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Public Relations: Big Media Splash as Grand River Agency Launches Nonprofit Fundraiser   

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It’s wonderful when things go exactly as planned. Even better when they exceed expectations. By now you’ve likely heard about Grand River Agency launching a $1 Million Fundraising Campaign for one of its nonprofit clients, the Olean Food Pantry. After months of planning and building communications capacity, the announcement required a public relations push to create a BIG MEDIA SPLASH.

And that’s exactly what happened! Simply enough, we wrote and submitted a press release announcing the fundraising campaign – leveraging our decades of media experience and extensive industry contacts. What made that initial press release stand out above thousands of others submitted to local, regional and national media outlets that day?

Expert storytelling, of course.

Within 12 hours, our expert media relations team had orchestrated the PR splash we desired, capturing the attention of local, regional and even national media outlets. 

Every. Single. Media. Outlet. Targeted. What a fantastic kickoff generating widespread buzz and support for Olean Food Pantry’s crucial mission!

BIG Public Relations Campaign Boosts Nonprofit Fundraising Campaign

Here’s how we did it.

Setting the Stage for Success

At Grand River Agency, we understand the power of nonprofit storytelling and the importance of leveraging media relations to amplify our clients’ messages. Having already improved Olean Food Pantry’s digital presence and crafted a compelling case for support document, the stage was set for community engagement.

The launch of the Olean Food Pantry’s $1 Million Fundraising Campaign offered an awesome opportunity to build a narrative around a BIG fundraising goal in a small community. That’s news in itself! Ambitious plans aren’t often hatched here in the impoverished northernmost tip of Appalachia. 

Crafting a Compelling Narrative

The initial press release justified a breakdown of major gifts, individual donations, corporate donations and grants required to meet fundraising goals. It weaved an emotional narrative around evidence of local food insecurity as told by food pantry administrators and volunteers, who routinely see record numbers on distribution days. Told correctly, the story needed no client testimonial to still paint a picture of severe struggle.

This compelling narrative highlighted the urgency of the Olean Food Pantry’s mission and the impact of fundraising efforts, expressing exactly how far every dollar donated can go. We emphasized the staggering rise in food pantry usage in recent years and the critical need for community support to address this pressing issue.

Making Waves in All Levels of Media

With our narrative in hand, we embarked on a strategic media outreach campaign, targeting a diverse array of media outlets to maximize our reach. A strong PR strategy doesn’t emphasize just one – or even a handful of media contacts – but rather a comprehensive list of journalists. 

It’s not enough to just send a PR pitch to the local paper and call it good.

At Grand River Agency, our proprietary list of media contacts include rank-and-file journalists, editors, producers and other decision-makers from local newspapers and radio to regional TV powerhouses and national aggregate sites. In targeting the hierarchy, we stand a greater chance at influencing coverage with reporters looking for “a scoop” that day and newsroom leaders who direct news production.

Within hours of publicly announcing the campaign, our press releases and pitches had captured the attention of news media outlets including:

Additionally, the PR secured a lead story that evening on Buffalo’s NPR station, further extending the campaign’s reach beyond local eyes and ears. Each publication either ran the press release in its entirety or expanded upon food insecurity in Western New York and the importance of community support.

Building Buzz & Momentum

Initial media coverage generated by Grand River Agency’s public relations efforts helped to build buzz and momentum around the Olean Food Pantry’s $1 Million Fundraising Campaign. It quickly drove increased visibility and support for their cause, laying a foundation for future press releases, op-ed pieces and other media outreach to be received favorably. 

The community dialog is now launched with Olean Food Pantry strategically positioned as a thought leader in the War on Hunger. It further solidified the organization’s brand reputation as a trusted and impactful charity.

Expert Public Relations for Nonprofit Clients at Grand River Agency

At Grand River Agency, we’re passionate about using our media relations prowess to benefit nonprofit clients and promote fundraising initiatives that make a difference. Expert public relations are a powerful tool to supplement a well-rounded professional communications strategy.

We’re committed to helping our clients achieve their goals through strategic storytelling and media outreach. OFP’s fundraiser is just one case study on what we can do for your organization. Whether you’re launching a new initiative, raising awareness about an important cause, or seeking to engage the community in your mission, Grand River Agency is here to help. 

