Using Statistics in PR: New Guide Available, Dealing with Stilted Language

Statistics can be critically important to constructing a story pitch, writing a news release, or explaining an issue to the public. Statistics can convey the importance of a story by reaching beyond the anecdotal and describing a trend or new research. But if those numbers don’t hold muster and aren’t valid, they can damage both the story and an organization’s reputation with the media and the public.

A new best practices guide on using statistics in public relations is now available online for free from the Public Relations Society of America and the American Statistical Association. It’s blissfully brief, at only 3 pages, but loaded with good advice on how to best use numbers to share your story.

A couple of key points that jumped out to me when I read the guide were:

  • Using graphics to communicate results often helps make them easier to understand. It is best, however, to make sure they are clear in terms of the main points you are making about the statistics. Remember, it is less about the numbers, and more about what they mean to the audience.
  • Run your insights from the data by the person who actually did the research to be sure the data support its interpretation and use.

I’ve been in situations where researchers, at times, hindered the effectiveness of a news release by insisting on using very stilted and academic language. The resulting news release draft was so loaded with gobbledy-gook, no one could understand what it said. And I’ve also seen situations where PR staff valued a particular finding in a statistical report, that the researcher felt was not nearly as signficant as something else.

A press release and other media materials can accurately use statistics, and be written in a way that the general public understands – but getting there can be tough.

It’s important that communication/PR staff collaborate with researchers or statisticians on how numbers are presented in a story.  For nonprofit communicators, it helps to build positive relationships with the research staff in your organization. Often, I think researchers and PR staffs get into conflicts over language for news releases simply because they don’t understand the perspective each brings to the table.

It will also help if you can provide media training for research staff so they understand the perspective that the media bring to crafting stories and how to talk about their work with the press. Media training will help the researchers feel more confident about participating in media interviews and build their trust in the communications staff too.

Talk to Us: How have you used statistics used in your organization’s PR efforts? Do you have an example to share? Post your comments below.


Victims vs. Survivors: Dis-Empowering Messages Can Hurt

The term “victim” has become a pet peeve for me. After working for so many years with nonprofits supporting survivors of trauma, I no longer like to see the word “victim” used solely to describe the amazing and courageous people I meet and support who are figuring out how to put one foot in front of the other again and rebuild their lives after experiencing trauma or violence.

It should be no surprise that a tweet this week by @Good encouraging do-gooders to send valentines to “a victim of war” caught my eye.
While the project itself is great (kudos to Women for Women International for launching a campaign that links to their mission and raises funds) – the headline on uses the term “victim.” While surely the Good post was a well-intentioned effort to support this worthwhile charity, is “victim” the best choice available for language in this case? I think not.
To call survivors of war trauma victims – and victims only – is dis-empowering and stigmatizing. The words we used to communicate can make a huge impact. Victims are passive and not able to take steps to help themselves. Victims are devoid of strength, agency and intelligence. Surviving may require tremendous strength and courage – just getting to tomorrow may be a gargantuan feat for someone who has suffered trauma or violence. Survivors try to step forward in their lives beyond a traumatic experience, refusing to allow that experience to define them.
Victim terminology is used heavily in the law enforcement and legal communities and as a result – that language is often found in the nonprofit community assisting trauma survivors. Some organizations that work with survivors of trauma use survivor and victim as paired language (see the Sensitive Language Guide from the Women’s Funding Network). Other nonprofits heavily emphasize survivorship over victimhood in their language and messaging – and many note this language can influence receovery. Organizations working in domestic violence response and prevention are sensitive to survivor/victim language – see one activist’s comments here on the victim vs. survivor language issue.
Women for Women International, emphasizes survivorship in banner headlines on its website and says that victims transition to being survivors and informed citizens through its programs. A splash page promoting the campaign on Valentine’s Day on their website encourages participants to help the women the organization serves. Victimhood is nowhere near the messaging being used for this campaign for a reason. Women for Women International has made an intentional choice to embrace a language of empowerment.
I fired off a tweet to @Good last Tuesday in response:
I didn’t get a response back. If activists truly want to make a difference in this world for those who have suffered tragedy, they need to take a serious look at the language they opt to use. We cannot allow our desire for marketing a good cause, to dis-empower the people we are trying to help.
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.

What Makes a News Story Huge? What We Can Learn From Terry Jones & His Threat to Burn a Quran

The self-flagellation and examination over how a story about a fringe pastor in Florida threatening to burn the Quran attracted mega-media coverage has begun. What perfect storm made this story so huge, when so many other stories are just noticed for a day and then gone?

The outrage factor – You had a vocal person threatening to do something, in public, that was blatantly offensive to most people – complete with a banner in red letters, plenty of notice so the media and opposition could get organized, and a photogenic wild-looking man prone to uttering sound bytes.

The emotional tie-in – On top of that, pastor Terry Jones was threatening to do his despicable act on a day that stirs emotions for Americans – September 11, 2010 – the 9th anniversary of terrorist attacks on the United States that took the lives of the thousands and radically altered our lives and perceptions of security. And his action played on our fears – while discrimination against Muslims in the United States has been soundly condemned – it has often taken on subtle forms since the September 11th attacks. His proposed act and statements were so blatantly offensive – they stirred our fears and caused us to question who we are as a society. If our culture could produce a crackpot like Terry Jones, then how tolerant are we as a society?

Statements by public figures – When the President, Secretary of State, commanding General in Afghanistan and other public leaders are issuing statements – the story is going to attract attention.

The rise of opposition – The threat to burn a holy book was so vilely offensive, that this act was bound to stir emotions and cause others to “oppose” it, generating other events – some in the community and elsewhere- that would trigger media coverage.Known for its progressive nature, people in Gainesville, Fla, where the pastor and his church are in residence, were horrified that their community would be known for such intolerance – eliciting comments from community leaders and additional protests throughout the community for media to cover.

The presence of visuals and a willing interviewee. The images accompanying the story showing the sign with an offensive message, and the pastor’s willingness to provide continual statements on September 10th to the media, fed the coverage as well. Had he locked himself in a house in the woods and not spoken to the press, and never given interviews, the coverage could have been minimized to some extent.

The tie-in to a national debate – As the country discusses the proposed building of a mosque near Ground Zero in New York – the proposed actions of a renegade minister in Florida were linked to a national discussion – and cited as an egregious example of the intolerance that dwells among us. There was no shortage of talkative people happy to go on news shows and condemn Terry Jones and his plans to burn a Quran.

