Peter Panepento is the philanthropic practice leader for Turn Two Communications and Nonprofit Marketing Guide's Media Relations expert.

Protest or Persuade? A Quick Guide to Communications Strategy During These Divided Times

Protest or persuade? That is the question your nonprofit should be asking as our nation’s political and cultural war intensifies. How you answer could help define how you are viewed by the public and your donors for years to come. In the past few days alone, we’ve seen a flurry of highly charged issues make headlines,…

Is Your Content Too Wordy? Consider These 6 Alternative Formats

Nonprofit leaders often complain about limited resources — and with good reason. After all, even the best-run nonprofits lack the money or the staff to accomplish everything they set out to do. But while money is tight, there’s one resource that is almost always in ample supply: words. Often, nonprofit websites and print materials are…

6 Reasons to Take the Problem-Solver Approach to a PR Challenge

Recently, when one of our clients faced an unexpected problem, my business partner, Scott Westcott, offered a rather unexpected anecdote to help them navigate the solution. The story came from a years-ago charter fishing trip on Lake Erie with a crew that couldn’t seem to avoid trouble. Before it even got off the dock, their…

Take Your Media Relations From Good to G.R.E.A.T.

For many nonprofits, media relations isn’t a high priority. This is especially true for smaller nonprofits that have limited resources for communications. But even if you’re small, it’s important to have a strategy for telling your story through the media and for responding to questions and queries from reporters. If your organization does not have…

How and When to Use ‘Off the Record’ Conversations With the Media

Your nonprofit has a number of tools at its disposal to help it build relationships with reporters and guide news coverage. One of the least talked about — yet potentially most dangerous — of these tools is going “off the record”. For most nonprofit media relations professionals, going off the record is rarely necessary. But, if…

Lessons from the Boy Scouts Controversy: Be Prepared

Even if you have no connection to Boy Scouts of America, you are probably well aware of the organization’s motto: Be Prepared. But in the wake of President Donald Trump’s address to the organization’s Jamboree this week, it appears BSA’s media relations team wasn’t following that motto. And the backlash the organization is facing this…

Newsjacking for Nonprofits

Amazon founder Jeff Bezos set the nonprofit world ablaze earlier this month by tweeting a “request for ideas” about how to direct his charitable giving. Not surprisingly, Bezos’ unusual public request has drawn massive media coverage, in addition to more than 42,000 replies on Twitter. It also offers a great opportunity to talk about ‘newsjacking‘ — the…