Contact us here and let’s get to know each other.

Kelsey Boudin Grand River Agency President

OTH Column: PR Crisis Lessons from Another Bona Hoops Fiasco

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(Editor’s note: The following op-ed piece appeared in the March 26, 2024 editions of the Olean Times Herald and The Bradford Era. Read the original article here.)

By Kelsey Boudin
Special to the Olean Times Herald

Public relations can sometimes be a cushy job. Not easy, mind you, but generally stable. Write a fluff piece here, hype up an event there and then hop on a podcast interview. 

But when PR crises arise, they test the skills and backbone of any professional communicator. 

The St. Bonaventure men’s basketball team’s obscure refusal of a potential NIT bid became an avoidable PR crisis. A series of communications oversights snowballed into an unwelcome ongoing narrative that bleeds beyond campus to cast a shadow yet again on the program. What can PR professionals learn?

OTH readers might recall my coverage of numerous PR crises in our communities as a former reporter and city editor for the Olean Times Herald. Today, I use those insider media insights at my business to inform PR strategies for client organizations. 

Leaving the expert sports commentary to former OTH colleagues, the handling of this communications issue shows us the sheer difficulty of navigating PR crises. The athletic department and university failed to control – or even guide – the narrative from the start. 

Several public relations lessons developed before our eyes:

  • Timing is everything. 
  • Semi-honest answers draw community scorn. 
  • Followers easily see through padding blame and deflection.

This Bona hoops situation shows us that public relations battles sometimes can’t be won. They can be avoided. They can be de-escalated. But we often can’t unring that bell. 

Yet PR is a necessary function of any organization’s communications strategy, whether you’re a small business or a mid-major conference athletics department – which itself is a business that makes its men’s basketball coach one of the area’s wealthiest individuals.   

It’s not just sports. It’s not just a game. It’s news. Let’s examine the community optics. 

FIRST, THE TIMING issue. At several key moments, the SBU athletic department left community minds and, worse, social media accounts to spiral. First, the Bona faithful waited some 16 hours for an explanation why their team – whose postseason hopes hung on generosity and a prayer – would refuse a chance to extend its season. Why turn down such a gift? Turns out, the team may have pre-emptively opted out, but just enough evidence came out (and didn’t come out) for reasonable skepticism.

In public relations, it’s common before releasing a statement to wait for all the facts, or at least enough to present a credible, cohesive story. In this case, the SBU athletic department knew. It just didn’t know it would be an issue – until it was absolutely forced to explain it. If it weren’t for an ESPN graphic, they thought, it would’ve never seen the light of day. 

Valuable lesson: in news media, EVERYTHING leaks … eventually. 

Waiting to provide an answer gave the impression that the team or athletic department had something to hide. It inadvertently swept saying “no, thanks” to the NIT under the rug. Ask a longtime season-ticket holder how that tastes when they’re asked to renew.

Then the athletic director “resigned” Friday night, leaving the narrative to fester once again on social media until the next morning. But the official press release Saturday was no better than a brief series of platitudes for solid staffing choices and such.  

Admittedly, it’s sometimes best to say nothing or very little, to let the story run its course and fade away after a few news cycles. But PR pros must never assume they’re smarter than fans and news consumers, despite short attention spans and average intelligence. 

That’s exactly what Bona did, though. Now this story won’t settle until after the 2024 NIT champ is crowned. Then it’ll poke its head when a new AD is chosen, when the new season begins, and likely every time the Bonnies sniff an NCAA or NIT bid for the next 10 years.

That’s a dramatic lack of foresight given the monumental stage of the college basketball postseason. Millions of eyes watch every play, every move, every administrative decision. 

NEXT, HONESTY IS THE best policy, right? Well, “selective honesty,” that is to PR professionals who must present the facts in the best possible light. As Bonaventure’s delayed NIT release told us, a host of reasons allegedly prevented the team from continuing its season: the prospect of road games, injuries and players entering the transfer portal.

Each of them held elements of truth. 

Yes, the team would have to travel to away games. But Bona fans’ memories aren’t so short as to not remember road games just two years ago en route to a heroic NIT Final Four run. 

