5 PR Tactics and How to Use Them ​

By Rachel Henry
In today's fast-paced and highly competitive world, effective communication is the key to the success of non-profit and charitable organizations. Understanding and implementing the right PR tactics has become crucial in order to navigate the media landscape and share your message with potential donors, partners, and patrons. Luckily, we've got you covered. 

In this article, we outline 5 public relations (PR) tactics and how to use each one to effectively convey your message to the media, reach more people, and stay top-of-mind in an increasingly interconnected and information-driven society.
1. Press release
A whopping 92% of consumers trust earned media, making press releases a valuable tool in your arsenal to increase confidence in your organization. 

Whether you're announcing a major gift, event, leadership change, or new programs/services, a press release can create awareness for your brand and attract people to your website. This official document is published on your website and distributed to journalists and reporters. But gone are the days of mass dissemination. 

But, before you hit “send,” think like a reporter. Anticipate their needs and provide information that’s newsworthy and engaging. Personalizing your approach and distributing them to specific news agencies helps create awareness and generate interest in your organization or upcoming changes.

Download our free press release template to get started.

2. Story pitch
Catching the attention of reporters and journalists with a press release alone is impossible. To stand out in a journalist’s crowded inbox, you need a compelling pitch—complete with an eye-catching subject line and hook to spark their interest. 
A story pitch must be relevant, newsworthy, structured and timely to earn a response from editors, journalists and reporters. Be sure to include highlights of key points, facts and stats, relevant photos, videos and links, as well as an offer to interview a spokesperson. With proper research and packaging, a story pitch can open doors to new and broader audiences, and land you or your spokesperson on popular television shows, local newspapers or podcasts.

Make the most of this opportunity with media training, and learn how to effectively convey your message in any interview setting. 

​3. Press conference
Get ready to make a big splash with a press conference—the ultimate media event for newsmakers! This type of gathering allows key people from your organization to address reporters directly, creating a buzz and generating media coverage. 

Starting with a formal statement, followed by a question and answer session, press conferences bring the spotlight to your organization's turf. It's the perfect platform to unveil new initiatives, announce major projects, celebrate grand openings, or address any news, positive or negative. 

Make sure to send a Media Advisory ahead of time to inform the media about the event's date, time, location and list of speakers. Hosting an inclusive and impactful media event can leave a lasting impression on both the media and the public. 

4. Media statement 
Ready to make your voice heard? A media statement is your opportunity to add your unique perspective to timely or emerging issues, with facts from the subject of a breaking story.
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This is a great chance to advance your thought leadership and advocate for your cause. Keep it short, concise, and issue it promptly to ensure maximum impact. With a well-crafted media statement, you can make a strong impact and shape the conversation around important topics. 
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5. By-lined article (Op-Ed)
As the saying goes, “Whoever tells the story, writes history.” An op-ed, or bylined article, is your chance to express your personal opinion and advocate for your cause in a persuasive and impactful way. 
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Whether written by you or your organization’s leadership, an op-ed is a powerful tool to advance your thought leadership and make a lasting impression. Learn how to write a persuasive op-ed with our 5 Steps to Write a Persuasive Op-Ed guide and get ready to captivate readers with your influential words.

Decoding the media maze

Communicating with the media doesn’t have to feel like a secret language. Reach out to Perch’s expert team for help choosing the most effective PR tactics to meet your goals.