Elevating Your Organization's Voice

The Foundation kicked off its series of educational seminars for 2009 with an important topic—maximizing your public relations efforts. The purpose of the event was to share strategies for telling your organization’s story, focusing on public relations and community relations strategies. Jeff Steepleton and Cori Plotkin of the Galloway Group led the session with an overview of PR fundamentals and then bridged into insider tips and group discussions.

“Public relations is a management function that establishes and maintains mutually beneficial relationships between the organization and the audiences with whom its success or failure depends,” said Plotkin, as she read a definition she adheres to. “The key is that your relationships should be mutually beneficial,” she emphasized.

Plotkin also explained the importance of understanding both your internal and external audiences and then positioning your organization for attention. “Use your audiences to help get the word out about your organization and make sure your PR strategies are based on your mission.”

Plotkin illustrated the seven functions of public relations, which are 1) publicity, 2) media relations, 3) communication facilitator, 4) relationship management, 5) problem solving facilitator, 6) reputation management and 7) communication technician/writer.

“When working with the media, make sure you create a mutually beneficial relationship. Give the media something newsworthy and show that you understand what a particular reporter writes about and who their audience is,” Plotkin said.

Jeff Steepleton focused on the community relations dimension of PR, advocating the importance of consistent messaging. “Boil your message down into five key talking points for your board members and other advocates,” he said. “Conduct training sessions so they can speak clearly and consistently about your organization.”

Steepleton explained that community relationships are built and cultivated over time. “Also cultivate relationships when you’re not in a fund-raising mode,” he said. “Consider ‘friend-raisers’ to connect with donors so they don’t only hear from you when you are seeking money.”