleeding, so to speak, but also served to preserve the reputation of the Academy and its brand – and ultimately PwC’s relationship with them, which the firm was invested in maintaining.  

Step Two: Distance The Brand from The Mistake 

PwC’s well-crafted statement after the gaffe attached the blame to one accountant, Brian Cullinan, and singled him out for not following the firm’s established protocols – illustrating that they held their employees and their work to the highest standards. This deliberate wording served to separate the larger brand of the firm from the error. In subsequent interviews with the media, PwC representatives called the mistake a result of “human error,” reinforcing that this mistake was made by one individual and affirming that PwC’s reputation for accuracy has not been compromised as a whole.  

Additionally, PwC prevented the accountant responsible for the error from speaking publicly. This allowed them to both control the message and reiterate that the accountant at fault did not speak for or represent the brand.  

Step Three: Keep on Keeping on

One of the key steps to repairing a brand’s public image is to draw from the depth of the company’s reputation and affirm it through the next steps they take as a company. After a company in crisis has taken responsibility and worked to smooth over brand issues, the next step is to get back to business. Rather than lingering on the obvious crisis, PwC shifted back to their day-to-day efforts and refocused the public narrative on the issues best associated with the firm – financial services, banking, capital markets and investments.  

Return to Regularly Scheduled Programming

By shifting back to their “regularly scheduled programming,” PwC effectively avoided further scrutiny and quietly restored their image as a firm that could be trusted with the Academy’s votes. By following the steps outlined above, the firm maintained its reputation for accuracy and integrity long after #EnvelopeGate passed.  

Over twenty years representing some of the nation’s most celebrated social changemakers, nonprofit organizations and social movements, The TASC Group has navigated a plethora of wide-ranging and highly publicized crises. By following these simple steps, individuals can ensure that their brand survives a public crisis and can seamlessly return to ”regularly scheduled programming.”

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.

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.

Elevate Your Business with Effective Public Relations Strategies

While a solid marketing strategy can deliver short-term gains, long-term brand growth often hinges on a well-executed public relations (PR) approach. PR has the power to shape your brand’s image and foster sustained recognition in the eyes of your audience. In this article, we’ll explore the fundamentals of PR and how it can benefit your business.  

The Foundations of a PR Strategy

1. Crafting Compelling Stories

The basis of any good public relations campaign is a clear, strong message, and at the core of every such message is a compelling story. Your brand possesses a unique story and passion that sets it apart. Effectively describing your mission and why it matters is crucial to resonating with the public. According to Forbes, being backed by trustworthy news sources can also help your business growth by boosting its brand awareness. 

2. Boosting Visibility

Visibility is a cornerstone of connecting with consumers and building brand awareness. To begin, conduct thorough research to pinpoint your target audience. Understand their behavior, interests, and preferences. This data serves as the foundation for tailoring your PR strategy. 

3. Engaging Your Audience

Once your target audience is identified, develop a PR plan that generates content to engage them effectively. Determine their preferred sources of information, whether it’s newspapers, magazines, blogs, or social media. Knowing where your audience gets their news requires an effective media list and informs the content you create to align with their interests. This is key to capturing and retaining their attention. 

4. Diverse Goals

While increasing visibility and engaging your target audience are primary PR goals, public relations can help achieve a variety of other goals. Whether you aim to boost product sales, attract event attendees, shift public perceptions, or raise funds for a cause, a well-crafted PR campaign can be tailored to address these diverse goals. Examples of campaign objectives include:  

  • reaching a new audience 
  • ensuring a business becomes known for a particular product, service, program, mission, etc. 
  • increasing sales of or engagement with a particular product, service, event, etc. 
  • improving the image of a company with the general public 
  • counteracting negative press about a company 

When to Seek Professional Help

Creating and executing an effective PR campaign can be challenging, especially for those without prior experience. If you’re unsure where to begin or lack the expertise, hiring a PR professional is a wise choice. These experts understand the intricacies of building successful campaigns and conveying your message to the right audience. 

Benefits of a PR Strategy

When executed adeptly, PR can yield numerous benefits. It can elevate conversion rates with customers, establish your brand as an authoritative figure in your niche, influence public opinion and policymakers, secure vital funding, and attract new followers and program participants.

A well-crafted PR strategy is a valuable asset for your business, enabling long-term growth and recognition. By incorporating effective PR into your marketing efforts, you can shape your brand’s image, engage your audience, and achieve a range of strategic goals.   

How The TASC Group Can Help

If you’re considering professional assistance for your PR needs, reach out to The TASC Group today. Our team has provided counsel to the nation’s most effective nonprofits, social changemakers and cause-driven organizations. We can help you create a PR strategy that amplifies your message to community members, captures your team’s unique voice and reaches millions with your impactful work.

Crafting an Effective Media List for Nonprofits and Mission-Driven PR Campaigns

When you have a story to share, reaching a wider audience starts with creating a comprehensive media list. Getting your content seen by potential consumers starts with creating a media list of outlets and contacts from those outlets which cater to your target market. 