The absence of other major news stories to fill the void, with wall to wall coverage descending into sensationalism – While things happened in the world over the last week, there were few mega-stories with the staying power and visuals to replace this one. Had a story the level of the Haiti earthquake disaster or Hurricane Katrina come along, it would have diluted or evaporated completely the attention on Jones. The media  self-selects stories that are compelling and bound to trigger reaction – the story about Jones and his plans fit the criteria perfectly. So is something wrong with the selection criteria? Oh yes. It’s way too easy for fringe elements like Jones to hijack news coverage. Media coverage gave a crackpot credibility and poured gasoline on a raging fire of outrage. Personally, I hope that this incident encourages news directors to re-evaluate their decision-making process – while it’s in the public interest for stories like this one to be reported – they don’t deserve sensationalistic wall-to-wall coverage.

The use of social media – While major news outlets like the Associated Press indicated that they would not distribute images of a Quran being burned and would exercise restraint (funny how AP didn’t feel that way about distributing images of a dying US service member in Afghanistan), social media means that images and outrage can be shared, whether the media cover an event or not.

News stories reflecting on the whirlwind coverage:
Did the media elevate the Florida Quran-burning story?  Kevin Baron, Stars & Stripes
The Quran burning coverage conundrum, Brooke Gladstone, National Public Radio
One nut, given a global pulpit by the media, John Farmer, New
Social media inflames news coverage of Quran burning, Jake Coyle, Associated Press


What’s Next at the Washington Post: Speaker Dishes to PR Indies

Change and experimentation are coming to the Washington Post, according to Chris Jenkins, who spoke the Independent Public Relations Alliance (IPRA) in January 2014. The October 2013 announcement of the Post’s sale to Jeff Bezos, founder of, sent shock waves through the DC PR community – and now that our initial surprise has worn off – many want to know what the sale means for the future of the Washington Post.

For those fearing that the sale means heads will roll – that’s not the case. “You will not see a bunch of 22 year olds come in and throw us out,” said Jenkins, who is an assistant local editor at the Post. The first year after the sale is a grace period and news editorial will not be changing.

At the same time, the Post is not a charity case, and Bezos definitely wants to make the DC area’s flagship newspaper successful financially, said Jenkins. As we all know, newspapers have struggled financially in the information age and  been under increasing monetary pressures as readers have flocked online and cancelled paper subscriptions.

According to Jenkins, Bezos wants to take a changing institution and make it successful. He is trying to take the long view and create what the 21st century newspaper look like. “There will be change and disruption. This is not all milk and cookies,” said Jenkins, in one of his more memorable quotes.

One of the ways the newspaper is changing is through creation of “nodes” that facilitate conversations between journalists and readers. In place for the last five to six years, these individualized verticals, such as Wonkblog,  focus on special topics and offer specialized content that allows the reader to get informed and discuss a topic. Jenkins said there are going to be more of these individual nodes, and if you have a client that is relevant and has something interesting to say, these verticals present new opportunities for public relations pros eager to score digital ink.

A vertical is structured more like a blog, with some analysis of a defined subject matter. So it offers opinion and is observational. The curator of the vertical may write  3-4 times a day. The tone may be a little less formal than traditional print reporting. And the curator may pose questions, ask for comments, make lists or share content. It is designed to foster conversation.

These verticals and social media  have opened up new ways to have conversations with readers. Jenkins discussed the education blog (The Answer Sheet) produced by Valerie Strauss and how a particular post about a teacher wanting to quit teaching went viral. While Strauss wrote only a few sentences to introduce the teacher’s original words – the story netted 8 million views. Giving others opportunities to write something that can be shared is a key part of these verticals and builds their participatory nature. “We want to be the curators. They want more stuff, more content. It has to be useful, conversational, that people want to read and want to share,” said Jenkins.

Jenkins offered advice to help PR pros too. “Have a cheat sheet for yourself and update it. Know who runs each section. I can’t stress too much how dynamic things are going to be in the future for the Post. There will be surprises. Make sure you stay in touch with the changes we are making.”

In this new more entrepreneurial/experimental version of the Washington Post, things may be tried and then abandoned if they don’t take off or succeed. “We are experimenting. When one thing doesn’t work, they will change it. We should expect change. The spirit is that as we move forward as a news organization, we are trying to create a new thing that has never been invented before. There is going to be a lot of disruption in all of our lives,” said Jenkins.

It’s more important than ever, for PR pros to know who they are pitching when they are trying to suggest a story about a client. Is it a traditional reporter or a blogger? What does he or she write about the most? When dealing with bloggers, you may have to change your approach, advises Jenkins. They are often writing opinions, and not reporting, in the traditional sense. Bloggers are quick and speedy, but everyone at the Washington Post is operating under increasing deadlines to create copy for online dissemination. All reporters are being asked to post at least one story online every day, even if it is just a short piece.

Cultivating relationships with reporters will be even more important as changes disrupt work flows and content creation and dissemination become king. “Try to find the right reporter and strategically engage. Those personal relationships are invaluable even more now,” said Jenkins.

It’s also important for PR pros to realize that photos may carry more currency than a story.  “A photo gallery of an event you are promoting is more shareable than an article. It may not be a story but photos would be shareable,” said Jenkins.

When asked if reporters are getting story pitches from Twitter, Jenkins said yes, they do take pitches via Twitter, and he pointed out that reporters troll Twitter for story ideas at times. However, he added that not all reporters are Twitter-oriented (so if you are trying to pitch a story to a reporter who isn’t into Twitter, you need to try something else).

The audience also asked if reporters read all of the comments posted online for a particular story. Jenkins said that writers managing verticals do read their comments and that sometimes new stories result from comments. But some reporters don’t read them, even though they are encouraged to do so. Comments today are monitored more closely now than they were five years ago, and comments are removed if they are hurtful to the reporter or the subject.

IPRA is part of the Public Relations Society of America – National Capital Chapter. Our next IPRA lunch will be held April 3, 2014 and discuss delivering impactful, targeted and thoughtful online video.  Thanks to Rob Udowitz for sharing his photo.

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.


When Grief is Not Private: Coping with Media Attention After a Military Death

When a Soldier, Airman, Marine, or Sailor dies in service to country, it’s not uncommon to see thousands of people line the streets to witness a funeral procession and honor that military service member’s life. Iconic images of families receiving folded flags at funerals are snapped by the news media and run in our newspapers.

