This document discusses public relations in nonprofit organizations. It covers the differences between nonprofits and for-profits, the practice of nonprofit PR, challenges nonprofits face, and success factors. Some of the most common types of nonprofits discussed are health/human services organizations and membership associations. Challenges include gaining recognition, competing for resources, and managing multiple stakeholders and goals. Success requires strong internal PR, unified external messaging, and board participation through donations.
1. Mattoponi River
Peyton Nichols Lauren Irby
Meghan Roan Austin Ling
Maria Soliven
PUBLIC RELATIONS IN NON-
PROFIT ORGANIZATIONS
Chapter 15
2. The World of Non-Profits
http://www.youtube.com/watch?v=UXE25_9WZTE
3. Today’s Agenda
Nonprofit vs. For-Profit
The Practice of Nonprofit PR
Public Relations Challenges Faced by Nonprofits
Success Factors for Nonprofit PR
Activity
4. Nonprofit vs. For-Profit
What is a Nonprofit Organization?
What is a For-Profit Organization?
Importance of Public Relations in Nonprofit
Organizations
Money
-VS-
5. The Practice of Non-Profit PR
Health and Human Services
Most common
Challenges
Membership Associations
Same interest
Challenges
Educational Institutions
6. Challenges faced by Non-
Profits
Gaining recognition in a private environment
Competing for resources
Weathering crises and scandals
Managing multiple publics
Balancing multiple bottom lines
Building a brand and an identity
7. Success Factors
Revisiting mission statements
Strong Internal PR
External PR that unify
Board members participate by donating
Messages that support program goals
9. Conclusion
Influence of large nonprofits
The role of PR
10. Works Cited
Lattimore, A., Baskin, O. W., Heiman, S. T., & Toth, E. L. (2009). Public
relations, the profession and the practice. McGraw-Hill Humanities/Social
Sciences/Languages.