Public relations for nonprofits is a powerful tool for amplifying your mission and reaching more people. Did you know that earned media can build more trust for your nonprofit than any advertisement ever could? This is because it serves as an independent endorsement, lending credibility to your mission. Whether rescuing puppies, providing free legal advice to underserved populations, or making a global impact, sharing your story effectively can inspire action and expand support for your cause. Using strategies like the PESO model—paid, earned, shared, and owned media—nonprofits can connect with their audience and secure valuable media coverage.
The PESO model outlines four types of media that can be leveraged to share a story:
- Paid Media: Advertising, such as social media, print, or broadcast ads, but also email marketing campaigns.
- Earned Media: When a media outlet covers your story, this is referred to as “earned media.”
- Shared Media: Social media, including social networking, community partnerships, and content distribution for promotion.
- Owned Media: Content created by the nonprofit, such as blog posts on its website or TikTok videos shared on its page.
While paid, shared, and owned media provide control over messaging, they may not hold the same weight as earned media when it comes to public trust. Earned media, as the name suggests, is earned and never guaranteed; it is coverage gained without direct payment, like when a news outlet covers a story. It’s often more credible because it serves as an independent endorsement.
For nonprofits, earned media can be especially valuable, signaling that others find the mission worthwhile. While the PESO model highlights the types of media to leverage, earned media often requires the most effort—and it starts with crafting a compelling pitch.
Crafting a Winning Media Pitch
Your nonprofit has a great event coming up, raised significant funds, or you’ve saved the world. Congratulations! Now it’s time to share this exciting news and gain the media’s attention.
A good pitch must be concise, compelling, timely, and relevant. Reporters are inundated with story pitches, so it’s important to stand out. Key points to remember include:
- Focus on Impact: Highlight how your nonprofit’s work is making a difference. Share real stories and specific outcomes; readers will connect with those personal narratives. If you can offer up a happy client or beneficiary, that’s even better. Reporters love interviewing real people benefiting from your nonprofit’s great work.
- Be Timely: News, by its nature, must be new, so tying the story to something happening now increases its appeal.
- Tailor to the Outlet: Avoid “spraying and praying” to every media outlet in the tri-state area. Focus on specific outlets and craft your message accordingly. For example, some small local papers might not have the staff to assign a reporter to cover your story, but if you send them a press release with photos, they might run them. If you’re pitching a local TV station, think visually and share pictures or videos that help tell the story. Also, be prepared to have someone available to speak on camera and to give the reporter/photographer something visual to report upon.
- News Wire Releases Don’t Equal Coverage: Long gone are the days of reporters looking for stories on the news wires. Direct outreach to reporters is far more effective than relying on news wires for coverage.
Here’s an example of how to approach pitching a hypothetical story.
Let’s say an organization held its largest fundraiser of the year and raised $1.1 million to help girls and women in need. This accomplishment deserves to be shared.
Your pitch e-mail could look something like this:
Subject Line:
$1.1 Million Raised to Help Southwest Florida Women’s Causes
Email Body:
“Young girls and women facing extreme poverty across Southwest Florida will soon have access to healthcare, education, and housing, thanks to the generous support of donors to the SW FL Forward Fund.
This week, the SW Florida Women’s Foundation raised more than $1.1 million at its annual fundraiser….”
Time Is of the Essence: Responding to Media Interest
After pitching the story, if a reporter responds, the clock starts ticking. Journalists work under tight deadlines, so it’s essential to respond quickly and be a resource.
- Be Available: Designate someone to handle interviews and follow-ups promptly.
- Provide Background Material: Share pictures, graphics, data, and other details that can help the reporter craft the story.
- Meet Deadlines: Assisting reporters in meeting their deadlines builds trust and makes future collaborations more likely.
After successfully securing media coverage, the next step is to evaluate your efforts to ensure they are achieving your goals.
Measuring PR Success
After responding to reporters and securing media coverage, it’s essential to evaluate the results to refine future efforts and maximize impact. Tracking key metrics offers valuable insights into what strategies are most effective. Metrics to consider include:
- Media Mentions: Track how many times your nonprofit is mentioned in news outlets.
- Website Traffic: Analyze increases in traffic from PR-driven campaigns.
- Social Media Engagement: Monitor likes, shares, comments, and follower growth.
- Donor Inquiries: Keep an eye on new donor leads or support inquiries tied to earned media efforts.
Using tools like Google Analytics, Google Alert or media monitoring software can help track these metrics and inform future PR strategies.
Amplifying Impact with Public Relations for Nonprofits
Effective public relations for nonprofits amplifies their mission, helping organizations reach a wider audience and inspire lasting support. By mastering strategies like storytelling, media pitching, and timely responses, nonprofits can elevate their impact and strengthen their public presence. Need help crafting a PR strategy? Professional guidance can ensure your story resonates with the right audience. By implementing these PR strategies—especially leveraging earned media—your nonprofit can reach a wider audience, inspire action, and amplify its mission’s impact.
