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Every PR
practitioner knows that getting press can be precarious.
For nonprofits, it can sometimes be even more difficult
to cut through the clutter. A
new book designed to help
these organizations develop a comprehensive PR campaign
is a good read that any marketing or PR executive could
use.
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 the
first extensive guide to the practices that nonprofit
organizations need to perform well in their efforts to
do good.
The author,
Art Feinglass, discusses all of the usual weapons in the
PR arsenal, such as news releases, press kits,
newsletters, annual reports, special events and the
Internet. Perhaps more importantly, he ties these tools
to theory and practice to help target media markets and
shape the message for greater impact.
In the book
there are several references to Trylon Senior Vice
President Ronni Faust. She provides insight on following
up with reporters, out-of-the-box thinking regarding
staging publicity events, establishing and maintaining
relationships with journalists and more.
Nonprofits
need good PR to effectively raise money, and for that
reason alone a strong PR program is essential to the
health of the entity. Having a resource such as this can
make a great deal of difference in the success of a
fundraising campaign.
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