The document discusses public relations for non-profit organizations. It defines public relations and outlines its diversity, including crisis management, issues management, and media relations. It describes how public relations can help non-profits distinguish themselves by gaining media attention and notices from potential donors and clients. The document then provides examples of effective public relations strategies for non-profits, including determining key messages, developing a communications plan, and implementing the plan. It outlines various public relations tools and strategies non-profits can use, such as front door PR, maintenance PR, outreach PR, and collaborative PR. Finally, it provides a top 10 list of public relations tips for non-profit organizations.

1. By
Anusha Sherazi
(anushasherazi@yahoo.com)
ca.linkedin.com/pub/anusha-sherazi/29/4aa/a3/
Mar-13 1

2. What is Public Relations
“Public Relations is a Strategic Management Tool”
- Cutlip and Broom,2009
“Public relations (PR) is the practice of managing the
flow of information between an individual or an
organization and the public”
- Grunig et al., 1984
“Public relations may include an organization or
individual gaining exposure to their audiences using
topics of public interest and news items that do not
require direct payment”
- Seitel et al., 2007
Mar-13 2

3. Diversity of Public Relations
 Crisis Management  Counseling
 Issues Management  Research
 Investor Relations  Publicity
 Employee  Community Relations
Communications  Public Affairs
 Event Management  Government Relations
 Marketing  Industry relations
Communications  Development/fund-raising
 Media Relations  Special events
 Multicultural  Reputation Management
relations/workplace
diversity
Mar-13 3

4. PR for Non-Profits
 Every Non-Profit competes for:
a) donor dollars
b) media attention
c) employee
d) volunteer recruitment
 Every Donor is concerned about:
I. How is a donor to know which nonprofit to give his/her
money to?
II. How is a corporate sponsor to know which nonprofit star to
hitch its big-name wagon to?
For many nonprofits, the answers to these questions may be
found through public relations activities.
Mar-13 4

5. PR Helps Non-Profits Distinguish
Public relations offers a low-cost means
for gaining public attention for
nonprofit organizations. Become noticed by the people who
matter:
Noticeable Media Presence is the Key:  Potential clients
 Speaking events  Donors
 Networking  Volunteers
 Fundraising events  Employees
 Organizational Media Kit
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6. Effective Public Relations
3 Rules to Stand Out in a Crowd The Plan Design should consider:
1. Determine which 1-3 key messages to convey  Does it contribute?
to the public  How can we maximize its effectiveness?
 What groundwork should be done?
2. Develop a Communication Plan including:  What follow-up should be done?
i. A goal
ii. Objectives
iii. Target audience(s)
iv. Strategies
v. Tactics
vi. Budget
vii. Measurement and
Evaluation
3. Implement the plan, conveying the
message(s)
Mar-13 6

7. Tools for Effective Non-Profit PR
The Aim is to Persuade: The Purpose is to Maintain:
 Public  A certain point of view
 Investors  Leadership
 Partners  Products
 Employees  Political decisions
 Stakeholders
Common Activities
•speaking at conferences
•winning industry awards
•working with the press
•employee communication
Mar-13 7

8. The PR Catalogue for Non-Profits
 FRONT DOOR PUBLIC RELATIONS
 MAINTENANCE PUBLIC RELATIONS
 OUTREACH PUBLIC RELATIONS
 COLLABORATIVE PUBLIC RELATIONS
Mar-13 8

9. Front Door PR
Day-to-Day encounters leave a Cumulative Effect
Front door PR is the easiest and least costly public relations
strategy for even the most resource-strapped agency.
A good front door PR includes:
 A cheerful, helpful person answers the phones
 The office has an attractive and welcoming reception area
 The agency website is user friendly
 Email and voicemail messages are promptly returned
Mar-13 9

10. Maintenance PR
Maintenance PR encompasses the Maintenance PR in action:
information and promotion we
put forward to those with whom
we already work - such as :  Responding promptly
 Providing clear expectations
and direction
 Clients
 Evaluating and giving feedback
 Volunteers  Touching base and following up
 Staff  Sharing information and linking
 Sponsors resources
 Asking for input (& acting on it)
 Donors
 Finding ways to recognize and
 Agencies celebrate
 Professionals  Showing respect for time
 Government  Saying thank you
Mar-13 10

11. Outreach PR
Outreach PR can be very important to a number of agency
activities and relationships, such as recruiting donors, sponsors,
volunteers and clients. It entails going beyond the current
constituency to reach new people and develop new relationships
- essentially getting the word out about the organization.
Outreach PR Activities :
 Submitting press releases
 Distributing brochures, posters and other organizational info
 Developing a company video, website and other special media
 Publishing a newsletter
 Taking part in conferences, information fairs, etc
 Informational interviews
 Publicity and Advocacy
Mar-13 11

12. Collaborative PR
Collaborative PR involves partnerships and alliances with other groups and organizations
to further mutual goals. If done properly, Collaborative PR can save the valuable
commodities of time, money and resources - while also promoting organizations as
proactive and progressive.
Examples of Collaborative PR :
 A group of similar organizations - to work together to organize a symposium,
information sessions or awareness campaigns
 A group of partner organizations from across different geographical areas – to
work together to develop PR and educational materials
 National or provincial branches of an organization - to provide valuable
resources and materials for the use of their members
 Groups sponsoring special events or recognition – to make resources and
promotional materials available to the respective industry/sector
 Local voluntary organizations work together through the Volunteer Centre - to
provide media with information and news relevant to the community
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13. PR Non-Profit Top 10
1. Make sure your public relations plan is in line with the organization’s long-term
strategies.
2. Keep your volunteers, staff and donors well informed of your organization’s activities.
3. Maintain a clean and updated donor data base.
4. Have a key volunteer and staff person trained as a media spokesperson.
5. Create or update a crisis communications plan.
6. Become an information resource for the media.
7. Pitch story ideas about your cause.
8. Clearly define and communicate the organization’s objectives and results.
9. Create co-marketing opportunities.
10. Spend time getting involved in your organization’s programs and its recipients. This
will stimulate creativity and provide you with direct experience that you can translate
to external audiences.
Mar-13 13

14. References
 http://www.clarkcommunication.com/PRTips/Utilizing_P
R_for_Non_Profits.php
 https://charityvillage.com/Content.aspx?topic=public_rela
tions_101
 http://www.strykerweiner.com/newsletter/nonprofit.htm
Mar-13 14