PR Visibility: Semrush for Nonprofits’ Brand Story

Is your mission-driven small business or non-profit struggling to amplify its voice? Do you feel like your message is getting lost in the noise? Understanding that pr & visibility is a resource for helping mission-driven small businesses and non-profits maximize their positive impact through authentic brand storytelling and strategic online visibility, marketing is the first step. But how do you actually do it? We’re going to show you how to use Semrush’s Brand Monitoring tool to track your mentions, analyze sentiment, and ultimately, build a stronger brand presence.

Step 1: Setting Up Your Brand Monitoring Campaign in Semrush

Creating a New Project

First, log into your Semrush account. On the left-hand navigation menu, you’ll see a “Projects” tab. Click on it, and then click the green “+ Create Project” button in the upper right corner. Give your project a descriptive name, like “Acme Non-Profit Brand Monitoring.” Enter your organization’s website URL. Click “Create.” This sets the stage for all your brand monitoring efforts.

Pro Tip: Keep your project names consistent for easy organization. I had a client last year who used inconsistent naming conventions, and it was a nightmare to sort through.

Configuring the Brand Monitoring Tool

1. Navigate to Brand Monitoring: Within your new project, find the “Brand Monitoring” tool card (it’s under the “SEO” category) and click “Set up.”
2. Enter Your Brand Name: In the “Brand name” field, type your organization’s full name (e.g., “Sustainable Solutions”). Semrush will automatically suggest variations based on your website content.
3. Add Keywords: This is where you get specific. Include common misspellings of your brand name, related terms (e.g., “environmental advocacy,” “renewable energy”), and key product or service names. Don’t forget your slogan!
4. Competitors: Crucially, add your top 3-5 competitors. This allows you to benchmark your brand’s visibility against theirs. Enter their domain names in the “Competitors” field.
5. Regions: Select the geographic regions where your organization operates. If you’re a local non-profit serving the Atlanta metro area, specify “Georgia, United States” and then narrow it down to the Atlanta DMA.
6. Language: Choose the primary language of your target audience. For most US-based organizations, this will be English.
7. Hit “Start Tracking”: Once you’ve filled in all the fields, click the blue “Start Tracking” button. Semrush will begin crawling the web for mentions of your brand and keywords.

Common Mistake: Forgetting to include common misspellings or variations of your brand name. This can lead to missed mentions and an incomplete picture of your brand’s online presence.

Expected Outcome: Semrush will start gathering data related to your brand and competitors. This may take a few hours or even a day, depending on the size of your brand and the volume of mentions.

Step 2: Analyzing Your Brand Mentions

Filtering and Sorting Mentions

After Semrush has gathered some data, it’s time to analyze your brand mentions. In the Brand Monitoring dashboard, you’ll see a list of mentions, along with key metrics like reach, sentiment, and source. Here’s how to filter and sort the data:

1. Date Range: Use the date range filter at the top of the page to specify the period you want to analyze. You can choose from pre-set ranges (e.g., “Last 7 days,” “Last 30 days”) or set a custom date range.
2. Sentiment: This is where things get interesting. Semrush uses natural language processing to analyze the sentiment of each mention. You can filter mentions by positive, negative, or neutral sentiment. Click the “Sentiment” dropdown and select your desired filter.
3. Source Type: Filter by the type of source where the mention appeared (e.g., “News,” “Forums,” “Blogs,” “Social Media”). This helps you focus on the channels that are most important to your organization.
4. Reach: Sort mentions by reach to identify the most influential sources. Click the “Reach” column header to sort in descending order.

Pro Tip: Pay close attention to negative mentions. Address them promptly and professionally to mitigate any potential damage to your brand’s reputation. We ran into this exact issue at my previous firm. A single negative review spiraled out of control because it wasn’t addressed quickly enough.

