Affordable PR Solutions: Budget-Friendly Ways to Amplify Your Nonprofit’s Mission

Reaching new stakeholders and sharing your impact are essential for a nonprofit organization’s long-term growth and stability. However, navigating the nuances of nonprofit public relations can be overwhelming, especially when resources like budget or manpower are limited. The good news is that with creativity and strategic planning, you can amplify your message and expand your network without breaking the budget. 

Let’s explore affordable yet effective PR strategies that can help your nonprofit thrive and reach volunteers, donors, and program participants. 

Cultivate Your Online Community

Social media platforms allow you to grow your nonprofit's reach and engage more deeply with your audience. By cultivating your social community, you can create genuine two-way interactions, which builds brand loyalty. 

• Share Stories: Tell compelling stories about the people your organization supports. Personal stories create an emotional connection and inspire followers to support your cause. Use images and videos to make these stories more impactful.

• Host Interactive Sessions: Conduct Q&A sessions, live chats, or town halls. These activities encourage connection and allow your audience to ask questions and learn more about your work in real time.

• Post Regularly: Consistency is key. Share updates, events, and success stories regularly to stay top of mind and keep your audience engaged. Use a content calendar to plan your posts and ensure a steady stream of collateral.

• Encourage Participation: Ask your followers to share their own stories and photos related to your cause. User-generated content boosts engagement and helps your followers feel connected to your mission. 

• Utilize Hashtags: Create and use relevant hashtags to increase the visibility of your posts. Hashtags help categorize your content and make it easier for new supporters to find you.

• Monitor Feedback: Pay attention to comments and messages, and respond promptly to questions or feedback. Engaging directly with feedback improves trust and brand loyalty by demonstrating your willingness to listen. 

By consistently posting interesting content and interacting with your followers, you can harness social media's power to amplify your nonprofit’s stories. Doing so will increase your reach and foster a deeper connection with your audience.

Build Relationships with Local Media

Building relationships with your local media is an authentic way to create two-way communication with reporters. You’re sharing the impact your organization is making in your community, and the media want to report on the issues affecting local residents. Here are some practical ways to engage your local media: 

• Nurture Relationships: Introduce yourself to local reporters and editors who cover your cause. In an elevator pitch-style email, give a high-level overview of your organization and its mission, share a recent project or stats to demonstrate impact, and offer to provide commentary on community issues related to your industry when the opportunity arises.  

• Create Press Releases: Some organizational news lends itself well to press releases, which are a great way to alert the media of your events, initiatives, or other business news. [In case you missed it, check out this blog on writing and distributing press releases.] 

• Invite Media to Events: Community events demonstrate how your nonprofit carries out its mission, and inviting the media to cover your activities allows reporters to learn about your nonprofit through the eyes of those you serve. This firsthand access can lead to better coverage. 

• Provide Story Angles: Suggest unique story angles highlighting your organization’s impact. Human interest stories, in particular, are a great way to incorporate storytelling and underscore your impact. 

• Write Op-Eds: Write opinion pieces on relevant issues and submit them to local newspapers or business journals. Op-eds showcase your expertise and provide a platform to advocate for community issues and share solutions. 

By checking in with the media and providing timely community news, you can create authentic relationships with your local media and gain valuable media coverage that helps you attract new supporters and raise awareness. 

Creating Compelling Content on a Budget

Creating engaging content is the foundation of any successful communications plan. Fortunately, there are plenty of ways to get professional content on a budget. Here are some strategies for producing assets affordably: 

• Use Free Tools: Take advantage of free content creation tools like Canva for graphics, Clipchamp for video editing, and Google Docs for collaborative writing. These tools offer robust features without costing a dime.

• Repurpose Existing Content: Refresh older content by updating information or giving it a new twist, which saves time and resources. For example, turn a blog post into a social media video or an eNewsletter infographic. 

• Engage Volunteers: Tap into your volunteer network for content creation. Many supporters may have skills in writing, photography, or video production. Engaging them can result in high-quality assets without additional costs.

• Focus on Quality: It’s better to produce high-quality content less frequently than to pump out low-quality content often. A few well-crafted pieces can go a long way in creating organic and lasting engagement. 

• Leverage User-Generated Content: Encourage your audience to submit stories, photos, or videos of their experience with your organization that you can repurpose into blog or social media spotlights. User-generated content is akin to your community’s authentic endorsement of your brand. 

• Storytelling: Focus on storytelling to create emotional connections. From those you serve to why your volunteers choose you to work with, these stories can be very impactful. Use clear narratives to highlight the impact your organization is making. 

Using these strategies, you can produce compelling content that resonates without sacrificing your budget. 

Engage Supporters with Email Marketing

A strong email marketing strategy is a great way to connect with your audience directly for more personalized communication. It can also be a powerful resource for fundraising. These tips can help you make the most of your email campaigns: 

• Build a Quality Email List: Collect email addresses from supporters, volunteers, and event attendees, making sure you have permission to email them. By maintaining communication with engaged subscribers, you can build brand awareness and loyalty. 

• Segment Your Audience: Tailor your messages to your various stakeholders. For example, you can target donors for a fundraising campaign or engage volunteers for training; each campaign will require its own messaging. 

• Tell Your Story: Use your emails to share success stories, organizational updates, news coverage, and the impact of donations. Storytelling helps demonstrate your impact and can motivate people to continue supporting your cause.

• Include Clear Call-to-Actions (CTAs): Each email should have a clear goal. Whether donating, signing up to volunteer, or sharing on social media, make sure your CTA is clear and easy to follow.

• Track and Analyze Performance: Use analytics tools to monitor campaign performance, such as tracking open rates, click-through rates, and unsubscribes, to see what works and make improvements.

Email marketing is a nonnegotiable for nonprofits—it’s the number one, most cost-effective way to keep supporters engaged. 

Grow Your Reach Without Sacrificing Your Budget

Effective communication is critical for any nonprofit to reach new stakeholders and nurture relationships with established supporters. Adopting affordable PR strategies and leveraging creative marketing tools allows your nonprofit to build authentic relationships and create lasting impact without stretching your budget. 

From user-generated content to email campaigns to media outreach, these approaches empower nonprofits to expand their reach, foster community trust, and drive meaningful change. With the right blend of resourcefulness and strategy, even the smallest teams can build brand awareness and inspire action.  

If you're ready to elevate your nonprofit's PR efforts, contact K.E.Baker Public Relations today! Kristen specializes in creating strategic PR campaigns for nonprofits; learn more here. 

Navigating the PR Spectrum: Traditional vs. Nontraditional Strategies Explained

At its core, public relations helps businesses and nonprofits establish credibility, maintain trust, and build a positive reputation with their target audiences — shaping the way your stakeholders view your organization and cultivating brand loyalty. For nonprofits, a well-rounded PR strategy can be a game-changer, helping you grow your reach and fulfill your mission with greater impact. For small businesses, it’s a powerful tool that helps you to differentiate yourself from competitors, turning customers into brand advocates. 

But PR isn’t one-size-fits-all, and as the digital landscape continues to evolve, so do PR strategies. Understanding the difference between traditional and nontraditional PR can help you choose the right tools to amplify your story and unlock new opportunities to engage with your community.  

Both traditional and nontraditional PR have strengths, but depending on your campaign goals, one might be more effective than the other. 

Defining Traditional Public Relations

Most people think of traditional public relations when they picture PR. This approach focuses on media relations and working with well-known and trusted channels to secure earned media — picture press releases, news conferences, and your business being featured in newspapers, magazines, the radio, or on the evening news. 

Traditional PR also includes contributed content and opinion pieces, which share your organization’s views on important issues or work to establish yourself as a subject matter expert and build credibility. 

