Why Your PR Firm Should Be Part of Cause-Marketing and Corporate Partnership Decision-Making from the Start
Here’s why involving your PR firm from the very beginning is essential for bringing your cause-marketing campaigns to life effectively.
“When PR pros are brought in early, they fine-tune initiatives, strengthen community connections, align with stakeholders, and foster long-term relationships.”
Introduction
Cause-marketing campaigns and corporate partnerships have the potential to create a meaningful financial impact while boosting visibility for nonprofits. However, like any initiative, these partnerships can only thrive with careful planning and execution. One common mistake? Leaving your PR or communications professionals out of the initial discussions.
Too often, seasoned PR teams are handed a fully formed concept or a finalized cause-marketing agreement and told, “Go get coverage by announcing this partnership!” While the intent may be clear, the results can fall short without their strategic input—a situation no one wants to face.
Here’s why involving your PR firm from the very beginning is essential for bringing your cause-marketing campaigns to life.
Why Your PR Team Needs a Seat at the Table
Evocati PR’s CEO, Mark Szymanski, with leaders from Soldiers’ Angels promoting their Hops for Heroes campaign. Learn more here. (Source: Evocati PR)
It’s not uncommon for nonprofits to approach communications like a patient going to a doctor. They might say they need antibiotics because they're feeling unwell—only for a doctor to diagnose the real issue and suggest a more effective treatment.
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PR professionals work much like that doctor in that we analyze the full picture and diagnose which aspects of a cause-marketing announcement are truly newsworthy. They are experts in storytelling, media engagement, and campaign strategy.
With their insights, your campaign can go from simply adequate to exceptional.
Here are three key reasons to include your PR team early:
1. They’re Story Finders
A great campaign needs a great story. PR professionals excel at framing narratives that resonate. You might think your chosen concept is perfect for general news, but your PR team may identify it as better suited for an industry vertical or even uncover a more compelling angle. Sometimes, what you believe is the story simply isn’t, but they can help craft one that increases traction and impact.
2. They Ensure You Get the Most Bang for Your Buck
Every nonprofit contends with resource constraints, especially when it comes to marketing. A PR expert can recommend adjustments to your tactics to maximize reach and ensure that you’re making the most of your budget. They might suggest prioritizing owned channels, leveraging community outreach, or integrating content specifically tailored for social media platforms.
3. They Provide Honest Guidance on What Works (and What Doesn’t)
Not all ideas are created equal. A skilled communications team will candidly assess your campaign’s likelihood of gaining traction. If they see red flags or identify barriers, this feedback can save your organization time, effort, and money. They also bring fresh perspectives to elevate existing ideas.
The Risks of Pushing Forward Without PR Input
When PR professionals are excluded from the planning stages, it can lead to challenges that derail an otherwise well-intentioned campaign. For example, a common scenario is launching a cause-marketing initiative that doesn’t resonate with your target demographic or fails to align with your brand values. These missteps can hinder media interest, reduce donor engagement, and even create reputational risks.
READ MORE: Five Essentials Every Small Business Should Know About Public Relations | Evocati PR
By contrast, when PR pros are brought in early, they fine-tune initiatives, strengthen community connections, align with stakeholders, and foster long-term relationships.
How PR Professionals Help Bring Stories to Life
The Evocati PR team conducts a media training session with employees at Soldiers’ Angels. (Source: Evocati PR)
Cause-marketing campaigns are far more than press releases or social media posts. A PR firm’s expertise encompasses the following:
Strategic Messaging: They ensure your campaign’s message is clear, consistent, and tailored to resonate with multiple audiences.
Media Relations Mastery: With established networks and a finger on the pulse of what journalists need, they know how to capture media interest.
Cross-Channel Integration: PR teams plan campaigns holistically, ensuring social media, events, and traditional media work in harmony.
Crisis Management: Should there be any challenges during your campaign, they’ll guide you through with professionalism and care.
It’s a Team Effort
Campaigns succeed when every stakeholder has a chance to contribute their unique expertise. Cause-marketing partnerships are no exception. Bringing your PR team into the fold early on is a strategic move that can transform your concept into a story that inspires action, engages your community, and ultimately benefits those you aim to serve.
RELATED: Public Relations vs. Paid Advertising: Which Strategy is Right for Your Business? — Evocati PR
Your PR team’s collaborative insights are invaluable for designing campaigns with longevity and impact.
Bring us into the room from day one — you’ll wonder why you didn’t do it sooner.
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