I just read through David Meerman Scott’s The New Rules of PR and got some great nonprofit take-aways. Although David targets for-profit communicators, most of what he advises is relevant to nonprofit communicators as well. So as you read replace "buyer" with "prospective donor," and "customer" with "stakeholder."
David repositions PR in the current environment of disintermediated media (we’ve talked about this before, web readers digest your press releases directly, rather than being dependent on the traditional media) and he summarizes some leading edge PR strategies you should be putting into play right now. They include:
- Write press releases directly to your target audiences, not to journalists alone.
- Include links to key landing pages on your nonprofit’s website (to give, volunteer, buy tickets, register)
- Embed lots of keywords (the words that your target audiences will use when searching for organization’s like yours (and the content they produce) in your press releases.
Meerman Scott has much more to say about case studies, publishing your press releases through distribution services like PR Newswire or PRWeb, and the nitty gritty of how to make all this happen. Read his great e-book today.
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