If you have a PR firm working with you and your organization, you’re in good hands! That’s because you know your PR team is sweating the small stuff, so you don’t have to. I know, I know…it can occasionally feel like we are pesky flies on a hot summer day, buzzing around to touch base on this detail or that deadline. But in public relations, paying attention to the seemingly small things can make a big difference. Here’s my list of recommended items—the small stuff—that should be in your organization’s basic PR toolkit.
The professional headshot
Let’s take something as simple as the professional photo (or headshot). There is not an individual in the working world (at a nonprofit or otherwise) who doesn’t need one (unless perhaps you are working as a secret spy?).
Some (especially those in the nonprofit world) may think that paying a professional photographer to take your picture is superficial, that it’s egotistical to focus on such things or it somehow detracts from your organization’s serious mission. Quite the opposite is true! You have seven seconds to make your first impression, and once it’s made, it’s difficult to change. Your credibility, and the credibility of your organization are at stake. Most people are checking you out online before they even meet you in person. And, like it or not, what they find matters. A professional photo is often your chance to make that first impression on someone—a potential donor, employee, client or even the media. Don’t be a faceless, gray avatar on LinkedIn. And don’t use a photo from the family picnic (with everyone else cropped out)! Put your best professional self forward in professional channels.
You’ll need that professional photo for your company website or other materials. But you also need a photo when you join a board, when you’re speaking at an event, or when the media wants to do a story about your business or organization. Having a photo is even recommended when submitting an opinion piece for the local paper. A professional photo speaks volumes—it brings credibility to you and your organization.
What are you wearing?
Have a media-ready outfit or two in your closet. When I’m helping you to prepare for media interviews, I will also offer coaching on what to wear. Yes, it matters. Please don’t show up in rumpled shorts or golfing attire when you’re going to be on television. It’s one thing to be in a charity golf tournament (golfing attire is fine) and be interviewed after the event. It’s quite another to be in the television studio to talk about your organization’s mission (again, professional attire for professional situations). Wear something that is comfortable and classic and won’t detract from your message. No distracting ties, messy collars, heavy makeup or over-sized jewelry. You want folks to hear what you’re saying, not notice your outfit.
Your checklist of seemingly small, but BIG, PR items
Here is my list of small things that make a big impact in your PR toolkit.
- Professional head shot (no wedding, family or vacation photos)
- Media-ready outfit (professional, comfortable; nothing distracting)
- Professionally written bio (short and long form)
- Updated LinkedIn page (if you recently joined a board, add it!)
- Your story (your 15-second story that shares the “why” and “what you do” to show the connection between you and your organization/mission)
- Organizational fact sheet (a concise, easy-to-read, jargon-free piece that contains the basics about your non-profit or business)
The small stuff makes a big difference
It’s easy, especially for non-profits, to be so focused on your mission you don’t think about the seemingly small stuff. Keep in mind: the little things do matter. And you don’t get a second chance to make a first impression. Make sure your PR toolkit is up to the challenge!
