Nonprofits often face greater challenges than other organizations when it comes to public relations.
They need to do more with less, as budgets are tighter than ever – and staff members are tasked with multiple responsibilities.
My guest Marc Whitt, award-winning PR pro, educator, and author of “Takeaways: Ideas, Strategies and Encouragement for the Nonprofit Public Relations Professional” (his third book), is with me to discuss the vital role nonprofit organizations play in our communities and the world – and why effective, strategic public relations is essential to their success.
Show summary:
In this episode of PR Explored, host Michelle Garrett, a PR consultant, author, and writer chats with Marc Whitt, a seasoned public relations consultant and author.
The conversation explores Whitt’s extensive 40-year career in PR, primarily within higher education and nonprofit sectors.
They discuss essential topics such as the unique challenges faced by nonprofit PR professionals, the importance of ethical conduct, the role of events in nonprofit PR, and the critical relationship between PR practitioners and legal counsel.
Whitt emphasizes strategic planning, efficient use of limited funds, and ways to avoid burnout for one-person PR teams. The episode highlights the significance of maintaining trust, transparency, and integrity in PR and provides actionable strategies for effective crisis management.
Whitt also shares personal anecdotes and practical advice, making the discussion both informative and engaging for PR professionals.
00:00 Introduction and Guest Welcome
01:27 Marc Whitt’s Background and Personal Life
02:44 Marc’s Career in Public Relations
07:54 The Role of PR in Nonprofits
08:43 Challenges in Nonprofit PR
11:47 Strategies for Effective Nonprofit PR
16:52 Importance of Integrity and Ethics in PR
23:02 Managing a One-Person PR Team
31:11 Focused Budgeting for Nonprofits
33:59 The Stress of Nonprofit PR
35:10 The Multifaceted Role of Nonprofit PR Professionals
40:28 Crisis Communications in Nonprofits
45:48 The Importance of Events in Nonprofit PR
50:32 Building a Strong PR-Legal Relationship
58:15 Final Thoughts and Mentorship
Show notes:
Marc Whitt on LinkedIn https://www.linkedin.com/in/marcwhitt/
Marc Whitt’s site: https://www.marcwhitt.com/
Marc Whitt’s books: https://www.amazon.com/stores/Marc-Whitt/author/B088HHBK7S?ref=ap_rdr&shoppingPortalEnabled=true&ccs_id=2d01bba0-7e9b-425a-99b9-1cbe3080814e
Full transcript:
PR for Nonprofits_ Doing more with less
Michelle Garrett: [00:00:00] Hello everyone. Welcome to another episode of PR Explored. PR Explored is the podcast where we delve into trends and topics related to public relations. I’m your host, Michelle Garrett, a pub, a public relations consultant and writer, and my guest today is the amazing Marc Whitt. Yay.
Marc Whitt: Oh, great being here, Michelle.
Thank you.
Michelle Garrett: I’m so happy to have you. I know we have been, we’ve never really had a chance to, talk like this and I’m so excited to have you ’cause I’ve been a, fan and admirer and I have your latest book right here. I.
Marc Whitt: Here we go. This was not rehearsed. We both are admirers of one another’s books.
and this is a super book, Michelle.
Michelle Garrett: and you have three books and I, could read your, very impressive bio, but I would love for you if you would, [00:01:00] wouldn’t mind, to take a couple minutes and just tell us about you and your work and anything you wanna share. And I’ll put some links, in the comments as we, talk here so people can find you and follow you and buy the books.
Marc Whitt: thank you very much, and again, I appreciate this opportunity to be with you and those who are, with us, today and, in the future. those will be, checking this out. I’m a, native of Kentucky. I’m from, over in eastern Kentucky. a small town, painesville, population of about, 6,000.
And, my family, we all worked together. My grandparents, cousins, that’s why I was never, ever able to, marry a girl, who was from my county ’cause I was related to 99% of ’em. but it did wind up that I, [00:02:00] my wife now of 40 years, she and her family, moved, to Plainsville and, she and I fell in love and, got married there.
And, we’ve since, I’ve been, have, three children, two girls and a boy, all of whom are now married. And, we have four grand blessings, three girls and a boy. And so that, that life of being a grandparent, I’ll tell you, it is awesome. And, I used to, always know those who would, who were grandparents.
I thought, gosh, all you do is show me. Photos of your grandchildren, and guess what, Michelle? I’m guilty now. There, I am. but, but I’ve been in the, public relations work now for 40 years. Gosh, I don’t know where that has gone when I say that, I feel like, I feel like, Daniel Boone, I, across the cover have together, [00:03:00] golly, four decades in this work.
But it has been a wonderful journey and, I, have spent most of that time, in higher education work and, continue to, to be at a university and, and teach as well. so I, I’m a part-time instructor and, teaching public relations to, primarily seniors. I do get some juniors in my classes, but, but it’s just been such a great journey.
I’ve met so many incredible people and have been at so many incredible places that oftentimes I will think back to, to that kid growing up in, in eastern Kentucky. I never could have imagined where, where PR would have taken me. And so I’m, very, blessed and, now blessed to get to finally get to be with you.