While traditional PR takes time to cultivate, it is a necessary component of any PR strategy because it offers independent brand validity, which is essential for building trust and maintaining positive public perception. 

Exploring Nontraditional Public Relations

Nontraditional PR uses newer, more interactive methods to connect with people and primarily focuses on digital mediums. Unlike a story on the Five O’Clock News, nontraditional channels help businesses create two-way conversations and connect deeper with their audiences. 

Social media is the most recognizable and easily accessible way to engage with nontraditional PR. By sharing consistent online content, like updates, photos, and videos, you can connect directly with your audience and foster two-way interaction. 

Blogs and podcasts are also part of nontraditional PR. These platforms let you share longer, more detailed stories about your work and communicate your impact on a deeper level. You can provide insights into your mission, share the stories of people you’ve helped, or discuss important issues without the limitations of time constraints or a word count. 

Influencer partnerships are another tactic. This strategy involves working with individuals who have dedicated online followings to promote your cause, allowing you to tap into their networks and introduce yourself to larger audiences. 

Other nontraditional PR methods include email newsletter campaigns and online events like webinars or town halls. 

The nontraditional approach allows more flexibility while delivering immediate results. It also removes a communication layer, allowing you to create more personal connections. 

Key Differences Between Traditional and Nontraditional PR

Traditional and nontraditional PR have distinct approaches and outcomes. Understanding these differences can help you choose the best strategy for your business.

1. Audience Reach: Traditional PR targets a broad audience but may miss specific demographics. Nontraditional PR, on the other hand, harnesses social media, podcasts, and influencers to reach a highly targeted audience.

2. Interaction: Traditional PR is mostly one-way communication. You record a news segment or interview for a magazine, and the audience receives the information. If your audience responds to the story with an action, like donating to your cause or signing up for services, they don’t need to engage directly with you. Conversely, nontraditional PR encourages two-way communication. Social media, for example, allows your audience to comment, share, and engage with your content to show their enthusiasm, creating a more dynamic relationship.

3. Speed and Flexibility: Traditional methods, like sending press releases and pitching journalists, take time to produce and distribute, and once released, they are difficult to change. Nontraditional PR is faster; you can instantly post updates on social media and quickly adapt your message.

4. Credibility and Trust: Traditional PR often benefits from the credibility of established media outlets. Getting featured in a major newspaper or TV show can boost your brand’s reputation. Nontraditional PR builds trust through direct engagement. Personal interactions with your audience can make your organization more relatable and approachable.

Choosing the Right PR Strategy for Your Business

Creating a dynamic PR strategy depends on your business’s unique goals, audience, and resources. Consider these factors when deciding how to engage in traditional or nontraditional PR.

1. Identify Your Audience: Determine who you are trying to reach and consider how they consume news. For example, traditional PR is a great approach if you’re trying to engage business leaders or establish credibility. Conversely, maybe influencer campaigns will best serve you in reaching younger audiences, like college students. 

2. Set Clear Goals: Decide what you want to achieve with your PR strategy. Are you aiming to raise awareness, attract donations, or increase volunteer sign-ups? Different goals require different approaches. Traditional PR can be great for one-off announcements and campaigns, while nontraditional PR is ideal for ongoing engagement with your audiences.

3. Evaluate Your Resources: Look at your available resources, which include budget and manpower. Traditional PR can be costly due to the time and expertise required to create press releases or engage in media outreach, and it requires specialized skills to be effective. Nontraditional PR, while less expensive to produce, similarly requires time and creativity to keep content fresh and engaging, but it can offer a better return on investment depending on your campaign goals.

4. Mix and Match: A good PR strategy shouldn’t be limited to one approach. Most nonprofits and businesses find success using a combination of traditional and nontraditional PR. 

Which Approach is Best for Your Organization?

Choosing between traditional and nontraditional PR isn't a matter of one being better than the other — it’s about understanding your organization’s goals, audience, and resources. By strategically blending both approaches, you can leverage the strengths of each to build credibility, engage your community, and achieve lasting impact. Whether you’re seeking the trust that traditional PR brings or the dynamic, real-time interactions of nontraditional channels, a well-rounded PR strategy will help you share your story and drive meaningful results.

Are you ready to enhance your communication strategy and create campaigns that resonate and inspire action? Contact Kristen today to learn how K.E. Baker Public Relations can help amplify your message and reach stakeholders. 

Beyond Buzz: Your All-In-One Guide to Evaluating PR Campaign Performance

Businesses engage in public relations campaigns to help accomplish a variety of business goals, from increasing online engagement to expanding audiences to fostering positive public perception to driving donations. But beyond the initial buzz, how can you know if your PR efforts are truly resonating and inspiring action? Tracking the success of a PR campaign is the only way to understand the impact and effectiveness you’ve had. 

Evaluating your campaign performance allows you to be more effective, see the return on investment your efforts produce, and focus on strategies that work. 

So, where do you start? In this guide, we’ll explore the essential metrics and tools you need to evaluate your PR campaign so that you can improve your strategies and make informed decisions. 

Setting Clear Objectives for Your PR Campaign

Setting clear objectives is the foundation for measuring your PR campaign’s success. Without clear goals, you can’t evaluate what’s working or what needs improvement. Your objectives should be specific, measurable, achievable, relevant, and time-bound (SMART).

1. Specific: Clearly define what you aim to achieve with your campaign. Instead of a vague goal like "increase awareness," specify "increase awareness of our new program by driving a 10% increase in landing page visits within three months."

2. Measurable: Ensure your objectives can be quantified. Use metrics such as the number of media mentions, social media engagement, or website visits.

3. Achievable: Your goals should be realistic. Setting overly ambitious objectives can skew your understanding of the campaign’s effectiveness.

4. Relevant: Align your objectives with your organization’s mission and overall goals. Each objective should contribute directly to your broader strategy.

5. Time-Bound: Set a clear timeframe for achieving your goals. This will help you stay focused and allow for periodic assessment. 

Setting clear goals creates a roadmap for your PR campaign, allowing the objectives to serve as benchmarks and measure your progress. 

6 Key Metrics to Track in PR Campaigns

Tracking the right metrics helps you understand your PR campaign’s performance and impact. Here are some key metrics to track:

1. Earned Media Coverage: Measure the number and quality of media mentions. Evaluate each story’s reach, tone, and relevance to gauge your campaign’s reach and effectiveness.

2. Social Media Engagement: Track likes, shares, comments, and followers on social media platforms. High engagement indicates that your content is inspiring action with your audience.

3. Website Traffic: Use tools like Google Analytics to monitor changes in website visits. Pay attention to referral sources to see which channels drive the most traffic.

4. Audience Sentiment: Analyze the tone of social media comments, media coverage, and reviews. Positive sentiment suggests that your message is well-received.

5. Event Attendance: If your campaign includes events, track registrations and include a spot to ask how they learned of the event. This helps track the direct impact of your efforts.

6. Lead Generation: Assess the number of leads or inquiries generated by the campaign. This is particularly important for campaigns focusing on driving donations or volunteer sign-ups.

Focusing on these metrics can help you gain real-time insights into the effectiveness of your PR campaign, allowing you to pivot strategy or optimize for better results. 

3 Must-Have Tools for Measuring PR Success

Measuring PR success requires the right tools to help you gather and analyze data effectively. Here are the three essential tools you need:

1. Media Monitoring Tools: Cision and MuckRack help you track media mentions across various platforms. They provide insights into the reach and tone of your coverage.

2. Social Media Analytics: Platforms like Facebook Insights, Twitter Analytics, and Instagram Analytics offer detailed information about your social media performance. These tools help you track engagement, reach, and audience demographics.