The death of a service member is mourned not just by a family, but by a community, and by a nation. Our language even talks about this type of death differently, using terms like “made the ultimate sacrifice.”  Following the military’s notification of the next of kin, a news release is issued. Funerals are often attended by hundreds of people, local dignitaries, news crews, and even protestors.

In my role at TAPS, the Tragedy Assistance Program for Survivors, I talk with surviving families of our fallen military about media relations. Unfortunately, I know the issues involved all too well. My brother, US Army Spc. Christopher Neiberger, was killed in action in Baghdad, Iraq in August 2007. Even with a background in crisis communications, I found it challenging to manage the media attention focused on my family in the immediate days after my 22-year-old brother died.

For the family in the midst of a media maelstrom following the death of their loved one, there is no road map to follow. My personal belief is that families should be able to choose when and if they want to talk to the media, and that grieving families have every right to privacy if they desire it. I’ve learned a few things that might help others supporting bereaved families who are coping with hefty media attention.

Get consensus among the family. Some families see any media intrusion as an offense. Others think media attention may help share the story of their loved one’s life. The family needs to agree on what approach makes sense and what they are comfortable with.

Realize there is no “right” approach. One family might be comfortable sitting in their living room with a reporter and talking for an hour for a feature story. Another might be comfortable with 15-minute phone and in-person interviews, but not on-camera interviews. Some might release photos and provide an interview, but want no media presence at the funeral. Others might permit news crews at the back of the funeral in an unobtrusive spot, but forbid them from being up front. Another family might ask that any reporters calling respect the family’s privacy and refer them to a written statement.

Select a spokesperson. Designate one person to be a point of contact to route all media requests to and to speak on behalf of the family. Ask a trusted family friend to fill this role if no one in the family is comfortable doing this.

Focus on the life lived if you talk with the press. What I hear from many families is the desire to share the life lived by their loved one. The reality is that if the death is of public interest and the family does not talk publicly, does not issue a statement, and does not designate friends to speak on its behalf, the media will still publish a story. Not speaking means losing an opportunity to influence what is said about your loved one in the press.

Talk about how the community can honor the life lost. People in the community often want to help remember the service member and the media can help distribute information about funeral services and memorial funds.

Decide which family photos to share – and realize that once something is online, it’s not private. It’s often helpful to put together a set of 2-3 photos that the family agrees it is comfortable sharing with the media. Tell the media these are the photos you prefer be used. Do not assume that photos on publicly accessible Facebook pages or high school yearbook photos will be ignored by the media if they are available.

Set your own ground rules. If your family is nervous about on-camera interviews, don’t do them. If you don’t want the media to photograph your house, tell them not to do it before they pull up out front. If you want a friend to come with you for emotional support during the interview, bring him or her along.

Look for the reporters that are thoughtful and respectful. Good reporters still exist and will come along. They are sensitive to the high emotions in bereaved families, and will want to create a story that shares your loved one’s life and that you are comfortable with. Any outlet that is excessively aggressive, sends a rude reporter, or makes an unreasonable request, should not be dealt with. Turn down any requests that smack of sensationalism.

Stay away from politics. Occasionally reporters come along who expect for a bereaved family to suddenly be experts on all things political, or the reporter wants to intimate a political dimension into a story about the death of a loved one. Surviving families are often deeply offended by this type of behavior and may feel ambushed by it.

Never say no comment. Even if the family has no intentions of saying anything to the press, ever, it is always a bad idea to say “no comment.” Instead say, “The family is not able to speak with the press right now. We suggest you consult our written statement for information or talk with Joe, our family friend at xyz phone number.”

Consider issuing a statement. Issue a written statement on behalf of the family, if the family is not comfortable speaking with reporters. In the statement, share what they would like to say about their loved one, mention how the community can honor the service member, and ask for the family’s desire for privacy to be respected.

Keep private things – private. If there are details the family would prefer not be known publicly, don’t offer them to the press. Remember that anything said to a reporter is “on the record.”

Be gentle with yourself. The unexpected death of a close loved one is a trauma. Do not overdo it.

Public attention on the family of a fallen service member may continue long after the death. Families may be asked to attend memorial events honoring their loved one months, and even years, after the death has occurred. Families of the fallen may be asked to attend public ceremonies for Veteran’s Day, Memorial Day, or other community holidays.

While many find these invitations a comforting reassurance that their loved one’s service and sacrifice is not forgotten, some also find the public nature of a military death to be very challenging. Give surviving families of our fallen military the support and care they need as they cope with grief in the spotlight.

This article originally appeared in Forum Quarterly, published by the Association for Death Education & Counseling (ADEC), in 2011.

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.

Photo is courtesy of the Defense Video & Imagery Distribution System (DVIDs)

Blog, Toolkit

When There’s No News: What Do Nonprofit PR People Do?

Thanks to Lisah and Jerry Silfwer for this
Creative Commons licensed photo.

What do you do when you don’t have any news to share with the media related to your nonprofit organization? You’ve got no upcoming events to encourage press to cover, photograph or video. There’s no breaking news stories or new reports or white papers to comment on or issue statements about. And there’s no new campaign or program to announce or tout for attention. What does a nonprofit PR professional do to drum up media attention?

First – don’t send out press releases about crap. This is not the time to send out non-newsworthy releases about someone who got an award six months ago, a generic release about your nonprofit that lacks substance, or to bug reporters with junk. Don’t ruin the good reputation you’ve spent time building.
Second – get your PR house in order. Use the extra time to get your media lists updated and organized, follow reporters you want to build relationships with on Twitter, focus on shoring up your social media outreach plans for other key audiences, and do some long-term PR planning for the rest of the year.
Spend time working with staff and volunteers at your agency to identify stories worthy of pitching that have real news hooks. Educate them about what you need to pitch a successful story, so you lay the groundwork for better news releases and information will flow to you for story pitches.
Third – plan and dream a little. A dry time is a great time to pull out your nonprofit event calendar and figure out when you need to issue news releases and media pitches for upcoming events and programs. Look at what you’ve done in the past – what would you change? What would make your nonprofit’s events more media-friendly or more likely to draw coverage?
Dream outside the box if it’s not your busy season for press engagement and think about what you would do during that busy time period to work with the media more, if you only had time. Would you pitch a few more specialized stories and not just a big kahuna release about a big event to the planet? Would you try to do more radio interviews in the buildup to a major event? Would you like to see your nonprofit featured on a morning show?
What steps would you need to take to make those dreams reality? Now is a great time to draft tool kits and press releases for your needs later in the year – plus you can plan out the Facebook posts and tweets you’ll need to go with them.
Fourth – come up with other ways to generate news in the calendar. Now that you’ve got that calendar out, start dreaming up new ways to generate news. Is there a month or week of awareness coming up related to the issue or cause that your nonprofit is working on? Now is a great time to get that on your calendar and start mapping out what you could do that month to raise awareness in your community.
Planning a community event with a photo or video opp and tools to help people deal with the issue will always generate more coverage than just a tepid statement of support. Own the issue, share how it impacts people in your community, offer tips to help people dealing with the issue, explain research/statistics or key facts about the issue clearly for the presss, and plan media pitches in advance of the month/week to raise awareness. Here’s a few calendars to help:
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.

