For Non-Profits, Staying Local a Boon For PR Success

, Jun 9, 2016

CATEGORIES: Public Relations
TAGS: , , ,

ATH DWC Track racers Dixie 2

As with all new clients, there needs to be a plan in place to make sure the relationship with non-profit clients outside of the tech PR realm goes smoothly. This means identifying the scope of work and media approach at the very outset of the relationship. One of the biggest differentiators between a non-profit and a traditional B2B tech client, however, is budget — which will be much lower, if not completely pro bono, for a client like Adaptive Sports New England (ASNE).

For ASNE, which is an organization dedicated to increasing participation in sports among youth with visual or mobility impairments, their primary goal was to gain more regional/local visibility for their sponsored events. Their goals fit in perfectly with any budget constraints since we had the ability to deliver leads without having to look too far outside of the local media landscape.

When you’re working with local media, you inherently know it’s better than niche press in a national arena, which makes the entire process easier and more relatable. We were fortunate enough to be partnered with a local university – Boston University – to work with students studying PR.

Because our focus was regional, we decided to take a “hometown heroes” pitching approach. For this, we interviewed athletes who are part of ASNE about their inspiring stories to pitch their hometown papers as well as larger regional publications like the Boston Globe.

Being local made logistics like meetings and event attendance much easier than, say, with a client two states away, which actually made our job a lot easier and ensured the client was always satisfied.

Here are a few of the successful stories we were able to pitch about some of these incredible athletes:


The Sun Chronicle: Swimming to her dream – Feb 21, 2016

Born without a left hand, the 15-year-old Norton resident hasn’t let her disability get in the way of her dreams of becoming a competitive swimmer, and she’s aiming to someday compete in the Paralympic Games.

BostInno Approved: What To Do This Weekend, 4/22/16, Paralympic Experience

The Paralympic Experience is a one-day, multi-sport introductory clinic where individuals who have physical disabilities or visual impairments of any age can try a sport for the first time, get expert coaching, learn about local programs and be with others interested in adaptive sports.

Boston Magazine: Katrina Gerhard’s Marathon Journey Began When She Stopped Walking – April 15

In eighth grade, the Acton resident took up the family tradition of folk dancing. She joined a sword-dancing group in Sudbury, practicing with the hope of competing in high school. Then she broke her collarbone.

Belmont Citizen-Herald: Madeleine Babcock trains for 2020 Tokyo Paralympics – April 13

Madeleine Babcock, 12 1/2, who is legally blind, trains in the Higginbottom Pool at Belmont High School during the Belmont Aquatic Team practice on Wednesday, April 13, 2016. Madeleine has the hope of making the 2020 Tokyo Paralympics.


Read More:

A Recipe for Thought Leadership Success

A Prediction for Brand Journalism’s Continued Evolution