The TASC Group

The TASC Group

The AI Boom: What it Means for the Nonprofit World

By: Darwin Morales-Ortiz

Artificial intelligence (AI) is changing the way organizations across most industries operate – and nonprofits are no exception. As AI tools become more accessible, many nonprofits are finding ways to incorporate them into their work, from streamlining operations to enhancing communications. Now, with more than 80% of nonprofits reporting using AI to some degree, it’s important for organizations to understand both its potential and its limitations.
Ways AI Is Supporting Nonprofit Work

AI has the ability to build capacity. Platforms like ChatGPT can assist with tasks such as content creation, donor outreach and messaging. This support is especially valuable for organizations operating with limited budgets. 

Nonprofits can also benefit from AI’s ability to assist with grant writing by reviewing guidelines, checking eligibility requirements and drafting materials. Additionally, it can help generate ideas for fundraising events, allowing organizations to have more time to focus on their mission-driven work. Tools like Google Gemini are examples of platforms already supporting nonprofits with these tasks. 

Many organizations use AI for data analysis, including donor segmentation, streamlining reporting and automating data entry. According to Nonprofit Pro, 64% of nonprofits are “using AI to analyze end user data to understand their needs and pain points.”

The growing presence of AI is allowing organizations, especially smaller ones, to operate in a crowded sector, with DonorSearch reporting that 68% of nonprofits already use it for data analysis. By streamlining time-consuming tasks like content creation and data analysis, these tools help nonprofits work more effectively and focus on areas they consider most important. Access to this technology has the potential to create equal footing, allowing under-resourced nonprofits to compete with larger, better-funded organizations.

Challenges and Concerns Around AI Use

While AI can be a powerful tool, it also raises concerns around misinformation and credibility. According to the Columbia Journalism Review article, “AI Search Has A Citation Problem,” generative tools often provide users with inaccurate information since they don’t reject questions they are unable to answer. Further, these tools can sometimes fail to link back to original publishers or cite the wrong sources altogether. This not only contributes to the spread of misinformation, but it also has the potential to damage the reputation of the organizations relying on AI tools’ output. 

Beyond potential accuracy issues, AI tools may fail to capture an organization’s voice or use language that aligns with its values. Without careful oversight, AI tools can create language that feels generic and disconnected from the people nonprofits work to serve. The lack of a human touch can lead to challenges for nonprofits hoping to communicate with communities in an authentic, personal way that builds trust. 

Ethical considerations also come into play, from ensuring AI-generated content aligns with organizations’ missions and values to transparency regarding their use of AI. Despite these concerns, fewer than 10% of nonprofits have official policies around AI use, according to Nonprofit Quarterly. Establishing guidelines can help organizations implement AI into their work while preserving their integrity. 

While some see AI as a tool for greater efficiency, broader reach and funding competitiveness, others believe it raises concerns around trust and authenticity–especially in a sector built on relationships. As this technology evolves, nonprofits will need to work intentionally and responsibly when using AI to ensure it doesn’t weaken their connection to the communities they serve.

Final Thoughts

AI offers nonprofits opportunities to increase capacity and streamline tasks. From content creation to grant writing, smaller teams can use these tools to develop efficiency. However, AI is not without limitations. Misinformation, lack of personalization and ethical considerations mean that AI-generated content requires consistent, careful vetting and editing to ensure content is always accurate and authentic. With technology and proper oversight, organizations can use AI to their advantage while staying true to their mission and values.

PRWeb vs. PR Newswire – What’s the Difference and Which One Is Right for Your Announcement 

By: Grace Seidel

If you’ve ever Googled “how to distribute a press release,” you’ve probably come across two channels: PRWeb and PR Newswire. On paper, they both promise to get your news out there in a meaningful way. And, while this is true, these two Cision services operate at different speeds, catering to various needs with varying pricing models. Whether you’re promoting a program launch, announcing new funding or just trying to build brand visibility, choosing the right distribution service is dependent on your goals and desired outcome.  

So, if you’re wondering which one you should use (and when), let’s get into the details of what each service does best, how much they cost and what kind of outcomes you can expect. 

