The First Ten PR Secrets for Non-Profits: #2 Be Different

When you engage in public relations as a non-profit organization, every move must be strategic and thoughtful. The road to visibility can be long and arduous, and there is nothing more important than your reputation. For more than three decades, we have been providing counsel and service to organizations and public figures in the Christian and non-profit sectors. We’ll unfold ten things we’ve learned. Today: #2 Be Different.

#2 Be Different

A crucial question that you need to ask yourself is: “What sets us apart?” Why would an individual be involved with our organization instead of someone else doing similar things, or similarly laudable things? Why would media take note of us instead of someone else? What would a volunteer, a donor, or a reporter say is unique about our organization?

A term coined by a popular marketing book was “differentiate or die.” In the consumer world they call this unique element the unique selling proposition (USP). Non-profits need to create a unique proposition, as well, and although you are not selling products, you are persuading people to your cause or position. To gain the right to do so, you will often need to show a very busy public why they should listen to you rather than someone else.

Jim Jewell


About Jim Jewell

I am a writer and consultant on faith and public life, active for many years in management and communications in the evangelical community. I now work as the director of the nonprofit practice at The Valcort Group ( Everything on this blog, however, is my personal opinion and is not read or approved before it is posted. Opinions, conclusions and other information expressed here do not necessarily reflect the views of Valcort.
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