Public Relations of a Nonprofit Organization

Hello, everyone

Xin Jiang Province Anti-Cancer Association, a non-profit organization, where I have learned lots of experience about Public Releations of a nonprofit organization; and I would like to share my experience with all of you.

How does a nonprofit's public releations person meet this challenge?

1). Communicate - above all else - both internally and externally. Make sure your "internal" public - those in the nonprofit - see the benefits of hiring a PR person when typically the budget is shoestring.

2). Write your plan. This is one of the most important jobs you can do as a PR person in the nonprofit world. Once you have your plan written, give copies of it to everyone in the organization, including your board of directors.

3). Prepare your media kit and collateral materials. When you plan is ready to be executed, you will be ready with the press releases, fact sheet, collateral piece on your organization and any other reading material that will allow any lay person to understand your mission.

4). Generate your media and community lists. Investigate your local media; get to know the media contact people. Send them a letter introducing you and ask for a one-on-one meeting. Investigate the high-profile community leaders and do the same with them.

5). Gather your group of volunteers for your organization's speakers and tours program. Remember the name of the game is visibility. This is so much more easily accomplished when you have representatives of your organization, usually staff members, helping you get the word out.

6). Introduce yourself to your board of directors. Write them a letter with your credentials and let them know of your plan and your PR mission and - most important - enlist their help.

7). Outline your methods of internal and external communications tools: e.g., newsletters, Web site, public service announcements in print, radio and television. This should lead you right back to your plan.

Han Xiao