PRWeb 

PRWeb is designed for businesses looking to build online visibility rather than break major news. It’s often used by small businesses, solo founders, nonprofits and marketing teams that want to improve SEO or establish an online presence for a lower cost. 

When you publish a release on PRWeb, your release shows up on online news portals, industry websites and sometimes on Google News. You can expect it to get picked up by local outlets and act as a content marketing tool that helps your release get syndicated and become discoverable online.  

Pricing-wise, PRWeb is on the lower side, with the highest package (which includes more options for distribution networks and a quicker turnaround time) costing around $600. You’ll pay more if you want to add things like images, videos or more directed outreach efforts, but overall, it’s on the affordable end and has minimal editorial requirements, making it fast and easy to use! 

See an example here: American Psychological Foundation Appoints Five New Members to its Board of Trustees 

PR Newswire 

PR Newswire is what most people think of when they picture an “official” press release “hitting the wires.” Like PRWeb, this platform is built for media visibility and puts your news in front of media contacts at major, national publications.  

Typically, PR Newswire releases may appear in mainstream outlets like Reuters, Yahoo! Finance and Bloomberg, and will be distributed directly to newsrooms and editorial systems. As opposed to PRWeb, which is used for SEO building, PR Newswire is a great asset for big announcements like venture funding, an executive hire, a partnership or anything that might be considered important information for people to know and track.  

In addition, the editorial standards for PR Newswire are much higher than those of PRWeb’s, and releases go through a formal review process to meet clear guidelines (no fluff, no exaggerated claims). Because of this, PR Newswire is more of an investment, and pricing can go up to a few thousand depending on word count and if you add digital assets like photos and logos.  

See an example here: SSP International Announces Doubled Capacity in its Summer Science Program, Expanded Partnerships with U.S. Colleges and Increased Financial Aid 

So… When Should You Use PRWeb vs. PR Newswire? 

Use PRWeb when: 

  • You’re focused on SEO, backlinks or boosting online brand presence 
  • You don’t have a huge budget 
  • Your release is more marketing-driven than news-driven, meaning your press release reads more like promotional content than a news announcement. 

Use PR Newswire when: 

  • You have important organizational news to announce (funding, major hires, expansion, public policy, etc.) 
  • You want your release in front of real mainstream media outlets and journalists 
  • You’re looking for more professional credibility and online visibility  

An Important Final Note… 

You don’t have to pick a newswire service and stick to it! A lot of companies end up using both services at different points. PRWeb is great for establishing cadence like pushing out new thought leadership and seasonal announcements to keep your presence steady. PR Newswire is the one to pull out when it really matters, and you are looking to expand your story’s reach. 

Whichever you choose, remember…. distribution is only one piece of your PR strategy. Strong content, clear messaging and strategic timing still matters. Picking the right platform? That’s step one!  

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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Crafting Effective Outreach Strategies for Nonprofits

In today’s competitive nonprofit landscape, developing a robust community outreach strategy is essential for nonprofit organizations aiming to maximize impact and engagement. 

Why Is It Important to Have a Community Outreach Strategy for Nonprofits?

A well-defined community outreach strategy serves as the backbone of nonprofit operations and public relations strategies by facilitating deeper connections with stakeholders, raising awareness about causes and mobilizing support for organizations. It enables nonprofits to extend their reach, amplify their message and ultimately drive positive change within their communities. 

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Developing a Community Outreach Strategy

To build an effective outreach strategy for your nonprofit, follow these key steps:

  1. Define Your Objectives: Clarify specific goals for outreach efforts, whether it’s increasing donor engagement, promoting an upcoming event or advocating for a cause.
  2. Identify Your Audience: Understand your target audience’s interests, and communication preferences to tailor your outreach messages effectively. By identifying your audiences, you can tailor an in-depth media relations strategy to better reach your audience. 
  3. Craft Compelling Messages: Develop clear and compelling messages that resonate with your audience and align with your nonprofit’s mission and values. This messaging should appear not only on organizational materials but also used across social media platforms and pitches to journalists. It is also important to ensure all team members are knowledgeable about messaging to ensure consistency across the organization. 
  4. Choose the Right Channels: Select appropriate communication channels such as social media platforms, email newsletters, community events, and partnerships to reach and engage your audience effectively. 
  5. Create a Timeline: Outline a timeline for outreach activities, including key milestones, deadlines and evaluation points to track progress and adjust strategies as needed. Oftentimes, PR consultants develop an in-depth public relations strategy that encompasses community outreach tactics. 