So it’s a terrific day. [00:04:00]
Michelle Garrett: you are a delight. You are always such a, ray of sunshine, if I may say so. You’re so positive. I love
Marc Whitt: you. hey honey, can you hear me?
Michelle Garrett: and yes, I know you love, I know you love being a grandpa because I’ve seen your adorable, grandkids posted on social sometimes, so they’re so cute.
Marc Whitt: oh, they, keep me humbled,
Michelle Garrett: No, yeah, my kids are like, yeah, for sure. They’re not little, but they, it doesn’t change. that’s right.
And your students are so lucky to have you. That’s amazing.
Marc Whitt: I’ll tell you, and that’s very kind of you to say, but I, we’ve just started classes back, this past week and I always feel this way. And as I told them that, I feel like that I learned more from them perhaps than they even learned from me because, [00:05:00] their world, in, in many ways is.
Is very different from the, world that I had when I was in college. And so, it’s really a wonderful mutual relationship that gets established in the classroom where, where I get to share with them things that I believe are important for them to know. And then they in turn share with me things that are very important to them.
what’s on their mind? So we do, we do learn from one another. Hey, I tell you, Michelle, there is one thing you may not, I may not know about me. Not that this is gonna rock the world, but, but I, play trumpet and, really? Yeah, they say PR people are always tooting their own horn.
I guess I did, so I know bad dad jokes. but, yeah, my dad, my dad was a band director, not, and he never did push that on me. It’s just that I, [00:06:00] actually considered, when I was going to college, becoming a music major and, and becoming a band director like my dad. But, one thing led to another, and that road didn’t lead that way, but it led, to this.
so every member of my family plays an instrument. We actually play in a, community band. I live in Richmond, Kentucky. And, so we, we play, several of us play in the, Madison Community Band. It’s a community band of about 80, 85 members, big band. And, and so I play trumpet.
Michelle Garrett: That is amazing. I could see you being in that role as a band director because you’re every band director I’ve ever met is so positive and they just seem, they always seem happy. It’s infectious, ’cause Yeah, I, could see that
Marc Whitt: And it provides good stress relief when [00:07:00] needed.
Not that pr, I know we’re gonna be talking a little bit about that later on, but not that PR has any stress, but every now and then, it’s good to be able to, get that form just to let the day out.
Michelle Garrett: It, yeah. Yeah. No, PR isn’t stressful.
I, like I said, I thank you for sharing ’cause I’m so delighted to have you and I know you have a very long and distinguished career and a lot of people have a lot of respect for you, including me. And so I’m so glad that we’re spending some time together today. Me too. and please follow Marc because he shares a lot of great wisdom on his, social channels.
And he’s, I think he would always be happy to engage and answer any questions or, because he is the, he is an educator at heart. So
Marc Whitt: I am.
Michelle Garrett: But today we are talking about the subject of Marc’s latest book, which is, PR [00:08:00] for nonprofit organizations. And I’m sure if you have any questions as we talk or anything that you want us to cover, please do posts share that and we’ll be, do our best to get to that as we talk today.
And so let’s get started. let’s set the stage a little bit for people, when, some people have never worked for a nonprofit. Now, and I know a lot of us have, I have, I worked for, a public TV and radio station early in my career And so I know about some of the challenges that come with those roles.
But let’s talk through that Sure. a little bit and just set the stage. What are some of the common challenges that PR and communications pros might face if they work for a non-profit versus a for-profit?
Marc Whitt: Yeah, that’s an excellent question, Michelle. Thanks for asking. first of all, public relations for me has never been, [00:09:00] just a job.
It’s been a calling. And for those of us who work in the nonprofit or higher ed space. The vast majority of us feel a true calling for what we do. I like to say we don’t work at, or work for an organization, rather we serve at or serve for, and there is a difference, there. Nonprofit organizations serve as the backbone of our communities.
When you think about it, I mean from, art, organizations to healthcare. Even now we’re seeing, many newspapers that are now becoming, nonprofit. And so when you think about it, nonprofits really fill the gaps where government, business and other private enterprise cannot always reach. So it’s very [00:10:00] important.
And those of us who are called to working in nonprofit PR and communications, we are drawn, I think, almost naturally drawn to a professional path that has been shaped by a desire to serve and uplift. With that said, yes, there are some challenges nonprofit PR folks often face. So number one, which I think is often the most obvious is, financial constraints and fundraising struggles.
And I’ll, talk a little bit about that here in just a second. Then the second one I would suggest would be lack of awareness and visibility. and I had, shared, in my book that, whenever you hear someone, proudly, say that they [00:11:00] are the best kept secret, that is not a bragging point.
That is not a bragging point. And but that is, that can be a challenge for, for many nonprofits. Another challenge is volunteer and staff recruitment, trying to, find those people who are willing to give of themselves freely, to, to the nonprofit. And then last but not least, the occasional crisis or regi or reputation management issues, that, that, do hit, do, can and do hit, nonprofits.
But however, Michelle, there is some good news. There is some good news. There are strategic ways. I believe the nonprofit PR Pro can address each of these first PR professionals can craft compelling [00:12:00] fundraising campaigns, develop strategic donor communications and utilize storytelling to inspire giving.