Yes, some players were injured. But how many players in the postseason now are pushing sprained ankles and stress fractures to the limit for a shot at glory? 

Yes, a handful of players entered the transfer portal. But what’s preventing them from finishing the season? With a mutual agreement to continue playing, a strong performance only bodes well for their future prospects elsewhere.

From a PR standpoint, these truths were likely the best the athletic department had in its arsenal. They came across as poor excuses. Sometimes there’s no right answer – no silver bullet to make it go away. 

A day after the initial release, the actual reason was even more damning.

WHAT ELSE CAN BE done, short of appropriately assigning blame? Of course, the university, AD and coaching staff would deflect attention from the student-athletes themselves. That’s a common PR move. Sports journalists who regularly cover the team connected the dots anyway. It’s easy to infer some team members didn’t care to go any further. 

The unintended resulting image? A hush-hush athletic department that won’t proactively address the reality of players overly empowered by NIL. SBU men’s basketball – a treasured D1 program in an area that doesn’t often afford nice things – should be prepared to acknowledge the players’ decisions as the adults they are. Fans and donors now bankroll a player-centric world of virtually limitless opportunity. 

The PR lessons here are wide-ranging. In a roundabout way, comms professionals can thank this team for so frequently providing case studies on what not to do. 

(Kelsey Boudin, a former Olean Times Herald city editor, is president and founder of the communications consulting firm Grand River Agency. He can be reached at kelsey@grandriveragency.org.)

public relations tips from a former journalist

8 Proven Strategies from a Former Journalist to Improve Public Relations

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I’ve been remembering fondly my former career as a news journalist lately. In the years that’ve gone by, I still cherish relationships with many great community members who not only became great friends, but also helped me lay a foundation for an award-winning career by supplying wonderful story opportunities for years.

The community leaders who most frequently earned prominent coverage for their initiatives did so because they were skilled at relationship-building. They did their research. They read our publication. They identified me as a preferred journalist, learned how to reach me directly, and opened a mutually beneficial dialog that piqued my interest even in the most frazzled 70-hour work weeks. 

Funny, the most adept at these public relations tactics weren’t even PR professionals. They were school teachers, small business owners, nonprofit leaders and others short on public relations training but high on passion for their cause.

Before we delve into their tactics, let’s explore the true value of public relations and earned media coverage.

Public Relations: Paid Media vs. Earned Media Coverage

That’s the operative phrase: earned media. By definition, it’s really quite simple. You EARN coverage by a reputable third party – typically a well-established news outlet. 

Contrary to politically charged drivel, the media remains a credible resource for for-profit and nonprofit brands alike aiming for positive coverage and thought leadership. OK, so admittedly media trust has fallen – partially because of that drivel has snowballed out of control. That said, 58% of consumers still trust editorial content conveying brand promotion. Not an impressive statistic? Compare that to paid advertising on: 

  • Television (47% trust)
  • Social media platforms (36%)
  • Online video (36%)
  • Mobile display ads (33%)
  • Text ads (29%)

Yet paid advertising is highly prioritized for its ability to hone in on target audiences specifically. There’s most certainly value in that. That’s why we’re advocating for BOTH EARNED AND PAID MEDIA in a well-rounded professional communications strategy. 

How To Be Successful in Making Public Relations Pitches

Still curious what worked so well for community leaders making PR pitches during my time as a journalist? 

These were people like Evelyn Sabina from Dream It. Do It.-Western New York, who nurtured a love of STEAM subjects for regional school students to find fruitful careers in advanced manufacturing. And Christina Lopez and Mike Marvin from Boundless Connections, who compelled kids and adults alike to explore technology. And there are far too many local law enforcement officials to name who protected and served by announcing big arrests, high-profile court cases and other public safety initiatives.

Their earned media pitches worked so well because they did their homework and made an effort to build relationships with me that met our common needs to inform and help the public. Which segues nicely to our first tip.

1. Shift Your Public Relations Mindset From Selling to Helping

Tens of thousands of press releases found their way to my email inbox and news desk. I take great pride in the fact that 95% ended up in the trash. Why? Because I saved the readership from wasting their time on sales pitches with zero news value.  

