Chapter20 ppt
- 2. Three Basic Tasks: 1. Create communication campaigns and/or programs that generate public interests and public participation. 2. Develop a strong staff and recruit volunteers . 3. Establish realistic fund-raising goals and plan to accomplish these goals. Different type of non-profits: 1. Membership organizations 2. Advocacy Groups 3. Social Organizations
- 3. The main goal of public relations in regard to nonprofit organizations is to raise money to pay expenses and finance their projects. Five goals of public relations: Develop public awareness of organization’s purpose and activities Induce individuals to use the services the organizational principles. Create educational materials Recruit and train volunteer workers Obtain funds to operate the organization
- 4. “ A membership organization consists of people with a common interest, in either business or social life” ( Public Relations Strategies and Tactics , 529). Trade Associations At least 6,000 trade and professional associations in the U.S. Association staff monitor congressional activities, lobby for or against legislation, communicate late-breaking developments to membership, and see government officials on a regular.
- 5. Chamber of Commerce “ A chamber is an association of businesspersons, often joined by professionals, who work to improve their city’s commercial climate and publicize its attractions,” ( Public Relations Strategies and Tactics, pg 532). Professional Associations Members of these associations are usually skilled or trained in their profession and seek improved earning power, better working conditions, and public appearance. Labor Unions Traditionally, union membership was the strongest in manufacturing industry. Relying on public relations to change the stereotypical view of unions.
- 6. Social Issue Organizations Social Issue Organizations are similar to environmental groups structure, but have more social and behavioral goals. They use public relations to spread their message. Environmental Groups The spread of confrontational groups aimed at advocating for the environment is growing. Achieve their goals by lobbying, litigation, mass demonstrations, boycotts, and reconciliation.
- 7. Social organizations include social service, health, cultural, philanthropic, and religious groups serving the public. These groups require active, creative public relations programs. Categories of social agencies: Social service agencies Health agencies Hospitals Religious organizations Welfare agencies Cultural organizations Foundations
- 8. Public Relations staff at a hospital has two primary goals: To strengthen and maintain public image of institution. To help market the hospital’s array of services. Many hospitals have redefined themselves as community health centers. PR professionals try to reflect a positive image of hospitals.
- 9. Fundraising is a detrimental function of nonprofit organizations. Public relation professionals sometimes are directly involved in fundraising efforts or serve as consultants to specialized departments of the organization. Often professional firms are hired on a fee basis. Risks of fundraising: Risk of damaging one’s reputation due to disclosure. Due to fluctuation of fund-raising and administrative costs, it is difficult to establish absolute percentage standards for acceptable costs. If the fund-raising costs or more than 25% of what an organization takes in or the “administrative overheads” exceeds 40% or 50%, an organization is trouble.
- 10. Types of fund-raising: Corporate and foundation donations Structured capital campaign Direct mail Sponsorship of events Telephone solicitations Use of telephone numbers with “800” and “900” area codes for contributors Commercial enterprises
- 11. “ GRAMMY U is a unique and fast-growing community of full-time college students, primarily between the ages of 17 and 25, who are pursuing a career in the recording industry. The Recording Academy created GRAMMY U to help prepare college students for their careers in the music industry through networking, educational programs and performance opportunities. GRAMMY U is designed to enhance students' current academic curriculum with access to recording industry professionals to give an "out of classroom" perspective on the recording industry.” ( www.grammy.org ) Website: http://www.grammy.com/grammyu
- 12. Grammy U has 12 regional chapters that serve local college students. Grammy U utilizes fund-raising methods such as direct mail, corporate and foundation donations, and sponsorship of events to bring awareness about the organization. Social media is also an integral part of the public relations. Grammy U uses social networking sites like Facebook (http://www.facebook.com/home.php#!/group.php?gid=2245303893) Twitter- @GrammyU
- 13. Rebuilding Non-profit organization located on Chalmette, Louisiana. St. Bernard Project posts to Facebook, and Twitter allowing their followers, generally donor’s or volunteers, to get up to date reports from the project themselves. SBP posts updates about fundraisers such as “Get on the float”, etc.
- 14. Public Relations: Website – http://www.stbernardproject.org Media Kit – http://www.stbernardproject.org/v158/docs/mediakit.pdf Press releases to news like CNN, Washington Post Social Media: Facebook Twitter
- 15. “ The mission of the Louisiana Restaurant Association is to enhance and ensure the growth and development of the foodservice industry in Louisiana by working together as an industry to improve the political, economic, and social environment in which the industry conducts business. The LRA will develop and administer programs and services in order to continue its role as the indispensable resource for the members of the Association.” http://www.lra.org/lra/ Programs: LRA Membership LRA/SIF Louisiana Foodservice Expo ServSafe Sanitation Certificate Program Louisiana’s BEST Foodservice Management Professional ProStart