3. Google Analytics: Use Google Analytics to understand how PR drives traffic to your website. Start by monitoring website traffic, user behavior, and referral sources. 

With just these three tools, you can gather valuable insights to make informed decisions and optimize your strategies for better results. 

Analyzing and Interpreting PR Results

So, your campaign has closed, and you’ve collected the data you need — how do you analyze those insights to get a picture of the effectiveness of your campaign? Here are some steps to help you get started:

• Compare Metrics to Objectives: Start by comparing the metrics you’ve gathered to the objectives you set at the beginning of your campaign. Determine if you’ve met, exceeded, or fallen short of your goals.

• Identify Trends and Patterns: Look for trends and patterns in your data. Are there certain types of content or channels that performed better than others? Noticing these patterns can help you understand what resonates with your audience or where they are most active.

• Assess Audience Engagement: Evaluate the level of engagement your campaign generated. High engagement indicates that your content effectively captured and maintained your audience’s interest.

• Analyze Sentiment: Examine the sentiment of the mentions and comments about your campaign. Positive sentiment suggests that your message was well-received, while negative sentiment may indicate areas for improvement.

• Calculate ROI: Assess your campaign’s return on investment (ROI). Compare the resources spent on the project to the benefits gained, such as increased awareness, donations, or volunteer sign-ups.

While public relations campaigns can create immediate buzz and generate excitement, the key to long-term success is understanding their true impact. By tracking the right metrics and evaluating your campaign’s performance, you can gain valuable insights into what resonates with your audience and inspires action. This helps you refine your strategies for future efforts and ensures you’re seeing a return on investment. 

Use this guide to measure the effectiveness of your PR campaigns, and you’ll be on your way to leveraging data to create impactful campaigns that drive lasting results. 

Are you ready to share your story and communicate with impact? Contact Kristen today to learn how K.E.Baker Public Relations’ comprehensive creative PR services can help you expand your reach and attract stakeholders. 

Expert Tips for Writing Irresistible Headlines

Writing attention-grabbing headlines is the first step in capturing your reader's interest and making sure your content gets noticed. A great headline is the gateway to your material, pulling the reader in and encouraging them to explore further. Without one, even the most valuable content can go overlooked.

Headlines need to be clear, intriguing, and relevant to your audience. They set the tone for the entire article and can significantly impact its success. When written effectively, a headline can increase click-through rates, positively impact engagement, and strengthen your online presence.

The Importance of Attention-Grabbing Headlines

Attention-grabbing headlines are essential because they are the first part of the article that readers interact with. Potential readers may scroll past your article without even a second thought if it fails to engage.

A strong headline piques curiosity and encourages readers to click and read more. It serves as a preview of what’s to come, setting expectations and drawing the reader in. For nonprofits and mission-driven organizations, a well-crafted headline can help spread important messages and draw in a broader audience.

Moreover, search engines use headlines to determine the relevance of your content, and so they subsequently play a vital role in search engine optimization. Incorporating keywords effectively in your headlines can improve your search rankings and make your content easier to find.

Key Elements of a Compelling Headline

1. Clarity: Headlines should give a concise preview of your content; being vague or confusing can deter readers. 

2. Urgency: Depending on the subject matter, adding a sense of urgency can prompt immediate action. Words like "now" or  "today" can create a feeling that the content is timely and important.

3. Emotion: Emotional appeal can make your headline more engaging. Use words that evoke feelings related to your content, whether it’s excitement, curiosity, or concern.

4. Numbers and Lists: Headlines that incorporate numbers or lists are often more digestible to readers. They indicate a clear structure and suggest actionable content, making readers more likely to click through.

By incorporating these elements into your titles, you can create a connection with readers and draw more attention to your content. 

7 Tips to Write Engaging Headlines

Writing headlines requires both creativity and a little bit of planning. Here are some practical tips to help you develop headlines that drive engagement:

1. Use Power Words: Words like "expert," "proven," "refreshed," “bold,” and "results" can spark curiosity and compel your audiences to continue reading. 

2. Keep It Short and Sweet: Aim for headlines that are concise and to the point. Ideally, keep yours under 70 characters to ensure they are easily readable.

3. Ask Questions: Asking a question in your title is a great way to engage readers. Questions naturally prompt curiosity and encourage people to seek answers by reading more.

4. Make Bold Statements: Bold (there’s that power word again) or unexpected statements can be very attention-grabbing. Don’t be afraid to stand behind strong claims if they align with your mission.

5. Include Numbers: Numbers and lists give readers a clear idea of what to expect, making the content more approachable and actionable.

6. Highlight Benefits: Focus on what the reader will gain from your content. Headlines like "5 Ways to Level-Up Your Writing Skills Today" promise a clear benefit.

Common Mistakes to Avoid When Writing Headlines

Even experienced writers can make mistakes when developing headlines. Here are some common pitfalls to avoid:

1. Being Vague: Headlines that are too evasive or vague can confuse readers rather than intrigue. Always be specific about the content of your article.

2. Using Clickbait: While enticing headlines are important, avoid making unrealistic promises or sensational claims just to get clicks. Misleading titles can erode trust and harm your reputation.

3. Ignoring SEO: Failing to include relevant keywords can hurt your search engine rankings. Always incorporate target keywords naturally within your headline for better visibility.

4. Being Too Wordy: Too-long Headlines can be cumbersome and off-putting. Keep your headlines short, clear, and to the point.

5. Lacking Relevance: Make sure your headline aligns with the content. Like clickbait titles, irrelevant headlines can frustrate readers who feel misled.

6. Neglecting Emotional Appeal: A dry, emotionless headline is less likely to engage readers. Use words that evoke curiosity, excitement, or urgency.

Writing attention-grabbing headlines is an art that requires thoughtful attention. By understanding their importance and incorporating key elements, you can create titles that spark curiosity and drive your readers to engage with you, increasing click-through rates and engagement while growing your online presence.  

Are you ready to enhance your communication strategies and create campaigns that resonate and inspire action? Contact Kristen today to learn how K.E. Baker Public Relations can help amplify your message and drive your mission forward. 

How to Incorporate Creativity and Strategy in PR Campaigns

Blending creativity and strategy in PR campaigns can elevate your business’ message, making it more engaging and effective. Creativity helps capture attention, while strategy ensures your message reaches the right audience. A balanced approach can transform your PR efforts from ordinary to extraordinary.

Creativity in PR involves thinking outside the box to develop unique and compelling messages. This might include eye-catching visuals, memorable phrases, or innovative campaign concepts. Creative elements are essential for standing out in an overcrowded media landscape and grabbing the attention of your target audience.

Conversely, strategy is about effectively planning and executing your campaigns. It involves setting clear objectives, identifying your target audience, and choosing the proper channels to disseminate your message. A well-thought-out strategy ensures that your creative ideas not only capture attention but also achieve your goals.

Understanding the Role of Creativity in PR Campaigns

Creativity plays a vital role in PR campaigns by capturing attention and making your message memorable. It is the spark that sets your campaign apart from the countless others vying for the same audience's attention. Creative elements can include everything from striking visuals and engaging videos to clever taglines and compelling stories.

Using creativity effectively can evoke emotions and resonate with your audience on a deeper level. This emotional connection is crucial for nonprofits and small businesses, as it helps build trust and encourages supporters to engage with your organization. Creative campaigns often create lasting impressions, making your message more likely to be shared and remembered.

Beyond visuals and stories, creativity also involves finding innovative ways to deliver your message. This might mean exploring new media channels, using interactive content, or developing unique partnerships. The goal is to present your information in a way that captivates and engages your audience.

