The Public Relations Handbook For Nonprofits

by Art Feinglass (New York University Center for Philanthropy and Fundraising)

• ISBN13: 9780787974541
• ISBN10: 0787974544
• Format: Hardcover
• Copyright: 2005-05-01
• Publisher: Jossey-Bass

Summary

Nonprofit organizations must employ effective, professional public relations techniques in order to get the recognition, support and dollars they need to fulfill their missions. The Public Relations Handbook for Nonprofits offers you the first comprehensive guide to all the practices organizations need to do well in their efforts to do good. This title examines all the elements, tools and processes involved in an effective nonprofit PR campaign. Offering a combination of theory and practice, it shows you how to market to your key audiences, both inside and outside of your organization. In addition to helping you understand you target markets and shaping your message for your audience, Feinglass discusses all the key public relations vehicles, including: news releases press kits brochures newsletters annual reports direct mail advertising the internet special events A final chapter walks you step by step through the process of developing your own comprehensive public relations campaign.

Author Biography

Art Feinglass is founder and president of Access Communications, Inc., a New York–based training and public relations firm. He is an adjunct professor at New York University's George H. Heyman, Jr. Center for Philanthropy and Fundraising, where he teaches courses in public relations for nonprofits. He has more than twenty years of experience in public relations for nonprofits and serves on the Communications Advisory Committee of the American Red Cross in Greater New York. He can be reached at www.artfeinglass.com.

Table of Contents

Exhibits.

Foreword (Naomi Levine).

Preface.

The Author.

PART ONE: GETTING STARTED.

1. Identifying Target Markets.

2. Setting Goals, Clarifying the Message, and Creating the PR Plan.

PART TWO: THE PR TOOLKIT.

3. Choosing the Right Spokesperson.

4. Writing and Placing the News Release.

5. Maximizing Alternative Press Tools.

6. Crafting Press Kits.

7. Creating Brochures.

8. Communicating Through Newsletters.

9. Producing Annual Reports.

10. Making Direct Mail Work.

11. Understanding Advertising.

12. Pitching and Placing: Radio.

13. Pitching and Placing: Television.

14. Producing Videos and DVDs.

15. Using the Internet.

16. Planning Dinners and Special Events.

PART THREE: MONITORING THE PR CAMPAIGN.

17. Reviewing and Revising the PR Plan.

18. Reporting to Stakeholders.

Conclusion: Bringing It All Together.

Index.