Is your nonprofit considering bringing on a PR team to help you raise awareness or promote a service? Here’s what you can expect as you set out on your new, exciting partnership!

Let’s start with the basics – what is public relations? According to the Public Relations Society of America, “Public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics.” A key part of this definition is “building relationships” and what’s implied is that building a relationship is something that happens over time. In other words, PR doesn’t happen overnight.

We can’t speak for all PR firms, but here’s how we ensure we’re a good fit for your company or nonprofit.

  1. First, we ask lots of questions! We start out by understanding who your stakeholders are and how you are currently reaching them. We also get to know you and your team. It is not uncommon for new clients to reach out with immediate needs, so we will clarify your short- and long-term needs and goals. Note: if you needed PR for an event or announcement “yesterday”, chances are, we won’t be able to turn on a dime to help. PR truly is a process rooted in relationships, both with you and with the media. Trying to rush PR often yields “flash in the pan” results.
  2. Just like a first date, we’ll decide together if we would both like to move forward with a proposal (for PR services, that is!).
  3. Good news! After a decade of writing proposals, we’ve learned to simplify the process. Rather than making you wait weeks for a thick PDF, we will provide you with a capabilities deck and standard pricing options. We will also outline a few recommendations tailored to your specific needs. Recommended communications tools may include PR, spokesperson prep and coaching, copywriting, email marketing, Linkedin content, and/or Canva brand kit and template support (these are the services we focus on). We don’t dive into strategy in the proposal.
  4. If our proposal piques your interest, then we’ll get started! At this point, we’ll send over an agreement, as well as a client onboarding document and survey. This keeps everyone organized and abreast of roles, processes, turnaround time, hours, and expectations.
  5. As we get rolling, it’s common to have monthly meetings and to expect regular updates from us. In the beginning, we really want to understand your brand voice, and the types of PR opportunities that excite you. If you are a little media-shy, we can help prepare you for interviews by reviewing anticipated questions. We also believe in the power of movement (especially walking!) as a tool to prime your brain for creativity and connection. We are happy to walk-and-talk with you to get you ready for interviews, video shorts and more.
  6. As we get to know you and your comms team, chances are, you’ll trust us to reach out to your extended team members, board, sponsors, and clients on your behalf. We may start interviewing them in order to gather stories. This is organic and fun and it’ll all just come together. Over time, we’ll collect more and more story ideas, soundbites, and snippets on our own, which means less work for you.

Other things to consider when hiring a PR pro:

  1. It bears repeating that PR – especially media relations – doesn’t happen overnight. This is why we require a 4-6 month minimum engagement. For example, if you really want your organization mentioned in a consumer magazine, the lead time is often six months out…maybe even more. In other words, you might not see the fruits of our labors right away. Even if an editor bites right away, the story might not be printed for several weeks or months. We could pitch a great story idea, but if the editor doesn’t know your company yet, they might not open up that email. It takes time to build relationships, and that’s why PR isn’t a 50-yard dash.
  2. Sometimes, we find that an organization is not ready for PR or they need to prioritize spending elsewhere first. For example, if you have a product that is still a prototype, then it is probably too early to promote it in the media. Alternatively, the founder of that invention may decide to start building their personal brand and thought-leadership, which we can help with. That’s why an initial meeting is so important! Another example: if we identify opportunities for you that fall outside of our core services   — like social media management or digital advertising — we will provide referrals! We wholeheartedly believe in PR, but if we feel strongly that you need to prioritize YouTube ads, for example, we’ll let you know. We have your best interest in mind, even if that means pausing our partnership for now.

As proof of this all, we’ve worked with some of our clients for 10 years, achieving desirable results for them again and again – whether that’s a media placement or emails that nail open-rate expectations. If you’re ready to take the first step in your PR journey, get in touch.

Updated Sept. 2024