Identifying Key Influencers and Publications

Semrush can help you identify key influencers and publications that are talking about your brand or your industry. Look for sources with high reach and positive sentiment. These are the people and publications you want to build relationships with.

Here’s how to find them:

• Review the “Sources” Tab: In the Brand Monitoring dashboard, click the “Sources” tab. This will show you a list of the domains that have mentioned your brand, along with their reach and sentiment.
• Identify Top Sources: Look for sources with a high number of mentions and a positive sentiment score. These are your potential influencers and media partners.
• Research the Authors: Click on individual mentions to see who wrote the article or post. Research their background and interests to determine if they’re a good fit for your organization.

Common Mistake: Ignoring smaller blogs or niche publications. While they may not have the same reach as major news outlets, they can be highly influential within specific communities.

Expected Outcome: You’ll have a list of key influencers and publications that you can reach out to for potential partnerships or media coverage.

Step 3: Adjusting Your PR Strategy Based on Semrush Data

Now that you’ve analyzed your brand mentions and identified key influencers, it’s time to adjust your PR strategy. Here’s how to use Semrush data to improve your brand’s online reputation and visibility:

1. Refine Your Messaging: Analyze the sentiment of your brand mentions to identify areas where your messaging is resonating and areas where it’s falling flat. Adjust your messaging accordingly to address any concerns or misconceptions.
2. Target Key Influencers: Reach out to the influencers you identified in Step 2 and offer them exclusive content, interviews, or product samples. Build relationships with them to increase your brand’s visibility within their audience.
3. Monitor Competitor Activity: Keep an eye on your competitors’ brand mentions to see what they’re doing well and where they’re struggling. Use this information to inform your own PR strategy.
4. Track Your Progress: Regularly monitor your brand mentions in Semrush to track the impact of your PR efforts. Measure changes in reach, sentiment, and source type to see what’s working and what’s not.

Pro Tip: Don’t be afraid to experiment with different PR tactics. Try new channels, new messaging, and new partnerships to see what works best for your organization.

Case Study: Boosting Awareness for “Clean Coastlines”

Let’s say “Clean Coastlines,” a fictional non-profit dedicated to cleaning up Georgia’s beaches, uses Semrush Brand Monitoring. Initially, they found that while people appreciated their mission, their name was often misspelled (“Clean Coasts,” “Clean Coast Line”), leading to missed mentions. They also noticed negative sentiment surrounding beach closures due to pollution, even though Clean Coastlines was actively working to combat this. Using Semrush, they:

• Expanded Keyword List: Added common misspellings and related terms like “beach cleanup Georgia” and “coastal conservation.”
• Targeted Local Media: Identified the Savannah Morning News and The Brunswick News as key sources with positive coverage of environmental issues. They pitched story ideas about upcoming beach cleanups.
• Addressed Negative Sentiment: Created content explaining the causes of beach pollution and Clean Coastlines’ efforts to address the problem, proactively sharing this with local news outlets.

Within three months, Clean Coastlines saw a 40% increase in brand mentions and a 15% improvement in overall sentiment, according to Semrush’s reporting dashboard. They also secured several articles in local publications, increasing their visibility and driving more volunteers to their events.

Expected Outcome: A more positive brand image, increased visibility, and stronger relationships with key influencers and media outlets.

Here’s what nobody tells you: Brand monitoring isn’t a set-it-and-forget-it activity. It requires constant vigilance and a willingness to adapt your strategy based on the data you’re seeing.

Mastering Semrush’s Brand Monitoring tool can be a game-changer for mission-driven organizations seeking to amplify their impact. By actively tracking your brand mentions, analyzing sentiment, and engaging with key influencers, you can build a stronger online presence and achieve your goals. The key is to start small, be consistent, and continuously refine your strategy based on the data you’re seeing. So, take the first step today: create a Semrush account and start monitoring your brand. You might be surprised at what you discover. Speaking of powerful tools, understanding the nuances of campaign amplification is also essential for maximizing your reach.