Strategic Planning for Effective PR Campaigns

Strategic planning ensures that your PR campaigns are not only creative but also effective in achieving your goals. Start by defining what you want to accomplish. Clear objectives might include raising brand awareness about your business or cause, increasing registrations for your upcoming webinar, or gaining more volunteers.

Next, identify your target audience. Understanding your audiences will guide your messaging and which media outlets you target. Consider factors such as age, interests, and where they get their news. Tailoring your message to your audience's preferences will improve the impact of your campaign.

Develop a detailed plan that maps the steps you will take to achieve your goals. This includes choosing the right communication channels, such as social media, press releases, or events. Timelines and budgets should also be part of your strategic plan to ensure everything stays on track.

Combine your strategic plan with measurable goals to track your progress. Use metrics like website visits, social media engagement, and earned media coverage to gauge the success of your campaign. Adjust your strategy based on the data you collect to continually improve your efforts.

Balancing Creativity and Strategy: Best Practices

Finding the right balance between creativity and strategy is critical for a successful PR campaign. A campaign that’s too creative might lack direction or confuse your audiences, while one that’s too strategic could fail to engage. Here are some best practices to achieve this balance:

1. Align Creative Ideas with Goals: Ensure your creative concepts support the campaign's objectives. Creativity should enhance your strategy, not overshadow it. For example, a creative social media challenge should still aim to increase donor engagement or awareness.

2. Collaborate with Your Team: Involve your team in brainstorming sessions to generate feasible and strategically sound creative ideas. Collaboration can lead to innovative solutions that effectively support your goals.

3. Test and Refine: Before rolling out your campaign, test creative elements on a small scale. Gather feedback and make adjustments as needed. This ensures that your creative ideas are well-received and align with your strategic plan.

4. Monitor and Adjust: Continuously monitor the performance of your campaign. Be prepared to tweak creative aspects or strategic elements based on real-time data and feedback. Flexibility is key to maintaining balance and achieving the desired results.

By implementing these best practices, you’ll create PR campaigns that are both engaging and strategically effective, maximizing your organization's reach and impact.

Measuring the Impact of Your PR Campaign

Measuring the impact of your PR campaign is essential to understanding its effectiveness and making data-driven decisions. This involves tracking various metrics and evaluating the outcomes against your initial goals.

Key Metrics to Track:

1. Media Coverage: Track the amount and quality of media coverage your campaign receives. This can include articles, interviews, and broadcast segments. Positive media coverage can indicate successful outreach and message penetration.

2. Social Media Engagement: Monitor likes, shares, comments, and overall engagement on your social media posts. High engagement rates suggest your content resonates with your audience.

3. Website Traffic: Analyzing website traffic can help you understand if your PR efforts are driving more visitors to your site. Tools like Google Analytics can provide insights into page views, visitor demographics, and referral sources.

4. Donor and Volunteer Inquiries: Measure any increases in donations or volunteer sign-ups. This direct response can strongly indicate your campaign’s success in mobilizing support.

5. Surveys and Feedback: Collect feedback from your audience through surveys or direct comments. This kind of direct feedback can provide valuable insights into the effectiveness of your messaging.

Regularly reviewing these metrics allows you to analyze your campaign’s strengths and weaknesses and make necessary adjustments. This continuous improvement process helps refine your approach for future campaigns.

Create Campaigns That Deliver Results

Incorporating both creativity and strategy in your PR campaigns is crucial for maximizing impact and achieving your goals. Creativity captures attention and makes your message memorable, while strategy ensures your efforts are targeted and effective. By understanding the roles of both elements, strategically planning your campaigns, balancing creativity with strategic objectives, and measuring your impact, you can significantly enhance your organization's PR efforts.

If you're ready to elevate your PR efforts, contact Kristen today! Let K.E.Baker PR help you tell your story and reach new heights. 

Does Your Nonprofit Need a PR Consultant?

Engaging a PR consultant can directly contribute to the success of your nonprofit. PR consultants help amplify your organization's message, engage donors, reach new audiences, and cultivate positive public perception. 

Many nonprofits start by handling their own PR needs. As the organization grows, so do outreach and media engagement demands. Handling these tasks internally can quickly become overwhelming and may yield different results. It's at this point that hiring a PR consultant becomes essential to take your communications to the next level. A PR consultant brings specialized skills and experience, providing strategic direction and executing effective campaigns.

Finding the right PR consultant requires careful consideration. Not all consultants will be a good fit for your specific needs, and you must take time to evaluate their expertise, understand their approach, and ensure they align with your mission and values.

Signs Your Nonprofit Needs a PR Consultant

Recognizing when your nonprofit needs a PR consultant is crucial for taking your communications to the next level. If you find your organization's message struggling to reach your audiences, it might be time to seek professional help.

If your nonprofit is experiencing a growth surge or entering a new phase, you might need more PR support. Expansion often brings increased media attention and stakeholder interest, which can be daunting without expert help. A PR consultant can proactively manage your messaging, engage key stakeholders, and handle media inquiries efficiently.

Or, if your current PR efforts aren't yielding results, it might be time for expert intervention. Stagnant social media engagement, poor or nonexistent media coverage, and waning public interest can all indicate that your PR strategy needs a professional touch.

4 Factors to Consider Before Hiring a PR Consultant

Choosing the right PR consultant for your nonprofit requires careful thought. Here are four key factors to help guide your decision to ensure a good fit and lasting success.

1. Experience and Expertise: Look for a PR consultant with experience in the nonprofit sector or areas relevant to your nonprofit. Their understanding of your needs and challenges will be invaluable. Ask about their previous work with similar nonprofits and request case studies or references.

2. Reputation: A consultant's reputation in the industry speaks volumes about their reliability and effectiveness. Check reviews, testimonials, or industry awards. Positive feedback from other nonprofits can provide confidence in your choice.

3. Communication Skills: Effective communication is critical in PR. Your consultant should be able to articulate strategies clearly and maintain open lines of communication with your team. Ensure they listen to your needs and goals and provide thoughtful next steps.

4. Cost and Budget: PR consultants come at various price points. Consider your budget and weigh it against the potential return on investment. Ask for detailed proposals that outline the costs and deliverables.

By considering these factors, you can make an informed decision and choose a PR consultant who will effectively support your nonprofit’s mission.

How to Vet Potential PR Consultants

Vetting PR consultants is crucial in ensuring you choose the right partner for your nonprofit. 

First, schedule a consultation to discuss your needs and gauge their understanding and enthusiasm. If you’re interested in moving forward, request detailed proposals from any consultants you’re vetting. The proposal should outline their approach, strategies, and deliverables. Compare these proposals to see which consultant aligns best with your nonprofit's goals and vision. Ask for references from previous clients, especially those in the nonprofit sector. Speaking to past clients can provide valuable insights into the consultant's effectiveness, reliability, and working style.

Next, evaluate their portfolio. A strong portfolio will showcase their successes and the types of campaigns they have managed. Look for case studies that highlight their ability to handle projects like yours. This can give you a clear picture of what to expect.

Making the Final Decision and Moving Forward

Making the final decision involves more than just choosing the best proposal. It’s about selecting a consultant who feels like the right fit for your nonprofit's culture and mission. Ensure that the consultant’s values align with your organization’s goals. This alignment is crucial for seamless collaboration and effective strategy execution. 

Hiring a PR consultant can be a transformative step for your nonprofit, helping to amplify your message and achieve greater impact. By recognizing the signs that you need a PR consultant, carefully considering key factors before hiring, and thoroughly vetting potential consultants, you can find the right match for your organization. 

If you're ready to elevate your nonprofit's PR efforts, contact K.E.Baker Public Relations today! Kristen specializes in creating strategic PR campaigns for nonprofits; learn more here. 

