Behind the Mission: A Career in Nonprofit Communications

Kristin Durand Leave a comment
Several hands gathered in a circle holding a heart

When people hear the word “nonprofit,” they might make assumptions. Some imagine a small office with limited resources, volunteers doing most of the work, and employees making financial sacrifices in exchange for meaningful work. While passion and purpose are part of the nonprofit experience, the reality is much more.

Wearing Many Hats

Communication professionals play an important role in advancing the impact of nonprofit organizations’ mission by turning their services into stories that inspire action. Nonprofit pros gain experience in marketing, events, social media, and public relations, as well as community engagement and outreach. One day you might be writing a press release, and the next, you’re at an event, creating social media content, interviewing program participants, or developing a marketing campaign. The variety keeps the work exciting. 

Wearing many hats helps professionals discover their strengths while gaining experience they might not receive as quickly in a larger organization with more specialized roles.

One of the biggest advantages of starting a career in the nonprofit sector is the opportunity to develop a broad range of skills in a relatively short amount of time. Because nonprofit teams are often smaller, communications professionals are frequently involved in many aspects of the organization—from social media management and content creation to media relations, event promotion, and even strategic planning. 

Nonprofit Doesn’t Mean “No Money”

One of the biggest misconceptions about nonprofit organizations is that they don’t generate revenue. In reality, nonprofits operate like businesses in many ways. They manage budgets, invest in equipment, hire employees, and develop strategic growth plans.

The difference is where the money goes. 

Instead of generating profits for shareholders, nonprofit revenue is reinvested into programs, services, and community impact. Nonprofit organizations understand the value of communications and marketing because visibility drives support. Donations, sponsorships, grants, and community partnerships are all ways a nonprofit can receive funding.

Passion Makes A Difference

There’s something unique about working alongside people who deeply believe in a shared mission. Whether the cause is education, healthcare, animal welfare, the arts, social services, or environmental conservation, nonprofit professionals are often driven by a genuine desire to make a difference. 

That passion shows up in everyday conversations, team meetings, and projects. Knowing that your efforts contribute to positive change can make the busiest days feel rewarding.

Building Community Through Communication

Nonprofit communications is about building relationships. Events are an opportunity to bring people together around a common purpose, and public relations is about amplifying stories that deserve to be heard. Every communication effort helps increase the likelihood of a larger community of supporters, volunteers, donors, and partners.

For recent graduates, nonprofit work offers an excellent foundation for long-term career growth. It encourages adaptability, creativity, and problem-solving, while providing meaningful opportunities to take ownership of projects and see the direct impact of your work. 

Small But Mighty

Working in a nonprofit role has significantly broadened my professional skill set. In addition to gaining experience in communications, I’ve developed knowledge of sales processes and CRM systems, giving me exposure to areas I would not normally encounter. Being part of a small team has also provided opportunities to collaborate closely with colleagues and build professional relationships.

Knowing that the work has a meaningful purpose is one of the most rewarding aspects of working in the nonprofit sector. Seeing the direct impact of our efforts and the positive growth within the community has made my work especially fulfilling. 

Nonprofit organizations play a vital role in addressing community needs, and the work they do is both valuable and essential. For recent graduates, nonprofit work offers not only the chance to make a difference but also an opportunity to gain diverse, hands-on experience that can serve as a strong foundation for a successful career.

About the Author

Isabel Scudella is the Mentorship Co-Chair for PRSA’s New Professionals Section. She serves as the Lead Marketing and Media Coordinator at MaternityMetrix, where she manages social media, public relations, community outreach, event coordination, and digital analytics. Isabel graduated from the University of Wisconsin-Milwaukee in 2024 with a Bachelor’s degree in Communications and Public Relations. She is currently pursuing her Master’s Degree in Arts, Entertainment, and Media Management at Columbia College Chicago. 

Make Your Message Stronger With Lessons From …1776?

Kristin Durand Leave a comment

Semiquincentennial. At the beginning of the year, I believed that would be the word for 2026.

It may not have caught fire like I thought it would, but as summer approached, it became clear America’s 250th anniversary would become the focal point of countless organizations’ strategic plans.

The question many of us found ourselves asking was: How do we approach it?

