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This podcast is brought to you by LinkedIn for Nonprofits. We’re so grateful for their partnership. Explore their incredible suite of resources and discounts for nonprofit teams here.

How to Get Your Nonprofit Featured in the Press with Gloria Chou

Think You’re Too Small for Press? Think Again. If you’ve ever thought, “We’re not big enough for media coverage,” or “We need a publicist to get noticed,” you’re not alone. But here’s the truth: you don’t need a huge budget, viral campaign, or celebrity endorsement to land press. You just need the right pitch.

In a powerful conversation with Gloria Chou, former U.S. diplomat turned PR powerhouse, we unpack one of the biggest myths in media: that only “big names” get featured. Spoiler—they don’t.

What the Media Actually Wants

Journalists aren’t looking for perfection—they’re looking for relevance. That means timely, specific stories tied to broader conversations. Gloria’s CPR Method™—Credibility, Point of View, Relevance—gives small teams and nonprofits a clear roadmap to get noticed.

You don’t need:

• A Rolodex of media contacts

• A publicist or agency

• A massive campaign

You do need:

• A well-crafted pitch that aligns with what’s happening in the world

• A clear perspective on your mission

• A story that connects to today’s headlines

Use These PR Strategies That Work

• Tie Your Story to the Moment: Is it Giving Tuesday? Earth Month? Graduation season? Connect your work to seasonal or trending topics to boost relevance.
• Lead with Simple Data: Don’t overthink it. Use small surveys or internal metrics. A stat like “87% of families in our program reported X” builds authority instantly.
• Offer a Fresh Take: Have a unique POV or an approach that challenges the norm? Journalists love angles that stand out.
• Join Larger Conversations: Link your work to current media narratives—DEI, mental health, sustainability, housing. If it’s in the news, it’s your in.
• Get Specific: Gloria calls pitching “an onion.” The magic is in the details. Don’t just say you support youth—show how your program helped 12 students land tech internships.

The CPR Method™: PR That Works Without the Fluff

C = Credibility
Why should you be the one telling this story? Use impact stats, awards, or your origin story to build trust.

P = Point of View
What insights or bold takes can you share? Help journalists see you as a thought leader, not just a promoter.

R = Relevance
Make it matter now. Tie your story into the current news cycle or a timely moment in your community or sector.

Example Pitch Subject Line:
Local nonprofit turns fast fashion waste into opportunity—just in time for holiday giving season

This approach works at any level—from your hometown paper to national outlets. And when your story lands? It keeps working for you.

Why PR Is a Game-Changer for Nonprofits

• Press builds trust: A feature builds instant credibility. And when paired with a strong email welcome series, it can drive donations and new supporters.
• One story = 10+ pieces of content: Turn media wins into social posts, newsletters, reels, donor outreach, and more.
• It boosts your SEO: Press mentions from credible outlets help you rank higher in search results.
• It reaches new audiences: PR fills the top of your funnel—bringing in people who care but haven’t heard of you yet.

You don’t need to “arrive” to get press—you just need a clear, timely, and thoughtful pitch.
Skip the fluff. Get specific. Show how your work fits into the bigger picture.

Your story is already newsworthy—now it’s time to tell it!

 

Resources & Links

This show is presented by LinkedIn for Nonprofits. We’re so grateful for their partnership. Explore their incredible suite of resources and discounts for nonprofit teams here.

Connect with Gloria on Instagram at @gloriachoupr and DM ‘DANA’ to grab her pitching freebie. You can also watch Gloria’s FREE masterclass.

Grow your list of media contacts at Source of Sources and sign up for Google News Alerts.

My book, The Monthly Giving Mastermind, is here! Grab a copy here and learn my framework to build, grow, and sustain subscriptions for good.

Join The Sustainers, my Slack community for nonprofit professionals growing and scaling a recurring giving program.

Want to make Missions to Movements even better? Take a screenshot of this episode and share it on Instagram. Be sure to tag @positivequation so I can connect with you.