“It is never too late to be who you might have been.”
— George Eliot
Some of What’s Inside…
Enlist social media ambassadors ...... p. 2
Share your strategic plan .................. p. 3
Build long-term brand engagement ... p. 4
Use research to inform PR efforts .... p. 5
To print or not to print? ................... p. 6
Do more thinking outside the box ... p. 7
Elevate your presentation skills ........ p. 8
April 2018 / Vol. 16, No. 4
Help Your CEO to Shine
What specific actions do you take to help your nonprofit’s CEO from a public
relations standpoint? How do you help her or him shine?
“It makes our job easier as PR people to have great communicators in leadership
positions, and at Northwood University, that starts at the top with our president
and CEO. We work hard to identify media opportunities for him where he can tell
the Northwood story and really highlight what differentiates us as a university. We
highlight experiential, hands-on learning, and so many times when our president
speaks it’s in conjunction with a student who is not only learning, but is able to
work directly with our top leadership. We know that hearing unique anecdotes from
the president, who has many personal relationships with our students and alumni,
says a lot about our approach to developing future business leaders.
“In line with this is finding the opportunities that make the most sense for our
university. As a specialty business school based on the free-enterprise model, we
have a unique perspective to share. We look for opportunities to highlight our
specialty programs, such as our automotive marketing and management major,
which are sometimes outside of mainstream but can have a big impact with their
audiences. It can take a lot of time to find the niche opportunities, but the results
can have a great return on that investment.”
— Mackenzie J. Kastl, Director of Public Relations,
Northwood University, Midland, MI.
Phone (989) 837-4251. E-mail: email@example.com. Website: www.northwood.edu
“Little things can make your CEO or Executive Director (ED) stand out among the
rest. For example, make sure your CEO calls higher-level donors as soon as
donations are secured. At public events, delegate logistics-related roles to other staff
members. This will allow your CEO to maximize his or her time spent with
community organizations. (Pro tip: Provide your CEO with a list of important
people to engage.) Always promote your CEO’s accomplishments on your website,
newsletter and social media, because ultimately your CEO’s success is your
organization’s success. Integrate their presence into promotional opportunities, such
as radio and TV interviews, whenever they’re comfortable. Remember, your CEO or
ED is the face of the organization, and nobody is a better advocate for your cause!”
— Tiffany Nasise, Development Manager,
League of Women Voters of Texas, Austin, TX.
E-mail: firstname.lastname@example.org. Website: www.lwvtexas.org
“Effective communications that shine require showing one’s true self — and that
can be scary. Communicators can help tease out the CEO’s unique persona and
build from there. Communicators should develop a deep understanding of the
CEO’s unique persona and help him or her express that persona consistently, across
all forms of communications — written and oral, with staff, board, partners,
communities, policy makers, etc. Authenticity comes from inside!”
— Jean-Louis Robadey, Founder and CEO,
Bold Social Ventures, Seattle, WA.
Phone (650) 430-9558. E-mail: Robadey@boldsv.com. Website: www.boldsv.com
Spotlight Economic Impact
What economic impact does your
nonprofit have on your community? If
you don’t know, call your chamber of
commerce for help calculating it.
Consider statistics such as:
number of people you employ, overall
salaries, retail sales and sales tax
produced by your organization and
Work to calculate the direct
economic contribution of your
organization as well as the number of
jobs and amount of income and state
sales tax revenue created as a secondary
Then capitalize on this news by:
1. Developing and airing radio PSAs
on local radio stations.
2. Sending a news release tied in with
the celebration of a national week
or other hook.
3. Creating a section in your annual
report on the theme of positive
4. Advertising in the newspaper.
5. Posting it on your website.
6. Featuring economic impact news in
7. Setting up a feature story for your
chamber of commerce newsletter.
8. Celebrating with on-site luncheons
for chamber members and/or an
open house for the community.