Use media and social media

In addition to regular communication with your internal planning and work group, you will need to communicate with your broader group of stakeholders including decision makers and those who influence them. An effective way to reach this broad group is to use media and social media.

Connecting with the media can seem daunting—especially if you haven’t worked with them before, but it’s a key way to reach a broad sector of people. There are a variety of ways to use the media ranging from letters to the editor, press releases,  op-eds, and conducting editorial board meetings to strong advocacy techniques like PR events that generate coverage through outrage or theater (e.g., Legacy’s Truth campaign). Consider which media sources your key decision makers watch, listen to, or read.

You’ll also want to consider social media when evaluating which forms of media your key decision makers care about. Taking your message digital can be a great way to reach a lot of people, but remember it is only one part of your larger communications strategy. A few keys to getting started with effective digital outreach are:

• Determine your objectives
• Identify your priority audiences
• Know which outlets to use
• Decide how much time and effort to invest
• Track your effectiveness and adjust your strategy as needed
• Create content appropriate for the platform (e.g., website, social media, email).^1,2

It’s also important to set clear guidelines for your staff through an internal social media policy and for your supporters through an external social media comment policy. Doing so will help everyone be clear about roles and expectations. Digital S.M.A.R.T.S.: A guide for nonprofits provides tips for creating content, tracking your effectiveness, and maximizing your presence on social media from planning your Facebook posts to live tweeting an event.