Public Relations Tips for Nonprofits and Educators

Easy public relations ideas you can do yourself

Ever feel like your small organization is doing incredible work, but no one seems to know about it? Many nonprofits and schools struggle to get (proactive) media attention, grow their audience, and establish credibility with the general public. With the right PR strategies, your organization can get publicity, even without a large budget. The media has quickly changed over the last few years, and there are now many “controlled” pr options. Social media is a great example.

PR isn’t just for Fortune 500 companies. Organizations that actively engage in public relations see a 63% increase in brand credibility (Public Relations Society of America). With the right approach, even small teams can amplify their reach, build trust, and attract the right audience.

As a PR consultant who works with nonprofits, educators, and changemakers, I show organizations how to utilize small and strategic PR efforts that can make a significant impact. Below are some simple PR tips you can use for your organization.

Craft a Story That Sticks

People connect with stories, not just facts. If you want the media—or even your community—to notice, tell compelling stories highlighting your work’s real impact.

Example: Instead of saying, “Our organization helps students develop leadership skills,” tell a real story: “Last year, Maria, a shy 10-year-old, joined our after-school program. Today, she’s leading a student initiative to support her local food bank.”

Build Media Relationships (Before You Need Them)

Journalists are always looking for good stories but get hundreds of pitches daily.

Start building relationships with local reporters before you need them.

• Follow journalists on social media—comment on their work, share their articles, and engage authentically.
• Send a quick introduction email: “Hi [Name], I admire your reporting on [topic]. I work with [organization] and would love to connect as a resource for future stories.”
• Be helpful, not pushy. Offer data, expert insights, or community perspectives.
• Keep a list of five to ten local reporters who cover your industry and engage with them regularly.

Turn Social Media Into a PR Tool

PR isn’t just about press coverage in the newspaper. Your social media presence is a great PR tool if used properly and with a strategy.

Social media is not about self-promotion – it’s about community. Share behind-the-scenes content, highlight success stories, and engage in meaningful conversations.

 Use LinkedIn to share thought leadership content. Post about trends in your industry, lessons learned, or insights from your work.

Write a Press Release That Doesn’t Get Ignored

Many small organizations write press releases that read like advertisements. Journalists aren’t looking for promos—they want news.

Key elements of a strong press release:

• A compelling headline (What makes this newsworthy?)
• A strong lead paragraph (Who, what, when, where, why?)
• A quote from a key spokesperson
• A clear call to action (What should readers do next?)

Example: Instead of “We launched a new program,” frame it as: “Local nonprofit launches innovative mentorship program to support first-generation college students.”

Leverage Community Partnerships

PR isn’t just about media coverage—community visibility is just as valuable. Collaborating with local businesses, nonprofits, or influencers can significantly boost your reach and inspire new ways to connect with your community. Community partnerships are one of my favorite pr tools!

Think about who in your community aligns with your mission. Could you co-host an event, offer joint promotions, or cross-promote on social media?

Position Yourself as an Expert

Journalists and bloggers often look for experts to quote in their articles. If you can position yourself (or your team) as a thought leader in your field, PR opportunities will come to you.

• Guest blogging—Write articles for industry publications.
• Podcast interviews—Share your insights as a guest on relevant podcasts.
• Speaking engagements—Present at community or industry events.
• Sign up for HARO (Help a Reporter Out) or Qwoted, free tools connecting journalists with expert sources. You can get quoted in major publications.

PR Doesn’t Have to Be Overwhelming

PR can feel daunting, but small and consistent (it takes time!) efforts can yield significant results. Whether engaging with local media, strengthening your storytelling, or leveraging social media, the key is to start small and stay strategic.

Do you need help determining the best PR strategy for your organization? Let’s chat. I’m offering a free consultation to help you get started!