Private Foundations Should Consider PR

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The Witch Hunt Myth

It is a tremendous misperception that the media is looking to bring down people and organizations. Yes, the media likes a good scandal because it sells papers, but that is not what drives reporters and editors on a day-to-day basis. It would be more accurate to say that the media likes a story with controversy and discourse. But these are also not prerequisites for coverage. Interestingly, stories that are inspirational by nature—i.e., overcoming the odds, making a difference—are getting more attention than ever before.

A separate 2006 report by the PAI looked at 38,000 news stories on philanthropy from 1990 to 2004. They found that, "contrary to common perception of coverage about the sector, only 1% of stories analyzed were negative."

What happens is that we tend to remember the scathing exposés more than we do other stories because we're thinking, "thank goodness that wasn't me." Also, consider the content of these negative exposés. They are likely the result of something that was going to receive coverage independent of a foundation's PR activities (i.e., no foundation ever issued a press release heralding fiscal abuses). When all is said and done, the vast majority of media coverage I'm seeing about foundations is positive in nature.

Bolstering Grant Requests

Yes, increased visibility will lead to a greater influx of grant requests. However, if a public relations program is grounded by solid messaging that clearly defines the foundation's mission and outlines the kinds of grants it makes, the benefits should be twofold: a stronger pool of grant requests and, in the long run, a healthier philanthropic investment portfolio for the foundation.

I was recently speaking with Jeff Martin, director of communications at the Council on Foundations, about this topic. He made the analogy to American Idol. When the show first started, it had a finite talent pool from which to draw. As the program grew in popularity, it developed systems to vet greater numbers of candidates, which resulted in a much stronger talent pool. By vigorously articulating grant-making criteria and clearly communicating this information to prospective grantees, the influx that comes as a result of public relations efforts can be effectively managed.

PR: A Small Step First

All of this is academic, of course, if you do not believe that PR will ultimately help increase the impact and efficacy of your foundation. If PR is something that you are considering, but you are not certain where to begin, I recommend dipping your toe in the water first. For relatively low cost and a minimal investment of time/resources, foundations can outline short-term PR projects with clear and definable objectives. These initial projects will serve as the litmus test for continued, and perhaps even greater, integration of a communications strategy into your foundation's operations and culture.

Polt is the founder and president of Louder Than Words, a Boston-based PR agency serving foundations, nonprofits, and businesses that are philanthropically minded, community-driven, and socially responsible.