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1、Copyright Allyn&Bacon 2008 Chapter 13:Nonprofit,Education,and Government OrganizationsThis multimedia product and its contents are protected under copyright law:any public performance or display,including transmission of any image over network;preparation of any derivative work including the extract
2、ion,in whole or in part,of any images;any rental,lease,or lending of the program.Copyright Allyn&Bacon 2008Overviewl lThe role of public relations in nonprofit,education,and The role of public relations in nonprofit,education,and government organizationsgovernment organizationsl lMembership organiza
3、tionsMembership organizationsl lAdvocacy groupsAdvocacy groupsl lSocial service organizationsSocial service organizationsl lHealth organizationsHealth organizationsl lEducational organizationsEducational organizationsl lGovernment organizationsGovernment organizationsCopyright Allyn&Bacon 2008The Ro
4、le of Public Relations in Nonprofit,Education,and Government OrganizationsPurposes&functionsPurposes&functionsl lNonprofitNonprofitl lServing public interestServing public interestl lFostering good willFostering good willl lTax exemptTax exemptl lStaff developmentStaff developmentl lVolunteer recrui
5、tingVolunteer recruitingl lFundraisingFundraisingCompetition,conflict&cooperationCompetition,conflict&cooperationl lCompetition for donationsCompetition for donationsl lPartnership based on common Partnership based on common interestinterestl lConflict with different causesConflict with different ca
6、usesCopyright Allyn&Bacon 2008Membership Organizationsl lProfessional AssociationsProfessional Associationsex.Public Relations Society of Americaex.Public Relations Society of Americal lTrade AssociationsTrade Associationsex.National Soft Drink Associationex.National Soft Drink Associationl lLabor U
7、nionsLabor Unionsex.United Auto Workersex.United Auto Workersl lChambers of CommerceChambers of Commerceex.Local chamber of commerceex.Local chamber of commerceCopyright Allyn&Bacon 2008Advocacy Groups Activist Groups Activist Groupsex.Green Peaceex.Green Peace Social Issue Organizations Social Issu
8、e Organizations ex.Mothers Against Drunk Driving ex.Mothers Against Drunk DrivingPR Strategies and TacticsPR Strategies and TacticsLobbyingLobbyingLitigationLitigationMass demonstrationsMass demonstrationsBoycottsBoycottsReconciliationReconciliationFund-RaisingFund-RaisingCopyright Allyn&Bacon 2008S
9、ocial Service Organizationsl lPhilanthropic foundationsPhilanthropic foundationsex.The Bill and Melinda Gates Foundationsex.The Bill and Melinda Gates Foundationsl lCultural OrganizationsCultural Organizations ex.The New York Philharmonic ex.The New York Philharmonicl lReligious OrganizationsReligio
10、us Organizations ex.Churches ex.ChurchesCopyright Allyn&Bacon 2008Social Service OrganizationsPublic Relations Strategies and TacticsPublic Relations Strategies and Tacticsl lPublicityPublicityl lCreation of eventsCreation of eventsl lUse of servicesUse of servicesl lCreation of educational material
11、sCreation of educational materialsl lNewslettersNewslettersCopyright Allyn&Bacon 2008Social Service OrganizationsMotivations for GivingMotivations for Givingl lIntrinsic desire to shareIntrinsic desire to sharel lEgo satisfactionEgo satisfactionl lSpiritual calling or social Spiritual calling or soc
12、ial conscienceconsciencel lTax considerationsTax considerationsTypes of FundraisingTypes of Fundraisingl lDonationsDonationsl lStructures campaignsStructures campaignsl lDirect mailDirect maill lSponsorship eventsSponsorship eventsl lSolicitation over televisionSolicitation over televisionl lTelepho
13、ne solicitationsTelephone solicitationsl l800 and 900 numbers800 and 900 numbersl lCommercial enterprisesCommercial enterprisesCopyright Allyn&Bacon 2008Health Organizationsl lTypes of Health Types of Health OrganizationsOrganizations Hospital(nonprofit&Hospital(nonprofit&profit)profit)Health Agenci
14、esHealth Agenciesl lRoles of Public RelationsRoles of Public Relations1.1.To strengthen and maintain To strengthen and maintain the public perception.the public perception.2.2.To help market the hospitals To help market the hospitals proliferating array of servicesproliferating array of services1.1.
15、To prevent and respond to To prevent and respond to disease and promote healthdisease and promote health2.2.To deliver generalized health To deliver generalized health servicesservices Copyright Allyn&Bacon 2008Educational Organizations:Serving the PublicsCopyright Allyn&Bacon 2008Colleges and Unive
16、rsities:Serving the PublicsActivitiesActivitiesl lSupervision of newsSupervision of newsl lpublicationspublicationsl lWriting&designsWriting&designsl lBroadcastingBroadcastingl lComputer networkingComputer networkingl lNew releasesNew releasesl lPhotographsPhotographsl lSpecial columnsSpecial column
17、sl lNews programsNews programsl lAssistance and Assistance and information to mediainformation to medial lResponses to phone Responses to phone callscallsPublicsPublicsl lFaculty and staffFaculty and staffl lStudentsStudentsl lAlumni and other donorsAlumni and other donorsl lGovernmentGovernmentl lT
18、he communityThe communityl lProspective studentsProspective studentsCopyright Allyn&Bacon 2008Government Organizationsl lFederal GovernmentFederal Government Government agencies Government agencies Congressional efforts Congressional efforts White House efforts White House effortsl lState Government
19、sState Governmentsl lLocal GovernmentsLocal GovernmentsCopyright Allyn&Bacon 2008Public Affairs in GovernmentObjectivesObjectivesCommunicationCommunicationManagementManagementFeedbackFeedbackAdvisementAdvisementRepresentationRepresentationMonitoringMonitoringEducationEducationCopyright Allyn&Bacon 2
20、008Government Relations by Corporationsl l Monitor governments and legislative activity Monitor governments and legislative activityl l Gather information Gather informationl l Disseminate managements views Disseminate managements viewsl l Cooperate with government on projects Cooperate with governm
21、ent on projectsl l Motivate employees to participate in political process Motivate employees to participate in political processCopyright Allyn&Bacon 2008Lobbyingl l A government relations specialty A government relations specialtyl l Effort directed to influence legislation/regulation Effort direct
22、ed to influence legislation/regulationl l Many participate at local,state,and federal levels Many participate at local,state,and federal levels l l Many constituents have lobbyists Many constituents have lobbyistsl l Nature of lobbying contrary to stereotype Nature of lobbying contrary to stereotype
23、l l Much information is developed by lobbyists Much information is developed by lobbyistsl l Grassroots lobbying involves coalition building Grassroots lobbying involves coalition buildingCopyright Allyn&Bacon 2008Election Campaigns:Public Relationsl l$100 million dollar industry$100 million dollar industryl l Range of communication techniques employed Range of communication techniques employedl l New communication tools quickly adopted New communication tools quickly adoptedl l Ethical guidelines important Ethical guidelines important