Chapter 19Presented by Randy Gaddo

PADM 7040

Managing Public Media

and Public Advocacy

Note: I will insert “Gaddo” where I make a point based on my 20 years experience as a Marine Corps public affairs practitioner

“Earned Media”

Defined as any form of communication – not under control of the non-profit– which the non-profit must work to earn coverage

Also known in some marketing circles as “guerilla marketing” (see “Guerilla Marketing: Secrets for Making Big Profits for Your Small Business” by Jay Conrad Levinson) (Gaddo)

Essentially, take advantage of all “free” opportunities to promote organization’s objectives (Gaddo)

– Nothing is free – takes lots of work and preparation to do it correctly, but generally the monetary output is low

Earned Media

Examples– Articles in local/regional/nation/int’national media

Through news release or let their reporters cover

– Writing op/ed or commentary articles– Appearances on talk shows– Presentations to civic/social groups– Participation in community events

Earned Media

Best done by trained, experienced public relations manager– (Gaddo) unqualified attempts can backfire and do

harm rather than good for organization

Traditional vs modern role of PR in non-profit environment– Role changing from protecting and enhancing

organization’s image to one of advocacy

Traditional Public Relations

Looks for opportunities to get “good” stories about organization in media

Handles media during crisis Can be given high, medium or low priority in

organization, depending on corporate attitude– PR person can be on VP level to help influence policy, or

lower management level to carry out policy– (Gaddo) VP level is best in most cases! It is much better to

incorporate PR tactics into operational policy rather than having to react to policy that may not be conducive to effective public relations

Traditional Public Relations

Public Relations vis-à-vis Marketing– There are subtle yet distinct differences that can lead to

acrimony if not properly handled by non-profit manager PR communicates, while marketing promotes PR influences attitudes/awareness; marketing influences

specific behaviors PR does not define goals of organization; marketing is involved

in that process– (Gaddo) PR should reflect goals/character of the organization and

in a perfect world will be involved in their definition as well

Public Relations vis-à-vis Marketing

(Gaddo) Public Relations and Marketing are really parallel functions within an organization, and should be treated as “combined arms” in the Non-Profit Manager’s arsenal

– Attempts to separate the two are artificial and territorial: it is up to the non-profit manager to ensure the two work together toward a common goal of furthering the needs of the organization

– Putting one person in charge of both functions creates a dynamic operation that streamlines communication and enhances the ability to influence behavior

– Ultimately, non-profit managers must see themselves as the primary “PR and Marketing” person for organization

Traditional Public Relations

Long range PR planning (in consonance with organization’s plan) essential to success– Makes organization proactive rather than reactive– Can avoid crisis rather than react to it

Must ID relevant publics or audiences– Primary, secondary, tertiary– Measure their images and attitudes through

surveys, discussions

Traditional Public Relations

Establish image and attitude goals for key publics– Developing a scale and placing various publics

into it enables a manager to determine a priority system upon which to base decisions on allocation of PR resources

– Can set measurable goals for key publics in order to measure success, plan future campaigns

Traditional Public Relations

Develop cost-effective strategy– Measures to address key publics using PR techniques can

be low or no cost other than staff time– PR Manager must first and foremost establish credibility

with publics News media, civic and community groups, community

government Make the organization approachable; have open houses,

media days This is long term strategy and takes time to implement

Traditional Public Relations

Various forms of communication tools are available for PR manager to use– Written material (news releases, point papers,

backgrounders, flyers, handbooks, annual report)– Audiovisual material (films, videos, cd’s)– “Branding” materials w/organizational logo (t-shirts, hats, coffee mugs, stationary)– News: bring reporters in to cover events or issues

first-hand; this will assure that the stories will run

Traditional Public Relations

Various forms of communication tools are available for PR manager to use

– Interviews, speeches (not only by PR but by key members of non-profit board, staff or volunteers

– PSA’s: public service announcements– Special Events

As book suggests, non-profit can plan its own special event (Gaddo) Or, can piggy back on an already popular event

(called fusion marketing)– Example: national heart foundation could partner with local World

gym that is hosting a 5K run– Web site: need promotional material to get people to go to

the web site; keep it fresh; talented webmaster vital

PR in the Public Advocacy Role

Recent realization that PR professionals can play major role in changing behavior of publics

– Differentiate between changing individual action to changing institutional factors that lead to actions

– Expanded role for PR specialists is termed “non-profit public advocacy”

(Gaddo) This role can be dangerous for PR person to take on – can lose credibility as being an objective insider and be seen as “company flak”

Tools and Tactics for Non-profit Public Advocate

Reframing the issues; state issues in terms advantageous to organization

Conducting public education Encouraging media advocacy Creating “pseudo events” such as press

conferences, panel discussions, ribbon cuttings

Tools and Tactics for Non-profit Public Advocate

Producing influential books on subject Enlist help of entertainment media (a.k.a. get

on Oprah show) Lobbying, working through the educational

system, using fax and Web