“When Things Wouldn’t Change, I Cofounded a Nonprofit and Launched My Own PR Agency”
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In 2007, my sister-in-law and I became aware of the disparities in media coverage of missing person cases involving people of color. We couldn’t understand how Natalee Holloway, an 18-year-old white woman from Alabama who disappeared during a high school graduation trip to Aruba in 2005, dominated the headlines, yet Tamika Huston, a young Black woman who had disappeared from her home without a trace in South Carolina a year earlier, barely received any attention. Didn’t her disappearance matter, too? And why wasn’t anyone sounding the alarm?
We soon learned that among the missing in the United States, a staggering 30 percent were people of color (today, that number has grown to 40 percent), and no one seemed to notice. Families in the Black community were desperately searching for missing loved ones, but often, the lack of media coverage and law enforcement support meant few people were found. We realized at that moment that something had to change. With my public relations experience and my sister-in-law’s law enforcement background, we took on the challenge and cofounded a nonprofit, the Black and Missing Foundation.
We had no prior experience with starting a nonprofit, only an unrelenting desire to use our expertise to make an impact. We literally built this organization from the ground up. It was through a lot of research, trial and error, and, quite frankly, persistence that we became one of the top resources for Black families and go-to experts for how to interact with the media when advocating on behalf of missing people of color.
Early on, I realized we needed to create a PR strategy if we were going to gain any traction with our efforts to support and reunite families with their missing. Oftentimes, Black and brown families cannot afford to hire a publicist, and that’s where we step in. We rely on donations to help these families. We secure media opportunities, provide media training, and connect them with law enforcement resources to highlight the case for their missing loved ones.
Our strategy is to saturate local and national media markets so our missing can be household names, too. I remember how many times I reached out to reporters who would not respond. I was sometimes disheartened but never dissuaded. It wasn’t until we got our first national interview with Joe Madison on his legendary radio program that things really began to take off. I found that aligning with the Black press and Black reporters was a game changer.
Over the past 14 years, we have helped countless families garner awareness for their missing loved ones, which has resulted in hundreds receiving answers (families of victims say there is no such thing as closure) or bringing their loved ones home. We have been able to get our families exposure on almost every national media outlet and in their local community, including The View, CNN, and CBS Mornings, cohosted by Gayle King.
One of the most common questions I receive these days from other nonprofits is, How did we make this happen? It wasn’t easy, but I’ve learned that the key is persistence in the face of adversity and developing and nurturing relationships. In November 2021, HBO Max shared the foundation’s story and the stories of the families we serve in an original documentary series, called Black and Missing, produced by Soledad O’Brien’s production company. This series was close to three years in the making, a testament to our unwavering commitment to the families we serve.
November is Nonprofit Awareness Month, which seeks to create a better understanding about the value, importance, and impact of the nonprofit sector.] Media coverage is often the bridge that connects the nonprofits to the communities they serve. As people of all ages continue to launch and grow nonprofit organizations—often on a shoestring budget—to address systemic issues in our nation, here are a few steps to generate awareness for their cause:
Take small steps
You don’t have to have a lot of money to be successful as a nonprofit. It’s about having an idea, fleshing it out, and surrounding yourself with the right people who are just as passionate as you are. You have all the strengths. So take a look at who and what is around you, and utilize the resources at hand. What you have can open a door and get you to the next step of where you need to be.
Know your cause
Become an expert in your area of focus by conducting research and reading articles that resonate. Keep an organized log or binder of relevant information you can reference. By the time national organizations—media or otherwise—reach out to you, they will consider you a thought leader for your niche cause. They will look to you to explain the intricate issues you’re working to solve.
Make noise where you are
Don’t underestimate the power of local media. Begin with grassroots efforts and local outlet like radio, community newspapers, and local television stations, such as public access TV. From there, local stories will give your nonprofit the credibility and ability to connect with the communities you serve. As a result, national media outlets that are inspired by your cause will reach out to you.
Build a coalition
Find out who cares about your mission as much as you do and reach out to them. There are, surely, a ton of bloggers, podcasters, influencers, and reporters out there who represent your niche. But don’t reach out to just anyone. The key is to be strategic and develop relationships with those who are covering your specific area. They will become allies. Your knowledge of their work will be appreciated and will, hopefully, lead to an authentic relationship. When you connect and build relationships with the right people who have built platforms to amplify similar causes, it will be that much easier for them to shed light on the issues you’re fighting for.
Tell a human story with numbers
Statistics are a great way to connect the reality of a situation to those who are unaware of your issue. For example, nearly 40 percent of missing persons are people of color, yet African Americans make up only 13 percent of the population. This statistic makes people question why so many of the missing persons are African American and why this is the first time they are hearing of this. Your audience will understand the human side of the issue and will know that this can happen to them or their loved ones; they will become inclined to take action and help.
Stand apart from the crowd
There are a ton of organizations out there fighting for similar causes. Think about why someone would want to support you instead of the other nonprofits doing similar work. Whether you’re having a soft launch, celebrating an anniversary, or establishing a new campaign, take the time to highlight these accomplishments and showcase the work you’re doing. You will stand out.
Expand your mission
Nonprofits shouldn’t be afraid to stray from their main mission when it’s warranted. For example, right now a lot of people are unable to make ends meet as a result of Covid-19. Tap into your community resources and organize a local food drive to help families put food on the table. Although this may not be your organization’s core mission, it shows leadership, resourcefulness, and the potential power your organization has to make a positive change within your community.
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Natalie Wilson is the cofounder of the Black and Missing Foundation (BAMFI), a nonprofit organization whose mission is to bring awareness to missing persons of color, as well as the founder of the boutique public relations agency the NWR Communications Group (@nwrcommsgroup on Instagram). Wilson is a 2021 L’Oréal Paris Women of Worth honoree who holds a master’s degree in communications from Trinity University and a bachelor’s degree in psychology, with a minor in communications, from Howard University, as well as a certificate in Strategic Perspectives in Nonprofit Management from Harvard Business School Executive Education.
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