Every Monday, I share actionable PR tips for nonprofits and social impact companies - proven ways to trade random acts of PR for the kind of visibility that actually drives awareness and support. Each week, you'll get the strategy behind turning your stories into media coverage and your leaders into credible voices for your mission.
Media coverage is great. But what did it do?
Monday Morning PR Minute ⏱️Your weekly dose of PR inspiration | Read time: 1 minute | Hi Reader, Your PR partner came through and landed a killer media hit. Your team celebrated and shared it on social, maybe sent it around internally, maybe included it in your newsletter. And then you moved on. Too many organizations stop there. The coverage lands, the moment passes, and nobody ever asks the harder question: what did it actually do? This Week’s Quick PR Tip: Decide What You Want Coverage to Do Before You PitchMedia coverage should be pointed at something:
Once you know what you want coverage to do, then you need to figure out how to track it. You probably can't draw a straight line from a story in the local paper to a check from a new donor (though I've seen it happen). But do you ask new donors or clients what prompted them to reach out? Do you formally note when someone says "I saw the story about your org in X" during an intro call or why the event organizer has invited your CEO to speak? The dots aren't always easy to connect. But are you even trying? Start there. Name the outcome you're trying to achieve and put one simple tracking mechanism in place. Coverage for coverage's sake feels good in the moment but coverage pointed at something builds momentum and justifies the budget. Until next week, P.S. I'm booking new clients to start September 1. If you're ready to get started, let's talk. --- Orapin // Purpose-Driven PR Follow me on LinkedIn for more insights and musings about purpose-driven PR. Not ready to get back to work yet? Read last week's email: Who else should be in the room when media shows up I help mission-driven organizations turn random acts of PR into strategic visibility that drives awareness, influence, and growth. When you're ready, here are two ways I support teams like yours: • Full-Service PR Partnership – We operate as your senior PR team, leading strategy and execution so PR is intentional, consistent, and effective. • PR Coaching for In-House Teams – Senior guidance for marketing and communications leaders running PR internally who want clearer judgment, better decisions, and less second-guessing. Go from best-kept secret to known and sought-after. Schedule a call to explore PR support for your organization. Did someone forward this to you? Subscribe here. Update your profile or Unsubscribe Orapin 600 1st Ave, Ste 330 PMB 92768, Seattle, WA 98104-2246 |
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Every Monday, I share actionable PR tips for nonprofits and social impact companies - proven ways to trade random acts of PR for the kind of visibility that actually drives awareness and support. Each week, you'll get the strategy behind turning your stories into media coverage and your leaders into credible voices for your mission.
Monday Morning PR Minute ⏱️ Your weekly dose of PR inspiration | Read time: 1 minute | Hi Reader, You've got a board or leadership update on the calendar, and I'm guessing you plan to walk through everything you did this quarter: Published # of social posts; got X likes and reshares Sent # of emails; got X opens Launched X campaign; saw X engagement But none of those numbers tell leadership whether your work is moving the organization toward anything they actually care about. I'm currently...
Monday Morning PR Minute ⏱️ Your weekly dose of PR inspiration | Read time: 1 minute | Hi Reader, Your story just ran in the media, so you share the link with leadership and then... that's it. The team is happy, the moment passes, and the coverage sits on your press page where almost nobody who matters most ever finds it. The instinct is to chase the next media hit and get new people to discover you. Sure, that's a real win - it's just not the only one. This Week’s Quick PR Tip: Make Sure the...
Monday Morning PR Minute ⏱️ Your weekly dose of PR inspiration | Read time: 1 minute | Hi Reader, You have difficult news to share with your community or customers, and every instinct is telling you to wait and hope no one notices. I've had two client conversations this month around this same thing. One had bad news to share with the people they serve and kept rewriting the message until it barely said anything. For another client, we were pitching a feel-good story, but they wanted us to...