Word of mouth is the most powerful public relations in the world, and I view public relations as word of mouth on steroids. When a reporter uses their credibility and extensive storytelling platform to share about your ministry or nonprofit, it helps create a perception about your organization in the minds of their audience.
But what is the point of your headline-grabbing efforts? Let’s consider three questions that are essential for determining your public relations aim.
- How should public relations complement other messaging? Public relations should not function in a silo in a full-service agency, but emphasize and repeat the messages you are communicating through your other endeavors.
For one client, we have engaged an influencer marketing campaign to great effect. One of our influencer campaigns is with a major Christian media outlet, and when I found a story that resonated with one of their reporters, we found the perfect mix of a compelling story and a powerful context for an influencer shout-out. Result: We landed a $2 million gift from a first-time donor.
- Are you breaking ground with a new audience?
If you are attempting to establish yourself with a new audience, the bigger the outlet, the better, of course. But landing the big outlet can take some time.
For a client that was making its first foray into public relations to promote a new book, a number of story angles gained some foothold among the evangelical press. And while the historical nonfiction content was unique, for the Christian press to take an interest, we needed to find a connection to the ministry’s missional heart.
When the author shared that an agnostic reached out to discuss the book, and this led to the Gospel opportunity, I knew we had a winner. This simple story of one man speaking to another about faith in God opened a door with a major Christian media outlet. The interview has accumulated over 50,000 views on YouTube to date, not counting its robust broadcast reach.
- If you are creating a buzz about a time-specific campaign, how can it complement and enhance long-term institutional marketing? Institutional branding and establishing a presence in a media market will take a multi-tiered, disciplined approach over the long haul that will have changing levels of success over time.
A campaign around a book release or new ministry initiative will have a shorter on-ramp and bigger splash at the beginning. Specific goals will have to be established—how many hits, what kind of hits, what’s the main messaging we want reported, what particular outlets are we really aiming for, and how will the event-based campaign complement the long-term institutional PR efforts?
In the case of one client, we have found tremendous success generating media interest in a cross-country endurance cycling event they participate in every other year. The next step? Brainstorming and planning about what it looks like to integrate the campaign PR successes into the ministry’s long-term marketing strategy.
Infinity Concepts can help you zero in on the PR strategy and tactics that will enlarge and enhance awareness of your organization and grow your influence. CLICK HERE or call us today at 724-733-1200.
- Three questions to determine your PR strategy - January 30, 2026
- How To Promote Ministry Events Successfully - October 31, 2025
- Pitch Template: Media Relations Made Simple - August 8, 2025
