The public relations handbook for nonprofits: a comprehensive and practical guide

Nonprofit 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 youthe 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 releasespress kitsbrochuresnewslettersannual reportsdirect mailadvertisingthe internetspecial eventsA final chapter walks you step by step through the process of developing your own comprehensive public relations campaign. INDICE: Exhibits ixForeword xiBy Naomi LevinePreface xiiiThe Author xxiPART ONE: GETTING STARTED 11 Identifying Target Markets 32 Setting Goals, Clarifying the Message, and Creating the PR Plan 21PART TWO: THE PR TOOLKIT 473 Choosing the Right Spokesperson 494 Writing and Placing the News Release 575 Maximizing Alternative Press Tools 886 Crafting Press Kits 1077 Creating Brochures 1168 Communicating Through Newsletters 1319 Producing Annual Reports 14510 Making Direct Mail Work 15611 Understanding Advertising 17112 Pitching and Placing: Radio 19113 Pitching and Placing: Television 20614 Producing Videos and DVDs22915 Using the Internet 24416 Planning Dinners and Special Events 252PART THREE: MONITORING THE PR CAMPAIGN 28317 Reviewing and Revising the PR Plan 28518Reporting to Stakeholders 294Conclusion: Bringing It All Together 299Index 303

• ISBN: 978-1-118-33607-6
• Editorial: John Wiley & Sons
• Encuadernacion: Rústica
• Páginas: 336
• Fecha Publicación: 03/01/2012
• Nº Volúmenes: 1
• Idioma: Inglés