Based on the success of the media relations campaign executed around QUITPLAN Services, Mike Sheldon, communications manager with ClearWay Minnesota, recommends the following best practices for nonprofit communications executives looking to execute a media relations initiative:
"Create a process to identify your supporters and people who can provide your organization with testimonials. Having a database of supporters is always a good thing, even beyond marketing opportunities."
"Evaluation of programs is key to our organization. We are a research-based organization and require measurable goals for all of our programs. Tracking and measuring the success of our PR campaigns is much easier with measurable goals and outcomes."