How does our organization connect the founding of our country to advanced manufacturing, human resources, B2B sales, or whatever story our company has charged us as PR professionals to share with our audience? What kind of campaign can honor both our company and our country without coming across as performative or forced?

The answer is far from common sense.

Or is it?

Where It All Began

Naturally, we could look to the country’s bicentennial celebration in 1976 for inspiration, but would that offer much insight? After all, so much has changed over the past 50 years. So what if we went even further back? What if we went all the way back? Back to 1776, or even before the American Revolution? What lessons could we possibly glean from 250 years ago that would be applicable today?

Long before the age of press releases, social media content, crisis communication plans, and AI assistants, public relations came in the form of messengers, pamphlets, slogans, and symbols. We’re all familiar with Paul Revere’s famous midnight ride from Boston to Lexington, warning the revolutionary leaders of the advancing British army.

Although the phrase “The British are coming!” was never actually said (no, not even in Henry Wadsworth Longfellow’s epic poem “Paul Revere’s Ride”, published 85 years later), Revere would be known throughout history for his speed on that night; however, it was not his speed which made the message effective. In fact, he was not the only rider that night. 

Revere was actually one of several riders who were part of an organized system designed to sound the alarm with haste and alert the Patriots to mobilize their militia. Being a part of a trusted network made the warning effective.

What can new pros take away from this? In a 24-hour news cycle, many consider being first matters less than being accurate, prepared, and credible.

And then came Thomas Paine.

Common Sense, Uncommon Clarity

Paine’s bombshell pamphlet, “Common Sense,” made a persuasive argument for independence at a time when reconciliation with Great Britain was still a common view. His missive became the colonial version of viral content – spreading as fast as possible to as many people as possible. It inspired individuals to believe a split from the British Empire was the only logical course of action. In today’s terms, it was a hearts-and-minds campaign that helped shift public opinion in a country on the brink of revolution.

But why did “Common Sense” resonate with so many? How did this essay convince countless readers to rethink their assumptions? What persuasive writing techniques did Paine use so effectively that they helped shape the course of American history?

I’m afraid the answer is not exactly earth shattering. In fact, it was likely one of the first principles of communications you ever learned. To convince people to use common sense, you need to use uncommon clarity.

In other words, simplicity.

Paine wrote for the everyday audience, not the elites. He wrote with passion and purpose but avoided flourish. He did not frame the call for independence around a legal dispute over taxes but rather a moral right to freedom. His words carried weight because people could understand them. He met the audience where they were, using familiar language and making an insurmountable idea seem attainable.

Today’s PR pros know the best communicators don’t make simple things sound complex; they make complex things sound simple. In a landscape full of noise, jargon, and automated content, clarity is your strongest defense.

It’s About the Message, Not the Author

When Thomas Jefferson was tasked with writing the Declaration of Independence, he famously went to great lengths to ensure the draft he presented to the Continental Congress embodied the all-encompassing vision of this great experiment they were about to undertake.

But as every communicator knows, the first draft is never the final draft.

After being reviewed by John Adams and Benjamin Franklin, the document then went to a larger committee of representatives before it was ready to be brought before the full Continental Congress. Edits were made to the original text at each stage. Even so, the Continental Congress spent four days reviewing, debating, voting, and revising the document until the final version was adopted on July 4, 1776.

This review process, as we all know too well, has not changed much in 250 years!

But the lesson remains. A strong message is never created in a vacuum. A message is never the train of thought of one person. Jefferson was not writing a message for himself. He was writing a message for a country that would thrive for 250 years… and counting. The committee and the Congress knew this document would be shared – not only with King George, not only with General George Washington, but with the people for whom this country was being created.

Sometimes the editing process isn’t about making changes. It’s about making the message clearer, more accurate, and more useful to the audience. Once the message is published, it no longer belongs to the author. It represents the organization behind it. The audience should always remain at the heart of that message.

We the PR People

Two hundred fifty years ago, what we now recognize as public relations was nearly unrecognizable. None of the tech tools we now take for granted were available – or even conceivable. Nevertheless, the fundamental principles remain unchanged.

Paul Revere reminds us that trust in the messenger matters. Common Sense reminds us that clarity in the message matters. The evolution of the Declaration of Independence reminds us that the audience is always the ultimate editor of the message.

