7 steps to launch a grassroots PR campaign

However, that passion—combined with the collective life experiences, contacts, and abilities of an organization’s members—won’t amount to much without the proper plan to launch the campaign.

There are many variables to consider, which are found by carefully gauging the sophistication of the founders of the group. How media savvy are they? Do they have media training? Are they good public speakers? Do they completely understand the mission of the group, or are they newcomers to the topic at hand? The “greener” the group, the more prep work there is to do.

Though every group is different, here are basic steps that should be taken before a launch:

1. Survey the landscape of similar organizations. There is no shortage of nonprofit organizations out there, and many have the same mission.

Find out which movements already exist. At the very least, you will be aware of the shortcomings and strengths of your competitors.

2. Closely define your mission. Be sure that the mission of your organization is different enough from similar organizations that people will understand how yours is necessary in the grand scheme of things.