Digital PR Basics for Nonprofits - How to Get Visibility for Your Cause

TWEET @JULIACSOCIAL @BLOOMERANGTECH #NPDIGITALPR

ABOUT ME
• Mom of 2
• Self-employed since
2010
• Author of Storytelling in
the Digital Age: A Guide
for Nonprofits
• Digital storytelling
consultant, trainer, and
speaker

WHAT WE WILL COVER TODAY
Tried-and-true techniques and tools to manage online
overwhelm and get better results from your digital
marketing activities
What is Digital PR – and why it’s more than simply
“getting on social media”
How to start a manageable Digital PR Plan for your
nonprofit

https://jacobsmedia.com/wait-internet-minute/

SOCIAL MEDIA
USE IS
GROWING

YOUNG
PEOPLE ARE
STILL USING
SOCIAL
MEDIA

DAILY SOCIAL
MEDIA USE IS
GROWING

INSTAGRAM
IS
EXPLODING
Instagram has more than
1 billion monthly active
users now.
Instagram users spent 53
minutes per day with the
Android app in June —
just five minutes less than
Facebook users spent with
their app.

WHAT IS DIGITAL PR?

NO MORE
SPRAYING OUT
PRESS RELEASES!

WE ARE ALL
RESPONSIB
LE
No silos.
Digital PR combines traditional PR practices
with content marketing, social media, and
search strategies.

WHAT’S IT
ALL ABOUT?
Getting noticed.
Cutting through the
clutter.
Creating buzz.
Increasing visibility.

DIGITAL PR – A BIT LIKE
TINDER
It’s up to you to turn that attention, awareness,
and visibility into a long-term committed
relationship.

WHAT IS REQUIRED
FOR DIGITAL PR
SUCCESS?

GRAB ATTENTION
This is why video works so well.
Movement!
Color.
Eye-catching.
“Thumb-stopping.”
Great visuals are essential.

GRAB ATTENTION
What is unexpected?
What is timely?
What is provocative?
What would happen if you closed your doors TOMORROW?

https://youtu.be/Ju-q4OnBtNU

https://youtu.be/uXj-NN6dc_c

https://youtu.be/SelvUz8Zr3k

Take risks
Embrace technology
Be innovative
Recognize that this is
not a trend, it’s a
revolution

KNOW AND
EMBRACE
YOUR
AUDIENCE
Who do you want to reach?
And why?
What do you want them to know?
What do you want them to feel?
What do you need them to do?

ROAD
SCHOLAR
Wanted to focus their
digital PR efforts
Needed to identify their
voice and their target
audience
“Funky Grandma”

NO
EXCUSES.

3 PILLARS OF A
DIGITAL PR
PLAN

1) MEDIA
2) DIGITAL
3) CONTENT

MEDIA
PARTNERS
Bloggers
Online influencers
Community influencers
Celebrities
Media outlets
Podcasts
Webinars

LOCAL
NEWS
OUTLETS
ARE
FLOUNDERI
NG
Weekday print circulation decreased 11% and Sunday
circulation decreased 10%.
39,210 people worked as reporters, editors,
photographers, or film and video editors in the newspaper
industry in 2017. That is down 15% from 2014 and 45%
from 2004.
Average minutes per visit for the top 50 U.S. daily
newspapers, based on circulation, is about two-and-a-half
minutes.
Source: http://www.journalism.org/fact-
sheet/newspapers/

3 WAYS TO
GET YOUR
PITCH
DELETED
IMMEDIATE
LY Doesn’t have a local angle.
Sending it to the wrong person.
A boring, “So what?” pitch.

HOW TO
WORK
WITH
MEDIA
PARTNERS
Do your research.
Set up a Hootsuite account and monitor
hashtags.
Set up a Google Alert account and monitor
news stories.
Create a Twitter list of potential media
partners:
https://twitter.com/JuliaCSocial/lists
Make the pitch personalized. Why should
this person or this outlet pay attention?