Working as a new PR pro in the 21st century can feel like an uphill climb. With information moving faster than ever before and trust being increasingly harder to earn, it’s our responsibility to be trustworthy, to be clear, and to be thoughtful.

We don’t know what the next 250 years will bring, but if we look to our history, we can find the tools that no technology can replace. 

About the Author

Kristin Durand is the Blog Chair for PRSA’s New Professionals Section. She serves as the Director of Communications & Public Information Officer for St. Tammany Economic Development Corporation where she leads strategic communications, public relations, media relations, digital content, and stakeholder outreach in support of the organization’s business development and community engagement efforts.

Why Your Brand Should Be Posting on Threads

PRSA New Pros Leave a comment

Chances are, you’ve probably heard of Threads by now.

Otherwise known as Meta’s version of X (formerly Twitter), the platform has been on the scene for over two years now, having officially launched on July 5, 2023. And although there was plenty of initial hype around their launch being the take down of X (I remember those first few hours vividly), much of the fanfare died down on the app after a few weeks.  At that point, many brands that created accounts during the initial sprint either went dormant on the platform or began reposting content from Threads’ sister app, Instagram. 

However, that didn’t stop Meta from updating and improving the platform, and it continued to grow its user count over the next year and a half. 

Today, Threads boasts one of the fastest-growing monthly active user bases globally, and it’s still growing – and steadily catching up to X. With high engagement numbers and more features being added constantly, it begs the question. Is it time for your brand, or you personally, to engage or re-engage with Threads? 

My answer is yes. 

This blog will give you the benefits of your brand jumping onto Threads and how you can get started today. 

So … Why Threads?

I may have sparked your interest in Threads, but you also may still be wondering, “Why should my brand be posting on Threads?”

That’s a valid question – one I was asking myself and my team at Red Roof last year. After digging into the data more, it’s clear that Threads is a platform your brand should be creating content for and posting on regularly. This is especially true if you want to connect with a younger age demographic — including the coveted Gen Z. 

How to Sell This to Your Boss

Benefit #1: Audience

According to a University of Minnesota report, Millennials (25–34) and Gen Z (18–24) make up the platform’s largest user segments – a strong indicator for brands targeting younger consumers. If your brand is specifically targeting one or both of those age demographics, it may be worth growing your presence on the platform. 

Benefit #2: Accessibilty

There are several additional benefits for brands to join Threads. For one, your Threads account is directly tied to your Instagram account, which makes establishing your account simple. Simply login to the Threads platform with the same login credentials you use for Instagram, acknowledge a few prompts, and bam – your account is created. As a sweet bonus, all of your Instagram followers are automatically invited to follow your newly created account on Threads!

Benefit #3: Authenticity

Threads also stands out from other social media channels that your brand may be on, such as Facebook and TikTok. The most notable difference is that Threads is more text-focused. Considering that the platform was designed similarly to X, it offers many of the same features as its counterpart, including real-time monitoring of conversations and brand mentions. However, unlike X, Threads offers a more curated and moderated experience, reducing the risk of harmful or inflammatory content appearing alongside brand messaging. 

Benefit #4: Adoption

Threads is also showing a rapid rise in brand adoption. According to MarTec, 64% of today’s major companies have joined and are actively posting on the platform. It’s also worth noting that Threads is seeing strong adoption among influencers and creators, with many partnering with brands on the platform. 

Pair these benefits with the rapid rate of user growth on the platform, and you have a good case to present to your manager, VP, or CMO on adopting Threads into your social media mix.

Alright, I’m In. Now What?

Now that you’ve been convinced to create a Threads account, you may be wondering how to get started and grow your account. The answer is pretty simple — like you would with any of your other social media channels. 

Yes, there are differences between Threads and other platforms like TikTok or Instagram. However, the formula for follower growth and engagement is pretty much the same regardless of the platform that you’re on. That formula is to observe how your target audience is using and engaging with the platform, and then lean into those conversations in a way that’s organic and relatable to your brand.

Lean Into the Conversation

Threads is a very conversational platform, with a casual tone. More often than not, you will see very short and sometimes off-the-cuff posts and replies from brands on the platform. This can actually be a welcome change from the type of content and posts you create for your other channels. For the company that I work for, which operates hotels, we lean into the casual and funny topics of events and scenarios that someone may encounter on a cross-country road trip in order to connect with our audience.