What to Avoid

In building your outreach strategy, avoid common pitfalls such as:

  • Lack of Consistency: Inconsistent messaging or irregular outreach efforts can diminish impact and confuse your audience.
  • Ignoring Feedback: Failing to listen to audience feedback or adapt strategies based on insights can hinder outreach effectiveness.
  • Overlooking Measurement: Neglecting to measure the success of outreach initiatives can prevent your organization from learning and improving over time.
  • Neglecting to Ask for Help: Media relations and community outreach is a craft that many experts have worked to master over the years. Companies have fallen short of effective communications and outreach strategies by failing to invest in consultants. By growing your communications team, you are growing your business and actively preventing potential PR nightmares. 

Need Help? Phone a Friend!

Consider partnering with a PR agency specializing in nonprofit outreach strategy to enhance your efforts and thought leadership platforms. Professional agencies offer expertise in crafting tailored strategies, managing crises effectively and enhancing brand reputation, ensuring your nonprofit achieves its outreach goals with maximum impact.

Ready to Build Your Community? 

At The TASC Group, we specialize in providing comprehensive PR services tailored for nonprofits. With a focus on strategic communication, crisis management, and brand reputation, we empower nonprofits to navigate the complexities of public relations effectively.

Contact The TASC Group today to explore how our PR services can support your organization in building and executing a successful outreach strategy aligned with your mission and values.

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Nonprofit vs. For-Profit PR: Key Differences and How to Adapt Your Public Relations Strategy for Both

Public relations (PR) plays a critical role in shaping the reputation and success of any organization. While both nonprofit and for-profit organizations utilize PR strategies, their approaches and goals can differ significantly. An effective public relations strategy will adapt the objectives to further each type of organization’s public image.

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What Is a Nonprofit Organization?

A nonprofit organization is an entity that operates for a social, educational, charitable or cultural mission rather than for profit. These organizations rely on community support while reinvesting any surplus funds back into their cause rather than distributing them to shareholders or owners. Examples include charities, foundations and advocacy groups.

What Is a For-Profit Organization?

A for-profit organization is a business that aims to generate profit for its owners or shareholders. These entities focus on commercial activities, sales and services for financial gain. Examples include corporations, small businesses and startups.

Nonprofit vs. For-Profit PR: Key Differences

Mission-Driven Messaging

  • Nonprofit PR: Emphasizes the organization’s mission, values and impact on the community. The primary goal is to raise awareness, attract volunteers and secure donations to support the cause.
  • For-Profit PR: Focuses on promoting products or services to generate sales and profit. The messaging often highlights innovation, quality and customer satisfaction.

Audience Engagement

  • Nonprofit PR: Engages with a diverse audience including donors, volunteers, beneficiaries and the general public. Building trust and emotional connections is crucial. This can be done through media relations, newsletters, social media management, etc. 
  • For-Profit PR: Targets customers, investors and industry partners. The engagement strategy revolves around brand loyalty, customer retention and market share.

Crisis Management

Resource Allocation

Storytelling and Content

Choosing PR Agency for Nonprofit vs For-Profit Organizations

Factors to Consider for Nonprofit Organizations

Factors to Consider for For-Profit Organizations

  • Industry Expertise: Select an agency with experience in your specific industry to leverage their knowledge and connections.
  • Comprehensive Services: Ensure the agency provides a wide range of PR services, from media relations, media training and crisis management.
  • Focus on ROI: Look for an agency that emphasizes measurable results and can demonstrate a clear return on investment.