Secondly, PR can elevate an organization’s profile through media relations. Thought leadership, community relations, event planning, digital content strategies, so strong efforts, there. And then third, a strong PR strategy can highlight the organization’s mission and impact attracting dedicated supporters and professionals.
This can also lead to impacting fundraising efforts. So it’s all, tied together. And then lastly, a proactive plan ensures preparedness for crises and helps maintain that much needed trust and credibility.
Michelle Garrett: Yeah, [00:13:00] absolutely. I always found that, when I was a nonprofit pr it was a constant churn with the fundraising we were always working on.
the fundraisers that, you hear on the, on public, TV and radio. We were always kinda working on those and, that was just a ton of work and that took a lot of effort just to try to bring in funds to keep, the programming, going and everything. So there was little time for other initiatives, and you just, you worked really hard, and you had a lot on your plate of course.
So it was
Marc Whitt: a good, and those two cannot work, in silos either. You cannot have, or you really should not have your, PR and communications, doing their own thing and those who are handling the fundraising, doing their own thing. Absolutely critical that those two areas, [00:14:00] share, each has.
specific goals that they must, see to, but they’ve, there’s got to be a, positive hands-on working relationship filled with trust. And when that happens, particularly for, particularly for the smaller nonprofits, that is such a critical thing to happen. I heard a great story if I, if you have just a second.
Oh, yeah. I heard this has been ages ago. But there was, there was a, vice president, there was a, gentleman who was hired, to be, the vice president for development for a small liberal arts college in Virginia. And when he arrived, and got to meet the staff, and over a while, I think a period, like six weeks or so, he was noticing that his PR folks were over here doing this, and his fundraising folks were over here doing this, all of whom were great [00:15:00] folks ready to work and all, but they were still working, doing, their own thing.
And one, so one day, I guess inspiration hit him and he decided to do something crazy. He walked in, on a Monday morning and said, beginning, today, he looked at, he said, beginning today, and he turns to his PR folks, he said, for, for the next six weeks, you all are responsible for fundraising.
Then he turned to his fundraisers and he said, for the next six weeks, you all are responsible for the pr, the PR efforts. And, now I’ll say not everybody can, obviously do that, but, what was interesting was, what he found was that after they went through that exercise for six weeks First probably there was a lot of grumbling to begin with. But after that six weeks came up, they had done their deal. [00:16:00] They had grown into such a strong team in which they understood one another, they understood the languages, words, terminologies and all were a little different, but yet they, gained a greater appreciation for one another.
It can happen and it should happen.
Michelle Garrett: And it’s, it sounds like a long time, but honestly, six weeks is like a drop in the bucket in order to get that kind of, synergy that they would have after that. Yes. And the silos, we can talk a little bit more about that, as we go, but I feel like that’s an issue in every single PR communications, person’s role at this, the silos just kill us sometimes.
I like that you talked about that, because it’s important. So
Marc Whitt: it’s,
Michelle Garrett: so the next thing that I want to chat a little bit about is integrity and ethics. Of [00:17:00] course, they’re important in any PR person’s role, right? But when it comes to nonprofits, let’s talk about, why it is so important.
I think there are some, factors there that are different.
Marc Whitt: Yeah, boy, I could spend the next several hours, preaching on this, Michelle, and I know you, as well, but, integrity and ethics must always, not, sometimes, not most of the time, but always must be job. For any of us in public relations, regardless of what we do or where we serve, whether we’re a consultant, whether we work for an agency, whether we work for the corporate world, and in this case, what we’re discussing today with nonprofit world integrity and ethics job one.
But it is especially true, as you noted, for those of us entrusted [00:18:00] to be the stewards for nonprofit organizations that we represent, PR professionals serve as the bridge between organizations and their audiences. We shape narratives, we manage crises, and we build trust If that trust is ever broken.
Whether through dishonesty, manipulation, or an unethical behavior, it is incredibly difficult to regain. I often tell my, students that, when you think about it, our character and integrity and the ethics that help to shape all that, that’s really the only thing that we actually own in this life.
We are responsible to ourselves for that, and I have known as, I know. [00:19:00] No doubt. You have known individuals who have gone through wonderful careers, who have done exceptional work. And, somewhere along the way they have, lost their way there, the judgment, a decision they have made to just, barely, no one’s gonna notice if I do this or whatever.
And they’ve destroyed, their, name and reputation. And so I, always encourage, the students that I have that I, say, guys, the reason we discuss this as being the very first, thing that we do, in class is that this is something that it builds the foundation for who you’re going to be, in this work.
So it, so it’s important, vital, vitally important that, we do that. So this is why maintaining an unwavering ethical stance is crucial. So [00:20:00] I’ll, get off my soapbox, but I’ll tell you, it is really, important.
Michelle Garrett: And it takes, what’s the quote? it takes forever, years to build and just seconds to tear down, to ruin your reputation.
And I feel like now we are living in a time when if you have, a strong reputation, a trusted reputation, you wanna do everything you can to protect it now more than ever. Because I feel like many people are not concerned. they obviously, the, maybe they don’t think they’re gonna get caught or no one will notice, like you said, or but I feel like now more than ever, I’m so glad you’re emphasizing it to students.
