Talks and Presentations (past, present and future)

Public Relations for Not-For-Profits

In ten of my first dozen years in public relations and marketing communications, I worked for and with a variety of not-for-profit organizations – college, hospitals, trade associations and charities.  Since then, roughly forty percent of my work experience – employers and clients – have been not-for-profit companies and trade associations. 

Based on all of this experience, in 1997 I began giving presentations to the boards and senior management groups of non-profit organizations, including several national coalitions of shared-interest associations (such as the National Drug Prevention League, a coalition of 30 national anti-drug abuse non-profit organizations). 

These presentations – along with parallel “fund-raising” presentations, were offered as “crash courses.”  These were designed to give – in roughly a half-day – participants a comprehensive (but not very detailed) overview of the ways and means – and whys – of non-profit organization PR and Fund-Raising.  In a number of cases, those receiving the presentations were clients; they knew where to turn for more detailed information on specific segments of the overall presentation. In other cases, these presentations were frankly pro-bono efforts to energize organizations that might later become clients. 

These presentations were given, in most cases, on a pro-bono basis, or for “expenses” (except when given to clients) when there were opportunities to network with potential clients.  In other cases, the presentations were made at a reduced, not-for-profit rate.

The following outline reflects a broad-brush overview of the subjects covered in this half-day (minimum) presentation.

Barnett Marketing Communications’

“Crash Course”

A Not-For-Profit Organization Guide to

“Profitable”

Marketing Communications

A short course in public relations and marketing communications “best practices” – the best ways for not-for-profit organizations to use paid and unpaid media - including new media such as the Internet - to further their cause, advance their mission, attract new members and generate favorable media coverage.

Developed and subsequently presented by Barnett Marketing Communications to several national non-for-profit association boards and senior management teams since 1999.

I.  What is “Marketing Communications?”

            A.  Measurable, results-oriented communications

                        1.  Goals & Objectives

                        2.  Tracking and Measuring

                        3.  ROI - Return on Investment

            B.  Accountability and Results!

II.  What are the tools of “Marketing Communications?”

            A.  Unpaid - Public Relations

                        1.  Public Relations is persuasive, fact-based communications designed to influence attitudes and motivate actions

1.      If it’s not honest, it’s not public relations - if it’s dishonest or misleading, we have another word for it in the trade ... lies!

            B.  Paid - Advertising

1.      Advertising is paid or equivalent (PSA) messages in print or on broadcast media

                        2.  Controlled, targeted audiences

3.      Limited credibility compared to PR

C.     Public Service Advertising – Neither Fish nor Fowl (Unpaid Ads with PR Goals)

1.      This is goal-oriented advertising

2.      Uncontrolled audience access

3.      Mixed credibility

4.      Free – and worth every penny

5.      ONDCP and Federal actions are changing the rules

III.  Aspects of public relations include:

            A.  Media Relations

1.      Meet the Media’s needs so they will meet your needs

2.      Get to know them

                                    a.  Keep Your Lists updated

                                    b.  Never use the wrong name or title, and be VERY careful with spelling - especially names

3.      Establish and exploit your credibility, relevance, “authority” or image with the media – they need “sources” – be one

4.      Always be responsive - “no comment” is the foulest vulgarity (and the most damning admission of guilt) you can say to the media

                        5.  Use the tools and opportunities the media gives to you:

a.       Be a source for reporters and editors

b.      Be a responsive guest on talk shows (and know how to pitch yourself ...)

·        Be an authoritative author of letters to the editor, guest editorials, “op/ed” pieces (or use someone in your organization - a board member, staffer or member – who is an authority)

·        Never “attack” what the media says

·        Never attack one media (Washington Post) in another media (NY Times)

·       Always “enhance” or “expand upon” comments made by the media – or made by others through the media

B.     Use the tools of the PR trade - Press Releases, Media Kits, Press Conferences, etc. – and use them right

1.      Understand the current role of press releases and press advisories – don’t kid yourself into thinking they’ll actually run ...

                                    a.  Use quality-looking press release letterhead

                                    b.  Deliver them and follow up with them in a way that shows respect for the Press

c.       View them as “teasers” to hook the Press’  interest – not Shakespeare (immortal words that cannot be changed)

2.      Understand the etiquette of phoning, FAXing and e-mailing the media

                                    a.  Reserve FAX and e-mail for breaking news

b.      Use Priority Mail or Fed-X to give a sense of importance or urgency to your release

c.       Never expect them to remember your release – be prepared with a 10-second “pitch” of your idea or issue – and be ready to immediately FAX a duplicate if they are interested

3.      Press kits – still valuable?  YES!  But only when done right.  The who, what, where, when, why and how of using Press Kits

                                    a.  They should reflect the image and tone of your group

                                    b.  They should reflect your respect for the Press

                                    c.  A half-good Press Kit sends the wrong message

4.      Video News Releases – if you have the budget ...

                                    a.  Without a “distribution system,” there is no evidence they work

                                    b.  B-Roll can be helpful, especially for breaking or obscure stories

                        5.  Press Conferences ... save them for when you have real, breaking news

                                    a.  Find out when press deadlines are – and avoid them!

b.      Be honest in your evaluation of newsworthiness and your expectations of results

C.     The Internet – it’s a whole new ballgame

                        1.  Website

a.       organizational background, full-text press releases and  testimony ... as Paul Harvey says, “The rest of the story ...”

b.      Where to place your favorable press reviews

c.       Links to authoritative press sources

                        2.  E-mail

                                    a.  E-zines

                                    b.  Spam (not just for lunch anymore!)