The remaining 5%? Those were helpful and informative. Those were published. It was refreshing to encounter a press release with true newsworthiness that focused not on the greatness of the promoting organization, but rather on the benefit to the news consumer. If it helped me to help the reader, it passed the litmus test.   

So instead of pushing your agenda, focus on providing additional info that genuinely adds value to journalists by adding value to their news consumers. This approach not only reduces the perceived aggressiveness, but also establishes you as a trustworthy resource.

Sources who did this well were not only received warmly in my inbox, but over time, I began to approach them for fresh news and continuing coverage.

2. Perfect Timing: The Art of Follow-Up

Journalists work one of the most stressful and hectic jobs in the world. It’s easy for press releases and other media pitches to fall through the cracks.

Timing is everything in the world of media pitches. Follow up within 48 hours of your initial pitch to stay top of mind. Just a quick bump – nothing too urgent or angry for a lack of response. Be understanding and respectful of their time, or you’ll never see print or air time again. 

If there’s no response, a well-timed second follow-up after five business days can reignite interest. But avoid repetition. If you’re not as familiar with the journalist(s), send follow-up messages that offer unique value or context, diverging from the content of your initial pitch.

3. Express Urgency to Resurrect Interest

For initially receptive journalists who seem to have gone silent, introduce “urgency buttons” in your follow-up. Phrases like “deadline approaching” or “time-sensitive opportunity” inject a sense of urgency, prompting them to revisit your pitch. 

But use this tactic judiciously to maintain authenticity and credibility. Overused, the whole “last-minute” or “time’s running out” appeal comes across very salesy. Experienced journalists can spot that grift a mile away.

4. Follow-Up Relationship Building

Who would’ve thunk it? We’re back at relationship-building. Well, that’s because it’s THAT important. Shift your perspective on follow-up success. It’s not just a means to secure placements, but an opportunity to nurture relationships with journalists for continued coverage for years to come. 

My best PR sources became partners in communication. After initially inviting me to witness their cause – building a mutual understanding of its news value and importance – those sources made their appreciation known. At the very least, they’d follow up with an email thanking me for the coverage. Others went all out with special gifts, dinners and other tokens of appreciation.

Of course, there’s something to be said for journalistic distance and objectivity. But there are no rules against having lunch with a friend. Consistent professionalism – coupled with value-driven interactions and interacting as human beings – positions you as a trusted resource. 

5. Personalization is Paramount

Avoid a one-size-fits-all approach. Personalize your follow-ups. Reference previous work or articles by the journalist, demonstrating that you’ve done your homework. Tailor your messages to their interests and beat, reinforcing the idea that your pitch aligns with their expertise.

6. Craft Compelling Subject Lines

Subject lines matter. In a journalist’s crowded inbox, a compelling subject line can make the difference between an opened email and being relegated to the spam folder. 

Which email subject would you be more likely to open?

“New Press Release”

Or

“High School Science Club Plans Rocket Launch”

The answer is pretty obvious. Also, if possible, specifically identify your organization in the subject line or preview text so they recognize the email as from a trusted source. Craft subject lines that intrigue, hint at value and spark curiosity. But, again, avoid the gimmicky, time-sensitive nonsense unless it’s absolutely necessary. (Helpful hint: email servers tend to  flag such subject lines for spam.)  

7. Multichannel Approach: Beyond Email

Explore a multichannel approach to follow-up. While email is a primary mode of communication, consider reaching out via social media or even a brief phone call. Adapt your strategy based on the journalist’s preferred mode of interaction.

As a journalist, I was always very active on Twitter (now X). Many PR pitches saw the light of day thanks to someone reaching out via DM with a link or tip.

8. Use Technology Wisely: ChatGPT for PR Pitch Writing

Of course, artificial intelligence wasn’t a thing back in my day as a journalist. Today, technology is your ally, allowing you to create volumes of content like never before.

But beware. While tools like ChatGPT can assist in pitch writing, remember that you, as the PR professional, hold the key to understanding the substance, style, and tone that resonate with journalists. Use technology as a supplement to your expertise, not a replacement.