Looking for PR Support? 

Whether you’re a nonprofit organization looking to amplify your mission or a for-profit business aiming to enhance your brand reputation and/or the thought leadership of your executive team, TASC offers tailored PR solutions to meet your needs. Contact us today to learn how we can help you achieve your goals through strategic public relations.

About The TASC Group

The TASC Group is a leading public relations firm dedicated to supporting both nonprofit and for-profit organizations. With expertise in crisis management, media relations, media training, storytelling and strategic PR planning, TASC helps clients navigate the complexities of public relations and maintain their brand reputation. Our mission is to empower organizations to tell their stories effectively and build lasting relationships with their communities.

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What to Watch Out for When Choosing The Right PR Firm

Selecting the right public relations firm is crucial for any organization looking to build and maintain a strong public image and an online reputation. When you begin your search for a PR firm, it is important to know what to look for and what to avoid. What are the essentials of choosing a PR firm, and how do you ensure the agency aligns with your needs and goals?

What Does a PR Firm Do?

A PR firm specializes in managing the public image and communications of an organization. This includes media relations, crisis management, community outreach and strategic planning to enhance brand reputation and engagement.

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Why Do Organizations Turn to PR Firms?

Organizations turn to PR firms to:

Overview of Common Services That Organizations Need

1. Media Relations

PR firms help secure long-lasting relationships with the media by pitching your story, crafting press releases, managing events and enhancing your overall social media presence. This also includes expertly equipping your internal team with tools on how to speak with the media. 

2. Crisis Management

Many organizations rely on PR experts to develop crisis communications strategies, which can include handling negative publicity and mitigating damage to the brand.

3. Content Creation

PR consultants are experts in developing impactful messaging that resonates with an organization’s target audience. This includes creating compelling content for various platforms to ensure the messaging is consistently engaged with and performing well online. 

4. Strategic Planning

A key tactic to ensure PR success is developing a long-term PR strategy that is aligned with the goals of the organization and leadership team. This requires in-depth market and audience research. 

What to Look for in A PR Firm

The vetting process is essential when looking for the right PR firm. How do you know the agency and/or consultant is the right fit? 

Make sure the PR firm has a range of services that suit your needs while aligning with your organization’s values and offering the personalized attention needed to accomplish your goals. 

What Questions Should You Ask? 

  1. What is your experience in our industry?
  2. Can you provide case studies or references from similar clients?
  3. What is your approach to crisis management?
  4. How do you measure the success of your PR campaigns?
  5. What will be the roles and responsibilities of the team working with us?
  6. What is your pricing structure?

Potential Red and Green Flags: What to Watch Out for

When choosing a PR firm, be cautious of vague and unclear communication. A firm should be transparent about how the public relations space works and outline its processes in a way that is easy to understand. This clarity ensures they can effectively partner with your organization.

Equally important is the firm’s flexibility in its strategies. Public relations is not a one-size-fits-all field, and a rigid approach is a red flag. The best PR firms are adaptable, tailoring their methods to fit the unique needs of your organization to deliver optimal results.

For nonprofit organizations, consider firms with experience in nonprofit public relations and a strong understanding of your cause and mission. For-profit organizations should look for firms that have demonstrated success in boosting brand reputation and handling crisis management. 

Did You Make a Good Choice? Evaluating the Success of Your PR Firm

  • Achievement of Goals: Assess whether the PR firm has met the objectives outlined at the beginning of your partnership.
  • Media Coverage: Review the quality and quantity of media coverage generated.
  • Public Engagement: Measure increases in public engagement and brand sentiment.
  • Crisis Management: Evaluate how effectively the firm handled any crises and implement preventative measures to avoid future crises. 

Are You Ready to Dive Into the World of PR?

Choosing the right PR firm can make a significant difference in your organization’s public image and success. If you need expert guidance and a tailored approach, contact TASC today to learn how we can support your PR needs.

The TASC Group is a leading public relations firm dedicated to helping organizations, both nonprofit and for-profit, navigate the complexities of public relations. With a focus on crisis management, media relations, and strategic PR planning, TASC supports clients to achieve their communication goals and build lasting relationships with their audiences.