’cause I just feel like it’s really easy to not even do it intentionally, but just not using, not thinking through, not being thoughtful and careful and considering, what you’re, saying and, doing, that might cause people not to trust you. So I feel like it’s. It really needs to be, [00:21:00] underscored.
Marc Whitt: Yeah. and one other, one other point I would like to make, along this line is that, whether you like it or not, if you’re in public relations work, whether you’re in the office or you’re away from the office, you carry that with you no matter where you go. when I’m in the, grocery store to pick up that gallon of milk, a lot of people who are used to seeing me representing, the organization that I’m with.
Even though I’m being, Marc, grocery shopper at that point Their minds, they still see me as being Marc with, and that’s true for any of us. I, I oftentimes tell, people that, that it is vitally important that, that the Marc that people are hearing and [00:22:00] seeing in the boardroom, or making presentations or developing, strategy is the same Marc, who is, holding the hands of his, grandchildren at the movie theater, getting ready to walk in.
you’ve, you’ve got to be consistent. Your behavior actions, your deeds, and so
Michelle Garrett: yeah,
Marc Whitt: very important.
Michelle Garrett: Yeah. It should guide, the decisions that you make and, you have to keep that kind of uppermost in your mind, as you work with clients. And also, yeah, if you’re, if you’re an independent consultant like me, you really have to be aware, how you’re being perceived because it’s really important.
So we all have personal brands, I think today too, that we need to be aware of. So I think that’s important.
Marc Whitt: You bet. Sure do.
Michelle Garrett: so let’s talk for a minute [00:23:00] about, and something else you talk about in the book. Often nonprofits operate with a one person PR team. And wow. I think, I have clients that are one person Marceting team, of course, that are not, do not work in nonprofits. So it’s out there. But that is really a challenge,
Marc Whitt: Oh, it is. it is. And, if data, some of the research I’ve seen, on that, has indicated that, in the United States, the average nonprofit organization will employ, somewhere, between 10 to 15 people overall. And the out of that staff, on average, will be one to two individuals who are specifically charged with the public relations and communi and communications responsibilities.
[00:24:00] that, that can add to, obviously add, add to, some, pressure. The nonprofit PR professional typically wears a lot of hats, and it can be overwhelming. the key to success though, Michelle, is working smarter, not just harder. And, so there, there’s some things that I would suggest, as we discussed this, so that one person PR team, doesn’t get overwhelmed.
number one, determine your priorities. Determine priorities, what will create the biggest impact for, for your nu, your nonprofit. one of the greatest lessons I learned early in my career when I was, charged with, I think it was probably my very first, pr plan. And, gosh, it, it was a [00:25:00] pretty plan.
And what, but boy, I’ll tell you, I was humbled quickly when, the president said, these are all really good ideas, but how does this idea match with our mission? Guess what? He was right. And, and as, I guess I was what, 24, 25 years old at the time, that, that’s all I needed to make sure.
And so we, when we’re determining our priorities, we do always need to make sure that we’re matching what, what our institution’s goals are, with, with what, with what we’re, doing. So p so focus on PR activities that will align most with your organization’s goals and mission’s, number one.
Number two, take time for strategic planning. unfortunately I’ve heard far too many say, gosh, I’d love to plan, but I [00:26:00] just simply don’t have time to do it. Make time. Make time that is, you know, without taking the time to do a plan is about as smart as walking into, into a cave without a flashlight.
It just does not make sense. And when you think about it, that flashlight as it is with the cave also serves, similar in a similar way with a plan. That plan is your flashlight, giving you, direction. So it’s really, important and it helps you set clear goals. It, create a content calendar and it helps to build flexibility in the work.
so you’re not always scrambling to figure out, what’s next. Third, maximize your day for big results. Maximize your day for big results. For me, I’ve, always gone by mornings [00:27:00] in and afternoons out. Now, not all the time it works that way, but generally that’s how I try. I’ve always tried to do, my day, no matter where I’ve served.
So mornings in afternoons out, use the first part of the day to focus on office matters, and then schedule external meetings and community engagement, opportunities. Then for the afternoons, I also like to schedule what I call power hours. Power hours, and that’s a dedicating. Specific times to deep work.
and just, as much as possible, as emails and texts and all kinds of distractions come our way, try to find a place, and it might not necessarily be in your office, but to try to find a place where you can just pull yourself away to, to have clear mind, for clear creative thoughts. Next, for that small, that small shop, consider [00:28:00] organizing a PR advisory network as a means to expand PR efforts, engage key stakeholders, hold quarterly brainstorming sessions. And, the bottom line, Michelle, is what you’re trying to do with that is you’re trying to turn supporters into ambassadors for your organization.
And really, it, it expands, the way that you can do outreach then.
Michelle Garrett: Yes. I’ve found like just helping, like working with the volunteers, they will help you if they’re engaged and enthusiastic. Help you get the message out there too. yeah.
Marc Whitt: And here’s another thought too. If your nonprofit happens to be located in a college town, take advantage of the opportunity of maybe, starting a, an internship program for students.
These students who are perhaps going into, public [00:29:00] relations. they’re looking for those, real, world opportunities and, that would obviously be some great needed, help and support, for that small shop. consider doing that. And then the last thing is, and I know you did such an exceptional job in your book, pointing this out, but, protecting yourself from burnout, that is really, essential.
