PR for Nonprofits

A Primer on Public Relations

What It Is

What It Can Do For You

What PR is NOT

• It is NOT publicity

Although the media is a channel for communicating a campaign

• It is NOT marketingAlthough Public Relations often supports marketing efforts and

employs similar vehicles for communicating

• It is NOT fundraisingAlthough the environment established by a successful PR campaign

is conducive to fundraising

What PR Is

• Public relations is the management function that establishes and maintains mutually beneficial relationships between an organization and the publics on whom its success or failure depends.

Climate Change

• Government cutbacks• Competition• Demand• Diversity and cultural issues• Credibility• Social problems

ABC’s of PR for Nonprofits

• Acceptance• Build• Communication• Donations• Encouragement

PR Tactics

• Brochures• Special Events• Facility Tours• Newsletters• Community Meetings• Press Releases

• Promotional Items• MySpace• Trade Shows• Celebrity Endorsements• Advertorials• Blogging

The Fantastic Four

• Research• Planning• Implementation• Evaluation

Research

• Defines Problem• Describes Publics• Determines Process

– WHO do you want to reach– WHAT do you want them to do– WHAT messages will accomplish that

Planning

• Goals• Audiences• Objectives• Strategies• Tactics

Implementation

• Execution of the plan– Actual messages sent through what channels?– How many reached targeted audiences?– Monitoring tools for execution?

Evaluation

• Measure• Identify• Adjust• Research

Web 2.0 and Beyond

• Twitter• Facebook• MySpace• Blogrolls

• RSS Feeds• Podcasting• YouTube• Geocaching

Ginny CooperThe Cooper Group

Public Relations and MarketingPO Box 3890

Fort Myers, Florida 33918P. 239-297-3638

ginny@mycoopergroup.comhttp://www.mycoopergroup.comhttp://www.mycoopergroup.blogspot.comhttp://www.linkedin.com/in/ginnycooperhttp://www.twitter.com/ginnycooperhttp://www.facebook.com/people/Ginny-Cooper/1408001032