How to Write & Distribute Press Releases

Writing and distributing press releases is an essential skill for any organization looking to share important news. A well-crafted press release can help you gain media coverage, attract new supporters, and raise awareness for your cause. However, knowing how to create compelling press releases can make all the difference in landing your pitch.

Understanding the process of writing and distributing a press release can seem daunting at first, but by following a few key steps, you can ensure your message reaches the intended audience. This article will guide you through the basics of creating a press release, the steps to write it effectively, how to distribute it, and how to measure its success. Let's dive into the essentials of press release writing and distribution to make sure your news gets the attention it deserves.

Understanding the Basics of a Press Release

A press release is a professional document used to communicate important information to the media. The primary purpose of a press release is to capture the interest of journalists and news outlets, encouraging them to cover your story. The release must be clear and concise, presenting the key details of your news in a plain language. 

Press releases typically follow a standard format. They start with a headline that summarizes the main news in a few words. This is followed by the dateline, which includes the release date and location of the news. The first paragraph, known as the lede, should answer the “five Ws”: who, what, when, where, and why. Additional paragraphs provide supporting details and context, while the final paragraph, a.k.a. the boilerplate, includes a short description of the organization.

Press releases also include contact information so journalists can follow up for more details. Adding quotes from key representatives in your organization can make the release personable. Overall, a well-crafted press release should be engaging, easy to read, and free of jargon or fluff. Learn more about the do’s and don'ts of writing press releases here. 

Step-by-Step Guide to Writing a Press Release

1. Craft a Strong Headline: The headline is the first thing reporters read, so make it compelling. It should be clear and concise, summarizing your main news in a few words.

2. Write a Clear Lede Paragraph: The lede, or first paragraph, should cover the who, what, when, where, and why to give readers a quick overview. This summary of essential information ensures that even if readers don’t read the whole release, they will understand the main points.

3. Provide Supporting Details: Use the following paragraphs to add more details. Explain the significance of the announcement, provide background information, and include any relevant statistics or facts.

4. Include Quotes: Adding quotes from key individuals can make your press release more personable. Quotes provide a human element and can highlight the impact of your news. Learn how to write better executive quotes here. 

5. Add Contact Information: Make it easy for journalists to reach out for more information. Provide the name, phone number, and email address of a contact person.

6. End with a Boilerplate: This is a brief paragraph about your organization. It should include basic information like your mission, history, and any notable achievements.

Effective Strategies for Distributing Your Press Release

Once you've written your press release, distributing it strategically is crucial for gaining meaningful media coverage. The following strategies can help ensure your press release reaches the right audience:

1. Build a Media List: Create a list of media contacts relevant to your industry. This list should include journalists, producers, and editors who cover your cause or industry and your local business news contacts.

2. Send Personalized Emails: Avoid generic mass emails. Personalize each email by addressing the recipient by name and mentioning why your press release is relevant to their audience.

3. Optimize for SEO: Ensure your press release is optimized for search engines. Use relevant keywords, and include links back to your organization's website. This will improve your press release's online visibility.

4. Post on Your Website: Make sure to publish the press release on your organization's website. Create a dedicated press section where visitors and journalists can easily find more news about you.

5. Share on Social Media: Use your organization's social media platforms to share the press release, and include a clear call-to-action for your followers. Tag relevant media outlets and influencers to increase visibility.

Measuring the Success of Your Press Release

Measuring the success of your press release helps you understand its impact and improve future campaigns. Here are some key metrics to track:

• Media Coverage: Track how many media outlets picked up your press release and look at metrics like unique viewers, ad equivalency, and sentiment. Look for mentions in newspapers, magazines, and online news sites.

• Website Traffic: Monitor your website traffic to see if there is an increase following the release’s publication. Tools like Google Analytics can help track visitors and identify which pages they visited.

• Social Media Engagement: Check social media platforms for mentions, shares, likes, and comments related to your announcement. High engagement indicates that your message resonated with your audience.

• Inbound Inquiries: Measure the number of inquiries or leads generated from the press release. This can include emails, phone calls, or form submissions.

• SEO Performance: Analyze the SEO impact of your press release. Look at the ranking of relevant keywords and the number of backlinks gained from other websites.

Writing and distributing a press release is an essential tool to help organizations communicate important news with their stakeholders. By understanding the basics, the do’s and don'ts, and being strategic in distribution, you can create press releases that capture attention and generate meaningful coverage. 

Did you know: Kristen specializes in helping nonprofits share their stories! Need help writing a press release, securing earned media coverage, or developing a PR strategy? Learn how K.E.Baker Public Relations’ PR Services can help you communicate with impact – schedule your free consultation today. 

Do's and Don'ts of Writing Press Releases

Public relations as a profession can be traced back to 1900 — that’s a long time. Now, more than 120 years later, it’s easier than ever to find ways to connect with stakeholders and communicate important news. While the way PR pros communicate has evolved, one thing remains the same — the value of the good old-fashioned press release. 

A well-written press release can help share your organization’s message, attract media attention, and engage supporters. However, writing an effective press release requires a clear understanding of what works and what doesn’t.

In today's fast-paced media environment, journalists and editors receive many press releases daily. To make yours stand out, it must be clear, concise, and compelling. A press release needs to grab attention quickly while conveying your message in simple terms. This involves using the right structure, avoiding common mistakes, and focusing on the key elements that make a press release effective.

Understanding the do’s and don'ts of press release writing can significantly improve how your organization’s news is received. By following best practices, you can create press releases that inform and inspire action. Let's dive into the essentials of writing press releases that capture attention and effectively communicate your company’s mission.

The Importance of Clear and Concise Information

Clear and concise information is key when writing a press release. Journalists often have limited time to read through numerous emails, so if your press release is too wordy or confusing, it may be dismissed. Keeping your message straightforward helps ensure that your main points are understood quickly.

Start with a strong lede, or opening, that answers the “five Ws”: who, what, when, where, and why. This section lays the foundation for the rest of the release. Each sentence should add value, providing necessary details without unnecessary fluff. Avoid jargon or technical terms that may confuse the reader. Plain language is more accessible and helps the media immediately understand the value of the news you share.

Short paragraphs and bullet points help make the information easily digestible. Breaking down relevant information into skimmable sections ensures readers can quickly grasp the essentials. The goal is to provide a straightforward, compelling story highlighting your news’s importance and why it matters.

Do's: Best Practices for Writing a Press Release

1. Focus on the Essentials: Start with a strong headline that grabs attention. Ensure the first paragraph answers the who, what, when, where, and why. Provide the most crucial information upfront.

2. Be Fact-Based and Objective: Stick to the facts and avoid exaggerated claims. Journalists appreciate accuracy and reliability in press releases.

3. Use Quotes Effectively: Include one or two quotes from key individuals in your organization. Quotes add a personal perspective and can highlight the impact or significance of the news.

4. Be Brief but Informative: Aim for no more than 500 words, which ensures you’ve included enough detail without overwhelming the reader.

5. Include Contact Information: Provide contact details for someone who can answer media inquiries. This can be included at the end of the release or in the header space. 

6. Add a Boilerplate: Include a short paragraph about your organization at the end of the press release. While rarely printed, this section gives a brief background to reporters unfamiliar with your organization.

Don'ts: Common Mistakes to Avoid

1. Overloading with Information: One of the most common mistakes businesses make is trying to include too much background information. Press releases should be to the point and have a singular focus. Avoid adding irrelevant details that distract from the main message.

2. Using Jargon: Avoid using technical terms or jargon that might confuse readers. Stick to clear language that everyone can understand.

3. Being Too Promotional: Press releases should inform, not sell. Avoid sounding too promotional or using marketing hype. Focus on the news and its significance rather than trying to pitch your organization.

