Why should non-profits invest in PR?

This has to be the single most common question I get from people once they find out what I do. While non-profits are scrambling for every dollar they get from donors, sponsors and foundations and state sources, why should they spend any of it on PR?

Four reasons:

1. Credibility: People give money to organizations they trust, and it's far easier to trust an organization that is in the media spotlight.

2. Consistency: The more often your organization is able to tell its story, the more likely it is to reach potential donors, and the more likely it is to sink in.

3. Clarity: The more often you tell your story, the better you'll get at telling it. By the time you get the opportunity to be in the New York Times, or on the Oprah Winfrey show, you want to be a

4. Reach - PR is one of the best ways to reach audiences that you wouldn't otherwise be able to access:

When it comes to PR, nonprofits are now learning the value of expanding that circle of likeliest donors to include the broader public. While donor relations may bring in dollars more immediately, PR has the potential to significantly widen the donor base. [read the whole article here]

All told, PR may be one of the best investments that a cash strapped organization can make. With small, deliberate, incremental steps - non-profit organizations can use the power of the press to their advantage - as long as their willing to put in the work it takes to get great press.