Extraordinary PR, Ordinary Budget

For many small organizations and businesses, it can be tempting to think that traditional PR is too expensive. Media relations and PR expert Jennifer R. Farmer shows that you don't need a big budget to make a big impact.


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 based on relationship building.

• Cover
• Title Page
• Copyright
• Dedication
• Contents
• Preface
• Introduction
• One: The Case for Communications
• Two: Be Credible
• Three: Be Creative
• Four: Be Responsive
• Five: Be Relentless
• Six: Social Media on an Ordinary Budget
• Seven: PR Tactics on an Ordinary Budget
• Eight: Crisis Communications
• Conclusion: Leading in the Midst of Fear Using the Four Principles
• Acknowledgments
• Glossary
• Notes
• Index
• About the Author

“When we worked together in the Forward Together Moral Monday movement, Jennifer Farmer skillfully heard me. She allowed me to be myself while teaching me and the North Carolina NAACP staff foundational communications techniques.”
-Rev. Dr. William J. Barber, President, North Carolina State Conference of the NAACP, and architect of the Forward Together Moral Movement

“Jennifer Farmer is one of the smartest and most talented communicators I know. She's passionate, knowledgeable, and relatable about her work. Plus, when we spent time together, she made sure I never ate alone.”
-Ari Berman, Contributing Writer, The Nation

“Extraordinary PR, Ordinary Budget is a practical and detailed guide for building and nurturing relationships with the media, relationships that will position your organization to make a lasting impact. This book is beyond helpful; it's necessary.”
-Judith Browne Dianis, Executive Director, Advancement Project National Office

“The noise in the public square is deafening. And yet, more than ever, the ability to penetrate that noise so that your story can be heard is critical to successfully contesting for power. Jennifer defines a way to think and steps to take to insure your voice is heard. This book, filled with wisdom and practicality, is delivered with humor and passion.”
-Scott Reed, Executive Director, PICO National Network

“I loved this book. It is smart, practical, and filled with personal examples that underscore the author's central message: there are concrete things you can do to promote your organization with or without a large budget. Extraordinary PR, Ordinary Budget is required reading for anyone wishing to use strategic communications to make a difference.”
-Celinda Lake, Principal, Lake Research Partners

“Extraordinary PR, Ordinary Budget is one of those rare books that is straightforward and poignant. It guides readers in crafting an effective and executable PR strategy-all on a budget! This is required reading from a trusted PR expert!”
-Becky Williams, President, SEIU 1199 WV/KY/OH