The words “business” and “non-profit” in the same sentence sounds contradictory. People sometimes ask me “Why do you target non-profit organizations as clients? They have no money”. It’s a good point, but the answer is easy. Non-profit organizations have a long-term, on-going need for a media relations campaign. In the long term, such a campaign increases public awareness and donor confidence. Therefore, it more than pays for itself.
Commercial enterprises have few opportunities to benefit from publicity. Most would love to get a lot of it, but opportunities are limited because their message really belongs in advertising. Ocassionally one-off opportunities do strike for publicity about a product or a business. But an on-going campaign to generate publicity is inappropriate in most cases. The service they require is marketing, public relations or advertising.
Most non-profit organizations, however, have an unlimited supply of information that is of public interest. All it takes is someone with good journalism skills to turn that information into potential stories. Then it takes knowledge of how to get those stories to the right media outlets. An on-going media relations campaign indirectly increases the fund raising capabilities of the non-profit organization.