Greg Simpson, founder of Press for Attention PR and the PR and Communications Ambassador for the IoD in Nottinghamshire and Derbyshire, details why your charitable press releases are being ignored.
In the spirit of giving, I wanted to share something that will hopefully make a big difference to your business next year but ONLY if you are looking to make a big difference to someone else’s. Sound fair?
We live in an age of Greenwashing, Sportswashing and frankly, a huge degree of cynicism. We also live in a time where huge numbers of people are struggling and charitable donations are at critical levels.
So what are forward-thinking businesses to do? Well, do something for a start! However…don’t do just anything! Remember, it doesn’t have to be monetary.
Businesses are increasingly realising that Corporate Social Responsibility, or ‘CSR’ for short, can be a major asset when it comes to positioning positive public relations for their brand.
There are various elements they can weave into their marketing mix around sustainability and ethical practice but the classic tactic that is normally the easiest to implement centres around supporting a charity.
It is laudable and often a cause close to the heart of the business owner or the wider team and can make a major impact, especially on smaller local charities. However, people often ask me why their efforts are ‘ignored’ by the media.
Let me explain why this might happen. I represent two charities and a non-profit. In order to get their message out I do something that may sound somewhat counter-intuitive…I don’t talk about them.
Actually, let me be more precise here, I don’t FOCUS on them as the story. It is a tactic I use for many of my professional services clients too. The story is rarely about them, it is about who they are advising.
Consider this with a charity. The story is not about the charity, it is about who they are helping. You need to find the human element in your story. Or indeed the animal but you get my drift.
You are Spielberg NOT Cruise – tell the story
Far too many charity angles begin with ‘Acme Corp, which is committed to XYZ causes and sustainable business jargon has raised some funds for Laudable Cause’.
This is well-intentioned BUT it is focusing on the ‘good egg’ factor too much.
Instead, it should be ‘Laudable Cause receives funding boost thanks to Acme Corp’.
Spot the difference?
We normally hear all about Acme Corp but very little about Laudable Cause. This is where it all falls down. The story needs to focus on the beneficiaries and how their life changes, not tick marketing messages and CSR boxes.
I cannot possibly go into each and every case here but here’s some more hints and tips as to why your charitable efforts may not be making headlines.
- The cause is not local and you are pitching to local media
- The story is too focused on you
- The picture/photo you offered up is utterly uninspiring
- The amount raised is nothing to really write home about, however hard you all worked
- You haven’t explained what difference it will make
- The charity isn’t quoted or in the photo
- The same cause was in the press last week from your rival, ACME Inc
We are nearing the end of the year and thoughts are turning to plans for 2022. If I came into your business right now, one of the first questions I would ask is what good causes you support. I do not do this to try and curry favour in the media. I do it because it starts out as an internal marketing campaign, a way to create and foster a positive culture.
So if you aren’t doing something already, have a think about what you could be doing or better still, ask your team. Someone will be hugely keen to support something and will most likely want to take the lead and run the project for you. Your job is to give them the tools and resources to help them help others.
A former business journalist, Greg Simpson is the author of The Small Business Guide to PR and has been recognised as one of the UK’s top 5 PR consultants, having set up Press for Attention PR in 2008.
He has worked for FTSE 100 firms, charities and start-ups and conducted press conferences with Sir Richard Branson and James Caan. His background ensures a deep understanding of every facet of a successful PR campaign – from a journalist’s, client’s, and consultant’s perspective.