Why Female Public Relations Practitioners Become Independent

In an article for Public Relations Tactics on why female public relations practitioners open independent practices, Ami Neiberger-Miller of Steppingstone LLC is quoted. She commented, “In many ways, I think life as an independent is the wave of the future. We are pioneers in a larger movement of workers. Instead of having one boss, we have multiple clients. If one client falls on hard times, we have others. If we need a larger team for a PR project, then we can assemble the best people with the right expertise, and the client benefits from having [access to] experienced professionals.” The publication is produced by the Public Relations Society of America (PRSA). Clip available by request or through the PRSA website (members only).


Why Issuing a News Release on a Friday Before a Holiday Weekend is a Terrible Idea

It never ceases to amaze me – inevitably – a client will pop up clamoring to issue a news release announcement on the Friday before a holiday weekend. That’s a terrible idea for most organizations and here’s why:

1. Reporters are like everyone else – they take time off.
Issuing your release on the Friday before the holiday when newsrooms are low-staffed and the few folks around are on assignment covering breaking news – pretty much guarantees no coverage if your story is not extremely timely and related to immediately breaking news. There is a reason why companies wait until Friday afternoon to issue news releases about product recalls or poor earnings. It’s because they are hoping no one will cover it.

2. Your news release will end up in email hell.
Most news releases are issued via email or through a combination of email, web and social media nowadays. Your news release issued on Friday morning, will end up at the bottom of a long mountain of email the targeted reporter has to sift through after returning from a holiday weekend. Standing out is that much more difficult when you are buried under a mountain of email. Social media releases have a better chance of catching attention, but it’s still the holiday weekend and reporters are less likely to pay attention.

3. The dilution effect can steal your thunder.
A great and insightful report with new statistics on a hot topic may be sidelined or diluted by an ill-timed release. If announced on a regular weekday and within the context of an event that provides visuals, that report might have garnered significant media interest. Releasing the information on a Friday before a weekend may mean the report is reduced to a one-paragraph summary in media coverage by a wire service.

So what do I do with my client who wants to issue a news release on Friday? I usually talk with them about why issuing a news release on the Friday before a holiday weekend is like shooting their PR strategy in the foot. Then we talk about what is the best time to issue a news release about this particular program, report, development or story.

Holiday Weekend Events Seeking Media Coverage Require Pre-Planning & Early Notice
If the client has an event during the holiday weekend, it’s especially critical that media advisories and followup happen WELL in advance of the holiday weekend, so the event is in media planning calendars. So we often will backpedal our schedule and issue an advisory several days or a week or two in advance of the weekend and do followup calls. Unfortunately, you can’t do that if the client calls you the Thursday before the weekend.

Breaking News: The Exception to the Rule
If the organization has breaking news of enormous national, regional or local implications that cannot wait (and to be fair – I did once have a client in this situation on Labor Day Weekend a few years ago), then the news release should go out (and you should probably be staffing a crisis operations center).

For most organizations and clients – the best advice is to wait – and to issue a news release when the timing is better.


Will Nonprofit News Coverage Really Suffer if the NYT Doesn’t Have a Philanthropy Beat Reporter? Probably Not

When the New York Times announced it was reassigning writer Stephanie Strom from the philanthropy and nonprofit beat to business coverage (and nixing the philanthropy beat), it drew attention from Chronicle of Philanthropy and consternation in the twitter-sphere.

The Chronicle opined it was: “a move that could make it harder for nonprofits to get their stories told to a national audience.” The Chronicle also noted that the New York Times was one of the last daily newspapers to employ a reporter to cover national nonprofits on a full-time basis.

But I’m not so sure that nonprofit news coverage is really going to suffer so badly because there is no reporter devoted to philanthropy at the New York Times.

Strom’s work on the philanthropy beat was certainly admirable. In 2012, she published about withering excitement on text message donations, Blackbaud offering to buy Convio, a profile of a billionaire helping rebuild Haiti, and the challenges facing MIT and Harvard when collaborating to build the Broad Institute. Not a lot for two months worth of coverage, but her editors at the NYT clearly needed her to help out with campaign coverage, as her byline pops up a lot with stories in that area too.

Missing from her coverage were some of the trending nonprofit stories of our day, including the Komen/Planned Parenthood tussle,  the layaway philanthropy phenomena where people were going to stores and paying off layaway accounts to help people in need, and the Second Mile charity that was embroiled in the Sandusky scandal. While the New York Times covered all of those stories, it used other reporters to write them.

One could argue that it’s far better for nonprofit news to be spread across the newsroom with multiple reporters and popping up in several reporting beats, than to be pigeonholed with only one reporter. Just this week, J.  David Goodman published an interesting story in the New York Times on the lessons nonprofits are learning from the Kony 2012 video.

