Benefits of Pro Bono PR work

Pro Bono work involves services that are given free of charge. Free services can be given to people, charities, non-profits or communities who are unable to afford those services due to lack of funding.

Pro Bono PR is purpose led work. This type of work does not only involve the joy of giving back, but it strengthens the image of a PR firm.

Ways to do Pro Bono PR work

Pro Bono PR work demonstrates community involvement. Providing free, issue-based, compelling stories can help refresh a firm’s pro bono program. For instance, while representing a school, the stories can center around lack of equipment or facilities, or around childhood nutrition. Such stories can also lead to multiple opportunities to engage the media.

Meeting journalists in person and making personal connections is also helpful. Other than proactive media pitching, submitting letters to the editor or writing opinion-pieces are also great ways to share an organization’s insights.

Taking the help of free services like Google News for media monitoring, and Tweetdeck for Twitter monitoring, is also useful. Utilizing news cycles for blogs also makes media pitches seem relevant. Given below are the benefits of doing Pro Bono PR work.

Growth of network

Pro Bono work is a great way to meet new people. Community service of any type can help broaden the support network of any organization, and expose a firm to new resources.

New contacts and recommendations can lead to securing new clients. Although getting new clients should not be the primary motivation of pro bono PR, pro bono work has benefits for business development.

Strengthens the identity of an agency

When a PR agency works on campaigns centered around rights and equality, it strengthens the identity of the agency. The pro bono work of an agency demonstrates that the agency is empathetic, progressive, and courageous enough to take a stance on divisive issues. This also differentiates an agency from its competitors.

Doing good does good for agencies. It also attracts paying clients whose interests align with those of the agencies.

Improves skill sets

Pro bono PR generates growth through new strategies, tactics, and tools. These tools provide an opportunity for staff development. The expectations and timelines for pro bono PR work are normally not as demanding as those for paying clients, so members of a PR firm can sharpen and expand their skill sets in a less demanding environment by doing pro bono work. This type of PR work also provides PR professionals opportunities to develop new skills.

For instance, the PR agency Red Havas worked with Safe and Sound Schools, a non-profit that provided services and tools to schools to help them with crisis prevention. Initially the agency was drafting press releases and conducting media outreach. Later they assumed the role of strategic counsel and provided support during key milestone moments.

Has positive impact on staff

When the staff of an agency work for the greater public good, they generally become more enthusiastic and passionate about their work. There is also the sense of self satisfaction that one feels from knowing that they are making a difference to their community.

Ronn Torossian is the CEO and founder of NY based PR firm 5W Public Relations. Torossian is also the founder of the Ronn Torossian Foundation, and a lifelong New Yorker.

Discover more from Ronn Torossian

Ronn Torossian’s Professional Profile on Muck Rack
GuideStar Profile for Ronn Torossian Foundation
Ronn Torossian’s Articles on Entrepreneur
Ronn Torossian’s Blog Posts on Times of Israel
Ronn Torossian on SoundCloud