The Public Relations Handbook for Nonprofits

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 you the 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 releases press kits brochures newsletters annual reports direct mail advertising the internet special events A final chapter walks you step by step through the process of developing your own comprehensive public relations campaign.

Exhibits ix Foreword xi By Naomi Levine Preface xiii The Author xxi PART ONE: GETTING STARTED 1 1 Identifying Target Markets 3 2 Setting Goals, Clarifying the Message, and Creating the PR Plan 21 PART TWO: THE PR TOOLKIT 47 3 Choosing the Right Spokesperson 49 4 Writing and Placing the News Release 57 5 Maximizing Alternative Press Tools 88 6 Crafting Press Kits 107 7 Creating Brochures 116 8 Communicating Through Newsletters 131 9 Producing Annual Reports 145 10 Making Direct Mail Work 156 11 Understanding Advertising 171 12 Pitching and Placing: Radio 191 13 Pitching and Placing: Television 206 14 Producing Videos and DVDs 229 15 Using the Internet 244 16 Planning Dinners and Special Events 252 PART THREE: MONITORING THE PR CAMPAIGN 283 17 Reviewing and Revising the PR Plan 285 18 Reporting to Stakeholders 294 Conclusion: Bringing It All Together 299 Index 303