So how many “national nonprofits” really got coverage written by Stephanie Strom in the New York Times? Not that many. Looking back at 2011, here’s what Strom actually wrote about on the philanthropy beat:

The actual nonprofits mentioned in 2011 by Strom on the New York Times philanthropy beat (with very minor mentions included) were:

  • Acorn – controversial group wins nonprofit status (May)
  • Alliance Defense Fund – pastors take on politics (September)
  • Alliance of Polish Clubs in the USA – IRS revokes nonprofit status for 275,000 (June)
  • American Bar Association – charitable tax abuse (February), IRS drops audits (July)
  • American Cancer Society Foundation  – charitable giving on the rise (June)
  • American Himalayan Foundation – “Three Cups of Tea” memoir controversy (April)
  • American Hospital Association – Congress asks IRS about oversight of hospitals (October)
  • American Independent News Network – philanthropists require management training (July)
  • American Red Cross – Japan disaster aid (March), GiveBackMail (May),  charitable giving on the rise (June)
  • Americans for Prosperity – political activity by nonprofits (April)
  • Ashoka – Google philanthropy (January)
  • Bill & Melinda Gates Foundation – Wal-Mart names new foundation head (October), philanthropic giving (November), foundations buy stocks (November)
  • California Collaborative – Louisville confronts obesity (June)
  • CARE – virtual care packages (March)
  • Cash for Critters – Pepsi Refresh contest controversy (January)
  • Center for American Progress – hedge fund chief takes role in philanthropy (September)
  • Center for the Next Generation – hedge fund chief takes role in philanthropy (September)
  • Center on Philanthropy – famine gets few donations (August)
  • Central Asia Institute – “Three Cups of Tea” memoir controversy (April)
  • Children Now – hedge fund chief takes role in philanthropy (September)
  • Citizen Schools -Google philanthropy (January)
  • Common Sense Media – hedge fund chief takes role in philanthropy (September)
  • Community Catalyst – Congress asks IRS about oversight of hospitals (October)
  • Conservation Northwest – GiveBackMail (May)
  • Cornell University – science school (December)
  • Crossroads GPS – political activity by nonprofits (April), IRS drops audits (July), IRS denies nonprofit status (July)
  • David & Lucille Packard Foundation – foundations buy stocks (November)
  • Democratic Leadership Council – IRS denies nonprofit status (July)
  • Direct Relief International – California scrutinizes nonprofits (August)
  • Do Something – charity goes mobile to involve teens (June)
  • East Palo Alto Community Law Project – hedge fund chief takes role in philanthropy (September)
  • Ecotrust – foundations buy stocks (November)
  • Emerge America – IRS denies nonprofit status (July)
  • Emerge California – IRS denies nonprofit status (July)
  • Emerge Maine – IRS denies nonprofit status (July)
  • Emerge Massachusetss – IRS denies nonprofit status (July)
  • Emerge Nevada – IRS denies nonprofit status (July)
  • Endeavor Global Inc. – philanthropists require management training (July)
  • Feeding America – charity goes mobile to involve teens (June)
  • Ford Foundation – hedge fund chief takes role in philanthropy (September), philanthropic giving (November)
  • Found Animals Foundation – philanthropic giving (November)
  • Friends Seminary School – bonds (January)
  • Girl Scouts – bell ringers go digital (November)
  • Giving USA Foundation – charitable giving on the rise (June), philanthropic giving (November)
  • Global Giving – Japan disaster aid (March)
  • Guardian Angel Feline Rescue – Pepsi Refresh contest controversy (January)
  • HFZ Charitable Supporting Organization of Santa Barbara/Dove Center – charitable tax abuse (February)
  • Independent Sector – foundations buy stocks (November)
  • Indiana University –  charitable giving on the rise (June)
  • InStedd – Google philanthropy (January)
  • International Community Foundation – California scrutinizes nonprofits (August)
  • International Medical Corps – Japan disaster aid (March)
  • Jewish Care – nonprofits going out of business due to mission completion (April)
  • John D. and Catherine T. MacArthur Foundation – foundations buy stocks (November)
  • John S. and James L. Knight Foundation – charity goes mobile to involve teens (June)
  • KaBoom! – charitable giving on the rise (June)
  • Kaiser Family Foundation – hedge fund chief takes role in philanthropy (September)
  • Kaiser Foundation Hospitals – California scrutinizes nonprofits (August)
  • Kanye West Foundation – closure (April)
  • Kids in Distressed Situations – Japan disaster aid (March)
  • Kiva -GiveBackMail (May)
  • Kritter Kountry – Pepsi Refresh contest controversy (January)
  • Landesa – Google philanthropy (January), philanthropists require management training (July)
  • Living Word Christian Center – pastors take on politics (September)
  • Malaria No More – nonprofits out of business due to mission completion (April)
  • Management Center – philanthropists require management training (July)
  • Massachusetts Institute of Technology – donation with tax questions (April)
  • Mercy Corps – famine gets few donations (August)
  • Meyer Foundation – philanthropists require management training (July)
  • National Association of State Charity Officials – Congress asks IRS about oversight of hospitals (October)
  • National Council on Nonprofits – IRS revokes nonprofit status for 275,000 (June)
  • Nonprofit Finance Fund – philanthropic giving (November)
  • Omidyar Network – philanthropists require management training (July), foundations buy stocks (November)
  • Operation Smile – failed merger (February, March)
  • Otto Schiff Housing Association – nonprofits going out of business due to mission completion (April)
  • Out2Play – nonprofits going out of business due to mission completion (April)
  • Oxfam America – famine gets few donations (August)
  • Pasadena Roving Archers – IRS revokes nonprofit status for 275,000 (June)
  • Phoenix Industrial Development Agency – bonds (January)
  • Planned Parenthood – bonds (January)
  • Presbyterian Community Center – Louisville confronts obesity (June)
  • Priorities USA Action – political activity by nonprofits (April), IRS drops audits (July)
  • Project Veritas – controversial group wins nonprofit status (May)
  • Robert Wood Johnson Foundation – Louisville confronts obesity (June)
  • Rockefeller Foundation – philanthropic giving (November)
  • Salvation Army – lawsuit (April), bell ringers go digital (November)
  • Save the Children – Japan earthquake aid (March)
  • Seva Foundation – Google philanthropy (January)
  • Silicon Valley Community Foundation – philanthropic giving (November)
  • Skyline Church – pastors take on politics (September)
  • Smile Train – failed merger (February, March)
  • Social Finance – philanthropic giving (November)
  • Soros Open Society Foundation – leadership change (December)
  • St. Peter Claver Community Garden – Louisville confronts obesity (June)
  • Stanford University – California scrutinizes nonprofits (August), couple donates $150 million (November)
  • Three Ring Ranch – Pepsi Refresh contest controversy (January)
  • Thrive Foundation for Youth – couple donates $150 million (November)
  • Unicef – Google philanthropy (January)
  • United States Fund for Unicef – famine gets few donations (August)
  • Urban Institute – IRS revokes nonprofit status for 275,000 (June)
  • Wal-Mart Foundation – Wal-Mart names new foundation head (September)
  • Water Advocates – nonprofits going out of business due to mission completion (April)
  • William and Flora Hewlett Foundation – California scrutinizes nonprofits (August)
  • World Jewish Relief – nonprofits going out of business due to mission completion (April)
  • World Vision International – California scrutinizes nonprofits (August)
  • YMCA of Greater Louisville – Louisville confronts obesity (June)

