Nonprofit Paper

Nonprofit Paper - 1 The Profitable Nonprofit Public...

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1 The Profitable Nonprofit Public Relations Zachary Schatz PRL 206: Public Relations Principles and Concepts Dr. Brenda J. Wrigley March 2, 2011
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2 The History of Nonprofit Public Relations Nonprofit organizations began using public relations representation in the early 20 th century within colleges, churches, charities and health and welfare agencies. In 1899, prominent schools such as Yale University and the University of Pennsylvania utilized public relations offices to influence public opinion (Lattimore, 25, 2010). Six years later the first full-time publicist was employed by a YMCA in Washington, D.C. to fund-raise for a new building project. The success of these public relations managers led other groups to employ more publicity efforts (Lattimore, 25, 2010). An interesting fact about the beginning of nonprofit public relations, noted by scholar Karen Miller, is that texts give little credit to many women who led social movements, essentially nonprofit public relations. Movements conducted by Clara Barton, Margaret Sanger, Susan B. Anthony, Ida B. Wells and Elizabeth Cady Stanton are absent from public relations history. Each of these women used public relations tactics to inform the public of controversial issues to aid social reform (Lattimore, 25, 2010). What is Nonprofit Public Relations? A nonprofit organization is defined by an organization that does not hold the primary purpose of gaining profit (Lattimore, 2010). Although in some instances these organizations generate profit, the purpose is to accomplish a goal in the community around them. Due to the fact that these organizations generate minute amounts of profit, if any, it is necessary that public relations managers operate on extremely low budgets. One example of this is the free resource of press releases. Practitioners of nonprofit
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3 public relations make use of press releases in order to spread word of the organization to the designated public. These press releases may be found in various magazines, newspapers and online sites – social media playing an influential role. To a nonprofit public relations practitioner, a press release is free publicity and the key to the success for a nonprofit organization (Not For Profit World). Other areas in which nonprofit public relations is utilized may be found within organizations pertaining to the government, schools, hospitals, churches and social welfare groups. These organizations employ public relations tactics in order to keep the public aware of activities, services and accomplishments. In these types of nonprofit organizations public relations workers arrange press conferences, meetings and
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Nonprofit Paper - 1 The Profitable Nonprofit Public...

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