Public relations in nonprofit organizations: A guide to establishing public relations programs in nonprofit settings
Public relations has become an increasingly popular topic in the nonprofit community, and the demand for developing piblic relations as a core competency has increased as well. Since many nonprofit organization have limited time and resources for developing fuull-scale public relations programs, many rely on information obtained during one-day workshops or conference presentations presented by public relations professionals who have little or no experience with the concerns of the nonprofit setting. Using a program planning model, this paper describes how nonprofit organizations can increase the capacity and effectiveness of their public relations efforts by building relationships with key stakeholders.
Advisor:Dr. Betsy Wackernagel Bach; Dr. Christina Yoshimura; Dr. Andrea Vernon
School:The University of Montana
School Location:USA - Montana
Source Type:Master's Thesis
Date of Publication:07/25/2007