Public relations is the strategic building of mutually beneficial relationships between your organization and those that can help you reach your goals. So, before you get all jazzed on media interviews or launch events, you need to be sure you are getting extra crystal clear on what you are really looking to do.

At Small Adventures Communications, we work with nonprofit leaders, community organizers, and small business owners who have a range of goals. Commonly, we see goals such as:
Grow donor/volunteer/prospect list
Connect with more folks in a specific role who can act as referral partners
Increase grassroots advocacy
Change policy by building relationships and educating policymakers
Increase sales
Fill the sales pipeline with qualified leads
The more fully your organization can build out exactly what is needed to be successful, the more likely you are to be able to strategically build a public relations plan that is efficient and moves you toward your goals. Without a well-defined goal, it is easy to get lost in the sea of PR tactics. With a strong goal, it helps drive focus when drafting a plan and also can boost morale when slogging through tedious projects (ever build out a two-month long toolkit full of social posts for three different audiences? That kind of tedious).
Public relations can bring benefits that do take a while to harvest. But the only way to benefit is to start smart and name what you are aiming to claim.
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