Six Steps for Creating a Great Media List

1. Define Your PR Pitch 

Start by clearly defining your PR pitch. Whether it’s an executive interview or a product announcement for your non-profit, articulate what you’re offering to the media and why it matters. A well-defined pitch is essential for capturing the attention of journalists and gaining media coverage. Pitch writing consists of persuasion, creative thinking and storytelling. If what you’re sharing is relevant to the journalist, fewer than 200 words and highly readable — think short sentences, bullet points and subheads. 

2. Develop Multiple Angles

Consider multiple angles for your pitch that align with your target media outlets and their audiences. Figure out which approach best aligns with your goals and with those of the journalists. 

3. Choose the Right Timing 

Timing is a critical aspect of successful PR outreach. Determine when you want your content to be seen by your target audience. Quick-turnaround outlets like online platforms, daily newspapers, television, and radio are ideal for immediate exposure. For evergreen content, consider pitching to magazine publications. Evaluate your options and choose the timing that best suits your story.  

4. Thoroughly Research Contacts & Outlets 

Utilize databases and search engines to identify potential media outlets. Start with broad search terms and narrow down your list as you progress. Pay attention to journalists’ beats, cadence of publication and whether they receive pitches or not. Seek assistance from a PR agency if necessary to define your media list effectively. 

5. Understand Media Roles 

Consider the roles of potential contacts within media outlets. Editors-in-chief may focus more on the business aspects of the outlet, while staff writers or assignment editors are often looking for unique stories. Include multiple contacts from one outlet to ensure comprehensive coverage. 

6. Review and Supplement Your List 

After compiling your initial list, review it for any missing outlets or contacts. Use online resources like Google or ChatGPT to identify any overlooked opportunities. Continuously refine your list to ensure it’s comprehensive and up-to-date. 

Build Your Media List Today!

By following these six steps, you can create a robust media list that will enhance your public relations campaign’s success. A carefully curated media list ensures that your content reaches the right audience, increasing your chances of securing valuable media coverage. 

For more insights and expert guidance on PR strategy and media outreach, explore relevant news articles, such as those from A Good Cause and Glue Up.If you have further questions or need assistance with your PR campaign, feel free to reach out to The TASC Group today! Learn more about how The TASC Group’s award winning expertise can help you to strengthen, support and highlight your mission within the communities you serve.

Using PR Tactics to Navigate Your Holiday Dinners

PR skills come in handy in every aspect of our lives. Planning a surprise party for your roommate? That requires organizational skills, logistics management and discretion. Tailoring your resume to fit the 50+ jobs you’re applying for? You’ll need research, focus and proofreading skills. Writing a memoir about your successful career as a CEO? You’ll want to ensure that you’ve got writing, messaging and top-notch storytelling skills. 

And difficult holiday dinners with that uncle you try your best to only see once a year? Well, we have some PR skills for that too. 

5 Tips and Tricks for Family Dinners

1. Define Your Talking Points – and Stick to Them 

In most interview situations, we tend to think that the interviewer will direct the conversation and there won’t be room for the interviewee to make any additional points. But keep in mind that you don’t always have to take the lead from the person questioning you – you can (within reason) discuss and direct answers to your own areas of focus. 

The question to ask yourself is this: No matter how many questions you get about your political views, what message is it that you want to get across this holiday season? Is it that you are thankful to be spending time with your children? That you’ve progressed dramatically in your career and finally landed that promotion? That you’ve made a new really good friend?  

Write out (or mentally map out) the three main things you want to share and focus on in your conversations with your friends and family during your holiday dinner – and stick to them! 

2. Know Your Audience  

When communicating a particular message, it’s critical to know your audience. Who are you trying to reach with this message? Your customers? Your donors? Your 6-year old niece? And what is your goal with these conversations?  

Depending on your intended audience and what you want to accomplish, you should be tailoring how you communicate your core messages for maximum impact. 

3. Deflect and Redirect 

No matter how much you try to change the conversation, sometimes people want to hammer a point home and you can’t easily escape it. What you can do, however, is to do your best to deflect and redirect the conversation.  

“Uncle Jim, as much as I’d love to talk about my bad breakup this year, what I really want to do is show you the new car I just bought.”  

Never answer a question you don’t want to answer – just ensure you’re using the right language to deflect and move on to other topics.  

4. Talk Less, Listen More 

This may be more a Life Pro Tip than a PR tip, but a key characteristic of successful dialogue is respectful listening. Listen to what your cousin Mary is saying before formulating a response in your head. This will allow for more organic conversation and for all parties to feel heard.  

You will also appear to be (and actually be) thoughtful in your conversations.  

5. Manage the Crisis 

So, what happens when you’re the one who ends up putting their foot in their mouth? Own it. Apologize – and mean it. Communicate to the offended party that you’ve learned your lesson and plan to actively do better. The best defense in any crisis is learning and growing from mistakes, and by openly admitting your wrongdoing you display a level of emotional maturity that your family will respect and be proud of. 

Overall, Public Relations Helps in All Areas 

In all seriousness, public relations is a skilled trade that can benefit everyone, from the individual to an entire nonprofit organization to the CEO of a Fortune 500 corporation.  

The most important thing to remember is that keeping your broader goals in mind will help you keep perspective, keep your cool and let you focus on what is really important during any holiday – friends, family, food and fun.

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