So set boundaries for yourself. we are not machines. We cannot work 25 8, we just can’t. So find a peer network and celebrate small wins. So that’s really important.
Michelle Garrett: Yes. I think having others who understand, like what your role is and the challenges, I think that’s so important just to have people to commiserate with or brainstorm with or bounce ideas, that’s really important and you can find those people, [00:30:00] in your community that work at other nonprofits and, they’re, out there. yes. We talked a little bit about budget, but let’s, I wanna hear a little bit about, and again, this is, in the book as well, how you would advise a nonprofit PR manager to allocate what limited funds they may have,
Marc Whitt: to use.
Yeah, unfortunately, as much as we would all, love to, just have millions and millions of dollars coming at us to do whatever project we would love to have. It just doesn’t work that way. And so we have to be very mindful and very respectful of the fact that we have got to be, very good stewards of those resources that we have been given.
So every dollar budgeted and spent must be thoughtfully planned, [00:31:00] intentionally used, and faithful faithfully stewarded. and that’s a responsibility that we have, particularly, in the, nonprofit, sector. So when you are entrusted with, limited resources, for your nonprofit, your budgeting decisions must be laser focused and mission driven.
Smart targeted budgeting isn’t just a financial exercise, Michelle, it’s a leadership responsibility in, in, in my opinion. So, to me, here’s what’s important is don’t spread funds. Thinly to cover every possible need. I know that sometimes folks will feel like, oh gosh, these are all so great and I’ve got to, give a little bit of a sprinkling here and a little bit of sprinkling here.
No, that’s gonna drive you crazy, and there’s no way that you can really do the, a, great [00:32:00] job by doing that. So instead, concentrate those dollars in ways that will yield the greatest impact. You can’t do it all, but concentrate on what’s going to have the greatest impact on your nonprofits, mission and its strategic goals, and then set your budget in a way that will help support that.
Michelle Garrett: Yes. Yes. And obviously if you have success with one tactic, maybe you know, you’ll get additional funds to do more in the future. So double down on what works and measure to see, what is really working, maybe what is not. I know it’s hard to measure even any PR role, but Yeah,
Marc Whitt: boy, and, and that’s a responsibility, again, that’s a leadership responsibility that we have.
and, you can’t be all things to all people. And so to your point, and [00:33:00] it’s a really good point that if you’re able to take what resources you have been given and, maybe as you start here and because of those resources at the end of the year, you’ve seen where you’ve been able to, grow this much or even this much, at least, some kind of growth.
Michelle Garrett: And
Marc Whitt: typically what I have found is that other budget managers who like, like your treasurer for your organization, they’ll say, gosh, or your CEO, they’ll say, gosh, if they were able to grow from here to here with what we ga gave them, what if we gave ’em a little bit more to see what that growth will be?
So, yeah, that was an excellent point you made there. So that’s very, true.
Michelle Garrett: Yeah. You can make your case, if you’ve, been able to measure some success and show some movement, then maybe you can get a little bit more, funding. But I know funds are especially tight, I, yeah, it’s, not, it’s a challenge for sure.
It really is. Which kind [00:34:00] of dovetails into the next question that I wanna talk about, and we talked about burnout just briefly, but do you think that, handling pr, is more for nonprofit is more stressful? What do you think about that?
Marc Whitt: how much time do we have? the short answer is yes, but I’m not sure about it being any more, stressful than any other sectors.
NPR, ’cause I’m, sure those like yourself who are in, consulting work to those who are working in agencies or corporate or, corporate world, pr there’s, PR is just stressful. you’ll see these, these annual, lists that one of the most stressful jobs or professions out there.
and so many times PR is ranked among, among the, among the top. it’s also one of the most. [00:35:00] Challenging and fulfilling. And I know that you’ve, felt that and, I continued, I feel that way and have loved it. all these, all these years that I’ve been. However, in nonprofit pr, there is the added requirement, a lot of times to try to be the jack of all trades. And, that’s very, true. Rather than specializing in, on one or two areas, the nonprofit, public relations, professional must have a keen skill in a multitude of areas.
in fact, as we were preparing for this, I, had to jot down a few, so if you don’t mind, I’m gonna just look through these, Michelle, and Sure. As I was doing that, I thought, oh my gosh. but it’s very true. Strategic planning, media relations, news, writing, community relations, social media.
Branding, crisis management and [00:36:00] reputation management, budget, managing external affairs, internal communication, event planning and management, web management and oversight of photography and video services, print and digital publications. Take a breath thought leadership positioning and a good understanding of the mutual relationship that must exist between the nonprofits fundraising team and, the PR comms team, as I talked about just a minute ago.
And then on top of all this, if that wasn’t up on top of all this, the PR professional, particularly the chief communications officer, is a significant. Public face and voice for the organization. yes. So in addition, the professional must be an excellent listener, an exceptional problem solver. Yeah.
Someone who has a big pic, who’s a big picture thinker and a bold doer, [00:37:00] a bridge builder, a master networker and relationship builder. And last but not least, one whose character and integrity are above reproach. So I know right now, some folks are going, oh my goodness, but. That is what is involved. Now, we don’t go through the day, counting those off.
