Description
Book SynopsisNonprofit organizations must employ effective, professional public relations techniques in order to get the recognition, support and dollars they need to fulfill their missions.
The Public Relations Handbook for Nonprofits offers you the first comprehensive guide to all the practices organizations need to do well in their efforts to do good. This title examines all the elements, tools and processes involved in an effective nonprofit PR campaign.
Offering a combination of theory and practice, it shows you how to market to your key audiences, both inside and outside of your organization. In addition to helping you understand you target markets and shaping your message for your audience, Feinglass discusses all the key public relations vehicles, including:
- news releases
- press kits
- brochures
- newsletters
- annual reports
- direct mail
- advertising
- the internet
- special events
A final chap
Table of Contents
Exhibits ix
Foreword xi
By Naomi Levine
Preface xiii
The Author xxi
PART ONE: GETTING STARTED 1
1 Identifying Target Markets 3
2 Setting Goals, Clarifying the Message, and Creating the PR Plan 21
PART TWO: THE PR TOOLKIT 47
3 Choosing the Right Spokesperson 49
4 Writing and Placing the News Release 57
5 Maximizing Alternative Press Tools 88
6 Crafting Press Kits 107
7 Creating Brochures 116
8 Communicating Through Newsletters 131
9 Producing Annual Reports 145
10 Making Direct Mail Work 156
11 Understanding Advertising 171
12 Pitching and Placing: Radio 191
13 Pitching and Placing: Television 206
14 Producing Videos and DVDs 229
15 Using the Internet 244
16 Planning Dinners and Special Events 252
PART THREE: MONITORING THE PR CAMPAIGN 283
17 Reviewing and Revising the PR Plan 285
18 Reporting to Stakeholders 294
Conclusion: Bringing It All Together 299
Index 303