Should the nonprofit world be lamenting Stephanie Strom’s reassignment to the business beat? No. We should rejoice to see a reporter on the business beat who understands the nonprofit world. I’ve heard Robert Egger and other nonprofit leaders talk about seeing nonprofits as businesses, and it’s time for nonprofits to accept their role in this sector and ask for media coverage. We should not just be asking for human interest stories with the features editor. If our nonprofits serve particular niche audiences or industries, we should pitch coverage ideas to reporters covering those areas. We should also be pursuing stories that look at the multi-billion dollar nonprofit sector as a legitimate entity in its own right from the business desk.

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.


With Lance Armstrong Sanctioned and Without Sponsors, Will LIVESTRONG Survive?

Cyclist Lance Armstrong has been stripped of his seven Tour de France titles and sanctioned for illegally using drugs by the US Anti-Doping Agency, but will the popular cancer-fighting charity he founded, the Lance Armstrong Foundation (LIVESTRONG), survive? Are we about to witness the collapse of one of America’s innovative charities due to its founder’s fall from grace?
Not all charities survive a scandal involving its founder. The charity Second Mile will not survive the Jerry Sandusky scandal – because his crimes were so horrific (sexual abuse of children) and Sandusky used the charity’s programs to groom his victims. Some of Sandusky’s victims have blocked the charity’s transfer of assets to another organization, pending the settlement of litigation, but the ongoing plan appears to be that the Second Mile will evaporate – for good and forever.
But doping is not child abuse. Armstrong is admired as a cancer survivor in his own right and for his charity’s wildly successful efforts to raise funds for research and inspire cancer survivors to keep fighting the disease. That golden effort may be tarnished, but it is not destroyed by the scandal that has taken Armstrong off his public pedestal and out of sanctioned sports for life.
Other nonprofits have looked to the Lance Armstrong Foundation, in its brief 15 years of existence, as an innovator to emulate – talking about its social media strategies, storytelling messaging and merchandise marketing. But now there are hard lessons emerging – not borne from success but from pain – these are the kind of lessons that make or break an organization. What can we learn now about how to communicate in a crisis from the foundation?
Separate the founder from the charity. Armstrong has stepped down as chairman of the charity and moved to the Board of Directors. At the 15th anniversary celebration for the foundation a few days ago, Armstrong said to supporters, “The mission is bigger than me. It’s bigger than any individual.”
Keep your messaging focused on your work – while addressing media needs if you feel you must make a statement. The foundation issued a press release about Armstrong stepping down as chairman of the board on October 17, a statement on October 10 by  President and CEO Doug Ullman focuses mainly on Armstrong’s work fighting cancer, and the work of the foundation to fight cancer, and a statement on June 29 again focuses on the foundation’s work supporting cancer survivors. My guess as an outside observer, is that most of those statements were driven mainly by the need to respond to media requests. Most of the press releases issued in 2012 by the foundation focus on its work and partnerships, not the investigations into  Lance Armstrong.
Focus on your mission. The public image on the Foundation’s website is about getting support for dealing with cancer and upcoming events to help cancer survivors, not dealing with the recent controversy around Lance Armstrong. The Foundation’s Facebook page remains focused on the charity’s work to help cancer survivors. Looking at posts by others – you see many professions of support by cancer survivors for the charity’s work (and one super tacky link from someone touting “a great cancer surviving foundation if any of you wish to jump ship”).
Share the stories of people you help – keep the eye on what you do. This morning LiveStrong posted on its Facebook page, Brian’s story, the story of a stage 4 melanoma survivor who loves baseball. The story links to resources that help cancer survivors find clinical trials that might help. The story continues a linkage of previous survivor stories the foundation has shared – focusing on how survivors have faced their fears with the help of the foundation.
And the LiveStrong Foundation may succeed in a new era- even though there are reports of a few donors asking for their money back from the foundation.
A Los Angeles Times op-ed asked what owners of the 80 million LiveStrong bracelets will do now – will they continue to wear their bracelets. The author notes that his friend ultimately decided to continue wearing his bracelet – because it had stood for solidarity with family members diagnosed with cancer and an inspiration for his own struggles. He said, “Its meaning is greater than the man to him, even if there’s no way to extricate one from the other.” CNN voiced a similar question with many similar responses – although some expressed trepidation about continuing to wear their bracelets due to the scandal.
I think the Lance Armstrong Foundation can survive this – as a leaner and humble organization – if it sticks to this strategy and remains focused on its mission to help cancer survivors and raise funds for researchers trying to find a cure.
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.

Wordle About Public Relations in a New Year

I created this wordle about public relations. Enjoy!

Create your own at

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.


Work-Life Balance in the Nonprofit Sector: Avoiding Burnout

The Miami Herald recently ran an article discussing the work-life demands faced by nonprofit CEOs. Many nonprofit leaders work significant overtime, balance complex demands from competing audiences (donors, clients, board members, staff), are tightly connected to their jobs and are stressed to balance family responsibilities.

There are many for profit companies that demand a lot from their employees too. So why is burnout such a big deal in the nonprofit sector? Perhaps it’s because we think that if we are mission-driven, we will automatically be happy all the time? Or that if we love a cause, we love our jobs too? After all, this is work we CHOSE to do, right? So shouldn’t we be happy? But the reality is that sometimes nonprofit work is tough. Sometimes the problems are overwhelming, the needs are great, and the workers are few. Sometimes it feels you are pushing a big rock up a really big hill all by yourself.

Then there’s the blurry line issue that many nonprofit workers have. We got involved in our causes because we care – not just a little – a lot. Having worked in the nonprofit sector for many years, I have observed and met a number of nonprofit staff who had very blurry lines between their personal lives and work. It’s easy to allow the desire to do good, to trump personal life and obligations. Technology makes it very easy to leave a smart phone on to check an email or respond to an issue. It’s one thing to handle one burning problem – it’s another to allow your job to overwhelm your personal life completely.