DIGITAL
PRESENCE
Website
Blog
Email
Social media:
Facebook
Twitter
Instagram
LinkedIn

WEBSITE –
YOUR DIGITAL
PR HUB

STORYTELL
ING
https://www.denverrescuemission.org/stori
es
https://www.bmc.org/about-us/bmc-
stories

BLOG
Discuss an issue
Education supporters
Dive into FAQs
Address myths and
stereotypes
Inspire

EDUCATION
&
STORYTELL
ING
https://www.stbaldricks.org/blog
https://medium.com/@nyc_relief/imagine-
if-you-were-homeless-c480a1241261

EMAIL
Share stories
Send more frequently
Use to showcase impact
Create deeper connections
One call to action

CONTENT –
REPURPOSE AND RE-
IMAGINETWEET @JULIACSOCIAL @BLOOMERANGTECH #NPDIGITALPR

CONTENT
Slideshare presentation
Blog post
Guest blog post
Pinterest infographic
LinkedIn article
Facebook update
Video
Op-ed article for local news

FACEBOOK TOLD US WHAT IT
TAKES TO SUCCEED
Trusted
Informative
Local
Inspiring conversation

SOCIAL MEDIA CONTENT THAT IS:
Laser-
focused on
your specific
audience
Helpful,
useful,
valuable
Entertaining Storytelling

VIDEO IS
VITAL FOR
DIGITAL PR Instagram learned that younger
audiences are spending more time
with amateur content creators and less
time with professionals.
By 2021, mobile video will account for
78% of total mobile data traffic.

DIGITAL PR WITH FACEBOOK
Have a specific strategy and plan.
Post less frequently – 4-5 times per week is fine.
Join or start a Facebook Group to showcase your
expertise and build a community.
Plan to go live on Facebook regularly.
Share helpful resources.
Create and share entertaining posts.

DIGITAL PR WITH TWITTER
Join or start a TweetChat to showcase your expertise and
build a community.
Use Periscope to test out the live video waters.
Retweet helpful resources – articles, videos.
Comment on news and current events
Discovery – Search for conversations, topics, and people
to follow

DIGITAL PR WITH INSTAGRAM
Be consistent with the look and feel of your posts.
Follow hashtags to find new accounts to follow and
comment on posts.
Use Instagram Live.
Use IGTV.
Eye-catching photos and well-designed graphics work
best on Instagram.

https://www.instagram.com
/stories/komensouthflorida/

A WORD ON IGTV
New length – videos up
to 10 minutes
Only vertical video
You get a channel
IGTV new Creator
Handbook
http://bit.ly/IGCreator
Guide

BUILD A DIGITAL PR PLAN
Channel Monday Tuesday Wednesday Thursday Friday
BLOG
Category Motivational quote Behind-the-scenes
story/Jane
Client story - Gretchen How to start a food drive Weekly Wrap-Up - What
you need to know this
week
Type Graphic Video upload Photo with text Graphic, list out top tips Facebook Live
EMAIL
story/Jane
Client story - Gretchen How to start a food drive Promote the Facebook
Live event
Type Graphic Photo with text Photo with text Share link to infographic on
website
Post link to the Live event
and the replay

BUILD A DIGITAL PR PLAN
Channel Monday Tuesday Wednesday Thursday Friday
FACEBOOK
story/Jane
Client story - Gretchen How to start a food drive Weekly Wrap-Up - What
you need to know this
week
Type Graphic Video upload Photo with text Graphic, list out top tips Facebook Live
TWITTER
story/Jane
Live event
Type Graphic Photo with text Photo with text Share link to infographic
on website
Post link to the Live event
and the replay
INSTAGRAM
story/Jane
Live event
Type Graphic IGTV video Photo with text Graphic Instagram Story before
and after

3 KEYS TO DIGITAL PR SUCCESS
Confidence –in your voice, in taking risks, and in
being yourself.
Consistency – showing up regularly and being present
Content – that people like to watch, read, share,
comment on

HELPFUL TOOLS
Hootsuite - https://hootsuite.com/pages/landing/non-profit-
discount-application
Buffer - https://buffer.com/nonprofits
BuzzSumo - http://buzzsumo.com/nonprofits/
HARO - https://www.helpareporter.com/sources/
Canva - https://about.canva.com/en_in/canva-for-nonprofits/
Google Alerts - https://www.google.com/alerts
Talkwalker Alerts - https://www.talkwalker.com/alerts

QUESTIONS?
Twitter: @JuliaCSocial
Julia@jcsocialmarketing
.com
www.jcsocialmarketing.
com

Digital PR Basics for Nonprofits - How to Get Visibility for Your Cause

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