Using Public Relations Strategies to Promote Your Nonprofit Organization

by Kinzey; Ruth Ellen

• ISBN13: 9780789002570
• ISBN10: 0789002574
• Edition: 1st
• Format: Hardcover
• Copyright: 1999-07-28
• Publisher: Routledge

Summary

Learn how to strategically execute public relations assignments! In Using Public Relations Strategies to Promote Your Nonprofit Organization, you will explore an easy-to-follow explanation on why nonprofit groups must take a more business-like approach in their communications. You will also discover instructions on how to make newsletters, annual reports, speaker's bureaus, and board selection easy yet effective. As a marketing, public relations or development professional, you will gain effective public relations tools that are within your established budget parameters. Public relations expertise is becoming extremely important to the survival of nonprofit organizations as more and more nonprofits compete for dollars. Using Public Relations Strategies to Promote Your Nonprofit Organization recognizes that nonprofit professionals may wear many different hats and may have very limited public relations or marketing training. Therefore, with Using Public Relations Strategies to Promote Your Nonprofit Organization, you will find that even a novice communicator will be able to perform marketing and public relations tasks in an effective, strategic manner. Some of the areas you will explore include: adopting a business strategy step-by-step guide to creating your annual report step-by-step guide to creating your nonprofit newsletter how to set up an effective speaker's bureau, strategically market your speaker's bureau, and monitor its effectiveness in generating revenue for your nonprofit organization writing speeches to promote your nonprofit organization using audiovisual aids and nonverbal communication in your speeches selecting and organizing a board of directors board of directors job description, recruiting and retention Using Public Relations Strategies to Promote Your Nonprofit Organization explains why you must take a more business like approach to public relations write nonprofit groups and assists the novice public relations specialist with executing basic PR tasks that are pertinent to an organization's profits. You will gain step-by-step guidance on steering your nonprofit organization to financial success.

Author Biography

Ruth Ellen Kinzey, MA, is full-time Guest Lecturer at the University of North Carolina in the Communications Studies Department.

Table of Contents

Preface	ix
Acknowledgments	xiii
The Nonprofit Entity and Business PR	1	(14)
Defining Nonprofit	1	(1)
The Growth Factor	2	(2)
Humble Beginnings to Big Business	4	(2)
Evaluatios Are in Place	6	(1)
Adopting a Business Strategy	7	(2)
Marketing the Nonprfit	9	(1)
What Is Public Relations?	10	(5)
The Annual Report	15	(42)
A Publicly Traded Perspective	15	(4)
Taking a Strategic Approach	19	(3)
The Design	22	(24)
The Content	46	(5)
Working with the Printer	51	(4)
Distribution	55	(1)
Technology and Annual Reports	55	(2)
Newsletters	57	(50)
A Word About Desktop Publishing	57	(2)
A Historical Perspective on Newsletters	59	(1)
Why a Newsletter?	60	(4)
Organizing the Process	64	(2)
Newsletter Vocabulary	66	(2)
Design Features	68	(20)
Developing Copy	88	(8)
The Approval Process	96	(2)
Proofing	98	(1)
Distribution	99	(1)
Evaluation	100	(5)
Closing Tips	105	(2)
The Speakers Bureau	107	(56)
Definition and Purpose	107	(1)
Selecting the Message	108	(2)
The Audience	110	(5)
The Writing	115	(16)
The Q & A	131	(1)
The Speakers	132	(4)
The Voice	136	(3)
Nonverbal Communications	139	(6)
The Speaker's Handbook	145	(2)
Audiovisual Aids	147	(3)
Finding the Opportunity	150	(8)
The Follow-Up	158	(3)
Recap	161	(2)
The Board of Directors: Selection, Developmenmt, and Succession Planning	163	(36)
A Closer Look at the Nonprofit	164	(1)
Who Volunteers?	165	(2)
Selecting the Candidates	167	(9)
The Job Description	176	(2)
Recruiting	178	(10)
Welcome and Orientation
Developing and Retaining Board Members	188	(6)
Succession Planning	194	(5)
Glossary	199	(10)
Notes	209	(10)
Bibliography	219	(8)
Index	227