Nonprofit PR – Media Placement in the Community

By Mark Macias

PR is more than just driving new business. It can also be used to promote your name in the community and it doesn’t matter if you’re a small nonprofit, or a large corporation.

Our nonprofit client recently received a $30,000 donation from AT&T. If you’re a corporation giving money to the community, ideally, you want others to know about it.

And that was part of our job. Here’s how MACIAS PR helped spread the word with the media.

Nonprofit PR – How to Raise your Profile in Community

You need a narrative or angle for every media campaign. No news outlet will publish a commercial. If you pitch a story to the local media – and it’s a blatant advertisement – they will send you over to the advertising department.

With this latest campaign, MACIAS PR worked closely with our nonprofit client and their corporate partner to craft a message that was timely and newsworthy. As a group, we split up the workload and brainstormed on who had the best contacts in the community. It was a truly a team effort.

This media campaign leveraged Veterans Day. We also only targeted hyper-local media outlets. The New York media is a large market. Unfortunately, the big TV giants – like NBC or CBS – won’t attend a small community event in New Jersey. But the local  New Jersey cable news channel will – and they did. Other community outlets, like the New Jersey Tech Council also covered it.

That’s another strategy that MACIAS PR always leverages. We focus our efforts on reporters who actually have a chance of covering the story. Some might ask – doesn’t that hurt you? What if NBC would cover the story but we never reached out to them? This is where our insider editorial experience gives our firm an edge. We have a deeper understanding of the stories media outlets will cover being on the inside.

Our approach also allows MACIAS PR to focus the resources where they are needed most. We don’t “spray and pray.” As a team, we “think and execute.” Think about that strategy the next time your nonprofit is looking for a PR partner.

Macias PR was named the 2017 Strategic PR Firm of the Year and 2016 and 2015 top PR Firm of the Year – USA by Finance Monthly. The founder – Mark Macias – is a former Executive Producer with NBC and Senior Producer with CBS in New York. He is also a PR contributor with CNBC, providing media analysis, insight and crisis advice on timely business topics.