4. Ignoring the Target Audience: Tailor your press release to the interests of the media outlet or journalist you are sending it to. A one-size-fits-all approach rarely works.

5. Neglecting Formatting: Poor formatting can make reading your press release difficult. Ensure you’re following the standard press release format with clear headings, short paragraphs, a boilerplate, and necessary contact information.

6. Skipping Proofreading: Mistakes can hurt your credibility. Always proofread your press release for spelling, grammar, and factual accuracy before sending it out.

Crafting a Compelling Headline and Lede

The headline and lede are the most important sections of a press release. The headline should be concise and intriguing, summarizing the main point of the press release in a few words. It should grab interest immediately and entice the reader to want to learn more.

The lede, or the first paragraph, is where you hook the reader with the core message. It should answer the key questions: who, what, when, where, and why. This summary of essential information ensures that even if readers don’t read the whole release, they will understand the main points.

• Be Specific: Avoid vague language. Clear and specific information in the headline and lede helps draw in the reader.

• Use Active Voice: Active voice makes your writing more dynamic and direct. For example, rather than saying, "The event will be hosted by Dunder Mifflin Race for the Cure," say, "Dunder Mifflin Race for the Cure will host the event."

• Highlight the Impact: Leverage data and stats to help demonstrate the significance of your news.  

• Keep It Short: Both the headline and lede should be brief. The headline should ideally be under 10 words, and the lede should be no more than three sentences.

Writing an effective press release is a learning experience. It requires balancing clear communication with engaging storytelling. By using the do’s and don’ts in this guide, you can create compelling press releases that inform reporters and communicate your organization’s mission. 

Need help writing a press release, securing earned media coverage, or developing a PR strategy? Learn how K.E.Baker Public Relations’ PR Services can help you communicate with impact – schedule your free consultation today. 

Why Every Small Business Needs a PR Strategy

Public relations involves more than just getting your business in the news. It’s about maintaining trust, credibility, and a positive reputation among your customers and community. For small businesses, having a solid PR strategy is crucial to establishing their brand and differentiating themselves from competitors. While marketing is the practice of promoting products and services, PR aims to cultivate a strong, trustworthy image that builds brand loyalty. 

Creating a structured PR strategy helps you hone your messaging, define target audiences, recognize themes, and set campaign goals well before a pitch is ever sent — allowing you to target your communication to the right audience and publications in a way that is mutually beneficial for your business and the press. It outlines a roadmap for where you want to go and how you’ll get there. Without it, you’ll find yourself haphazardly throwing ideas out and praying something sticks. 

A good PR strategy can provide a significant return on investment without substantial costs for small businesses with limited budgets. By focusing on authentic, transparent communication and strategic media use, you can attract positive engagement and build lasting relationships with your audiences. Let’s explore a few PR tactics for small businesses, from earned media coverage to thought leadership. 

Why Trust and Credibility Matter In PR

Trust and credibility are what all successful relationships are built on. They work together to demonstrate your integrity as an organization. Customers who value a business are more likely to return and recommend it to others. 

Transparent communication fosters meaningful connections, and you should share both successes and challenges with your audiences. When you commit to transparent and honest communication, stakeholders see your business as genuine, allowing you to attract new clients while strengthening your relationship with existing ones. 

Key PR Strategies Every Small Business Should Implement

Developing a PR strategy tailored to your unique business needs can greatly impact your success. For a small business, employing the right strategies can make a big difference. Here are three ways to get started: 

1. Craft a Compelling Story: Every business has a compelling origin story. Share your brand journey, the challenges you’ve overcome, and your mission. A strong narrative engages your audience emotionally and makes your brand more relatable. Learn more about storytelling techniques here. 

2. Engage with Local Media: Local media outlets are always looking for stories that resonate with their community. Build relationships with local journalists and pitch stories highlighting your business’s contributions to the local economy or community projects. 

3. Utilize Customer Testimonials and Reviews: Encourage satisfied customers to share their experiences. Incorporating testimonials into your PR campaigns plus displaying them on your website and social media fosters growth by demonstrating to potential clients that your business delivers on its promises. 

Incorporating these strategies can help you effectively communicate your message, attract positive attention, and build a strong foundation for long-term success. 

Leveraging Online Media to Boost PR Efforts

Online platforms provide small businesses with a powerful means to enhance their PR efforts and reach a broader audience, allowing you to amplify your message, share expertise, and engage directly with your audiences. 

1. Social Media: The reach of social media cannot be understated. These platforms allow you to share stories directly and meaningfully connect with your audiences. Regularly posting engaging content and responding to comments increases visibility and fosters a loyal community around your brand.

2. Blogging: Maintaining a blog on your website helps establish your business as an authority in your industry while also providing SEO benefits via your own channel. Keep a pulse on what your target audience wants to learn about and write informative, interesting articles that offer value to your readers and attract new ones seeking information. 

3. Earned Media Coverage: Earned media coverage authentically validates your brand. When reputable sources cover your business, it acts as a third-party endorsement. This kind of validation reassures customers about the quality of your brand and reinforces their decision to do business with you. 

4. Contributed Content: Unlike earned media coverage, contributed content, or bylined articles, are authored by a subject matter expert within your company and provide a vendor-neutral perspective on topics relevant to a publication’s audience. Authoring this type of thought leadership content is an excellent way to establish yourself as a subject matter expert in your industry and build brand awareness. 

Optimizing your online presence can cultivate a strong community and drive targeted growth. Engagement is critical here, so don’t simply post and forget — foster two-way communication by answering questions, responding to feedback, and interacting with your audiences. 

Measuring the Impact of PR on Your Business

Analyzing the effectiveness of your PR strategies gives you a better idea of what’s working and where improvements can be made. Start by tracking these four metrics:

1. Media Coverage: Monitor how much media coverage your business receives. Look at the number of articles, sentiment, and audience circulation of the publications you’re mentioned in.

2. Website Traffic: Use tools like Google Analytics to see how your PR activities affect your website traffic. Check metrics such as page views, unique visitors, and how long visitors stay on your site.

3. Social Media Engagement: Track likes, shares, comments, and follower growth on your social media platforms. High engagement rates indicate your PR efforts are resonating with your audience.

4. Customer Feedback: Pay attention to what your customers are saying about you. Positive reviews and testimonials can be a direct result of successful PR campaigns. Pay attention to any changes in customer sentiment following your PR activities.

By regularly reviewing these metrics, you can make data-driven decisions to refine your approach and achieve better results.

Grow Your Small Business with PR

In today's competitive landscape, a well-crafted PR strategy is indispensable for small businesses. It’s not just about gaining media attention but about building and maintaining trust, credibility, and a positive reputation. With a structured PR approach, small businesses can define their messaging, target the right audiences, and amplify their reach while establishing themselves as trusted industry experts. 

Ultimately, a robust PR strategy provides a significant return on investment by fostering authentic connections and driving growth. By focusing on these strategies, your business can attract new customers, strengthen its relationships with existing ones, and build a solid foundation for long-term success.

Are you ready to elevate your small business’s PR efforts? Contact Kristen today to learn how K.E. Baker Public Relations can help your brand reach stakeholders and create lasting impact. 

4 Effective PR Strategies for Non-Profit Organizations

Public relations (PR) is vital in helping non-profit organizations share their mission, attract donors, and inspire volunteers. With the right PR strategies, non-profits can build awareness, reach new audiences, and create lasting impact. However, it's not just about having a good cause; it's about communicating it effectively to the right people.

Non-profits face unique challenges compared to for-profit businesses, including limited budgets and resources. That's why adopting efficient and effective PR strategies that maximize your efforts is crucial. From building media relationships to leveraging social media, these strategies can help amplify your message and drive your mission forward.