Since officially relaunching our account in the summer of 2025, we’ve grown to over 2,000 followers organically. This is not to brag, but rather it’s a sign that your brand can grow on the platform too!

You’ve Got This!

As we continue into the year, I hope you will take the time to review which platforms you can jump on to grow your brand and connect with your audience even further. While it may seem daunting to take that leap, I promise you can do it with a little preparation and research. If you get stuck along the way and need help, that’s where organizations such as the Public Relations Society of America (PRSA) and The New Professionals Section come in to help! We have a library of free webinars to sharpen your skills, along with a membership directory that members like you can use to connect with someone for guidance.

I will also add that I’m here for any questions you may have about what I wrote in this blog. Please reach out at jonathanhm10@gmail.com.

About the Author 

Jonathan Mayes is the Chair for PRSA’s New Professionals Section. He graduated from The Ohio State University in 2022 with a Bachelor of Arts in Strategic Communications and a minor in Hospitality Management. He’s currently the Social Media Coordinator at Red Roof Hotels, which is based in Columbus, OH.

From PR Student to PR Professional: Making the Leap with Some Help from PRSA

Kristin Durand Leave a comment

As a member of PRSSA, you have access to PRSA resources that can help you find an internship, follow industry trends and network with professionals near and far. Are you making the most of your membership? 

By Nigel Becker

I joined PRSSA during my third year of college at The Ohio State University. It’s one of the best decisions I ever made, but looking back, I feel a bit of regret, too, because I recognize that PRSA offered many resources that I never took advantage of. 

As a member of PRSSA, you gain access to the majority of the benefits of PRSA membership — but I didn’t realize that back then! If I had, I would have made better use of PRSA’s wealth of resources, like free-to-students webinars, internship postings and industry trend news.

Looking back as a New Pro, here are five great ways to use your membership in PRSSA or PRSA to advance your career while you’re still a student:

  1. Find an Internship or Job

The PRSA JobCenter offers a database of PR/communications jobs at all levels, from intern to VP, as well as comms-tailored resources like interview tips, making it a great job search tool for recent grads and for your future professional self alike. 

  1. Stay Up to Date on Industry Trends

Are hashtags in or out? Does anyone use Threads? What are journalists saying about AI-produced pitches? The world of comms is constantly changing, and employers are looking for plugged-in grads who can help them navigate that shifting landscape. 

PRSA’s menu of resources can help you keep track of the latest updates and bring fresh insights to class discussions, job interviews, staff meetings and client calls. Daily Issues & Trends emails round up the day’s big headlines and research, while Strategies & Tactics, a monthly newspaper, provides in-depth thinking and a glimpse at what industry thought leaders are saying. 

  1. Grow Your Skillset

Are you looking to learn more about AI and ghostwriting? How about podcasts, public affairs, web accessibility, (one day) launching your own agency or crisis communications? No matter what aspect of comms you want to learn about, PRSA probably has a guide, webinar or certificate for that. 

You can access many of these resources — like an “AI Prompting 101” guide — for free as a PRSA member, and other PRSA programming is heavily discounted for members.

  1. Connect with PR Professionals Around the Country… 

Through PRSA New Professionals social events, you can meet other new professionals, discuss pop culture trends and build connections around the country. Other PRSA events like ICON, also discounted for members, allow you to meet other pros while growing your skillset, too.

If you want to connect with mentors and more experienced professionals, PRSA offers resources for that, too. Through PRSA’s Mentor Connect program, you can learn from people who were in your shoes a few years or decades ago.

Plus, once you’re a member of the New Professionals section, you can sign up for the New Professionals’ own forthcoming mentorship program.

  1. …and in Your Community

PRSA isn’t just a national organization; it also includes more than 100 local chapters around the U.S., each of which may offer its own local events, conferences, happy hours and awards ceremonies. Local involvement can be a great way to learn about career opportunities and meet other members of your community. 

What Now?

If You’re Graduating Soon…

Make a plan to transition your PRSSA membership to PRSA. As a student member, you’ll qualify for a special rate for your first year of PRSA membership — just $67, with your first year in the New Professionals section included for free. Learn more here.

