- Create a very clear, consistent description of your organization. Be able to use it in all means of communication. If someone asked you what your organization does be able to respond in one sentence. e.g. Shalom House provides housing and support services for people with serious mental illnesses in the Greater Portland area.
- Identify your target audience.
- Communicate to the media what's happening at your organization on a regular basis. New programs, new staff, new grants and success stories are all newsworthy.
- Hitch your wagon. Is there a local or national news story where your organization has the expertise to address the topic?
- There is success in numbers. Joint campaigns can help reach a larger number of people.
- Give them a reason to visit. Use your website as an educational tool. Offer something that is clever and fun like games, coupons, educational materials written by experts, valuable tips that change each month.
- Newsletters are used frequently to communicate to the public. Make your newsletter unique, easy to read, with lots of pictures. If your organization fund raises always include an article about development and a donor envelope.
- Community events can give you a captive audience. Keep in mind they are labor intensive and may not be cost-efficient. Be clear in your planning process if the event is a public relations event or a fundraiser event.
- Brand your expertise and share it with others. Utilize your agency's professionals to help communicate your brand.
- Real life stories are the best illustrations of your mission. "You have changed my life."
- Check the language of your 990. Make sure that your agency description is accurate and up to date.
- Volunteer your public relations experience with others. Giving back what you know means a lot.
Source: http://nonprofitpr.com/2007/01/29/twelve-tips-for-gaining-awareness-of-your-nonprofit-organization.aspx