I am guilty of it too. My family is accustomed to putting up with me taking media calls at odd hours, to getting dragged to nonprofit events on the weekends, and to tolerating my own often blurry interpretation of work life balance in their lives. My wake up call arrived after we adopted our daughter who was an infant. I took her to a nonprofit board meeting that ran into the late evening, in her car seat, where she slept blissfully. It was a board I had served on for many years. As I buckled her car seat in for the drive home, I realized – my life has changed – I can’t do this right now and keep up my other nonprofit full-time work. I just couldn’t. I was sleep deprived with a new baby at home and managing a sizeable nonprofit client workload.  So I resigned. It wasn’t easy, but I know the cause will still be there when my daughter is older and I have more free time.

Our sector can have some serious issues with burnout. Some nonprofits have embraced work-life balance as an important (and critical) part of doing business, recognizing that having stressed out employees with brains fried to mush is not productive. But more could be done. This dissertation outlines how nonprofits boards can play a role in promoting professional development and preventing burnout. Here are some links with resources on avoiding burnout:

Recognizing Nonprofit Burnout: And Taking Steps to Achieve Balance – Wild Apricot Blog

How to Avoid Burnout When You’re Saving the World – The Daily Muse

Being Progressive Shouldn’t Be Hazardous to Your Health: Here’s How to Avoid Our Culture of Overwork – AlterNet

A Recovery Plan for Fundraisers Facing Burnout –

Talk to Us: What helps you avoid burnout in your work? Got any tips or resources to share? How do you stay fresh in your approach to your work?

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.


Work-Life Balance: Working Mom Talks About Faith, Loss & Love

In a post today on Susan DiMickele’s blog, Ami Neiberger-Miller talks about work-life balance and her journey as a working mom, public relations consultant and writer.

When asked about her greatest struggle, Ami discusses her brother’s death in the Iraq war and how his loss impacted her perspective on life.

My definition and understanding of what “sacrifice” means changed when Chris died. My ability to tolerate people stressing over small things like the metro being late, or yelling at their kids in a store, has also diminished and I am less patient at times with others, because I see them squandering the joy they could have. My definition of a bad day also changed – I know what a really bad day is, and most days are not that bad. I hope that I am now a more generous and understanding person but I am not sure I am there yet. I try to appreciate my family more, help others  coping with traumatic loss through my work in my practice and as a spokesperson for families of fallen troops, and to live my life like every day counts.

She credits her husband, who has been a stay-at-home dad now for a year and a half plus for their three-year-old daughter, to helping her continue with an active career in public relations assisting nonprofits and associations. She notes that she could not do “even half” of what she does without his support. Ami also shares in the interview some of the best advice she has received as a working mom for work-life balance:

Remember what matters in life – people, not stuff. Do not allow the tyranny of the urgent to overshadow the moments you have with your family. Turn off your electronics at least some of the time, and especially do it when you have “family time.” Do not feel you have to be perfect or “get it right” all of the time.  Read more.

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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.


Working Moms: How We Think About Work and Mothering Our Children

A new study in Gender and Society examines how working mothers – both those who are married and those raising children alone – look at their views on working and mothering. Being a working mother with a toddler and a stepmom (now with kids in their twenties – it is way easier than carpool, slightly scarier than seeing them go to middle school, and more gratifying), I was of course, interested to see what they found out.

Only yesterday, I got together with another friend who is a PR consultant who like me, works full-time, and we talked about balancing the needs of our work lives and families – and how we never want to send our children the message that work is all-consuming or more important than they are. We traded tips on balancing work and family, and it was an encouraging conversation.

The study results confirmed what many would expect – that most working mothers, single or married, find value, fulfillment, and meaning in paid work outside the home. While many would choose part-time work if available, most women in the study said that they would continue to work even if they did not need the income. Thanks to Mama PhD at InsideHigherEd for blogging about this study! She points out:
Alas, that Dr. Christopher’s findings did not suggest that the world is changing along with these women. Working mothers with male partners still did twice the housework and child care that their partners did; and, of course, the people caring for the children of employed mothers are themselves usually women, often mothers, and usually relatively low wage.
Mothers interviewed for the study justified employment in novel ways: They emphasize the benefits of employment for themselves – not only their children – and they reject the long work hours imposed by notions of being an ideal worker.
In her blog, Mama PhD mused over whether the study findings would be replicated if we lived in small nuclear families where child care could be shared and adult socialization be more likely to happen within the family. I think we would see a different definition of community – with people defining themselves as more linked to their families, rather than linking their identities to their workplaces. But we would still see value in work. We would just define how we are doing it differently.
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.

Yay! Someone Wants to Make a Movie About Our Nonprofit!

It may sound exciting and amazing – a film maker has just called and wants to shadow your nonprofit organization’s employees and clients to make a film about your work. But how do you know if it’s the right fit for your organization?

Far too often, I’ve seen nonprofits leap into film projects without much planning or thought. But if often seems like some of the film makers haven’t thought through the project well up front either.

Sometimes you find a film maker who wants for the nonprofit to ask its donors to pay for the film. Others want the nonprofit to ask its partners or friends to pay for promotions in the film. The unwise and very naive film maker might even suggest the nonprofit go to Oprah and ask her to pay for it:?! None of us are going to smack ourselves on the head, upon hearing such advice, and say, of course, we should ask Oprah or Bill Gates to fund our wishes and all our problems will be solved and all our dreams will come true?! But I digress.

And there are some real charlatans out there who will use a compelling cause to raise funds for a film project that really only pay his or her costs (which are priced at or well above market rate if you just hired a video crew yourself), or worse, divert your donors. Other film makers create beautiful films but have no distribution plan, so few eyeballs ever see the masterpiece on screen.There are some critical issues to consider before signing on the dotted line to be involved with a film maker.

Unfortunately – a lot of these requests from “film makers” are not really documentaries. Some of them are for-profit companies who are out to sell a service to nonprofits. Some are simply young and very naive documentary film makers who are trying to get started. It seems film school is very good at teaching film making technique, but not the mechanics of production. The really good ones, the reliable film makers, the gems in the rough, are true artists who can create a thing of beauty that shares your nonprofit’s mission and strength.

