A few posts ago, I wrote about a powerful video PSA created pro bono by an advertising/communications agency for Family Services of Greater Vancouver. To further the conversation from the agency perspective, I submitted a comment to the Inside PR podcast.
I asked hosts Terry Fallis and David Jones (who are agency veterans) how they manage pro bono work and how a non-profit can best position itself to attract the support of a PR agency.
In summary, they believe that most pro bono work comes as the result of an existing connection between an agency staff person and a particular non-profit. Their advice to non-profits is to explore their networks for a possible PR agency connection. Perhaps the company of one of your board members uses a PR firm that would be interested, for example.
The podcast offers some other insights about pro bono work and what makes for a positive relationship between the non-profit and the donating agency. It’s well worth a listen if you work at a non-profit with a tight budget and are exploring ways to access some professional PR support.
Thanks to Terry and David for exploring this subject on their show.