1. Copyright © 2012, 2009, 2007 Pearson Education, Inc. All Rights Reserved. Public Relations Strategies and Tactics Tenth Edition Dennis L. Wilcox Glen T. Cameron This multimedia product and its contents are protected under copyright law. The following are prohibited by law: any public performance or display, including transmission of any image over a 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.

2. Copyright © 2012, 2009, 2007 Pearson Education, Inc. All Rights Reserved. Chapter 21 Nonprofit, Health, and Education

3. Copyright © 2012, 2009, 2007 Pearson Education, Inc. All Rights Reserved. Chapter 21 Objectives Describe the variety of nonprofit organizations that rely on public relations to achieve their goals Articulate the strategies and tactics employed by nonprofits to remain viable Understand the central place of fundraising in nonprofit organizations Describe the role of public relations in health communication and hospital efforts Distinguish among college, university, and school applications of public relations to serve educational institutions

4. Copyright © 2012, 2009, 2007 Pearson Education, Inc. All Rights Reserved. The Nonprofit Sector In the U.S. there are almost 2 million nonprofit groups, also called charities More than 6.5 million people work in the nonprofit sector Main objective of a nonprofit is to serve public interest Nonprofits are tax exempt

5. Copyright © 2012, 2009, 2007 Pearson Education, Inc. All Rights Reserved. Competition, Conflict, and Cooperation For many nonprofits, partnerships are mutually beneficial Even if they are willing to cooperate, completion for donations and limited resources is intense Conflict between activist groups and organizations with differing values

6. Copyright © 2012, 2009, 2007 Pearson Education, Inc. All Rights Reserved. Membership Organizations Professional organizations Trade groups Labor unions Chambers of commerce

7. Copyright © 2012, 2009, 2007 Pearson Education, Inc. All Rights Reserved. Advocacy Groups Activist groups Public Relations Tactics

8. Copyright © 2012, 2009, 2007 Pearson Education, Inc. All Rights Reserved. Social Service Organizations Foundations Cultural groups Religious groups Public relations tactics Publicity Creations of events Use of services Creation of educational materials Newsletters

9. Copyright © 2012, 2009, 2007 Pearson Education, Inc. All Rights Reserved. Health Organizations Hospitals Public relations programs have four basic audiences: Patients medical and administrative staffs news media The community Public relations staff of a hospital have two primary roles: 1.To strengthen and maintain the public’s perception of the institution 2.To help market the hospital’s array of services

10. Copyright © 2012, 2009, 2007 Pearson Education, Inc. All Rights Reserved. Health Organizations Cont… Health Agencies There are both private and government health agencies Provide health care, funding for health initiatives, and oversight Health Campaigns Prevent and respond to diseases Promote health and quality of life Began applying social marketing practices in the late 1980s

11. Copyright © 2012, 2009, 2007 Pearson Education, Inc. All Rights Reserved. Educational Organizations Educational institutions include programs that provide: Child care Instruction for primary and secondary students, colleges, universities, trade schools, and schools for special needs students These organizations are often licensed or regulated by state and federal agencies or by private accreditation bodies

12. Copyright © 2012, 2009, 2007 Pearson Education, Inc. All Rights Reserved. Colleges and Universities

13. Copyright © 2012, 2009, 2007 Pearson Education, Inc. All Rights Reserved. Key Publics Faculty and Staff Students Alumni and other donors Government The community Prospective students

14. Copyright © 2012, 2009, 2007 Pearson Education, Inc. All Rights Reserved. Fund-Raising and Development Motivations for giving Fund-raising methods Corporate and foundation donations Structured capital campaigns Direct mail Event sponsoring Television solicitations Telephone solicitations Endorsements and tie-ins Online and social media