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24 Cards in this Set
- Front
- Back
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Definition of a Non-Profit |
uses income to achieve organizational goals, instead of distributing income as profit or dividends (earnings) |
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3 types of nonprofit organizations |
1. Public Charities 2. Private Foundations 3. Other Organizations |
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Health and Service Organizations |
Most common types of non-profit |
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Membership Associations |
Organizations with similar interests join together to address common need |
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Educational Institutions |
MNU |
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Religious Organizations |
rarely have money for advertising |
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Non-Profit Challenges |
- Gaining recognition - competition for resources - crises and scandals - building brand identity |
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Successful Non-profit |
- focus on mission - builds strong internal public relations - focus on content creation - great messaging |
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Action is communication DEFINED |
attempt to spread messages through primary/secondary paths to targeted/single audiences with media through steps |
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Diffusion of information |
attempt to spread information within targeted audience |
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primary public |
group to which action is ultimately directed |
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intervening public |
direct contact with primary and can pass along messages |
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moderating public |
share common goal and can impact primary public |
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latent public |
not aware of the need to act |
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aware public |
knows needs but not prone to action |
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active publics |
aware and ready to do something |
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Diffusion Process |
1. awareness 2. interest 3. evaluation 4. trial 5. adoption |
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Channels of Influence |
1. mass media 2. biased intermediaries 3. unbiased third parties 4. significant others 5. personal experience |
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Walt Mossberg (Pete's Lecture) |
number one technology journalist |
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Lessons in Media Relations |
- messaging is king - it's all about relationships |
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What is the iQue 3600 |
GPS with organizer combined |
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Organizational Climate |
Forces that induce the way an organization deal with their members |
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What are the forces that impact Organizational Climate
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1. experiences by employees 2. influences employee behavior 3. psych forces not easily developed - trust, openess, candor |
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Results of effective employee communication |
1. more satisfied/better employees 2. better informed employees/PR agents 3. improved goal attainment 4. better customer/investor/PR relations |