But for that, person who is managing the, their, nonprofit organizations, PR and communications efforts, all of those are essential skills to have. Now, there are gonna be some which you are better skilled at than others, but you still have to have a good understanding of their strategic application.
Michelle Garrett: Yeah, two things, popped into my head as I was listening to you. Make that list there. Stop. Stop. Yeah. Really. I think sometimes the [00:38:00] perception, is when you work at a nonprofit, it’s less stressful. It’s it’s a li it’s a smaller organization. The, it’s not, a public company, for example, where you have stakeholders and, stockholders, I should say.
we always have stakeholders, but, but yeah, so I think sometimes the perception is it’s gonna be like easy street, it’s oh, but no, sometimes, they’re not. The jobs aren’t paid as well, maybe. and they’re asked to do a whole lot more and probably work longer hours, with fewer resources.
So I think that’s something, I know I interned, at a nonprofit too when I was, in school. And that was like an eyeopener for me. It was like, wow, there’s a lot to this. And it was after hours and it was, there were just a lot of things that I hadn’t really thought about. So the other thing is, I didn’t realize how often the [00:39:00] PR or comms person is the spokesperson, the public facing spokesperson for dog profits.
’cause that’s not always a role in every other PR job. So I think that’s stressful.
Marc Whitt: Yeah. there’re gonna be, of course, plenty of times in which, the nonprofit organizations, president and CEO, is that primary, face and voice. As should be the case. But the, secondary, public face and voice is the public relations officer.
Michelle Garrett: yeah. And then we’re not all, not everybody’s cut out for that or, wants to be in that role because now we know anytime we’re, saying something publicly, you can always have backlash, criticism, yeah. Negativity. Yeah. And yeah, you have to have a, thick skin and, be prepared for that.[00:40:00]
so I just think that’s another interesting. Perspective that maybe not everybody thinks about, but yeah. I I have seen that, with some colleagues before. So it’s wow, I didn’t, I never worked in a nonprofit role and I now I, wonder, I’m not surprised, that it’s a, it’s challenging because it’s different in this way.
yeah.
Marc Whitt: Yeah, exactly.
Michelle Garrett: and I think this, that just dovetails right into the next point, or the next question that I wanna talk to you about is crisis communications, because, we know that they can sometimes, again, I don’t know if the people that they attract sometimes, maybe they again, thought it was gonna be something that it’s not, and they just thought they could get away with something they couldn’t.
Or, we see things, of course just like with every organization. But let’s talk about, [00:41:00] crisis communications for nonprofits for a minute.
Marc Whitt: Again, everyone who is in public relations, regardless of where they serve, are going to be faced, with, either directly or indirectly, handling, their organizations, crises.
And, and to be honest with you, I think, it’s probably one of the best ways for a public relations professional to maintain, their sharpness. because you have to, think, quickly, to be on your feet, and to always be mindful of, of, how to work and get that message out.
but, for me, some things that come to mind, for this is, always be. [00:42:00] Honest and ethical. here again, it goes back to what you had asked me earlier, but, that has to be number one, as you’re managing a, crisis or your organization’s reputation. So always be honest and ethical.
Provide only the facts. Provide only the facts. don’t try to make up something because when you do, you’re going to, not only sink yourself, but you’re gonna potentially really damage, your organization. So only provide the facts. And if you don’t have them, just say, we don’t have the facts.
And, but I will get back with you when we can. And, that leads into be timely, be timely. Don’t keep, media waiting. they’re on deadline and so you need to be respectful of their needs too. And, [00:43:00] but if, and if you’ve got, one or two facts that you can share at that point, then obviously share them.
and be timely, be responsive, that, that connects. also in terms of your media relations, efforts as well as your internal communication. people are wanting to know internally what’s going on. Be trustworthy. Be trustworthy. Gosh, that is so essential. And, again, going back to your, your protecting your name and protecting the name of the organization that you represent.
be trustworthy and become a credible source. Of information. I, think one of the best compliments a PR professional, can receive is when a reporter knows that they can, they can always turn to you and know that they can trust you, that you’ll respond to ’em in a timely way. And that, [00:44:00] and that you are a credible source, of information.
And, and then last but not least, be transparent, be authentic, be, be, transparent, be open and honest. not speaking off script, not trying to come up with your opinion or whatever, but just be transparent and provide those facts.
Michelle Garrett: Yeah. No, I think that’s excellent advice for, anybody.
And that’s handling crisis communications. ’cause if, you can’t be trusted, you know there are gonna be other. Sources that the media may look to. So if they don’t have a trusted partner at the organization itself, then they might look outside and you don’t want somebody else telling your story and controlling the narrative.
And so it’s really important to have those.
Marc Whitt: And, it’s, and it is far better that you be the one who can tell your organization’s story or side versus somebody who’s not [00:45:00] even connected and they’re gonna give their opinion. And their opinion is probably not the one you want.
Michelle Garrett: Yeah, you’re right. Because reporters are always looking for additional sources to corroborate the what the organization is saying.
you really wanna be, you wanna be upfront, you wanna be honest. trustworthy, credible, whatever word you wanna use there, that, that could not be more important. So I think that’s really important advice, to, to keep in mind. let’s talk a little bit about, and we’re, getting, we’re, we have about maybe 15 minutes here left, so if anybody has questions, please feel free to ask.