If You’re Graduating in a Year or More…

It’s not too early to take advantage of the many perks of PRSA membership! As a paying PRSSA member, you have access to almost all of the resources PRSA has to offer, and you may even qualify for a special student rate for certain workshops and conferences. 

All New Professionals programming is also free to PRSSA members. If you follow us on Instagram and connect with our leadership team on LinkedIn, you’ll stay up to date on upcoming webinars and other events to help you stay on top of industry trends and build your network. 

One More Note: Don’t hesitate to reach out to leaders from PRSSA and PRSA! They can help steer you to resources that are the best fit for you, and they’rew a great connection to have as you continue your professional journey.

About the author

Nigel Becker is an account associate at Slide Nine, a communications, public relations and digital marketing agency based in Columbus, Ohio.

In 2024, he graduated from The Ohio State University, where he served as Secretary of his PRSSA chapter and Account Lead at The PRactice, OSU’s student-run PR firm. Since 2025, he has served as the Social Media Co-Chair of PRSA New Professionals, overseeing the section’s Instagram and Facebook.

10 Questions to Make the Most of a Relationship with Your Mentor

PRSA New Pros Leave a comment

A successful mentor-mentee relationship begins with asking meaningful questions. These key questions help you gain a deeper understanding, guide your growth and foster a stronger relationship with your mentor.

By Jesse Burke

The first few weeks of the year can be the perfect time to reflect on the previous twelve months by evaluating goals, celebrating successes and acknowledging the obstacles that led you to grow. Much like the gifts we exchange around the holidays, this time can bring a sense of wrapping things up – and, of course, excitement for what’s to come! 

One of my favorite traditions around this time is choosing a New Year’s resolution. Each year, I try to set personal and professional goals that align with where I am and where I want to be. In 2025, I aimed to keep myself moving forward by setting a personal goal of walking 10,000 steps daily and a professional goal of joining a professional organization, which led me to my current role as Co-Mentorship Chair of PRSA New Professionals. This year I’m aiming for 11,000 daily steps and officially launching our New Pros Mentorship program. 

If you’re a new pro still looking for a New Year’s resolution, a meaningful option to consider could be finding a mentor for yourself. Building a relationship with a mentor can be a great way to navigate not only the start of the year but also the early stages of your career. It’s a resolution that can turn simple meetings into a powerful tool for your professional growth. 

Ten Questions to Get You Started

To help you kick off a new year and a new mentor-mentee relationship with confidence, consider these ten thoughtful questions to get to know your mentor:

1. Can you tell me about your career journey? 

2. What advice would you give to yourself when you were just starting?

3. What skills or certifications would you prioritize if you were new in your career today?

4. How can I make the most significant impact as a new pro in my role?

5. How do you establish a healthy work-life balance? 

6. What inspires you outside of work?

7. How do you stay on top of PR, MarComms and industry trends?

8. What are some common obstacles I should prepare for in my career path?

9. What are you most proud of in your career so far?

10. What additional information can I share to make our relationship successful?

These questions serve as a good starting point for getting to know your mentor. However, some of the most meaningful relationship-building can happen through spontaneous and casual conversations. Ultimately, it’s essential to come prepared with organized thoughts and ensure that everything reflects your authentic self. 

Join Our Program

Of course, the above questions are irrelevant if you don’t have a mentor to ask them. If you’re looking, there are several ways to find one, such as through your workplace, a personal connection or by joining our New Pros Mentorship Program. We’re currently gathering names of individuals who are interested in participating as mentees. To join, please fill out this form by January 30, 2026, at 11:59 PM. .

Note: Filling out this form does not commit you to anything at this stage. It simply helps us gauge interest, form a waitlist and better understand what you’re looking for in a mentorship experience. Once we’ve finalized program details and secured mentors, we’ll follow up with next steps!

Have a question? Feel free to contact me at jesseburke2020@icloud.com.  

About the author:

Jesse Burke serves as the Mentorship Co-Chair of PRSA New Professionals, managing the section’s mentorship program. He graduated from The Ohio State University in 2024 and is an account executive at Slide Nine, a communications, public relations and digital marketing agency based in Columbus, Ohio.