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Authenticity and value.
These are the new standards for achieving your messaging goals, whether you’re a large business or a small non-profit.
Old-school, pushy public relations tactics have run their course and, frankly, nobody's falling for them anymore. A single video on TikTok or post on X can spark a global conversation (for better or worse!), an organization's reputation is built on something far more substantial: trust. Especially for mission-driven organizations, your "why" isn't just a tagline – it's your North Star, and every action and piece of communication needs to prove you're actually following it.
Donors want assurance that their contributions will be used responsibly and effectively. Organizations that demonstrate high ethical standards and transparency are more likely to earn and maintain public trust, which directly correlates with increased donations.
So, let's be real about media engagement. It's not about being loud; it's about being genuine. For charities and NGOs, your strongest currency is credibility. This means every media interaction, from a quick email to a big interview, needs to align with your mission and radiate transparency. This ethical approach is what truly builds a lasting reputation and ensures your message doesn't just get heard, but felt. This is the core of modern, effective nonprofit media relations.
Finding your newsworthy story might feel like searching for a needle in a haystack, but your biggest wins are often right under your nose. Think about the unique impact you’re making, the challenges you’re tackling, or the compelling human narratives behind your vital work.
Ask your team what your big wins were lately. Here are some thoughts to consider:
Are you kicking off an innovative program?
Did a volunteer go above and beyond?
Has your advocacy sparked a real policy shift?
These are the moments that capture hearts and headlines. Focus on the authentic "why" and "how" of your positive change, not just the dry facts. This perspective is key to a powerful earned media strategy for NPOs.
Forget the generic cold calls. Think of it like building a genuine network. Research reporters who actually cover your beat. Read their work, understand their vibe, and then offer them valuable, relevant insights. Be a go-to resource, not just someone with an ask.
Your press releases should be clear, concise, and focused on the impact and relevance of your news. It’s an invitation to explore a compelling story, not a long-winded corporate announcement.
Whether it be an interview, a contributing article, a podcast, or a TV segment, always know your core messages inside and out and make the audience feel your passion. Practice sounding like a human, not a robot, and always be ready to talk about your mission’s positive outcomes.
Remember, transparency isn't just a buzzword. Your desire to create positive outcomes and make them happen is your strength - now be open and communicative about the whole process!
If you’re ready to start amplifying your brand as ethical and trustworthy, Paritas Narrativa is a free consultation call away! Have other communications needs, but not sure if you’re ready to make waves? Visit my website or submit an inquiry form.
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