Chapter 13:
Nonprofit, Education, and
Government Organizations
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Overview
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The role of public relations in nonprofit, education, and
government organizations
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Membership organizations
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Advocacy groups
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Social service organizations

Health organizations
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Educational organizations

Government organizations
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The Role of Public Relations in
Nonprofit, Education,
and Government Organizations
Purposes & functions
Competition, conflict & cooperation

Nonprofit
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Competition for donations
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Serving public interest
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Partnership based on common
interest
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Fostering good will
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Conflict with different causes
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Tax exempt
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Staff development

Volunteer recruiting

Fundraising
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Membership Organizations

Professional Associations
ex. Public Relations Society of America

Trade Associations
ex. National Soft Drink Association
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Labor Unions
ex. United Auto Workers

Chambers of Commerce
ex. Local chamber of commerce
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Advocacy Groups
Activist Groups
ex. Green Peace
Social Issue Organizations
ex. Mothers Against Drunk Driving
PR Strategies and Tactics
Lobbying
Litigation
Mass demonstrations
Boycotts
Reconciliation
Fund-Raising
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Social Service Organizations

Philanthropic foundations
ex. The Bill and Melinda Gates Foundations

Cultural Organizations
ex. The New York Philharmonic

Religious Organizations
ex. Churches
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Social Service Organizations
Public Relations Strategies and Tactics
 Publicity
 Creation
 Use
of events
of services
 Creation
of educational materials
 Newsletters
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Social Service Organizations
Motivations for Giving

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Intrinsic desire to share
Ego satisfaction
Spiritual calling or social
conscience
Tax considerations
Types of Fundraising
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Donations
Structures campaigns
Direct mail
Sponsorship events
Solicitation over television
Telephone solicitations
800 and 900 numbers
Commercial enterprises
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Health Organizations

Types of Health
Organizations
Hospital (nonprofit &
profit)

Roles of Public Relations
1.
To strengthen and maintain
the public perception.
To help market the hospitals
proliferating array of services
2.
Health Agencies
1.
2.
To prevent and respond to
disease and promote health
To deliver generalized health
services
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Educational Organizations:
Serving the Publics
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Colleges and Universities:
Serving the Publics
Publics
Activities

Faculty and staff

Supervision of news

Students

publications

Alumni and other donors

Writing & designs
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Government

Broadcasting

The community

Computer networking

Prospective students

New releases

Photographs

Special columns

News programs

Assistance and
information to media

Responses to
phone calls
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Government Organizations

Federal Government
Government agencies
Congressional efforts
White House efforts

State Governments

Local Governments
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Public Affairs in Government
Objectives
Communication
Management
Feedback
Advisement
Representation
Monitoring
Education
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Government Relations by Corporations

Monitor governments and legislative activity
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Gather information
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Disseminate management's views

Cooperate with government on projects

Motivate employees to participate in political process
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Lobbying

A government relations specialty
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Effort directed to influence legislation/regulation
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Many participate at local, state, and federal levels
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Many constituents have lobbyists
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Nature of lobbying contrary to stereotype

Much information is developed by lobbyists

Grassroots lobbying involves coalition building
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Election Campaigns:
Public Relations
 $100 million dollar industry
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Range of communication techniques employed
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New communication tools quickly adopted

Ethical guidelines important
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