THINK Public Relations Wilcox/Cameron/Reber/Shin

Ch 18: Nonprofit, Health, and Education

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

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

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

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

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. Electronic Industries Alliance American Beverage Association

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 The U.S. Chamber of Commerce Local chamber of commerce

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

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

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

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

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

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

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

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

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