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Practically overnight, Shannon Watts went from stay-at-home mom to founder of the largest gun violence prevention organization in the United States. How? Hard work, a team of angry and dedicated moms, and PR.

Broadcast TV coverage can be one of the most impactful tools in our PR toolbox, so much so that we recommend clients always look for ways to create visuals and those “TV moments” that yield an opportunity to get on the news. When planning annual fundraisers, openings of new locations, or other major events, always think of ways to include elements that could make for good TV visuals.

Like personal fitness, PR is a “lifestyle” – something you always do. Results do not come without effort or consistency. Prioritizing PR as part of your ongoing marketing strategy has many benefits beyond just name recognition. Purpose-driven organizations should look at PR as a means to increase awareness and visibility for their cause, generate recognition for their work, connect with key audiences, and amplify the voice of the organization.

As a leader of a purpose-driven company, sharing your stories, your expertise, your perspective, and your mission is a must. If you are working to solve the world’s greatest problems, people need to know about it. How do you do this? By producing quality thought leadership content.

In the modern world of communications, earned media is only a small piece of the pie when it comes to PR. To really win at the PR and communications game, communications professionals should look at a more holistic approach such as the “PESO Model.”