I just wanna say Marc is more than happy to a answer questions too from, anybody tuning in. let’s talk about events because I feel like this is something that, again, not every PR role really. I think there’s maybe, sometimes a, misconception [00:46:00] that pr people are like party planners or event planners.
Not all of us do that in our role. So I think with nonprofits though, it can be, a big part of what they do.
Marc Whitt: Oh, a significant aspect, I believe events, I’ll take a one step further. I probably, have some comments on this, but I truly believe that events, are the heartbeat, for, nonprofit public relations, because they help to bridge, both, the fundraising aspect as well as the PR aspect.
you can take your messaging out and about. They create, shared experiences, and people are involved, in your nonprofits events. You’re making something memorable. For them, something lasting. And so it’s a great opportunity. Events are a great opportunity to bring [00:47:00] mission-driven work to life and, forge deep connections between organizations and their supports and their supporters.
So, yeah, I, I’m, a, not everybody holds true to that thought, but I, for one, believe that, that events and, that are absolutely critical to, to nonprofit organizations, particularly those as we’re talking about budgets. they help to expand that opportunity to tell your story. you don’t have to spend a minute.
to have a really successful event, but be very strategic in ways that you can invite, key stakeholders, community partners, regional partners, others who, champion the cause to bring them together and, and events can do that. [00:48:00]
Michelle Garrett: Yeah, I and again, that’s a kind of a, I feel like it’s a specialized area, like a specialized skill that not everybody either wants to do or has experience doing.
it’s just, it’s a slog sometimes when you’re just going from one to another and Yeah. it’s, a lot and it does take a lot of your time and attention away from anything that you wanna do consistently, otherwise, because, there is more to do than events. As we listen to the list of things.
Marc Whitt: and just about, just about, anyone who is in nonprofit pr, particularly for the smaller nonprofits, Michelle, they are going to be, involved in planning and managing, those, events. So it’s critical that they have a, clear understanding of, how to properly do them.
Michelle Garrett: Yeah. And sometimes you’re working [00:49:00] with other organizations or the community is holding some kind of an event and you’re part of that, so you have to be able to coordinate and collaborate and there’s a whole lot of moving parts.
Marc Whitt: Oh, there are. And I’m so glad you brought that point because collaboration is another, critical aspect of events. when your organization can partner with one or, more, organizations, you’re building strength of community strength for your organization because you’re, showing that we’re all in together for whatever that cause is.
I’m glad you brought that up ’cause that collaboration is another huge aspect and by and large that doesn’t cost anything but the impact, it can have is infinite.
Michelle Garrett: because it compounds, every, everybody that’s working together. I think the [00:50:00] efforts just the compound on each other and, just make a greater impact.
yeah, I, again, the, but if you’re a person who is just likes to work, alone and doesn’t know how to work and well with a, committee or a group, it might not be the place for you because there’s a lot of that. not everybody’s, into that.
so let’s talk for a few minutes about legal, the legal counsel and the pr practitioner at a nonprofit. I think this relationship is important no matter what role in PR you have, because I feel like a lot of times it, PR pros might look down on legal or vice versa, and I feel like, but there, there needs to be really a good working relationship there.
It’s important to protect, [00:51:00] the organization I work with being a non-profit for profit. Whatever it may be. So let’s talk about that a little bit.
Marc Whitt: Yeah. And, I was really, I really appreciate you asking this question because it is a critical, relationship to have, legal counsel and PR bring two perspectives, for, for one goal.
And when you think about it, so a PR officer’s role is to guide, messaging, anticipate, public, perception, ensure the organization’s reputation, that it, remains strong. And, doing so by abiding by ethical standards. So that’s the PR and then the legal counsel’s job is to ensure compliance, mitigate risk.
And uphold ethical and legal standards. So these [00:52:00] responsibilities, while distinct, are just deeply intertwined, and, to the point that you were making. So in my book takeaways, I share hallMarcs of what I believe are strong pr, legal partnership, what that looks like. And so number one is truth above all, And, so you’ve got to come together where both the PR professional and the legal counsel, they’re always gonna come together with the appreciation for. Wherever we go, truth has got to be above all. so that’s number one. Number two is there’s gotta be a shared commitment to the organization’s commitment.
I’ve yet to find where either of those parties, don’t agree on that, but we need to be mindful that we come at it, with a shared commitment to the organization’s mission. Number three, timely communication. Timely communication. This sometimes [00:53:00] gets to be where the rub, can, can happen between a PR professional and the, legal counsel where, where.
where the PR professional understanding that, that the reporters have timeline deadlines and, they’ve gotta get something out. you’ll also find where maybe legal counsel will say, we don’t need to respond, until, whenever, we can delay that. And so that sometimes gets to be where the rub is.
And that’s why, it’s imperative that, I’m not saying you have to go out and grab a burger and a shake together, but it is important that there, that there be some time away from the crisis at hand. Just sit over, I believe in the power of a cup of coffee. I really do. Michelle. And [00:54:00] where, where you can talk about this or that.
not, you’re not dealing with a crisis at the moment, just being able to talk about views that you have and you start developing a mutual respect for each other. And so. when that crisis does happen, you’re able to lean into that relationship that has already, been established and then, that timely communication issue then, in my opinion, is lessened.