So, let’s explore several practical  PR strategies designed specifically for non-profit organizations. By implementing these approaches, you can enhance your visibility, engage your community, and measure your success more effectively.

Build Authentic Relationships with the Media

Building solid and authentic relationships with the media is crucial for amplifying your nonprofit's stories. When journalists and media outlets trust and respect your organization, they are more likely to cover your stories and share your community impact. The first step in this process is understanding what journalists need.

• Research and Target the Right Media: Identify reporters and media outlets that cover stories similar to what your nonprofit focuses on. Create a list of these contacts and tailor your story pitches to align with their interests.

• Personalize Your Outreach: Always personalize your communication when contacting journalists. Mention specific articles they’ve written that show relevance to your cause. Taking these extra steps helps demonstrate that you’ve done your homework and understand the types of stories that they cover.

• Be a Reliable Source: Always provide accurate and timely information. Respond promptly and professionally if a journalist asks for additional details or an interview. Reliability helps build a foundation of trust and credibility, increasing the likelihood that reporters will want to work with you again.

Leverage Social Media for Greater Reach and Engagement

Social media platforms allow you to grow your nonprofit's reach and engage more deeply with your audience. You can share your stories and messages more effectively by leveraging each social media platform’s unique features — from Facebook, Twitter, Instagram, and LinkedIn.

• Create Platform-Specific Content: Tailor your content to fit each social media platform. For example, high-quality images and short videos are great for Instagram, while longer updates and articles perform well on Facebook.

• Engage with Your Followers: Use social media to interact directly with your supporters. Respond to comments, share user-generated content, and ask questions to encourage engagement. This mutual interaction builds a sense of community and loyalty.

• Use Hashtags and Tags: Hashtags and tags can significantly increase the visibility of your posts. Research trending hashtags that relate to your mission and use them to reach a broader audience.

By consistently posting interesting content and interacting with your followers, you can harness social media's power to amplify your nonprofit’s stories. This will not only increase your reach but also foster a deeper connection with your audience.

Create Compelling Content That Resonates

Compelling content is key to capturing the interest of your audience and conveying your nonprofit's mission. To resonate with your audience, create engaging, informative content that aligns with your nonprofit's values. Start by understanding what motivates your stakeholders to support your cause.

• Tell Human Stories: Focus on personal stories that highlight the impact of your work. People connect more deeply with other people's experiences than with abstract concepts.

• Use Visuals: Incorporate high-quality images, videos, and infographics to make your content more engaging. Visuals can simplify complex information and make your stories more appealing.

• Provide Value: Offer information or insights that your audience can use, including tips, resources, or educational content related to your mission.

Once you have some great content, ensure it’s accessible and easy to share. Use a clear and conversational tone to make your message easy to understand. Incorporating these elements will improve audience engagement while inspiring stakeholders to act.

Measure and Adjust Your PR Strategy for Continuous Improvement

Analyzing campaign success and adjusting as needed can ensure you’re creating effective PR campaigns. Start by setting clear goals and key performance indicators (KPIs) that align with your nonprofit's objectives. Regularly monitor these metrics to see how well your campaigns are performing.

• Track Media Mentions: Use media monitoring tools to track how often and where your nonprofit is mentioned in the media. This will help you gauge the reach and impact of your media outreach.

• Analyze Social Media Metrics: Monitor engagement, follower growth, and shares. These data points provide insights into how well your social media strategies are working.

• Evaluate Website Traffic: Use tools like Google Analytics to see how PR campaigns affect your website traffic. Start by evaluating page views, visit duration, and bounce rates.

Analyzing these metrics will help you identify what's working and areas of improvement, allowing you to adjust your strategies based on your findings. This continuous feedback loop ensures your PR efforts remain effective and aligned with your goals.

Building Trust, Building Support: The Power of PR for Non-Profit Storytelling

Amplifying your nonprofit's stories requires a strategic and multi-faceted approach. Building authentic relationships with the media helps demonstrate your community impact. Leveraging social media extends your reach and boosts engagement. Creating compelling content showcases your impact and allows you to engage with your audience. Finally, measuring and adjusting your PR strategy ensures continuous improvement and lasting success.

Are you ready to elevate your nonprofit's PR efforts? Contact Kristen today to learn how K.E. Baker Public Relations can help amplify your message and drive your mission forward.

Beyond the Press Release: Storytelling Techniques to Elevate Your PR Game

The public relations landscape is ever-evolving, but the power of storytelling remains critical to sharing your organization’s story. To stand out in increasingly competitive markets, writing and storytelling techniques can make all the difference in shaping your brand's identity and creating PR campaigns that resonate. 

Beyond buzzwords, storytelling enables brands to build emotional connections with their audiences, establish trust, and generate long-lasting interest. 

By strategically weaving storytelling into your public relations campaigns, brands immerse existing clients and potential ones in unique brand experiences. These well-rounded narratives create a strong sense of belonging and loyalty among stakeholders by leveraging the human aspect of storytelling while driving measurable results that reinforce your organization’s values.

A Guide to Using Storytelling in PR Campaigns

1. Authenticity: The Foundation of Your Brand's Story

Authenticity lies at the heart of a compelling and credible brand narrative. Share your organization's journey, vision, and initiatives to build trust and foster deeper connections with your target audiences. Steer clear of overtly promotional language, focusing instead on clear, honest messaging that aligns with your stakeholders’ values and captures their interest.

Start by conducting a comprehensive analysis of your brand's core values, mission, and objectives. Examine your organization’s history and consider what pivotal moments or milestones have shaped its identity. Draw from this information to construct an authentic story that appeals to your audience's emotions and reflects your brand's unique essence.

2. Embrace the Hero's Journey: Crafting a Gripping Narrative

The Hero's Journey, a storytelling framework popularized by Joseph Campbell, has been the foundation for many successful PR campaigns, as well as countless movies and novels. This structure powerfully engages audiences as it mirrors the universal human experience of overcoming obstacles and personal growth.

The Hero's Journey consists of several key stages:

• The Ordinary World — Introduce your brand's current context and situation.

• The Call to Adventure — Highlight challenges and goals your business aims to overcome or achieve.

• Refusal of the Call — Address any skepticism or reluctance within your target audience regarding your brand's ventures.

• Meeting the Mentor — Share how your brand has learned from mentors, influences, or experiences.

• Crossing the Threshold — Describe the defining moment when your brand committed to its mission and embarked on a transformative path.

• Tests, Allies, and Enemies — Emphasize the struggles and challenges faced by your organization and the allies who have supported its growth.

• The Ordeal — Showcase the climactic encounter when your brand confronts its most formidable obstacle, overcoming it through perseverance and resilience.

• Reward and The Road Back — Illustrate your successes after “The Ordeal” and the steps you took to adopt these victories into daily operations.

• Resurrection — Depict the lasting change and evolution of your business as a result of its adventures and challenges.

• Return with the Elixir — Demonstrate how your brand has integrated newfound knowledge and experience to provide value, solutions, or inspiration to its audience.

Utilizing this framework in your narrative draws in your stakeholders by sharing an inspiring journey while highlighting your brand's growth and development. Consider sharing the stories of your clients to help demonstrate your brand’s journey, which is a great way to showcase your value from an outside perspective. 

3. Harness Data-Driven Insights: Reinforcing Your Narrative with Facts and Figures

While storytelling appeals to your audience's emotional side, incorporating data-driven elements in your PR campaigns validates your narrative with objective evidence. Use statistics or research findings to support your story and showcase your brand’s impact.

When leveraging data, use reputable sources and current information in accessible formats like infographics or graphs. Compelling visualizations grab attention and reinforce key facts in your audience's memory.

