10.3 Public relations and media management

Public relations and media management are crucial for nonprofits to shape public perception and communicate effectively. These strategies help organizations build relationships with journalists, manage crises, and establish thought leadership in their field.

From press releases to crisis communication plans, nonprofits use various tools to control their narrative. Earned media, reputation management, and thought leadership initiatives further enhance an organization's credibility and influence in the public sphere.

Media Outreach

Press Releases and Media Relations

Top images from around the web for Press Releases and Media Relations

• 

  Chapter 3 – Public Relations Basics – The Evolving World of Public Relations : Beyond the Press ... View original

  Is this image relevant?

• 

  Writing Press Releases in AP Style: 2021 Updates | Burrelles View original

  Is this image relevant?

• 

  Functions of Mass Communication | Introduction to Communication View original

  Is this image relevant?

• 

  Chapter 3 – Public Relations Basics – The Evolving World of Public Relations : Beyond the Press ... View original

  Is this image relevant?

• 

  Writing Press Releases in AP Style: 2021 Updates | Burrelles View original

  Is this image relevant?

1 of 3

Top images from around the web for Press Releases and Media Relations

• 

  Chapter 3 – Public Relations Basics – The Evolving World of Public Relations : Beyond the Press ... View original

  Is this image relevant?

• 

  Writing Press Releases in AP Style: 2021 Updates | Burrelles View original

  Is this image relevant?

• 

  Functions of Mass Communication | Introduction to Communication View original

  Is this image relevant?

• 

  Chapter 3 – Public Relations Basics – The Evolving World of Public Relations : Beyond the Press ... View original

  Is this image relevant?

• 

  Writing Press Releases in AP Style: 2021 Updates | Burrelles View original

  Is this image relevant?

1 of 3

• Press releases disseminate important organizational news and updates to media outlets
• Press releases follow a specific format including headline, dateline, lead paragraph, body, and boilerplate
• Media relations involve building and maintaining relationships with journalists and media professionals
• Effective media relations require understanding journalists' needs, deadlines, and preferred communication methods
• Regular communication and providing valuable information help foster positive media relationships

Media Pitching Strategies

• Media pitching involves proactively reaching out to journalists with story ideas or news
• Successful pitches are tailored to the specific journalist's beat and audience
• Pitching strategies include personalized emails, phone calls, and social media outreach
• Timing plays a crucial role in media pitching (consider news cycles and current events)
• Follow-up is essential but should be done respectfully and without being pushy

Earned Media and Its Benefits

• Earned media refers to publicity gained through promotional efforts rather than paid advertising
• Benefits of earned media include increased credibility, cost-effectiveness, and potential for viral spread
• Types of earned media include news articles, interviews, product reviews, and social media mentions
• Earned media can be leveraged across multiple channels to maximize impact (website, social media, newsletters)
• Measuring earned media impact involves tracking metrics like reach, engagement, and sentiment

Reputation and Crisis Management

Proactive Reputation Management

• Reputation management involves actively shaping public perception of an organization
• Strategies include consistent brand messaging, transparency, and stakeholder engagement
• Online reputation management focuses on monitoring and influencing digital presence (search results, review sites, social media)
• Building a positive reputation requires ongoing efforts in community involvement and corporate social responsibility
• Regular reputation audits help identify areas for improvement and potential risks

Crisis Communication Planning and Execution

• Crisis communication plans outline procedures for handling unexpected events that threaten an organization's reputation
• Key components of a crisis plan include designated spokespersons, communication channels, and pre-approved messaging
• Crisis response should be timely, transparent, and empathetic
• Post-crisis analysis helps organizations learn from incidents and improve future responses
• Crisis simulation exercises prepare teams for real-world scenarios

Thought Leadership

Developing and Promoting Thought Leadership

• Thought leadership positions individuals or organizations as authoritative voices in their industry
• Strategies for developing thought leadership include conducting original research, sharing unique insights, and predicting industry trends
• Content formats for thought leadership include blog posts, whitepapers, podcasts, and video series
• Promoting thought leadership involves strategic use of owned, earned, and paid media channels
• Consistency and authenticity are crucial for establishing long-term thought leadership credibility

Public Speaking and Op-Ed Opportunities

• Public speaking engagements provide platforms for sharing expertise and building personal brand
• Preparation for public speaking includes audience analysis, message development, and rehearsal
• Op-eds (opinion editorials) allow leaders to share views on timely topics in major publications
• Writing effective op-eds requires a clear argument, supporting evidence, and a compelling call to action
• Both public speaking and op-eds can be leveraged for media coverage and social media amplification