Public relations (PR) is a great tool for maintaining brand image and reputation for all types of organizations. While PR, in general, is essential for any organization, not all strategies are created equal. What is top-priority in one client category may not be so in another.

Broadly, most organizations can be segmented into one of two categories: nonprofit and for-profit. A nonprofit organization is a legally permitted organization that serves a purpose beyond generating revenue. Nonprofits rely on community support, volunteers and financial backing from donors and grants. To gain legal and tax-exempt status, nonprofit organizations must serve the public good. A for-profit organization is an entity that generates a profit for its shareholders. This not only includes corporations, but also small businesses and startup companies¹.

There are similarities in the strategies and tactics implemented for effective nonprofit and for-profit PR campaigns, but there are also significant differences. Three important facets to consider when determining which strategies or tactics to implement are the organizations’ overall purpose, audiences and available resources².

Purpose
What’s Similar: Public relations for nonprofit and for-profit organizations requires strategies for building advocacy, increasing visibility and strengthening reputation. PR can help sharpen brand messaging by communicating values and missions through creative and strategic storytelling².
What’s Different: While both organizations focus on advocacy, visibility and reputation, nonprofit organizations must be driven by mission-based outcomes, while for-profit organizations must prioritize market-driven objectives like profitability, growth and competitive advantage².
Key Takeaway: Different types of organizations serve different purposes and should therefore implement unique strategies for achieving their goals. Nonprofits must focus on mission-driven strategies that may differ from the market-driven strategies of for-profit organizations. At JDPR, we can develop messages that amplify your brand’s mission and impact through transparent and ethical communication that drives action.

Audience
What’s Similar: Storytelling is central to PR strategies for organizations and clients of all types. Storytelling is a powerful tool in PR because it allows organizations to develop a deeper and more meaningful connection with their audiences by painting a picture that generates emotion and builds trust³.
What’s Different: Nonprofit organizations typically have a more diverse audience than for-profit organizations, requiring more strategic messaging². Nonprofit audiences can include donors, volunteers, communities served, partners, grant makers (or grantors) and more. For-profit audiences are generally comprised of consumers (in both B2B and B2C environments) and investors.
Key Takeaway: Due to the significant difference in target audiences, nonprofit organizations must have adaptable and layered messaging in order to resonate across all stakeholder groups. For-profit organizations should have strong, consistent messaging regardless of outlet or audience. The JDPR team can implement a strategic plan that assists with the creation and distribution of messages that reach all audiences for your organization.

Resources
What’s Similar: No matter the type of organization, most prioritize using their financial resources efficiently. An effective PR tactic to tell your organization’s story at little-to-no out-of-pocket cost is through engaging earned media². Earned media should be a priority for both nonprofit and for-profit organizations, and strong storytelling increases the likelihood that an organization’s story will garner media coverage.
What’s Different: Nonprofit organizations typically have smaller budgets and staff than for-profit organizations, which means that paid opportunities—media or otherwise—may not be viable options. Many for-profit organizations have larger budgets and/or more employees, even if only marginally, so there may be more opportunities for paid engagement².
Key Takeaway: Financial resources often dictate organizations’ opportunities. Media relations matter. In order to effectively secure as much earned media as possible, it is essential to have a strong, consistent story and strong relationships with the media outlets where your key stakeholders are engaging. Generating organic coverage allows for financial resources to be used in other ways. JDPR has spent 35 years developing connections with media in a variety of categories to tell clients’ stories through earned opportunities.

Purpose, audiences and resources differ from one organization to another, especially when considering whether they are nonprofit or for-profit. However, having a deep understanding of all three facets is essential when developing a successful PR campaign. For nonprofit PR, it is crucial to highlight mission-driven purposes, cater messaging to a more diverse audience and maintain solid media relations in order to allocate resources well. In comparison, for-profit PR focuses on market-driven motives, targets more direct audiences and often has more resources available to invest in paid media opportunities.

To learn more about how JDPR can help create a unique strategy based on your organization’s specific goals and needs, fill out the Contact Us for or email us at info@jdpr.com