Jessi Marsh is Sr. Director of Creative Services at DickersonBakker, where she oversees all client-communications, from direct response marketing to major gifts. She also leads the firm’s efforts in public relations and crisis communications on behalf of their clients. Throughout Jessi’s career, she’s served as a consultant at firms like Changing Our World, and on the frontlines leading communications and fundraising for some of Pittsburgh’s most reputable and recognizable local nonprofit brands (Light of Life Rescue Mission, 412 Food Rescue, etc.).
In this conversation, Jessi and I discuss the intersection of public relations and fundraising. Often thought to be at odds with one another, we instead explore how organizations can use PR in strategic ways to both advance communications objectives AND raise more revenue for the cause.
We discuss a variety of different aspects of public relations, including managing an organization’s reputation, building relationships with the media, and the importance of timing and context in press releases.
We also discuss the value of public relations in supporting fundraising efforts and how to position nonprofit leaders as experts in their field. The conversation concludes with a case study on crisis response and the role of public relations in managing and leveraging a crisis.
Takeaways
- Public relations is about managing an organization’s reputation and building relationships with the media.
- Timing and context are crucial in press releases and media coverage.
- A strategic public relations plan can support fundraising efforts and position nonprofit leaders as experts in their field.
- During a crisis, public relations plays a vital role in managing and leveraging the situation.
- Building good relationships with the media and being transparent can help alleviate fears of negative coverage.
Keywords:
public relations, fundraising, reputation management, media relationships, press releases, timing, context, crisis response, nonprofit leaders, expertise, case study
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