Can Nonprofits Ignore Publicity?

Nonprofits recognize the importance of reaching a wide range of audiences through attention that reinforces positive perceptions of the organization, in addition to messages tied their missions. Recognizing when and why publicity can serve particularly nonprofit needs help to determine which resources are most useful.

The concept of publicity means different things to different organizations, due in large part, to a belief that it is something generated or manufactured. Some basic elements involved in nonprofit publicity activity:

• Identity: Defining an organization's scope of activity, scale of operations. and reach among its community and/or field.
• Expertise: Producing a set of genuine, compelling, personal connections between those charged with speaking on behalf of the organization.
• Audience: Identifying specific segments of the public to reach, especially those that contribute or benefit from organizational activity and success.
• Approach: Providing support, guidance, opposition, information, or any position that readily fits within public or media expectations in order to help make an organization's activities relevant and clear.
• Access: Willingness and ability to share information with the public, media, and other interested parties
• Channels: Weighing how, how well, and how often an organization currently connects with the audiences it wants and/or needs.
• Capacity: Assessing the ability to support desired audiences through relevant channels in a sustained, coordinated manner.
• Capture: How well can the organization build upon and convert the contacts gained through the attention

Unlike other forms of nonprofit marketing, publicity falls outside an organization's direct control, but provides the means for added credibility at lower costs, due to the nature third-party coverage. More than simply increasing attention among new audiences, educate key constituencies, enhance (or improve) reputations, publicity can also help distinguish the profiles of organizations doing similar work, supplement the work of those serving the organization, and assist in development efforts.

The cumulative effect of high-value ongoing publicity turns, in large part, on the ability to sustain and track activity and connections over time. Even the best attempts require groups to move from connection, persuasion, and desired action after their immediate round of press release distribution, media responses and interview requests.

Organizations still need to determine what happens in response to the awareness building activity, through careful evaluation, with realistic expectations of how the coverage generated matches desired outcomes. Done well, publicity provides a shared measurable complement towards the best ongoing efforts nonprofits perform.

Additional Resources

Nonprofit Marketing: Getting Attention Blog

Kivi's Nonprofit Communications Blog

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