"If something happens, we'll hire a freelance communications practitioner to respond."
Public Relations is not a defensive tactic. Approaching Public Relations or using communication practices defensively will make it harder to get people on board with your nonprofit cause.
What happens when public relations is a defensive tactic?
People perceive you as one who uses communication only for damage control, not building relationships.
It's an exhaustive approach that affects team morale. Fears and doubts creep in with no established protocol to respond during pressure.
People will perceive your organization as negative rather than positive. Winning over new supporters will get complex as your credibility takes a hit.
A proactive approach is always better than a reactive one. When the attention turns on you, you will be much more believable when you respond because of the trust you built over time telling your stories.
Consider the following three approaches to drive your communications and online presence.
Tell your story - What makes your nonprofit unique? What are you doing to make a difference in the world? Share your story with the world through your website, social media, and other channels.
Build relationships - Get to know your donors, volunteers, staff, and other stakeholders. Find ways to connect with them on a personal level and build trust.
Be willing to take risks - Don't be afraid to put yourself out there and share your ideas. The more visible you are, the more people will learn about your nonprofit and what you do.
In today's digital age, news travels quickly and gets amplified by social media. Be proactive in your PR efforts and build positive relationships with your stakeholders. A documented communications strategy will help you in the long run.