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TH I NK Public Relations

Learn the key role of PR in nonprofits, health, and education sectors, including fundraising, advocacy, and conflict resolutions.

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TH I NK Public Relations

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  1. THINK Public Relations Wilcox/Cameron/Reber/Shin

  2. Ch 18: Nonprofit, Health, and Education

  3. Overview • The role of public relations in nonprofit, health, and education organizations • Competition, conflict, and cooperation • Fund-raising • Membership organizations • Advocacy groups • Social service organizations • Health organizations • Educational organizations

  4. The Role of Public Relations in Nonprofit, Health, and Education Organizations • Nonprofit • Serving public interest • Fostering good will • Tax exempt • Staff development • Volunteer recruiting • Fundraising

  5. Competition, Conflict and Cooperation • Competition for donations • Partnership based on common interest • Conflict with different causes

  6. Fund-raising • A major public relations task • Motivations for giving • Inherent generosity is a primary factor. • Fund-raising methods • Corporate and foundation donations • Structured capital campaign • Direct mail • Event sponsorship • Telephone solicitations • Online and social media

  7. Membership Organizations • Professional Associations • Seek mutual benefit • Examples • Royal Institute of British Architects • National Association of Professional Organizers • Trade Associations • Memberships are held by corporate entities, not individuals. • Examples • Electronic Industries Alliance • American Beverage Association

  8. Membership Organizations • Labor Unions • Represent the interests of an entire industry • Examples • National Basketball Association • UPS employees • Chambers of Commerce • Work to improve city’s commercial climate and to publicize city’s attractions • Examples • The U.S. Chamber of Commerce • Local chamber of commerce

  9. Advocacy Groups • Activist groups • Greenpeace • People for the Ethical Treatment of Animals (PETA) • Social Issue Organizations • Mothers Against Drunk Driving (MADD)

  10. What Do You Think? • What kinds of strategies and tactics do advocacy groups use to further their causes?

  11. Advocacy Groups: Strategies and Tactics • Lobbying • Litigation • Mass demonstrations • Boycotts • Reconciliation • Fund-raising

  12. Social Service Organizations • Philanthropic foundations • Examples • The Susan G. Komen Breast Cancer Foundation • The Bill and Melinda Gates Foundations • Cultural Organizations • Examples • Libraries and musical organizations • The Getty Museum • The New York Philharmonic • Religious Organizations • Churches

  13. Social Service Organizations: Strategies and Tactics • Publicity • Creation of events • Use of services • Creation of educational materials • Newsletters

  14. Health Organizations • Types of Health Organizations • Hospital • Health agencies • Health campaigns: Strategies and tactics • To prevent and respond to diseases • To promote health and quality of life • Growth of online health information

  15. Educational Organizations • Colleges and universities • Involve both development/fund-raising and enhancing the prestige of the institution

  16. Educational Organizations • Elementary and secondary schools • The need for public relations has increased. • Competition among districts for students • Various ballot initiatives • Newsletters and websites

  17. Educational Organizations • School districts • Build community support • Crisis communication • Marketing of public schools

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