Public Relations for Voluntary Groups

Public Relations also known as PR, is the least expensive way to market your organisation. It basically means building relationships with different people to help further your group.  These relationships could include the community, media, other like-minded groups, businesses and so on.  Here, TrustPower Community Relations Manager Graeme Purches gives you some helpful tips on how to use Public Relations to benefit your group.

Public Relations is all about building relationships with those around you to help build your group or organisation's presence in the community and their reputation.  You could elect a Public Relations Officer to deal with the media and incorporate a few simple ideas from the list below:

1. Build relationships with your local media
There is local media in most towns, whether this is a local newspaper, radio station or television channel.  Do not be afraid to pop in and introduce yourself - knowing someone’s face with their name is so much better.  If you have a local radio or television station ask if you can pop in for a chat about your group, what you are up to and recent changes. 

You could even develop a weekly discussion, such as “Dave’s weekly tip on…”

2. Get in the habit of writing articles for the media
Too often voluntary groups wait until they are holding an event before they write an article or contact the media.  However, there are plenty of other reasons to write an article, you just need to think outside the square!  

Ideas could include:

• having a record number of volunteers at a working bee;
• maybe you received some unexpected money or are in dire need of some extra funding;
• maybe your group is celebrating an anniversary;
• you could be offering a new service;;
• there could be an opportunity to express your views on some new government legislation affecting your group
• and don’t forget you can even write letters or respond to letters to the Editor.

Anything you can think of will help; it’s all about keeping potential members or supporters hearing about your group.

You could even create one-page press release templates for frequent news items such as events you are holding or when you are looking for new volunteers.  Once written up you just need to fill in the blanks.

Get some tips on writing a successful press release here.

3.  Offer to speak at a local club 
Offer to be a guest speaker at a local service organisation or business club such as Rotary.  There is no better way to tell people about your organisation than face-to-face, where they can see your passion and have a chance to ask questions.

Make sure you make your talk informative and entertaining, and aim to inspire your audience to get involved. It is the impact you are having on your community that will really drive your message home. 

4. Hold an event or Community outreach
By holding an event you can create connections with people in the community who may be able to help further your cause.  Invite local journalists and other influential people - you will be building a relationship with them and showing them what you are all about at the same time.  Your event may also fundraise money for your group!

5. Build relationships with other volunteer groups
Build relationships with other non-profits to help create an awareness of your group and keep up with what is going on in the community.  There may be events in the community that your group could help out with – great publicity for you, and you may even get a donation for it.   

How about publishing a “how-to-guide” that relates to your group and will help others do something or solve a problem.  Make sure to include your groups contact details at the bottom. 

Get involved in your community for the community to get involved with you!