Copyright © Allyn and Bacon 2006Copyright © Allyn & Bacon 2008 Chapter 13: Chapter 13: Nonprofit, Education, and Government Organizations Nonprofit, Education, and Government Organizations This multimedia product and its contents are protected under copyright law: any public performance or display, including transmission of any image over network; preparation of any derivative work including the extraction, in whole or in part, of any images; any rental, lease, or lending of the program.

Copyright © Allyn and Bacon 2006Copyright © Allyn & Bacon 2008 Overview The role of public relations in nonprofit, education, and government organizations The role of public relations in nonprofit, education, and government organizations Membership organizations Membership organizations Advocacy groups Advocacy groups Social service organizations Social service organizations Health organizations Health organizations Educational organizations Educational organizations Government organizations Government organizations

Copyright © Allyn and Bacon 2006Copyright © Allyn & Bacon 2008 The Role of Public Relations in Nonprofit, Education, and Government Organizations Purposes & functions Nonprofit Nonprofit Serving public interest Serving public interest Fostering good will Fostering good will Tax exempt Tax exempt Staff development Staff development Volunteer recruiting Volunteer recruiting Fundraising Fundraising Competition, conflict & cooperation Competition for donations Competition for donations Partnership based on common interest Partnership based on common interest Conflict with different causes Conflict with different causes

Copyright © Allyn and Bacon 2006Copyright © Allyn & Bacon 2008 Membership Organizations Professional Associations Professional Associations ex. Public Relations Society of America Trade Associations Trade Associations ex. National Soft Drink Association Labor Unions Labor Unions ex. United Auto Workers Chambers of Commerce Chambers of Commerce ex. Local chamber of commerce

Copyright © Allyn and Bacon 2006Copyright © Allyn & Bacon 2008 Advocacy Groups Activist Groups Activist Groups ex. Green Peace Social Issue Organizations Social Issue Organizations ex. Mothers Against Drunk Driving ex. Mothers Against Drunk Driving PR Strategies and Tactics LobbyingLitigation Mass demonstrations BoycottsReconciliationFund-Raising

Copyright © Allyn and Bacon 2006Copyright © Allyn & Bacon 2008 Social Service Organizations Philanthropic foundations Philanthropic foundations ex. The Bill and Melinda Gates Foundations Cultural Organizations Cultural Organizations ex. The New York Philharmonic ex. The New York Philharmonic Religious Organizations Religious Organizations ex. Churches ex. Churches

Copyright © Allyn and Bacon 2006Copyright © Allyn & Bacon 2008 Social Service Organizations Public Relations Strategies and Tactics Publicity Publicity Creation of events Creation of events Use of services Use of services Creation of educational materials Creation of educational materials Newsletters Newsletters

Copyright © Allyn and Bacon 2006Copyright © Allyn & Bacon 2008 Social Service Organizations Motivations for Giving Intrinsic desire to share Intrinsic desire to share Ego satisfaction Ego satisfaction Spiritual calling or social conscience Spiritual calling or social conscience Tax considerations Tax considerations Types of Fundraising Donations Donations Structures campaigns Structures campaigns Direct mail Direct mail Sponsorship events Sponsorship events Solicitation over television Solicitation over television Telephone solicitations Telephone solicitations 800 and 900 numbers 800 and 900 numbers Commercial enterprises Commercial enterprises

Copyright © Allyn and Bacon 2006Copyright © Allyn & Bacon 2008 Health Organizations Types of Health Organizations Types of Health Organizations Hospital (nonprofit & profit) Hospital (nonprofit & profit) Health Agencies Roles of Public Relations Roles of Public Relations 1. To strengthen and maintain the public perception. 2. To help market the hospitals proliferating array of services 1. To prevent and respond to disease and promote health 2. To deliver generalized health services

Copyright © Allyn and Bacon 2006Copyright © Allyn & Bacon 2008 Educational Organizations: Serving the Publics

Copyright © Allyn and Bacon 2006Copyright © Allyn & Bacon 2008 Colleges and Universities: Serving the Publics Activities Supervision of news Supervision of news publications publications Writing & designs Writing & designs Broadcasting Broadcasting Computer networking Computer networking New releases New releases Photographs Photographs Special columns Special columns News programs News programs Assistance and information to media Assistance and information to media Responses to phone calls Responses to phone callsPublics Faculty and staff Faculty and staff Students Students Alumni and other donors Alumni and other donors Government Government The community The community Prospective students Prospective students

Copyright © Allyn and Bacon 2006Copyright © Allyn & Bacon 2008 Government Organizations Federal Government Federal Government Government agencies Government agencies Congressional efforts Congressional efforts White House efforts White House efforts State Governments State Governments Local Governments Local Governments

Copyright © Allyn and Bacon 2006Copyright © Allyn & Bacon 2008 Public Affairs in Government Objectives  Communication  Management  Feedback  Advisement  Representation  Monitoring  Education

Copyright © Allyn and Bacon 2006Copyright © Allyn & Bacon 2008 Government Relations by Corporations Monitor governments and legislative activity Monitor governments and legislative activity Gather information Gather information Disseminate management's views Disseminate management's views Cooperate with government on projects Cooperate with government on projects Motivate employees to participate in political process Motivate employees to participate in political process

Copyright © Allyn and Bacon 2006Copyright © Allyn & Bacon 2008 Lobbying A government relations specialty A government relations specialty Effort directed to influence legislation/regulation Effort directed to influence legislation/regulation Many participate at local, state, and federal levels Many participate at local, state, and federal levels Many constituents have lobbyists Many constituents have lobbyists Nature of lobbying contrary to stereotype Nature of lobbying contrary to stereotype Much information is developed by lobbyists Much information is developed by lobbyists Grassroots lobbying involves coalition building Grassroots lobbying involves coalition building

Copyright © Allyn and Bacon 2006Copyright © Allyn & Bacon 2008 Election Campaigns: Public Relations $100 million dollar industry $100 million dollar industry Range of communication techniques employed Range of communication techniques employed New communication tools quickly adopted New communication tools quickly adopted Ethical guidelines important Ethical guidelines important