PR IN NONPROFIT ORGANIZATION
Pengantar Public Relations
–
KOM 116
Program Studi Ilmu Komunikasi
Communication
is
the primary
mission
of
most
Not-for-Profit
Organizations
Key Issues
CORPORATE
•
Inflation &
compensation
•
Government
regulation
•
Equal
opportunity
NOT-FOR-PROFIT
ORGANIZATIONS
•
Maintaining a
positive public
image
•
Fun-raising
•
Cost
PR in Not-for-Profit
Organizations
Other Nonprofit Sectors
Educational Institutions
Religious & Volunteer Organizations
Hospital & Health Care
PR in Association & Unions
MEMBERSHIP
Recruitment
&
Nonmember publics
must be
told about the
group’s importance
to society & the benefits of heeding
its recommendation
Member publics
must
constantly be kept informed about
new developments in their field or
area of interest
ASSOCIATIONS &
SOCIETIES
• Divided into professional & trade
• Enhance the public image of the profession & disseminate knowledge among the
membership & to society at large
• A trade association primarily represents
organizations that produce a common product or service
• Lobbying is a major activity
• Two basic values & function:
1) Experience sharing
2) Beneficial programs
LABOR UNIONS
•
The objective of Labor
Unions:
1)
Communicating with
current members
2)
Recruiting new
members
3)
Influencing
legislation &
regulation
•
PR will be involved with
union publications, new
releases & lobbying
Hospital & Health Care PR
PR practitioners are needed to advise
administrators & professional employees in a
variety of matters involving internal, community &
media relations
Today, for-profit management companies are major
players in the health care field
THE VOLATILE
HEALTH CARE
INDUSTRY
• New delivery systems have increased competition
• Marketing has become a dominant force
1. The marketing push in health care focuses on communication & promotion
2. Many PR practitioners are now being called on to administer their
health care
organizations’ marketing
programs
3. In hospitals, the lines between PR & marketing will continue to blur
HEALTH CARE
PUBLICS
• For the hospital, PR merely meant basic internal
communication, a little pampering for physicians & a strong volunteer
organization
• Today, the audiences for PR are changing & expanding.
• Key internal publics (employees): doctors,
nurses, medical technicians, clerical staff, maintenance & housekeeping employees
• External publics: patients & potential patients,
government, business & volunteers
PR in Religious
& Volunteer
PR is an important part of the
day-to-day operation of such
organizations, but only the largest
employ full-time practitioners
Religious & charitable
organization depend on positive
public images for the very lives
RELIGIOUS
ORGANIZATIONS
•
Recently, a number of
religious organizations
have begun to expand
their communication
activities, especially
those involving mass
media
•
PR handles the writing,
production & placement
of print & broadcast
messages as well as
media relations
VOLUNTEERS GROUPS
•
These organizations
depend for their
survival on donations of
time & expertise as
much as money
•
Although their full-time
staffs are relatively
small, volunteer
PR in Educational Institutions
PR must help institutions of higher learning
communicate their changing programs &
needs to a changing audience
Such as taxes support, civic pride & concern
(quality & reputation), feel their right to
know & have a voice in what happens’
Any issue that affects educational
PUBLIC SCHOOLS
• Internal Publics: Teachers, Students, Local school
administrators, Other employees
• External Publics: Parents, Alumni, School board members, Taxpayer
advocate groups, Service & civic clubs, Local business & industry leaders, School district residents, School neighbors, Religious organizations, Athletic boosters, Legislators, Government agencies,
Teachers’ organizations &
unions
HIGHER EDUCATIONS
•
Internal Publics:
Students, Faculty,
Administrators
•
External Publics: Alumni,
Parents, Trustees,
Government agency,
Legislators, Professional
associations & learned
societies, Accrediting
agencies, Textbook
publishers, Business &
industries that employ
graduates, Local
community
Fund-Raising: A Common Task
for Not-for-Profit
A common
problem:
the recurring need
to raise money
to support their
operations
John W.
Leslie’s Nine Steps on fund
-raising
1.
Identify broad objectives & policies for the institutional
advancement program
2.
Define relevant trends that might affect the institutional
advancement program
3.
Identify specific communication & financial support activities &
group them into program elements
4.
Determine the basic approach & designate administrators for
discrete activities within the program elements
5.
Designate a person to direct & coordinate the various activities
within each program element
6.
Establish objective of various program elements
7.
Review & revise various activities to conform to the objectives of
their respective program elements
8.
Develop revised plans for each activity within each program
element
Summary
Health care organizations, religious groups, &
educational institutions have volunteer assistance
as a key objective
Membership recruitment/retention & fund-raising
are the two major PR objectives of most nonprofit
association, labor unions spend much of their effort
lobbying, as do trade association
The realization of the necessity for more
consistency in their relationship with various
