Shrita Sterlin of Penn Strategies shows nonprofits how to develop and implement public relations strategies that capture media attention, raise their profiles, generate support and improve their social media performance during Maryland Nonprofit’s summer workshop series. The session, entitled “Low-Cost and No-Cost Strategies for Generating Publicity and Press for Your Nonprofit.”

1. “Low-Cost and No-Cost Strategies for
Generating Publicity for Your Nonprofit”
Maryland Nonprofits Workshop Series
Shrita D. Sterlin of Penn Strategies
July 24, 2012
2:00 pm — 4:00 pm
© Penn Strategies 2012. All Rights Reserved.

2. Learning Objectives
1.Create a compelling narrative
2.Use mainstream media to
boost credibility
3.Hone social media marketing
to give your story legs
4.Get recognized as an
industry expert
5.Stage dynamic events to
engage supporters

3. Buzz Building Basics
What is buzz, and how do you know when you have built it?
Why is building buzz for your nonprofit important?
How can you use publicity to show your unique value?

4. Buzz Building Basics
Publicity helps to
communicate the
difference your
nonprofit makes

5. Buzz Building Basics
Integrate and align public Regularly update internal
relations and marketing and external stakeholders:
plans with your volunteers, board
nonprofit’s strategic plan members, donors, staff
and clients
(e.g., media, social
networking, direct mail)

6. Buzz Building Basics
Lack of publicity
can mean a lack of:
• Awareness
• Fundraising
• Volunteer support
• Popular enthusiasm

7. Buzz Building Basics
Publicity success will:
Raise public awareness
Inspire supporters to support
Translate enthusiasm into action
Build fundraising support
Brand your nonprofit and its
leaders as industry experts

8. Storytelling:
Create a Compelling Narrative

9. Create a Compelling Narrative
The FIRST step for
public relations success is
to create a compelling
story

10. Create a Compelling Narrative
Successful Storytelling:
Attracts media interest
and publicity
Inspires an emotional
connection
Encourages people to
take action

11. Create a Compelling Narrative
Common challenges:
Not providing relevant context
Getting bogged down in statistics
and studies
No human face
Great pictures no backstory
You have limited window to connect.
Make it count.

12. Create a Compelling Narrative
A compelling story does four things:
1. Summarizes your core objectives
2. Conveys your message with passion, humanity,
genuineness and/or humor
3. Puts a human face on abstract concepts, statistics and
ideas
4. Ends with clear call to action

13. How can
nonprofits
build buzz?

14. Mainstream Media Outreach:
Boost Your Credibility

15. Mainstream Media Outreach
Social media, email and
blogs are a great way to
connect with supporters,
generate awareness and
raise your profile.
But mainstream media
coverage remains the
golden standard for
building credibility.

16. Mainstream Media Outreach
Make connections:
Establish media
contacts
Ask colleagues to
make media
introductions
Schedule a series of
“pad and pen” sessions

17. Mainstream Media Outreach
Create a media kit:
Overview, 400 words or less
Thumbnail biographies
List of key facts/statistics
Testimonials
Recent press clippings
High res photos
High res logo
Collateral

18. Mainstream Media Outreach
Craft powerful press releases:
Current, newsworthy angle
Did your organization
publish a new report?
Are you kicking off a big
capital giving drive?
Did your CEO or founder
receive an award?

19. Mainstream Media Outreach
Build your media target list:
Start by targeting local
newspapers, TV and radio
Use Google Alerts to monitor key
words, subjects, reporters and
trends
Take advantage of free trials
from Vocus, Cision, Meltwater
and MyMediaInfo.com

20. Mainstream Media Outreach
Pitch your story:
Tailor your pitch to
match the media
Know the journalist
beat, story trends
and audience
Make sure your story
is a good match

21. Mainstream Media Outreach
Pitch your story:
Tie your pitch to current
news trends or the
reporter’s recent work
Offer sound bites for
local radio stations and
visuals for local TV
stations
Give the reporter a list
of other sources (and
their contact info) for
interviews

22. Social Media Marketing:
Giving Your Story Legs

23. Social Media Marketing:
Giving Your Story Legs
Why social media is important to
your publicity strategy:
• The world is becoming more social
• People share and learn online
• You can kick start conversations
about your nonprofit

24. Social Media Marketing:
Giving Your Story Legs
Get visual:
Pictures and video draw
and spark interest
Pinterest, Flickr,
Instagram, and/or
Tumblr  thrive on
visual sharing
Show your difference

25. Thought Leadership:
Recognized as an Industry Expert

26. Thought Leadership:
Recognized as Industry Expert
Benefits:
Builds credibility
Expands your
nonprofit’s brand
Helps with media
source-filing

27. Thought Leadership:
Recognized as Industry Expert
Market your leader to local media:
Pitch your ideas to your local nightly news,
local NPR or radio
Modify your nonprofit’s press kit to include
your CEO’s qualifications, a brief biography,
headshot and recent press clippings
Expand outreach to regional and national
organizations over time

28. Staging Events
Be different; do something out of
the ordinary that sparks media
interest
Place, timing and practicality are
important
Do not let the stunt
overwhelm, contradict or
confuse your message

29. Staging Events
Virtual events:
Reach a diverse group of
supporters with minimal time,
energy and overhead.
Record, repurpose and
reproduce to share with media,
supporters and on social media
sites

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31. How will your nonprofit use
these strategies to
BUILD BUZZ?
Share with us.
For more tips:
nonprofits@pennstrategies.com
www.nonprofitpr.com
www.nonprofittipsandtools.com
© Penn Strategies 2012. All Rights Reserved.