A non-profit lament: How do we get publicity?

In the world of smaller non-profits, publicity is like that old joke about the weather. Everybody talks about it, but no one ever does anything about it.

Unlike the weather, though, publicity is not controlled by some ultra-powerful, impossible-to-influence force like Mother Nature. It is controlled by human beings who, like most of us, use a formulaic approach to do their jobs, day after day.

And these editors, producers, newscasters and talk show hosts can be influenced to give editorial space or airtime to one story over another, but the process of getting such consideration from these ultra-busy, deadline-pressed journalists requires dedicated time and resources.

Economic downturn or not, the overriding priority of most non-profits is fundraising, followed by program fulfillment, volunteer recruitment and a host of other areas. If that list is organized by amount of resources devoted to each line item, publicity most likely appears at or near the bottom. Everybody wants it but no one wants to devote real resources to it.

The reason for this is that its value is often not directly quantifiable. A direct mail solicitation may not reach its revenue goal, but it will produce some level of funds. A community service program might not draw the desired crowd, but it will be attended by x number of people.

An article in the newspaper will make people feel good about the mission and increase the number of those aware of the non-profit but its impact on fundraising and on finding new donors, volunteers, advocates or patient families may not be as directly trackable as the direct mail solicitation.

What people know -- but don’t always consider -- is that publicity achieves so much more. It changes the perception of the recipient audience. It provides awareness, cachet and word-of-mouth advertising (the best kind of advertising there is).

At Vizion Group, we prioritize publicity because it lubricates the solicitation process. It validates. It provides credibility. The sell is so much easier, we all know only too well, if the subject of your outreach is aware and has a positive perception.

Then, when we generate coverage, we aggressively market that coverage to influencers, other media, prospective donors, staff, volunteers, neighbors, vendors, partners, friends and family because nothing says “quality” or "worthwhile" or "important" like the third-party endorsement of a respected media outlet.

Publicity-speak includes words like assets (celebrities), platforms (events), angles (overcoming adversity) and visuals (funky stunts for photographers and TV cameras) and every charity has them to a certain degree.

But you have to put time and effort into the pursuit of publicity, using professionals employing tried and true strategies and tactics involving press releases, fact sheets, assertive outreach, creativity and persistence. It is the only way to achieve the kind of recurring exposure that you need to advance your cause.

The news media likes non-profits because they are altruistic and non-commercial, but there are just too many of us. Every now and then, they will find a deserving non-profit organically, but the editors, producers, talk show hosts, bloggers and twitterers that we know respond to suggestions, ideas and opportunities that make their jobs easier.

There’s an old saying among those in the public relations profession:
If you give the media the opportunity to ignore you, they absolutely will.

So don’t give them the chance.

When well planned and executed, public relations can be the most valuable resource that you have.

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Contact Henry Brehm at hbrehm@viziongroup.net

Follow me on Twitter at www.twitter.com/allthingsnonprf