The success of an organization, whether it is a nonprofit or an entrepreneurial venture, depends on a proactive and robust public relations arm. According to author Jennifer R. Farmer, the key to breaking through in the media is to follow the CCRR framework: be credible, be creative, be responsive, and be relentless.
For small organizations, public relations may feel like a luxury to be indulged in at some point in the distant future. This book argues that you don’t need a multimillion-dollar budget to have a powerful and influential public relations program. Instead, organizations as a whole should be as committed to public relations as they are to the work they are spearheading. Farmer offers sharp insights to better design and implement low- or no-cost PR strategies that can help any organization garner continual media attention and therefore support.
Extraordinary PR, Ordinary Budget makes the convincing case that small and mission-based organizations, in both the public and private sectors, must have a strategic PR apparatus that is central to their work. Effective PR is more than getting media hits and paid placement—it’s a critical component of organizational development.
Jennifer R. Farmer is a leading professional in communications strategy and serves as managing director for communications at PICO National Network. In her role, Farmer recruits, hires, and manages traditional communications and digital media staffers. Under Farmer’s leadership at many organizations, her clients and partners are regularly featured in leading print, digital, and broadcast media outlets, including the New York Times, the Wall Street Journal, the Washington Post, Politico, Al Jazeera America, MSNBC, Real Time with Bill Maher, and The Rachel Maddow Show.