Successful Public Relations Tactics from a Journalist’s Perspective

Incorporating these advanced strategies into your public relations strategy can elevate your success rates and establish you as a PR professional who not only knows how to pitch but understands the art of building lasting relationships with journalists. Start implementing these tips today and watch your media placements soar.

If you need advice from a seasoned former journalist, feel free to reach out to me here.

how to write a press release

How to Write a Press Release: A Public Relations Guide for Beginners

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I spent my formative professional writing years, in my 20s, sweating in a newspaper newsroom in death throes at the northernmost tip of Appalachia. But it was very much still functioning – enough to provide experience worth its weight in gold. One of those experiences (however mundane) was processing press releases. 

The task fell often to cub reporters. It followed me into becoming City Editor a few years later. Out of necessity. With such a small staff, someone had to tackle the onslaught of press releases via email and even a relic fax machine from the Pleistocene. To boot, many of the remaining reporters – some of them dinosaurs themselves – struggled to do an editing job justifiable for print.

Or even care.

So I processed press releases. Oh, I processed the hell out of them. Rewrote them. Thousands of them. Hours a day, the bulk of my 70-hour work weeks – on top of leading the newsroom, covering every story of importance and editing reporter copy. 

It was astonishing how many PR flacks had ZERO IDEA how to craft an effective press release. Many whiffed at their primary goal: influencing earned media. (Of note: for every press release I processed for print, at least 30 others ended up in the trash bin – lifeless, useless, a failure in public relations.) 

Don’t Know How to Write a Press Release? Listen Up!

The journalists you must woo have some of the most stressful jobs in the world. (I was hospitalized with heart problems at 27.) They’re pressed for time. Your press release must register as newsworthy to an overworked, overly caffeinated editor – or his coffee-making intern. 

The value of a press release arriving ready to publish can’t be overstated. But besides being well-written and of OBVIOUS value to news consumers, they must carry their own weight in delivering:

  • News value
  • Clarity
  • Brevity
  • Call to action

Essentially, the who, what, where, when and how of whatever you’re promoting, wrapped neatly in a succinct package, that ultimately addresses the most important question: “Why should the news consumer care?” News producers won’t answer that for you. (They’ll most likely just throw it away and move on to the next.)

First, the Hallmarks of a Garbage Press Release 

Of course, our aim is for your PR team to steer clear of these pitfalls to write mindful press releases. It’s vital to know what NOT to do:

Beware Excessive Fluff

Too often, verbosity creeps into the picture. Writers inflate their language, adding adjectives and redundancy at every turn. The path to effective storytelling lies in simplicity.

The Length Predicament 

In that light, brevity is key. A standard press release generally clocks in at around 350 words (preferably fewer).

Attention spans shrivel at the sight of a lengthy article. If your press release doesn’t seize the reader’s interest within the first line or two, it’s time to re-evaluate.

Mind Your Language: Spelling & Grammar

A single misspelled word or syntax error can tarnish an otherwise solid press release. Write like an editor. Errors like “its/it’s” or “there/their/they’re,” among other grammatical blunders, undermine your organization’s credibility. Impeccable writing validates your commitment to your cause, whether you’re announcing a nonprofit fundraising campaign or addressing industry trends as a thought leader.

An error slipping through the cracks, quite often, is just as much the fault of the public relations team for first letting it happen. While a strong news editor might devote time, consider how many would give only a cursory effort and send for publication, broadcast or whatever. 

The Blueprint to Writing a Stellar Press Release

Writing a press release doesn’t have to be time consuming or complicated. Let’s navigate these waters with precision.

Concise & Captivating Headline 

A headline should be a beacon of clarity and newsworthiness. While creativity has its merits, the headline must grab attention with immediate value. Sometimes, it’s best to write the headline once the release is fully drafted to encapsulate the core news.

Wrong: “Local Nonprofit Announces Fundraising Drive.”

Right: “Fundraiser Slated to Address Suicide Prevention.”

See? The first example says next to nothing. Which nonprofit? To benefit what? The second establishes value in 6 words. 

Engaging Lead

The opening paragraph, often called the lead or lede, is the linchpin. It captures attention and encapsulates the nuts and bolts. Think of it as conveying the essence of your story in just 30 seconds. (Because readers and listeners are virtually assured to tune out much beyond that.)

