 What if you didn’t go to school for public relations, communications, or marketing, but now it's part of your job…how do you learn? How do you develop a public service announcement? How does one "Kik"? How the heck do you write a press release?
Luckily, there are many professional groups and tools that can help you through the process. Keep this roundup handy the next time you are asked to put on your communications hat.
Professional Development
To build your marketing knowledge, a great place to turn is the American Marketing Association Foundation (AMAF) since its mission is to be an essential resource for nonprofits, helping them achieve greater success through effective marketing. The Foundation holds nonprofit marketing conferences and other training initiatives, and it provides scholarships, research, and online and electronic resources. Visit the Foundation's resource section for nonprofits, which includes a nonprofit marketing blog, Internet radio shows, webcasts, and conference updates. Stay tuned to the site for details about the upcoming 2008 AMA Nonprofit Marketing Conference or subscribe to the e-news.
The Public Relations Society of America (PRSA) is the world’s largest organization for public relations professionals. It is dedicated to advancing the standards of the public relations profession and providing members with professional development opportunities through continuing education programs, information exchange forums, and research projects conducted on the national and local levels. PRSA has more than 100 chapters across the United States; find a chapter near you. (To qualify for membership, you must devote at least 50 percent of your time to public relations; however, you do not need to be a member to attend the meetings or workshops.) The professional development opportunities with this group are tremendous and are further extended through membership in the PRSA Association/Nonprofit Professional Interest Section, designed to focus on issues, trends, and research in this specialized practice area.
Be sure to check out these sites too:
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NonprofitPR.com offers communications "ideas, tips, and inspiration nonprofits can actually use." This recently launched website features quick tips, in-depth articles, helpful links, and real examples of nonprofit marketing and PR projects. The site also has a section that features events and learning opportunities. NonprofitPR.com is published by Shoestring Creative Group as a public service to the nonprofit world. The Group is now working with Philanthropy Journal to develop its new nonprofit marketing center on its learning channel.
Additional resources:
When it comes time to distribute your news, check out www.pr.com, or any number of the free Internet wire services. Once you create the news, "kik it to Kikono"! Share and discuss your news at www.kikono.org. This site created by nonprofit IT blogger and nonprofit executive director Allan Benamer is a great place to do it. It’s a digg.com for nonprofits! If you’re feeling adventurous, check out Squidoo’s nonprofit section and the group’s advice for raising awareness (and funds) for your organization.
Get that public service announcement of your dreams! The Advertising Council partners with nonprofit organizations on national multi-media public service campaigns. All campaigns must address a national pressing social issue that offers a solution through individual actions. Review the Ad Council’s Information Kit, which can provide you with a greater understanding of its model and application process. The PSAs are created through partnerships and in-kind gifts from the advertising and media industries. If your organization’s mission is not nationally applicable, turn to your local pros for help. Many marketing agencies and up-and-coming practitioners look for pro bono work as part of their philanthropic commitment to the community, for a tax write-off, or to build their portfolio or client roster. Set up meetings with area agencies to find out what their criteria are for selecting who they partner with.
Learn from the best or share your success…. There are a number of nonprofit marketing awards competitions where you can get inspired or get recognized. In addition to local professional group awards, the PRNews Nonprofit Awards will be held next month, and the Cause Marketing Halo Awards will likely start accepting submissions next month.
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