My agency really enjoys working with non-profit organizations, promoting events and activities to help them raise money. When you work in technology as much as we do, it’s fun to publicize a youth ballet or ice skating show, and it gives us a chance to talk with editors and reporters who aren’t part of our everyday pitching lists.

However, what I constantly find surprising is how little effort some of these non profits put forth or how poorly they treat those who volunteer PR expertise. An event typically requires at least 20 hours of time which, at our standard rates, amounts to a minimum of $3K in billings that we give away for free. And, unlike other agencies, we don’t assign the work to junior staffers so they can get some training at a non-profit’s expense. We put our best people on the job because that’s how we get the best results.

So imagine how it feels when you’re working with a local TV station to get a live report, but the people in charge of the non-profit event don’t bother to respond to media request. Or worse, they continuously change the schedule of availability for themselves or their spokespeople, making it extremely difficult for the PR team and the reporter, who’s graciously agreeing to cover the event. Hey, we are volunteers, who are doing this out of the goodness of our hearts. This is no way to treat anybody – especially not those who are donating their time and expertise on behalf of your organization.

So for all you non profits who get an agency to help you out for free please remember:

• Good agencies will typically outline the way the pitching process has to work for a successful PR effort. This is not optional. Agencies know what they are doing. If you can’t follow the process, let the agency know so they can graciously pull out.

• We get the stories because of our relationships not because of your events. Reporters get pitched hundreds of these types of stories every week. It’s our work that gets you noticed.

• Once the pitching process starts, everyone who’s a part of the story (spokespeople, sponsors, organizers, etc.) has to be available 24/7 until the pitching process is finished. No one’s time, except the media, is more important. Don’t make other commitments, and if you do, tell the PR people so they don’t set the wrong expectations.

• Reporters are always on tight deadlines. Go out of your way to make it simple and easy.

Pitching stories is how we make a living. If you cost us a relationship, you cost us money. My hope is that this is a helpful lesson. If you don’t consider these reminders, don’t be surprised if you end up getting an invoice for the time spent because you failed to do your part.

Posted in Marketing Mentor |

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