How to write charity PR messages
Too much passion and enthusiasm can sometimes turn an important message into an overwhelming mess. In this article, the 5W Public Relations CEO offers several guidelines to help you explain without inundating.
Most people involved in any nonprofit enterprise joined up because they care deeply about the cause in question. This can be the core strength of any charity organization. But it can also be a detriment to effective communication. Top PR firm 5WPR specializes in constructing effective PR messages.
When we get emotional or excited about something, the tendency is to drone on and on. To talk much and say little. Do not fall into this trap. Your nonprofit communication should be concise because that will make it easy to understand. And easy to repeat. This is vital. You want your volunteers to be able to easily and accurately spread your message. Get too long-winded and they will ad-lib. That never ends well.
If you want your volunteers and supporters to be able to wrap their minds and hearts around your message, it needs to be specific. Give people something they can quantify and relate to. Nonspecific “ideals” are difficult to get behind because they lack focus. Without focus you may generate support, but it will likely be disjointed and confused.
Use Real Words
Ditch the hyperbole, jargon and buzzwords. Your charity PR communication should rely on words people can easily understand and apply. This is much easier to achieve if your communication is already concise and specific. But it also works the other way as well. If the language you choose is concrete, your messages are much more likely to be concise and specific.
Communicate Measurable Goals
Over-excited public relations messages have a tendency to gush, using verbiage that has no measureable value. Always using extreme modifiers actually demeans your communication by removing its comprehendible value. When expressing goals or measuring success, your nonprofit PR must include terminology that can be quantified. Otherwise people will have no real understanding of the goals expressed.
Ronn Torossian says, in the end, emotion may motivate your charity work, but calm, clear and concise conversation should dominate your nonprofit public relations.