One of the most rewarding aspects of PR work lies in the opportunity to spread stories that would otherwise take a long time to emerge and make their voices heard.
(This consideration is one of the main reasons why we have always dedicated a portion of our time to supporting nonprofit organizations, charities, and nonprofit organizations through pro bono PR activities. This commitment gives them the opportunity to reach a wide audience, while simultaneously allowing our team to devote their time during working hours to social projects close to our hearts).
The stories at the center
But let's go into detail and find out with Isabella Castelli, PR Manager, what are the key aspects to consider when communicating a nonprofit.
- Feature stories. Certainly the main focus must be on the story, which is the real protagonist. In fact, the voice of those engaged in a social project is the most powerful medium for getting the mission you want to tell to the press, and consequently to the public.
- Voice without further filtering. Space then, in our press release, for quotation marks, so that there is no filter between us and the journalist, but that the nonprofit or organization can tell its own story. It is also important to emphasize the reasons why a person or an association has dedicated itself to a particular project, since, usually, it is a personal experience that drives one to want to change things and help others.
- Focus on impact. Of great value, finally, is to transpire the concrete actions put in place to help a particular community or minority, so that honesty and transparency can prompt other people to contribute, where possible, to convey the project.
2 case studies
We asked Andrea Ilaria Leoni, PR Assistant, to tell us about two case studies of nonprofit entities we have supported over the years.
"Among the various projects we have had the pleasure of telling is the story of Giorgia Testa and her nonprofit La Musica del Cuore, which deals with heart disease and the normalization of scars resulting from surgery.
In the first part of the press release, we explored her personal story, starting with her first surgeries and an encounter, in the hospital, that changed her life. Hence the publication of her first book, "Behind My Scars," and the birth of the association "The Music of the Heart, which aims to educate and support, through music and theater, children with heart disease and their families, especially during the post-surgery period.
The story immediately moved the press a great deal, attracting interest not only from local newspapers, such as Il Giorno, but also from women's newspapers, with a beautiful interview in The Wom.
Another reality is SlumsDunk, the VO founded by basketball players Tommaso Marino and Bruno Cerella, born with the aim of giving back a second life to the suburbs of some of the world's most degraded slums in Kenya, Zambia, Argentina and Cambodia through the creation of Basketball Academy. Since 2011 this project has involved more than 5,000 boys and girls under 18 in their activities (on and off the court), giving them an important opportunity for growth and saving them from very difficult situations.
In Milan, in 2021, we supported OdV at the inauguration of PlayGround Stelvio, a basketball court in Milan redeveloped to give the neighborhood a community gathering place with events involving kids with sports, music and games. In fact, following the press release launching the court, we supported Tommaso and Bruno in communicating all the gathering events, allowing fans to come together and celebrate this precious space for the city of Milan."
From print media to TV: information at the center to make people understand how to contribute and participate
There are two other stories we helped amplify and our PR Director, Daniela Monteverdi, tells us about them.
Viva Vittoria is a non-profit organization established to raise awareness of gender equality and violence against women.
Disclosers, in 2021, offered its support to the non-profit organization during a fundraising initiative to reintegrate women who have suffered violence into society. The initiative, which involved the creation of an installation consisting of five thousand multicolored blankets spread out in Piazzetta Reale in Milan, garnered the interest of numerous media outlets: print and online newspapers, radio and TV.
In fact, in less than a month, more than 60 publications were obtained, including. La Repubblica, Corriere della Sera, Ansa, Radio Lombardia, Il Giorno, La Stampa, Io Donna, Cosmopolitan And many others.
Here is an example of the first part of a press release.
In the midst of the pandemic, in 2020, Disclosers also supported the launch Donation League, the fans' league, a nonprofit initiative conceived and curated by Claudio Cecchetto born with the aim of creating the first solidarity league in which their fans from the major Serie A teams took the field. Through a dedicated website, the fan, by donating, could score points for his or her favorite team, causing it to take first place in the league standings. The funds raised would be donated to research aimed at combating Covid-19.
Therefore, it was essential to put in place a PR strategy to engage the major media, both generalist and trade.
Over the course of the collaboration, heads such as. Radio Kiss Kiss, Corriere dello Sport, La 7, Il Giorno, Tuttosport, Mediaset, Corriere della Sera And many others.
The title and subtitle of the statement can be found here.
A PR strategy is an effective and efficient way to demonstrate social engagement, raise awareness, and build stronger relationships with the people who benefit from an organization's actions.