Example: “The GeorgeStrong Foundation has joined local high school football officials in calling for tougher concussion protocols. The Foundation will host a webinar Saturday evening for coaches and athletes to discuss safety with renowned neurologist Jack Smith.”

Nuts and bolts. The value’s all there, with the most important call to action: “Join us.”

Quotes That Resonate

Incorporate potent quotes for context and clarity. While not everyone in your organization needs to be quoted, the influential voice(s) should be heard. 

For those who’ve made it past your lead elements, quotes give life to the explanation of why it’s important and what to expect.

Example: “Our local hospital saw 27 concussions from high school football players last year,” said GeorgeStrong President Bill Williams. “Our goal, in partnering with neurologists and other experts is to show coaches and players how to spot signs of a concussion – and how better equipment and common sense can prevent career- and life-threatening head injuries.” 

Important: Quotes SHOULD NOT echo previous statements. 

Less is More

A press release should be informative without needless padding. Get your message across succinctly and stop when the point is made.

The Critical Review

Thoroughly review your press release. Enlist a fresh pair of eyes, if possible. A second (or third or fourth) set of eyes not only spots errors, but also ensures the release aligns flawlessly with the intended message. Your goal is precision and compelling content. Ensure you achieve both. (Then review it once more.) 

If you aren’t the expert in a subject area, GO FIND THAT EXPERT! Whether it takes 30 seconds to double check a fact or 30 minutes in her office to explain a process, take time to ensure it’s right.

Walk away. Time permitting, revisit your press release after a few hours or even a day for a fresh perspective. Clearing your head may unveil areas for refinement or streamlining, while also catching elusive typos. 

Crafting a Noteworthy Press Release: A Holistic Approach 

As you write your press release, put yourself in the editor’s shoes. Does it effectively narrate your organization’s story? Does it explain why anyone should care? Just as importantly, does it require minimal editing for publishing or broadcast.

With these insights, you’re poised to write a press release that commands attention and builds rapport with your target audience(s). Remember, seeking help from a perceptive public relations consultant is a strategic move, not a sign of defeat.

strategic public relations

From Buzz to Branding: The Art of Strategic Public Relations

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When organizations think about “marketing” in this day and age, usually one of two concepts come to mind: paid advertising or organic social media. Both have value, but there’s another kind of marketing that really is in its own category. Done well, strategic public relations and publicity reach farther than any paid advertising could, and creates opportunities for organic social to flow out of it.

Publicity & Public Relations

The Oxford Dictionary says PUBLICITY is:

  • notice or attention given to someone or something by the media.

And PUBLIC RELATIONS is:

  • the professional maintenance of a favorable public image by a company or other organization or a famous person.

Approaching publicity and public relations as an arm of your marketing allows organic experiences that create a buzz about your organization that is often more valuable and memorable than any other form of marketing.

What are we waiting for?! Let’s dive into how public relations can help you get your brand noticed and remembered for a fraction of the cost of a paid ad campaign.

Understanding the Power of Publicity

Advertising has merit. We know this when we see massive corporations like McDonald’s pushing billions of dollars to sell hamburgers, french fries, and milkshakes. 

But you’re not McDonald’s – and your organization likely stands among the mere mortals who have but a fraction of that advertising budget. So what about the campaigns that don’t cost money? How can you save your precious resources and capitalize on the power of publicity: earned media.

Use Strategic Public Relations to Earn Space & Airtime in Reputable Media Outlets

A friend of mine had a garage. He worked on cars and motorcycles, but he wanted to create a wheelchair-accessible sidecar that didn’t have walls so everyone could enjoy the brisk wind while riding.

I helped him to write a press release about his prototype. It ran in the local newspaper, and then it was picked up by the Associated Press. It was distributed to news outlets across the world. His phone rang off the hook with people interested in his idea!

One story. One press release. Millions of eyes on 450 words that cost only the hour or so it took to gather details and write it.


Do you know how much it would cost to advertise to the number of people that saw his story?

Millions.

If you can create an opportunity to tell your story in such a way that captures people’s attention, the media (and social media) will often do the work for you!

