Publicity for Nonprofits
Book

Publicity for Nonprofits

Generating Media Exposure That Leads to Awareness, Growth, and Contributions

Sandra J. Beckwith
Kaplan Publishing, 2006
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Editorial Rating

6

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Recommendation

This well-organized book is about publicity as opposed to public relations. That distinction is critical for anyone who wants news media coverage for a nonprofit organization. Sandra L. Beckwith covers everything you need to start a basic publicity campaign, including a list of tools. She tells you how to devise and implement a publicity plan. This basic, practical guidebook contains numerous checklists, examples, guidelines and tips for every conceivable activity a nonprofit organization's publicity person might undertake to help it attract media attention. Although veteran professional nonprofit publicists may find some of the instructions too basic, getAbstract recommends this as a worthwhile reference for most people who are handling publicity for charitable organizations. And, it is a positive gold mine for inexperienced volunteers.

Summary

Free and Uncontrolled

Publicity is a distinct category of public relations; the two are different and separate. Public relations is the overarching discipline that includes media relations, employee communications, corporate communications and community relations. In contrast, publicity primarily means getting news media coverage for your organization. Publicity has higher credibility than advertising and it is popular since it is free. However, there is a drawback: You have no control over how publications or broadcast outlets use your material, or what they say.

Your goal is to prepare, shape and control your nonprofit's message, and to target it to relevant news media. Begin by conducting a realistic assessment of your current situation. Ask questions such as "Why does the organization need publicity?" or "What is the target audience?" Target audiences include your main donors, employers, recipients of your services and directors. Then, target the media that reach those audiences and would cover your organization: local newspapers, radio and TV stations, and regional magazines. Create a written media plan that includes building relationships with targeted reporters...

About the Author

Sandra J. Beckwith, an award-winning public relations consultant, worked with a large national consumer products company and the world's largest public relations firm for a total of 25 years.

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    J. S. 1 decade ago
    simple and straightforward basic information. Very helpful if you are undertaking a non profit campaign for the first time.