4. Craft Shareable Stories: Optimizing for the Digital Age

In today's fast-paced digital world, capturing your audience's attention can be difficult. To maximize the reach and visibility of your PR campaigns, create easily consumable and shareable content that captivates readers across multiple platforms.

Use clear, concise messaging, attention-grabbing headlines, and striking visuals to encourage readers to share. Make it easy for people to engage on social media by incorporating shareable quotes and graphics into your content. 

Highly shareable content often evokes an emotional response, challenges conventions, or presents valuable insights.

Supercharge Your PR Campaigns with the Power of Storytelling

By mastering the art of storytelling, you strengthen your PR campaigns by reinforcing your brand’s message and values. From telling your authentic story to utilizing the Hero’s Journey to harnassing data to creating shareable content on social media, all elements work together to help foster meaningful connections and inspire your stakeholders to take action.  

Are you ready to share your story and communicate with impact? Contact Kristen today to learn how K.E.Baker Public Relations’ comprehensive creative PR services can help you expand your reach and attract stakeholders. 

PR Tip of the Week: Engage with Local Media

Earning media coverage in local markets is one of the best ways to build credibility and gain media experience, even if your business or nonprofit serves a national audience. For organizations with a local or regional audience, local coverage gets your news in front of the communities most impacted by your work. For those with national reach, it strengthens your media portfolio and brand messaging while attracting loyal stakeholders.

Consider what news your community cares about most and determine how you can help fill a gap for reporters. For example, can you offer expert advice on seasonal topics, like tax season? Are you hosting a webinar that local leaders could benefit from learning about? Do you have testimonials from citizens nationwide that could be turned into human interest stories? Regardless of the story, remember your audience and find ways to add value.

If you're ready to explore thought leadership and where it fits into your PR strategy, let's chat! Schedule a free consult with me here. 

PR Tip of the Week: Save Press Releases for High-Level News

I find it really interesting that while the PR industry is constantly evolving, the value of the good old-fashioned press release has remained the same. It’s one of the top ways organizations communicate with the media, and for good reason — they’re very effective.

While journalists are always looking for stories, it’s important to think about how your news can benefit the public (as opposed to being a 1-page ad of your business). Some announcements lend themselves to a press release, and some news is better suited to be shared directly with your stakeholders via your owned channels, like blogs, eNews, and social media.

So, what might be considered press-release worthy?*
✔️Acquisitions or partnerships
✔️Philanthropic endeavors
✔️Winning an industry award
✔️Community event announcements
✔️Study or survey results that directly and positively impact your business
✔️Changes in c-level leadership

*List is not exhaustive!

Creating and sharing an engaging press release is a process, and so naturally you’ll want to be sure that your efforts will yield ROI. The first way to do that is by sharing news that is useful to the journalist or editor on the receiving end, which will in turn increase the likelihood that your release will get covered.

If you need help creating a news-worthy press release, let’s chat! Schedule a free consult with me here. 

PR Tip of the Week: Share your passion and experience with thought leadership

Thought leadership is a worthwhile component of any PR strategy. In simple terms, this tactic integrates content marketing to showcase expertise and personal perspective and ultimately establish credibility and authority. Typically, thought leadership content offers industry insights without directly asking for anything in return. Instead, you're sharing knowledge to strengthen the brand. The practice also has an SEO benefit as it simultaneously boosts web traffic and increases lead generation.

Regardless of your profession, thought leadership is a great way to build trust and recognition as an industry leader. By doing so, you'll answer your target audiences' questions while drawing new stakeholders to you. 

If you're looking for ways to dip your toe into the thought leadership pond, start by honing your owned channels. From social media to blogs to newsletters, publishing your own content helps you deliver the information your target audience is looking for while positioning you as the go-to expert. And just as important, this type of regular contact with your stakeholders works to build an online presence that your community can rely on, trust, and also share — turning your audiences into brand ambassadors.

Eventually, you'll begin adding media engagements, speaking engagements, guest articles, and opinion pieces to your thought leadership mix, and having your owned channels established will not only add credibility to your profile but also give you valuable assets to add to your thought leadership repertoire. 

If you're ready to explore thought leadership and where it fits into your PR strategy, let's chat! Schedule a free consult with me here. 

Case Study: How Strategic Planning Drove a 56% Coverage Increase for a National Nonprofit

About Warrior-Scholar Project

Warrior-Scholar Project (WSP) is a 501(c)(3) nonprofit organization with a mission to ensure that every degree-seeking enlisted veteran succeeds in their pursuit of higher education. Since its founding in 2011, more than 2,000 student veterans have participated in a WSP Academic Boot Camp, its flagship program, and 90% of program alumni have earned or are on track to earn a college degree.

About K.E.Baker Public Relations

Kristen Baker-Geczy uses strategic planning and compelling storytelling to help businesses and nonprofits amplify their reach and inspire stakeholders to take action. Kristen’s nearly 20-year career in communications has taught her that meaningful coverage comes from curated and cumulative efforts. To achieve that, she relies on data-driven outreach strategies supported by high-quality media assets.

Amplifying an Important Cause

Every summer, WSP holds its immersive academic boot camp programs at leading universities nationwide to help enlisted service members prepare for the cultural transition from the military to academia. Initially, WSP's media strategy involved promoting individual boot camp events within each university's local media market to its three primary audiences: future participants, potential donors, and media members. 

The initial strategy brought impressive results, earning coverage in 39 media outlets during the summer of 2022. However, as Kristen reviewed past campaign data, she saw trends emerge that she thought could drive even stronger media coverage in 2023.   

Implementing a Focused PR Strategy

While WSP's original strategy was successful, yielding high-quality placements in outlets like public radio's The American Homefront, it had one significant drawback: with more than 20 universities hosting boot camps each summer, there were limited resources to dedicate personal attention to each program, leading to detached media relations and an overburdened client.  

With three summers' worth of data in hand, Kristen better understood the local media markets. She pursued a new strategy that promoted boot camp events in nine strategic areas selected based on several factors, including media viability and target audience saturation.  

Because she decided to focus her efforts on fewer markets, she now had time to collaborate with university partners to create higher-quality content, which included valuable assets like vetted interviews and media call times. WSP also had the bandwidth to work with Kristen to train a point person at each campus who could immediately help coordinate on-the-ground logistics and collect PR collateral for post-event media outreach. 

Reaching Target Audiences with Earned Media

Kristen's new strategy generated 61 stories published across print, broadcast and digital media outlets — a 56% increase over 2022. Those stories reached over 333 million unique viewers at an estimated ad value of more than $3 million. Coverage highlights include:

• KABC in Southern California produced a story syndicated across its ABC affiliates, generating 7.5 million unique views.

• Stars and Stripes picked up a story from The Virginian-Pilot, earning simultaneous coverage within one of the largest military communities in the U.S. and in one of the leading military publications. 

• WSP was also featured in The Chronicle of Higher Education, the preeminent publication in the higher education industry, and the client's dream story. Not only did the reporter shadow a full day of academic boot camp activities, she also chronicled the impact WSP has on transitioning military and college campuses nationwide — showcasing the value that both the program and veterans bring to higher education institutions and beyond.  

The stories generated by Kristen's new strategy were thoughtful, in-depth features, which was a testament to the infrastructure she and WSP created that made it easy for the media to produce high-quality coverage. 

Takeaways for Your Organization

The results achieved during WSP’s 2023 academic boot camp season underscore the power of an optimized PR strategy. By utilizing data to choose markets more effectively, Kristen helped WSP more than double program coverage without doubling the budget. And by dedicating time to create comprehensive packages, she helped the media deliver quality stories to their audiences. The result was an improved return on investment and more impactful storytelling.

*Photo courtesy of Warrior-Scholar Project