Another friend owns a karate dojo. He’s written many articles for national martial arts magazines, and done a lot of work to build credibility around his name. But in his case, that national attention wasn’t putting more young kids into his karate classes. Again, his only investment is taking time to write every once in a while, and it’s paid dividends in thought leadership.

My friend didn’t stop there.

Our local school system had a serious problem with bullying. He decided to link arms with a national anti-bullying program that teaches kids how to defend themselves from both verbal bullying and physical bullying without “fighting back.” He hosted a free seminar over several weeks and worked with the school system to promote it. He sent out a press release to the local paper, and then hundreds of kids came through his doors to take part in this free program. 

What happened next? Dozens of those kids signed up for his karate classes.

And there are so many other examples here in our community alone – not even counting the public relations work we do for client organizations. 

Leveraging Newsworthy Events for PR Success

In the dynamic world of business, public relations is a powerful conduit to gain organic exposure and build a favorable brand image. To harness the true potential of strategic PR, businesses must identify and leverage newsworthy events that can catapult them into the spotlight. 

Here are some key avenues for businesses to unlock positive publicity:

  • Hiring Announcements & Major Organizational Changes: When businesses make significant hires (especially individuals known in the public eye) or undergo major organizational shifts (like mergers or expansions), it’s a golden opportunity to seize media attention. Crafting compelling press releases and media kits can help businesses share their growth stories with the world, showcasing their competencies, progress, and ambitions.
  • Community Sponsorships & Engagements: Connecting with the local community is a powerful way to win hearts and gain positive media coverage. By sponsoring events, charities, or local initiatives, even the smallest of organizations can establish themselves as powerhouse community-driven entities. Such work resonates with audiences on a personal level. Participation in community service projects not only fosters goodwill, but also allows businesses to showcase their commitment to social responsibility.
  • Charitable Donations: Aligning with charitable causes allows businesses and other organizations to demonstrate their philanthropic values. Highlighting charitable donations enhances a brand’s reputation and helps attract a more socially conscious audience. By showing genuine support for causes that matter, businesses can create lasting positive impressions.

Illustrating the Power of Volunteering & Community Service Projects

Volunteering and community service projects provide unique opportunities to engage authentically with their communities, beyond monetary contributions. These endeavors allow businesses to go beyond just writing a check and become actively involved in making a difference. These are powerful PR opportunities that foster deeper connection with the community, building brand loyalty and trust.

For instance, organizing a company-wide volunteer day can draw media attention and showcase the business’s commitment to making a positive impact. Such events can generate heartwarming stories and images that resonate with both traditional and social media audiences. Engaging with local schools or nonprofit organizations for mentorship or educational programs demonstrates corporate citizenship, which also attracts positive press coverage and admiration from stakeholders.

Becoming a Thought Leader in Your Industry 

Remember what I said just a bit ago about my friend establishing thought leadership? One of the most influential ways businesses can stand out in their industry is by leading the discussion. Being the one with all the answers. Being the expert.

By sharing expert opinions on newsworthy topics, workplace leaders demonstrate their knowledge and authority. By extension, their organization is that much more appealing as a resource and trustworthy vendor. Contributing insightful articles to industry publications or offering expert commentary to news outlets amplifies their brand’s presence and establish them as go-to sources in their field.

In this digital era, blog posts, podcasts, social media, webinars, etc. provide platforms for businesses to share their expertise directly with their target audience(s). By consistently delivering valuable insights, businesses attract a loyal following and build a reputation for innovation and expertise.

Effective public relations not only garners media attention but also fosters lasting connections with audiences, paving the way for long-term success and growth.

strategic public relations strategies in a crisis

Strategic Handling of Crises & Other Unforeseen Circumstances

There’s nothing quite like a PR crisis to simultaneously raise your blood pressure and potentially damage your organization’s credibility. Things can spiral out of control despite our best efforts to run a tight ship. 