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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. 

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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. 

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The Importance of Nonprofit Storytelling

Storytelling is a powerful tool for nonprofits to ignite change, rally community support and take their organization to the next level. But what exactly is nonprofit storytelling, and how can organizations leverage its potency? 

What Is Nonprofit Storytelling?

At its core, nonprofit storytelling is the art of weaving narratives that embody the essence of an organization’s mission, values and impact. It transcends mere storytelling; it’s about inspiring action and fostering a sense of community around a shared cause.

How Can Nonprofits Use Storytelling? 

Nonprofits wield storytelling as a catalyst for change, using it to amplify their voices, garner support and drive engagement. From showcasing the transformative journeys of beneficiaries to sharing the passion of dedicated volunteers, storytelling breathes life into the noble endeavors of nonprofits.

Why Is Narrative Development for Nonprofits important? 

The essence of nonprofit storytelling lies in its ability to humanize complex issues, evoking empathy and understanding. By crafting narratives that resonate with their audience, nonprofits can forge deeper connections, rallying support for their cause and fostering long-term engagement.

Compelling Storytelling Helps to Promote Your Cause 

Compelling storytelling serves as the cornerstone of effective advocacy, enabling nonprofits to captivate audiences and inspire action. Whether through emotive testimonials, impactful visuals or immersive multimedia, compelling storytelling has the power to spark movements and drive change.

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How to Develop an Effective Storytelling Strategy

From conception to dissemination, crafting a robust storytelling strategy is essential for nonprofits seeking to maximize their impact. By delineating key messaging, identifying target audiences and selecting appropriate channels, organizations can ensure their narratives resonate far and wide. 

6 steps to consider: 

1. Define Your Goals and Objectives

Before diving into crafting your storytelling strategy, it’s crucial to define clear goals and objectives. Ask yourself: What do we want to achieve with our storytelling efforts? Whether it’s raising awareness, driving donations, or inspiring action, having a clear understanding of your objectives will guide the rest of your strategy.

2. Know Your Audience

Take the time to research and segment your audience demographics, interests, and preferences. This will help you tailor your messaging to resonate with different groups and ensure maximum impact.

3. Craft Compelling Narratives

Once you’ve identified your goals and audience, it’s time to craft compelling narratives that evoke emotion and drive engagement. Your stories should be authentic, and relatable, and highlight the human impact of your organization’s work. 

4. Select the Right Channels

Consider where your audience spends their time online and offline, whether it’s social media platforms, email newsletters, your website, or traditional media outlets. 

5. Create a Content Calendar

To ensure consistency and maximize reach, develop a content calendar outlining when and where you’ll share your stories. This calendar should align with key events, campaigns, or milestones relevant to your organization. By planning ahead, you can maintain a steady stream of content that keeps your audience engaged and connected to your cause.

6. Measure Success

Track metrics such as engagement, reach, and conversions to gauge the effectiveness of your strategy. Use these insights to refine your approach, iterate on your messaging, and continue to evolve your storytelling strategy over time.

Nonprofit Storytelling Mistakes to Avoid

Alternatively, poor storytelling can lead to crisis and PR backlash and have far-reaching consequences on the reputation of an organization. By sidestepping common PR pitfalls such as inconsistency, insensitivity, or misalignment with organizational values, nonprofits can safeguard their credibility and impact.

Questions you should ask

When developing a PR strategy, organizations should ask themselves a few questions to ensure they avoid common PR mistakes: 

  1. Does your storytelling lack authenticity? 
  2. Are you considering the correct audience? 
  3. Are you overlooking the power of visuals? Of testimonials? 
  4. Are you lacking consistency in your messaging and overall brand communications?

These are just a few questions that help organizations avoid common pitfalls that can lead to larger consequences down the road. 

Ready to Share Your Story? 

Are you ready to form a compelling narrative to the public about your mission? Reach out to us today and unlock the power of storytelling to drive change, inspire action and make a lasting impact.

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.

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