As I looking through the catalog of all of the possible majors at Mississippi State University and saw that Public Relations had minimal requirements in Math, I knew I had found my calling. It wasn't until my junior year that I really felt confident that I was meant to do this line of work, especially when it came to working with nonprofit agencies looking to get their name and mission out in the public eye.
I soon realized that when you're striving to help nonprofit organizations, you're working on shoe-string budgets, or no budget at all. I could write all of the press releases that my new graduate heart desired, but when would I ever be able to shot a commercial, air a radio spot, or hold a grand event to put our story on the front page of paper?
I wouldn't be able to by conventional means but every boss I ever encountered expected just that to happen. There is a hope that because your organization is a worthy cause, and I'm sure it is, that any news or media source would/should feel obligated to give back and provide you with some free airtime. And although that is true to some extent, there has to be some give and take. No one should repeatedly ask for free ad runs, but there are certainly deals that can be worked out for a win-win.
However, I'd like for executive directors and program managers to consider providing your public relations and/or marketing team a piece of the pie in each department or program's budget. It is expected for the PR department to promote and advertise for all facets of the organization, although many times the PR staff is requried to raise their own salaries plus all of the fundraising dollars. In my opinion, it doesn't give much value for the ROI that you receive back from that department.
When you go to a media source to discuss the possibility of becoming partners, come with some kind of budget, some amount of money that is possible for you to provide them to pay for their time and talents. It's only fair. Don't be a beggar. If you only just Google all of the other worthy causes out there in your area, you'll find how much they are bombarded wth this same concept from every other cause.
Other worthy factors in your organization come from the people on your staff and the people you serve. Find those stories and share them. They are the backdrop of why you're there and let them tell the story to whoever will listen. Tell it on social media and allow it to go viral. Don't know how? Google it (or contact me!).
If you are asking for fundraising dollars from the public, grant monies or advertising kickbacks, be worthy and be proactive.