So many potential pitfalls can wreak havoc on an organization’s public perception. Like:

Examples of PR Crises

  • Moral Failure of a Staff Member of Volunteer: These can trigger a severe PR crisis, sometimes impacting the organization’s reputation for years, indefinitely, or irreparably. Transparent crisis management, decisive action, and a commitment to ethical values are essential in restoring public trust and mitigating damage.
  • Product or Service Defects: A major issue with a product or service that poses safety risks, causes harm, or fails to meet quality standards also can lead to a PR crisis. Negative publicity, customer complaints, and potential legal repercussions can significantly impact the organization’s reputation.
  • Data Breach or Security Breach: A cybersecurity incident in which sensitive customer data or confidential information is compromised can severely damage an organization’s trustworthiness. Such breaches can lead to loss of customer confidence and sometimes years of costly legal battles.
  • Controversial Public Statements or Social Media Posts: Inappropriate or offensive statements made by executives, key staff members, and other organizational representatives can quickly go viral on social media. Some can cause public outrage and backlash. At the very least, these can tarnish the organization’s image. At worst, it can alienate some (or all) of its customer base.
  • Environmental or Social Impact Issues: Organizations can face PR crises when they are associated with activities that harm the environment, communities, or social values. This may include issues like environmental pollution, labor controversies, layoffs, or unethical business practices, leading to public outcry and reputational damage.

Here’s where I always recommend having a strategic Public Relations crisis communication plan.

Factor likely (and unlikely) scenarios and PRACTICE your organizational response. Go step-by-step to know exactly what you’re going to say, how you’re going to say it, and when.

How To Overcome Negative Publicity

  • Be proactive: Start generating positive publicity today. If people have a good perception of you, if (and when) a crisis comes, they may be more likely to continue to remember the good things you’ve done. 
  • Lawyer Up: If necessary, consult with a legal professional. In many cases, your statements could have legal repercussions. It’s worth making sure your statement is crafted carefully.
  • Avoid “No Comment” Responses: If you can’t comment directly on the situation, find a statement you can make that provides as much transparency about the situation as feasible. In the court of public opinion, remaining silent can come across as an admission of guilt or wrongdoing.
  • Resume Pursuing Positive Publicity (When Appropriate): It’s important to let people know you’re still committed to doing good things. Sometimes immediately after a PR crisis it’s wise to lay low, but don’t stay in your hole. Continue to do the work that your organization does with integrity, and let your community know you’re honor-bound to that work.
strategic public relations press conference

The Art of Crafting Compelling PR Messages


PR campaigns cater primarily to two audiences:

  • Your Target Audience/Community: Creating a compelling message is specific to your context and culture. You’ve got to dig into your target audience – also known in some industries as a buyer persona – and your community to truly understand what their needs are. Focus on meeting those needs.
  • The Media: Capturing the attention of the press / social media audiences is vital, as they are the avenue that carries your message to your audience. Your story won’t go anywhere without first being noticed by editorial decision-makers in the media.

When you are appealing to the media, it helps to understand a little bit of “journalism psychology.” Journalists are trained to filter through stories to determine what is “newsworthy.” Before building Grand River Agency, Kelsey Boudin and I worked as journalists in radio, newspaper, and TV for years. 

We know this formula well. 

What is Newsworthy?

  • Timeliness: Immediate and current information and events are newsworthy due to their recent occurrence, as they are considered “news” by virtue of being new.
  • Proximity: Local information, events and announcements gain news value as they directly affect the people within the community and region, making them more relevant and compelling.
  • Conflict & Controversy: Events and discussion rousing debate on actions, ideas, or policies attract attention by highlighting community problems, differences and inequities.
  • Human Interest: People are naturally drawn to stories about others, finding interest in individuals’ celebrations, accomplishments, and challenges, as they can relate to such experiences.
  • Relevance: Information that aids decision-making appeals to readers – such as cooking recipes for enthusiasts or business news for job seekers – as it offers value and utility.

Publicity and public relations give you the opportunity to connect with a wider audience – to engage with more eyes, hearts and minds. It opens doors that no paid advertisement could ever get you. If you can identify the right way to get your message in front of the right people through publicity, it’s going to open doors for you that you couldn’t even imagine.

Do you need help with your public relations? Grand River Agency would love to help support you in building a PR strategy that truly drives results. Get in touch with us and we’ll help come up with a publicity plan to help you tell your story well.