Patrick is a recent graduate from the University of Texas at Austin with a BS in Chemical Engineering. During his time in college, he actively lead and participated in many organizations such as Camp Kesem, LeaderShape, and Student Engineers Educating Kids (SEEK). However, his favorite experience was installing a water fountain station that provided free drinking water to a rural community in Thailand. In this experience, he learned the importance of collaboration with the local community to provide a sustainable solution. He truly believes in the mission of REAP, and is glad to be part of such a dynamic and fast growing organization. Currently, he is working as a project engineer at BP for its motor oil and lubricants division. He lives in Baton Rouge and enjoys sports like basketball and Frisbee as well as cooking up some great pasta. Like Miranda Lambert, Patrick Le is a Taproot+ pro bono volunteer. The two volunteers work together to bring data graphics and other sources of important information to REAP for its communications to the public.
Public Relations Plan for Volunteers to Conduct as of 2018
Where spreading the word about REAP takes place depends on individuals comfortable with those locations. It is here where we will start to define a strategy for volunteers to take the approved words about REAP to the right locations so that all information will be developed with dignity and enthusiasm.
Targeting audiences is the first step in any public relations plan. Here we will match up with paid staff and their rightful duties. This means creating a division of labor that is crisp and clean and understood by all. Targeting audiences requires a list of those and the clear cut message that is to go to each of them. We can start here.
· Nonprofits that nurture cooperatives
· Government agencies
· Friends and family for individual donations
· Institutions that support indigenous populations
From this point, other audiences may be identified, and their subsequent customized messages will be prepared and sent to them in a way that’s comfortable for them.
Preparing the right messages for the specific audiences requires a new approach to PR than off-shooting a general message on Facebook or other social media. Instead, it takes hard work and a look at the reasoning behind each message. Targeting messages requires a dignified approach to each potential customer of the message. Within this space you can look at how each customer or target audience functions by looking at their website and seeing what’s important to them now and in the past.
Joining forces with them in kind of a lockstep is how the message will be targeted correctly for their attention. This requires a lot of research and suggestions as to what is important for the target audience and what is not. Bringing together the target audience in the message you wish to give to them requires the following steps:
· Identification of the main purpose of the target audience (what they do)
· Finding out what’s important to them now
· Taking the time to edit your main message to include their words and their phrasing
· Adjusting the timing of delivery to early in the day in their time zone
· Reading aloud with enthusiasm to find just the right places for an exclamation point in the message
· Keeping the target audience briefed with subsequent short messages
· Letting them know in subtle form what you want from them
· Clinching the deal with a thank you and follow up
Noticing where you can insert your message
Bringing home the message will entail paying attention to insertion of keywords that will entice just the right reader. Allowing readership to reach out for more requires spacing out of the insertion of your message over one or two paragraphs and no more. This distance between message words keeps the reader engaged rather than moving on to another story. This requires that you give up the notion that the entire story must be reflected in the first sentence or two. Instead, tease the reader by using their words in your first sentence from their website. This will make them pay attention to the rest of that paragraph and certainly into the next one.
Allowing distance between the words that are of interest to your client, your audience, pulls the eye further down the page. Begin by placing your targeted message using your target audience’s words about two thirds down the way of the first paragraph. Yes, you can use a single target word in the headline or the first line of your message.
Browsing the Internet for opportunities
Simply said, the Internet is rich with opportunities to bring the messages home to the right individuals in the targeted communities. Bringing the messages home means finding the right target words to match the SEO (Sear Engine Optimization) opportunities to send their way the articles of interest instead of worrying if a message sent directly will reach the target audience soon enough for your purposes. To do this, simply seek out the articles from your audiences’ own websites and social media and begin to integrate those words with a purpose in your own articles. The other agencies that use these targeted words will pick them up too, doubling or tripling or more your efforts instead of simple one-on-one emails and direct social media connections.
New techniques in developing social media connections can be derived within media sharing with other agencies that share the passion of this good organization. Instead of wondering how you can do this work alone, don’t! Ask if other organizations that are similar in nature wish to join you in bringing good messages to their established set of responders and vice versa. Two heads are better than one! This can be done with a meta-search for targeted other nonprofits that share a short list of SEO words of importance with your own organization.
Consider hiring a word detective software for just this purpose
There are now SEO companies and individual software for handling these hook-ups with other organizations and with target audiences. A simple search of reviews can determine the cost, effectiveness and budget for finding the right tool to make this work simple. From there, contacting other nonprofits to urge them to join your rankings among unusual small organizations can be conducted in an organized, prioritized way. These couplings, although duly noted as “rival organizations” can show a willingness to forge bonds through common purposes and a true community spirit.
Other venues for PR
For volunteers who thrive on social media, developing a plan that integrates a number of social media with a single-but-varied message can charge the organization’s initial message multiple fold. Taking apart the main message and seeking just the right variety of target audiences, mixing and matching, can make short work of getting to the right donors, both individual and organizational.
Starting with the message itself and creating a theme and variations for each different type of social media and the right website, organizations will pick up the target message within news media, nonprofits, government, foundations and more. Adjusting to time differences around the globe, be prepared for a request from organizations you never thought might reach out to the message being sent. This world impact is critical for Reap’s mission and the mission of similar agencies of goodness.
Be prepared for news outlets, online and otherwise, to reach out after SEO searches bring the topic to their attention. Be prepared with an interview set of questions and answers for radio, online streaming, and digital television. Groom a spokesperson with the right personality for sending the messages home with enthusiasm, charm and wit. Multigenerational themes may require volunteers within age ranges to match the medium to the age bracket and interest level. Charts can be made to mix and match topic, message relativity with media websites, social media platforms and age appropriateness.
Developing short curricula for schools for different grade levels all the way into undergraduate institutions will give students internal information of a new nature for their interest and deeper study.
Summaries and recording
As you progress in your PR planning, include all efforts, whether successful or not, in a summary for each effort. These can be collected into a lengthy report of who conducted what research, who wrote what messages, who delivered them, and what the outcome was. These summaries and recordings can do two things:
1. Provide a record of marvelous efforts on the part of volunteers for later rewarding them appropriately as they deserve and
2. Reporting to the board of directors as a means of challenging them to raise funds to support such magnificent efforts.
Congratulations in advance!