But how do you sort out the good from the bad? Here’s a few factors to consider when evaluating a film project for involvement:

  • Concept – What is the rough idea of the film? Is the film about an issue your nonprofit works on? Is there an outline or concept paper you can see?
  • Commitment – Why is the film maker working on this film about this topic? Is it for a particular event or  project?
  • Biography – What other films has the film maker created? Where have they aired? What awards have the film maker or key partners received?
  • Funding – Who is funding this film? What expectation, if any, does the film maker have for the nonprofit’s involvement in fundraising for the film? Does the film maker intend to use the nonprofit’s name or logo in any fundraising for the film (a true and good documentarian won’t)?
  • Distribution – How will the film be shared and distributed? How will people see it? Has a channel, festival, or other venue commited to consider it? What relationships does the film maker have that can help facilitate viewing for the film?
  • Access – How much access is the film maker seeking? Will sensitive client situations be involved? How will organization policies about confidentiality and access be dealt with? How much work will your nonprofit staff have to do to support interviews or other needs for this project?
  • Subjects – How will people being interviewed be treated? What is the expectation for involvement? A few hours, a few days, a few weeks, months, years? What happens if someone no longer wants to be interviewed?
  • Credit/Editorial Control – While a good documentarian will retain editorial control of the film, will the nonprofit be able to offer feedback or commentary on the film?  Will the organization be able to get copies of the film easily, or show segments on its website or to potential donors after it is completed? Will the organization be credited in some way in the film?
  • Program Impact– Can your program clients and staff handle having a camera crew around 24-7 and for how long? How will they feel about being asked to be on camera? Will having a camera around change the dynamics of how people relate to each other? Is that something you are prepared for? Will it help people understand each other better?

Young MBA’s Offer Skills to Nonprofit Boards

More MBA students are offering their skills to nonprofit boards through business school fellowship programs, reports Bloomberg Businessweek. The arrangements give nonprofits business-savvy and connections with young professionals, and provide hands-on experience in social change for students.

I joined my first nonprofit board while in college, and I was often the youngest person in the room by a few decades. But I gained valuable experience in the real world workings of a nonprofit organization in the process of serving on that board (which I spent about 10 years on), and the other board members also learned from me too.

Nonprofits often struggle to connect with young people under age 30, especially in the board room. The Bloomberg Businessweek author notes that on average, only 6% of nonprofit boards have members under the age of 35, according to a 2008 Urban Institute study of nonprofits with annual expenses between $500,000 and $5 million. The same study also found that:

  • 69% of boards have trouble recruiting new members.
  • 36% of nonprofit boards have no minority representation at all (even scarier, nearly half of the boards surveyed, 48%, said that race and ethnicity were not important considerations when recruiting board members, meaning this is not even on their radar).
  • 26% of boards do not assess whether their organization is achieving its mission at least once every two years.

As more business schools put in place fellowship programs to connect MBA’s with nonprofits, let’s hope more organizations take advantage of the energy and expertise they have to offer.


Your Nonprofit’s Online Press Room: Six Things You Really Need

In a 2012 survey of 200 journalists, 91% said that they want easy access to backgrounders, bios and supporting information for press release. To engage the press, your nonprofit organization needs a robust online press room.
There are vendors out there who will sell you an online press room application that includes uploading your facebook, twitter and everything else into it via live-stream. That may work for some, but for nonprofits communicating with people they help, donors, volunteers and the press – an automated full conglomeration of their social media and news work could be a messy mis-targeted messaging disaster.
What is really needed is a well-organized and curated web page that is easy to find on your nonprofit’s website. Here’s what should be in your online press room:
(1) News releases – order them with the most current release at the top of the page, so journalists can easily see what is most current. If you issue a lot of releases, try to archive older information but keep it accessible.
(2) Background materials on the issue your organization is passionate about – these reports and statistics can be a gold mine for journalists and give you brownie points for being helpful. It’s important to include information that localizes the situation to your community. If you work on hunger issues – have links to relevant reports. Offer statistics and data about hunger in your community or profiles of people and neighborhoods impacted by hunger.
(3) Biographies with photos for key staff members – having biographies and information available online for key staff members presents a public face for your nonprofit. It often helps journalists if they can get background information on a key staff person before an interview. Sometimes I find nonprofit agencies where there is reluctance to do this – either because people are “too busy” doing good to do something that they see as ego-building, or because they are frankly, shy. You wouldn’t hide in an office if someone came in and wanted to meet the director for the program – you would go out and meet them – the same thing goes online – key staff should have at least a one paragraph bio, preferably with a photo.
(4) Links for downloadable photo and video footage – Many journalists today want links to downloadable photos and video footage that can be re-used. Make sure you include caption information and how you want the materials attributed.
(5) Links to news coverage you’ve already achieved – seeing other stories your organization is featured in can build interest from other reporters because it makes your organization appear credible.
(6) Direct contact information – a phone number and email address should be listed for journalists to contact. These numbers and email addresses should really route directly to the people who can assist the journalist.
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.

Your Online Newsroom: Engaging in a Digital Age

With reporters increasingly working from their desks and online, your online newsroom is becoming even more important. Reporters are likely to look at your online presence before they even pick up the phone to call your nonprofit or association. Here’s a key list of elements for a successful online newsroom:

Clear contact information for media contacts with your agency – including an email address and a phone number answered by a real person after hours. Why? So reporters can get a hold of you when needed for a story or question.
Background materials about your organization – your fact sheet, annual report, key statistics from the organization and on the issues you care about, and program information are all helpful.
Biographies for key spokespeople – a 1-2 paragraph summary is fine, but longer biographies also work. 
News releases – the news releases and statements your organization issues to the news media should be listed and indexed if possible. 
Links to news articles – many online newsrooms now include a feature showing a list of links to already published news articles.
Social media links – many news outlets are now including links to social media in their stories or tweets about a story. Make it easy for the reporter to find your Twitter handle or Facebook community by including social media links in an easy to find location in the online newsroom.
Downloadable photos and logos – high-resolution images showing your nonprofit’s programs and key spokespeople, cleared for media distribution, are an important asset to have available in  your online newsroom. Don’t muck up the photos with odd text impositions on the images or require a cumbersome registration process to download them. Remember to write captions for the photos that include a photo credit. 
Web-quality and broadcast-quality downloadable video – links to downloadable videos are becoming more important now than in the past. If you don’t provide it – they may find the grainy footage on your YouTube channel and not what you prefer.
Links to resources to help reporters report the story better – if your organization works in an area where media reporting plays a role in preventing a problem or language is especially sensitive, there may be online resources for journalists working in this area. You may want to post links here to those resources to help reporters improve their coverage.

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