For not-for-profits, public relations isn’t a luxury, it’s a necessity. A strong PR strategy helps organisations increase awareness, build credibility, and attract long-term supporters. But with limited resources, knowing how to achieve meaningful media attention without a major budget is essential.
The good news? Effective PR isn’t reserved for large commercial brands. Strategic, people-first storytelling can have just as much, if not more, impact for not-for-profits when done well.
PR Is More Than One-Off Events
Many not-for-profits focus communications around isolated campaigns: a single fundraiser, an annual appeal, a media release tied to a calendar date. While those can be valuable, they rarely build lasting visibility on their own.
Instead, prioritise a results-driven strategy that creates ongoing media interest by:
- Sharing real impact stories regularly, not just during campaigns
- Identifying key issues your organisation can speak to year-round
- Aligning with media cycles, public interest, and timely topics
Strategic PR is cumulative. A steady stream of relevant media engagement is far more effective than one high-profile spike followed by silence.
Leverage the Stories Already Around You
Often, the most powerful content is already embedded in your organisation, it just hasn’t been surfaced yet.
- Volunteer stories: These voices humanise your work and offer authentic insight into your mission.
- Pro bono partner stories: Collaborations with professional service providers can showcase credibility and community support.
- Client impact: Whenever appropriate and respectful, stories from the people you serve offer compelling, human-centred narratives.
These real-life examples are the foundation of strong media pitches. They move beyond general claims and show the emotional and practical outcomes of your work.
At Pure Public Relations, we work closely with not-for-profits to identify and shape these stories into high-quality media angles, backed by our Guaranteed Media Coverage offer, so every effort counts.
Build Credibility Through Relevance
You don’t need a celebrity spokesperson or a national campaign to get media attention. What you do need is clarity around why your story matters, right now.
Ask:
- What broader conversation does this story contribute to?
- Why would an audience care today?
- Who can we speak to directly through this media piece?
When not-for-profits offer timely, topical, and insight-driven commentary, particularly on issues of social impact, policy, or lived experience, journalists take notice.
Focus on issues where your organisation has real-world expertise, not just brand messaging. That relevance earns you a voice in public dialogue, even without a marketing budget.
Make the Most of Every Win
One well-placed story can go a long way if you use it well.
- Share media coverage across your social media channels
- Include it in your newsletters, grant applications, and board updates
- Create additional posts, videos, or graphics from the original piece
- Use quotes or headlines on your website to build trust with new audiences
Great PR doesn’t end when the article is published. It continues to create impact when it’s shared and repurposed across every platform and channel your audience engages with.
Impact Deserves Visibility
Not-for-profits do some of the most important work in our communities, but that work often goes unnoticed without the right communications support.
With a thoughtful, story-first PR strategy, it’s possible to gain meaningful, lasting media attention without the need for a large-scale budget. What matters most is the clarity of your message, the authenticity of your stories, and the consistency of your approach.
At Pure Public Relations, we’re proud to work with not-for-profits of all sizes, and we’re the only agency offering Guaranteed Media Coverage, helping you secure the visibility your mission deserves.
Want to gain meaningful media exposure for your not-for-profit, without stretching your budget?
Let’s talk about how we can help craft and share your stories with purpose.
