Today we had the opportunity to hear from the nonprofit side of public relations. Kara Kennedy is the director of external affairs for the Brock School of Business at Samford University. She used to be a field representative for the American Cancer Society and she worked in Washington D.C. at Red Cross. She told us that building relationships is the marketing campaign for your business. Here are steps you should use:
Get to the basics
- Do a SWAT analysis.
- Be choosy about where to spend your advertising dollars.
- Connect with your constituency.
- Approach your nonprofit as a business.
- Know your mission and values.
- Examine your mission.
- Tell your mission.
“Hunt ducks where ducks are.”
Stay above 30,000 feet
- Never tell a lie.
- Have a better focus on ways that will benfit your mission.
- Find others’ needs and help them.
- Plan for variables and have a plan.
- Be excellent at what you do and don’t give up.
She told us it is critical to build relationships with the media and PR firm.
A crisis communication plan is a must in any business, especially nonprofit. It is crucial that you do not create a crisis within yourself while dealing with a crisis in your business.
She made a good point by telling us events for nonprofit businesses do not make much money and many businesses use social media the wrong way to reach out to their audience.