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delivering ur message - Chapter 1 Introduction Every...

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Chapter 1 Introduction Every nonprofit needs to enhance its image, increase member participation, energize supporters and publicize its fund-raisers through a carefully orchestrated public relations (PR) program. In today’s lesson I outline the public relations tools and techniques nonprofit professionals use to get the word out about their organization. PR is a fun, but surprisingly complex, communications discipline. It is less understood than its more clear-cut cousin, advertising. In Chapter 2 I explore the simple definition of public relations. Not relations with the public , but relations with an organization’s public . I then describe the highly focused first step in creating a successful PR program: What exactly is public relations, and exactly who is an organization’s public ? In Chapter 3 I explain why a press release is the basic currency of public relations. The press release is considered a highly effective vehicle to announce new programs, events, staff changes and policy recommendations to the public. Writing a press release is a fairly simple process, but there are basic rules that need to be followed. I show you how to write an effective press release, beginning with the five "W's," and include a short primer on media relations. In Chapter 4 I explain how a smart ED stays in close contact with the core constituency and not just the public. Internal communications is an important part of any total public relations program. I show you how to communicate easily and effectively with your organization’s supporters through direct mail pieces and the Internet. This is a fun, breezy lesson that I know you will enjoy. Most EDs consider PR work to be the icing on the proverbial nonprofit cake. So grab a fork and dive right in! Chapter 2 Public Relations The formal practice of what today is called public relations is less than 100 years old. It has been defined in many ways, beginning with the earliest definitions emphasizing the roles of the press agent. Later, as public relations was recognized and practiced by more organizations, the definition began to expand. In 1988 the governing body of the Public Relations Society of America adopted the following definition: Public relations helps an organization and its public adapt mutually to each other . At first glance, this definition seems rather formal. Let me break it down for you so it makes more sense. In this definition, the key word organization is used in place of limiting words such as company or business . The word public recognizes that all organizations have multiple entities from which they must earn consent and support. Nonprofit PR A truism among communication specialists holds that advertising is bought, whereas public relations is earned. An organization can spend thousands of dollars on ads that highlight its proposed greatness, but the impact will be diminished by the fact that advertising is bought , whereas public relations is earned .
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Nonprofit groups bring inherent strengths to public relations. Cause-oriented groups and charities
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