It’s All About Communicating! Navy League of the United States Citizens in Support of the Sea Services 7 Steps for Effective Nonprofit Communications* 1. Define your communication goals and needs. 2. Identify your audience. 3. Monitor the conversation. 4. Create your content. 5. Distribute and engage with your audience. 6. Monitor “again,” evaluate and respond. 7. Always keep in mind why you do what you do. Mission is EVERYTHING! *Content from

What is the difference between PR and marketing? Public relations is about growing the name of the organization and strengthening its perception and relationship with the public. According to the Public Relations Society of America, PR is defined as “a strategic communication process that builds mutually beneficial relationships between organizations and their publics.” Marketing is defined by the American Marketing Association as “the activity, set of institutions and processes for creating, communicating, delivering and exchanging offerings that have value for customers, clients, partners, and society at large.” *Content from Citizens in Support of the Sea Services Public Relations & Marketing

The Benefits of PR … ■ PR stimulates awareness of (and hopefully the demand for) your organization. ■ PR strengthens your organization’s image and how it is perceived. ■ PR can, through this broadened awareness and different perception, increase search engine visibility and organic searches. HOWEVER, public relations often is not strong enough to stand alone. A positive perception is generally not enough to measurably and notably increase your company’s reach and/or revenue. Public relations should be considered an integral part of your company’s marketing strategy. *Content from Citizens in Support of the Sea Services Public Relations & Marketing

The Benefits of Marketing … Ask some key questions: ■ Will you employ a more traditional marketing strategy with advertising, direct mail, etc.? ■ Will you use social media or marketing? ■ Should you consider content or inbound marketing? -- Inbound marketing is promoting a company through blogs, podcasts, video, eBooks, enewsletters, whitepapers, SEO, physical products, social media marketing, and other forms of content marketing which serve to attract customers through the different stages of the purchase funnel. -- Content marketing is any marketing that involves the creation and sharing of media and publishing content in order to acquire and retain customers. *Content from Citizens in Support of the Sea Services Public Relations & Marketing

The Benefits of Marketing … Depending on the type of marketing employed, measurable benefits can include: ■ Establishment of brand recognition through increased contacts. ■ Increase in customer interaction. ■ Increase in contact to customer conversions = new members, retention! In Conclusion … Though both PR and marketing are effective in boosting a company’s reputation and brand awareness, marketing serves to not only educate the public, but to use education to directly influence the company’s sales. Marketing doesn’t want you just to know, marketing wants you to do. *Content from Citizens in Support of the Sea Services Public Relations & Marketing