Learning From #PR Disaster: How to Avoid the Cairo Embassy’s Mistakes
Realize that all parts of an organization are part of the messaging strategy – and that what one part says, impacts the rest. While nonprofits are often not as top-down or approval-driven in their media relations process as the federal government, as organizations they are still very vulnerable when local affiliates decide to issue a statement that is not in line with national guidance that attracts the attention of major press and spokespeople. The national level PR staff responsible for stewarding the overall nonprofit’s brand and messaging are often a big part of the clean-up. And it’s a two way street – local organizations are often expected to represent and mirror the opinions of the national office by the public and the press – even if their bonds to the national office or movement are not that tight. What one does, impacts the rest.
Ami Neiberger-Miller is a public relations strategist and writer. She is the founder of Steppingstone LLC, a virtual and independent public relations practice near Washington, D.C. that provides public relations counsel, social media advice, writing services, and creative design work for publications and websites (portfolio). Ami blogs frequently about media relations, social media, public relations and other issues. She also reviews books on her blog about public relations, nonprofit life, work-family balance and social media practice. Follow her on Twitter @AmazingPRMaven.