And there’s greater, appreciation for one another’s role and when the communication needs to happen, and that leads to the next confidence in one another. Confidence in one another. Legal counsel has got to be able to have full confidence that that PR professional who’s on the other side of the boardroom table is highly qualified, brings wisdom, is has, done their homework.[00:55:00]
their voice is so, important. And so they’re gonna have that respect. PR professional, likewise, they can look across that boardroom table and they know full well that any legal advice that they are being given is spot on. And that, and when you pull that both together, then the organization, the bottom line is the organization wins.
And then that wraps up with just simply respect for each other’s expertise. That is so important to have respect for each other’s expertise. And so when. When those, what, 1, 2, 3, 4, when those five, aspects are, are met Nonprofit organization, between the legal counsel and the PR professional who, who is the chief communications officer for the nonprofit.
Then the nonprofit organization wins, [00:56:00] the president CEO who, who has to lean on, these two individuals can do so with confidence that, he or she is, getting sound counsel.
Michelle Garrett: And I think, it, it all does boil down to respect because I remember when I was, a younger PR pro, newer in my career, I just remember that the legal department got a bad, people didn’t talk very favorably about ’em.
And I think it was more about timing than anything else because we were trying to get out with whatever we wanted to get out. But we had to go through legal. And that just slowed us down. first of all, you need to plan to have legal involved so that you don’t run into that. And secondly, it’s.
They’re trying to protect the organization, and that should be really in our best interest as well. So we’re really working toward the same goal, a shared goal, as you mentioned. So I feel like just having respect, [00:57:00] first of all, and then yeah, building that relationship can really benefit, both and the organization obviously.
again, nonprofit or not, don’t, don’t look away. Don’t, forget your legal team. ’cause if you do, they’re gonna. They’re gonna find you anyway. you
Marc Whitt: well said, good counsel there.
Michelle Garrett: It really is a much better situation if you, plan to get them involved and find out, what the, what is the timeline, what, how long would this take to get approved to say?
And, maybe we say certain things, maybe they’re, again, if it’s said publicly, it can be come back if there’s some kind of legal action or anything. So I understand now that I have worked with more attorneys, I understand, what they’re trying to do. But, yeah, I, think that’s, I’m sure your students would, would hopefully take that to heart.
’cause it’s, really easy to [00:58:00] just gloss over, I think. But it really
Marc Whitt: is. It really is.
Michelle Garrett: is there anything else that you want to share as we get ready to, wind up here?
Marc Whitt: I would end with this, to enjoy the journey. I’m, it is just so important that, that, even on those days that are crazy, really reflect on just how blessed you are to be in the position that you’ve been called, to do and to serve.
gosh, it, all of us, who serve in this, capacity are so blessed and, most fortunate to be able to, not only represent our organizations, but to be able to give back to a public eager for the services, that we offer. And here [00:59:00] again, Michelle, looking over, through my career, how grateful I am, to just so, many people who, who have, mentored me and who have, led me along the way.
and, and, you get to a certain age that, that, you become the mentor, whereas once upon a time you were the mentee. And, so that’s a responsibility too that, that, I always encourage those who have been in the work for a number of years to be mindful of that.
Michelle Garrett: Yes.
Marc Whitt: to be, and I think most are, to, freely give of themselves to those who are up and coming in, in our profession.
And, and so enjoy that journey. From beginning to end.
Michelle Garrett: It’s, and it’s [01:00:00] different. It can be different every day. And I think that’s one of my favorite things about it, but it certainly is a, not only a challenging career, but it, it’s really a rewarding career. So I’m, pleased that, you were here today and that we were able to talk about this.
And, I have just a great deal of respect for you and, again, I’m gonna hold up Marc’s book here because everybody should check out his wonderful booking. Like I said, he has three books. This is just one,
Marc Whitt: which
Michelle Garrett: I, take my hat off just.
Marc Whitt: I guess I was just crazy. I don’t know,
Michelle Garrett: Jay, getting one into the world is, oh wow.
It’s, yeah.
Marc Whitt: Oh, I’ve appreciated this opportunity very, much. And, and invite those who, who, see us, to contact me. I’m, available on [01:01:00] LinkedIn and, would certainly love to, connect there. And, it is just super. So
Michelle Garrett: yeah. Thank you so much, Marc. And thanks for everyone, to everyone who joined us or is listening.
And I’ll be back in a couple of weeks on, I believe, January 28th. and I will see you then. Thanks so much to Marc.
About the host: Michelle Garrett is a B2B PR consultant, media relations consultant, and author of B2B PR That Gets Results, an Amazon Best Seller. She helps companies create content, earn media coverage, and position themselves as thought leaders in their industry. Michelle’s articles have been featured by Entrepreneur, Content Marketing Institute, Muck Rack, and Ragan’s PR Daily, among others. She’s a frequent speaker on public relations and content. Michelle has been repeatedly ranked among the top ten most influential PR professionals.
Learn more about Michelle’s freelance PR consulting services here. Book a no-obligation call to talk about your needs here. Buy Michelle’s book here.