                                    c.  Targeted bulk e-mail

                        3.  Usenet News Groups and Forums

                        4.  Listservs - the Internet’s party lines ...

                        5.  “Netiquette” (do unto others or they’ll sure do unto you!)

                        6.  Advantages to posting a Press Release

                                    a.  It can be downloaded without retyping

                                    b.  It can include downloadable photos, illustrations, etc.

                                     c.  It can be promoted via e-mail with embedded hot-links

                        7.  Have realistic expectations - this is still new territory

D.     The Seven Deadly Sins of Public Relations (or, why is it we never have time to do it right ... but we always have time to do it over ...?):

                        1.  “No Comment”

                        2.  Spin Control

                        3.  Disinformation

                        4.  “Baffle them with BS”

                        5.  Playing (media) Favorites

                        6.  Demanding Coverage

                        7. “I was only following orders ...” (doing what you are told, rather than what is right)

E.      Use your staff, your board, your members – Get their help, use their contacts, exploit their skills and expertise – Remember, successful PR is a collaborative effort, not an ego trip

IV.  Aspects of Advertising

                A.  Creative

                B.  Placement

                C.  Budgeting - Mission Impossible?

                                1.  Corporate sponsors

                                2.  Corporate buys

                                3.  Corporate co-op ads

                                4.  Use Board and Members to identify corporate angels

                D.  Impact - Critical Mass

                E.  Differences of different media

                                1.  TV - local

                                2.  TV - Network

                                3.  TV - Cable

                                4.  Radio - Local

                                5.  Radio - National & Syndicated

                                6.  Newspapers - daily and weekly

                                7.  Magazines - consumer and trade magazines

IV.  Aspects of Advertising

                                8.  Online advertising

                                                a.  Website hot button and banner ads

                                                b.  E-mail, Usenet News Groups, Forums, Listservs and

                                                     E-zines (really!)

                                                c.  Spam (oops - a dirty word)

                                9.  Direct Mail - the “hidden” advertising medium

V.  Aspects of Public Service Advertising

                A.  Free - and worth every penny of it

                B.  Difficulty in Placement

                                1.  Media is no longer required ... and they were never required to help YOU ...

                                2.  Competition is fierce

                                3.  Federal “buying” strategies make it even harder

                                4.  PSAs are not what they used to be - more effort for a lesser return

                C.  Strategies for success

                                1.  Making allies of the media (co-sponsoring special events)

                                2.  Saying please and thank-you in ways that make sense

                                3.  Use your board and members’ influence

a.  They may know the media (UGA/Sam Donelson Strategy)

                                                b.  They may buy ads and have influence (PRSA’s   “Texaco/Bob Hope” Strategy)

                                                c.  Say thank you to the “higher powers”

VI.  Member Relations

                A.  Courting New Members - Strategies for Success

                                1.  Who are your prospects?

                                2.  What rings their buttons?

                                3.  What opens their checkbooks?

                B.  Keeping Members

                                1.  Know their needs and expectations

                                2.  Meet their needs and expectations

                                3.  Keep in touch

                                                a.  Newsletters

                                                b.  Special and Regular Mailings

                                                c.  Websites

                                                d.  800-line Weekly Information Updates (recorded)

                                                e.  800-line Member Hotline (live/staffed)

                                4.  Get them INVOLVED!

                                                a.  FAX and e-mail alerts

                                                b.  Conference Calls

                                                c.  Satellite Uplinks

                                                d.  Washington Grass-Roots Activist Meetings

                                                e.  District Grass-Roots Activist Meetings

VII.  Client & Constituency Relations

                A.  Informing Non-Members

                                1.  Public & Media Relations

                                2.  Advertising

                                3.  Targeted Direct Mail

                                4.  Internet Newsgroups, Forums and Websites

                                5.  Reach them through members

                B.  Motivating Non-Members (Citizens for Health)

                                1.  Empower them

                                2.  Encourage them

                                3.  Reward them

VIII.  Fund-Raising

                A.  Key Targets

                                1.  Member Focus

                                2.  Corporate Sponsorships

                                3.  Public Appeals

                B.  Using Marketing and PR Techniques

                C.  Guilt is a 4-letter word

                D.  The Reward Response (Miami Heart Institute)

                E.  Trading Political Access - Combining Advocacy with Sponsorships

IX.  Grass-Roots “Advocacy”

       (we can’t say “Lobbying” - but that’s what it is)

                A.  Time on Target - Volume counts

                B.  Get personal - Contacts Count

                C.  Rainbows work - Diversity Counts

                D.  Technology

                                1.  Phone Calls

                                2.  Letters

                                3.  FAXes

                                4.  E-Mails

                                5.  Personal Visits (strength in numbers)

                                                a.  Use members (Baptist Hospital/Majority Leader example)

                                                b.  Use allies

                                                c.  Congressional Etiquette

                                                                i.  Be Prepared

                                                                ii.  Have a Message and stick to it

                                                                iii.  Follow up with Details

                                                                iv.  Remember to say Thanks

                                                                                *  Letters

                                                                                *  Calls

                                                                                *  Awards

X.  Why Bother?

                A.  Competition in the Marketplace of Ideas

                B.  Members = Influence

                C.  Funds = Influence

                D.  Influence = Impact

·        Facilitating Retreats – for Board and Senior Management – Strategic Planning, Positioning and Competitive Response

·        Public Relations for Not-For-Profits

·        Fund Raising for Not-For-Profits

·        Using websites for hospital marketing and public relations

·        Preparing your CEO to meet the press and the public

·        Media Training

·        Marketing 101

·        PR 101

·        Marketing Channels

·        Effective Public Relations for Independent VARs

·        FAQ, Opinions and Observations

·        Top Ten