The Public Relations Handbook for Nonprofits: A Comprehensive and Practical Guide

Learn to thrive in the highly competitive environment of nonprofit public relations. The Public Relations Handbook for Nonprofits shows you how to get the recognition, support, and dollars you need to fulfill your mission. It explains key PR theory and provides basic guides, checklists, and practical, step–by–step advice. It illustrates concepts with a wealth of examples and case studies drawn from successful actual campaigns from a wide range of fields, including religious, arts, educational, and social service organizations. And it discusses all the key public relations vehicles, including news releases, press kits, brochures, newsletters, annual reports, direct mail, advertising, the internet, and special events.

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

Art Feinglass is founder and president of Access Communications, Inc., a New York–based training and public relations firm. He is an adjunct professor at New York University′s George H. Heyman, Jr. Center for Philanthropy and Fundraising, where he teaches courses in public relations for nonprofits. He has more than twenty years of experience in public relations for nonprofits and serves on the Communications Advisory Committee of the American Red Cross in Greater New York. He can be reached at www.artfeinglass.com.