1. THINK Public Relations
Wilcox/Cameron/Reber/Shin

2. Ch 18: Nonprofit, Health, and Education

3. Overview
The role of public relations in nonprofit, health, and education organizations
Competition, conflict, and cooperation
Fund-raising
Membership organizations
Advocacy groups
Social service organizations
Health organizations
Educational organizations

4. The Role of Public Relations in Nonprofit, Health, and Education Organizations
Serving public interest
Fostering good will
Tax exempt
Staff development
Volunteer recruiting
Fundraising

5. Competition, Conflict and Cooperation
Competition for donations
Partnership based on common interest
Conflict with different causes

6. Fund-raising A major public relations task Motivations for giving
Inherent generosity is a primary factor.
Fund-raising methods
Corporate and foundation donations
Structured capital campaign
Direct mail
Event sponsorship
Telephone solicitations
Online and social media

7. Membership Organizations
Professional Associations
Seek mutual benefit
Examples
Royal Institute of British Architects
National Association of Professional Organizers
Trade Associations
Memberships are held by corporate entities, not individuals.
Electronic Industries Alliance
American Beverage Association

8. Membership Organizations
Labor Unions
Represent the interests of an entire industry
Examples
National Basketball Association
UPS employees
Chambers of Commerce
Work to improve city’s commercial climate and to publicize city’s attractions
The U.S. Chamber of Commerce
Local chamber of commerce

9. Advocacy Groups Activist groups Social Issue Organizations Greenpeace
People for the Ethical Treatment of Animals (PETA)
Social Issue Organizations
Mothers Against Drunk Driving (MADD)

10. What Do You Think?
What kinds of strategies and tactics do advocacy groups use to further their causes?

11. Advocacy Groups: Strategies and Tactics
Lobbying
Litigation
Mass demonstrations
Boycotts
Reconciliation
Fund-raising

12. Social Service Organizations
Philanthropic foundations
Examples
The Susan G. Komen Breast Cancer Foundation
The Bill and Melinda Gates Foundations
Cultural Organizations
Libraries and musical organizations
The Getty Museum
The New York Philharmonic
Religious Organizations
Churches

13. Social Service Organizations: Strategies and Tactics
Publicity
Creation of events
Use of services
Creation of educational materials
Newsletters

14. Health Organizations Types of Health Organizations
Hospital
Health agencies
Health campaigns: Strategies and tactics
To prevent and respond to diseases
To promote health and quality of life
Growth of online health information

15. Educational Organizations
Colleges and universities
Involve both development/fund-raising and enhancing the prestige of the institution

16. Educational Organizations
Elementary and secondary schools
The need for public relations has increased.
Competition among districts for students
Various ballot initiatives
Newsletters and websites

17. Educational Organizations
School districts
Build community support
Crisis communication
Marketing of public schools