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22 Cards in this Set
- Front
- Back
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Nonprofit Sector
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2 million such groups in US
Serve public interest Enhance members or conditions Tax exempt; don't distribute money to owners, shareholders Lower pay in field Often in conflict with other nonprofits for money; conflict with other over issues |
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Membership Organizations
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Members who share common business or social interests
Mutual help; self improvement Advocate for well-being of members Professional Associations Trade Groups Labor Unions Chambers of Commerce |
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Professional Associations
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Members of a profession or skilled craft
Set standards Code of ethics Requirements for admission Continuing education Some power to license/censure Ex. AMA, ABA, PRSA |
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Professional Associations
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National and international in scope
District, state, local chapters Variety of PR Techniques Government relations/lobbying Services to members, public PAC contributions |
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Trade Groups
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Members are companies of a particular trade, not individuals
6,000 Trade and Professional Assn. in US 1/3 in Washington Ex. National Soft Drink Assn., National Assn. of Home Builders Do: Monitor legislature, lobby for legislation, communicate to members, liaison with government, promote industry |
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Labor Unions
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Represent interest of workers of an industry, not owners
External communication to public's Government relations and lobbying; political candidates Internal communication to members 1983: 20.1% of US workforce, 2008 12.4% National Education Association NEA: largest, 2.8 M Service Employees International Union: next, 1.8 M |
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Chambers of Commerce
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Improve business, attract to area
Often PR arm of city Role of community booster Great place for internships, first jobs |
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Advocacy Groups
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Action for social causes: environment animal rights, family, gun ownership, etc.
Ex. Greenpeace, PETA, NRA, AFA, GLAAD, MADD, National Wildlife Foundation Activist: confrontational advocacy groups: ELF, Greenpeace |
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Methods of Operation
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Lobbying: National, state, local
Litigation: Sierra Club Spotted Owl Mass demonstrations: Spike trees; stay in tree tops Boycotts: NAACP and South Carolina Reconciliation: Environmental Defense Fun and McDonald's Fund-raising |
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Social Service Organizations
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Dual role: service and advocacy
Social service: American Red Cross Cultural: Symphony, NEA Religious: Southern Baptist Convention Welfare: Salvation Army Foundations: philanthropic, Gates $60 billion; Ford $11 billion |
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PR Tactics
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Publicity
Creations of Events Use of Services Creation of Educational Materials Newsletters Also Volunteer Services |
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Health Organizations
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Hospitals: nonprofit, some for-profit
Health Agencies: Private and Government |
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Hospital Audiences
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Legislature, governmental affairs
Consumer relations: build market Ex. St. Vincents Volunteer networks 4 primary audiences - Patients - Staff - News media - Community as a whole |
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PR: 2 Primary Roles
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To strengthen and maintain the public's perception of the institution as a place where medical skills, compassion and efficiency are paramount
To help market the hospital's array of services, such as surgery and cancer treatment |
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Health Agencies
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Serve by providing health care, funding of health initiatives, and oversight
Medicare, Medicaid, Children's Health Insurance Program (CHIP) Non-profit: Ex. American Heart Association, American Cancer Society Department of Health and Human Services (HHS): 1/4 federal spending, $800 billion, 300 programs Health Campaigns: To prevent, respond to diseases; promote health and quality of life, Ex. ACEP drunk driving |
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Educational Organizations
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Varied: College/university, high/elementary, child care, trade, special needs
Most non-profit; For-Profit, Ex. Virginia College, DeVries CASE: Council for the Advancement and Support of Education (trade group for higher education) |
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Colleges and Universities
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Big business: 17.5 million students, 4,000 colleges and universities
Key areas in public relations, development, alumni relations |
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Higher Education Structure
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President
VP or Director of Development & University Relations Alumni Relations & Development: Loyalty, $ Office of PR - Ex. UA: Broadcast/Video, Design/Production, Internal, Media Relations, Photography, Web Communications |
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Higher Education Audiences
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Faculty and staff
Students Alumni and other donors Government Community Prospective students |
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Fund-Raising and Development
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Individuals: 75% of giving, $223 billion; Foundations (13%), Bequests (7%), Corporations (5%)
3 biggest recipients: Religion (35%), Education (11%), Foundations (9%) Motivations for Giving: - Assist less fortunate, personal satisfaction, religion - Ego satisfaction, Peer pressure |
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Fund-Raising Methods
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Corporate and Foundations: Corporate match programs
Structured Capital Campaigns: Wing to hospital Direct Mail: Declining, cost, Internet based marketing Event Sponsorship: March of Dimes, WalkAmerica in 1,100 cities Television Solicitations: Jerry Lewis Marathon, Hurricane Katrina |
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Fund-Raising Methods
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Telephone Solicitations: Universities, relatively inexpensive
Endorsements and Tie-Ins: American Heart Association (License name), Share profits (Newman's Own), Operate Business (Chicago Symphony Store) Online and Social Media: Inexpensive, people wary; Cell phone text giving |
