Cutlip & Center's Effective PUBLIC RELATIONS

1. Cutlip & Center'sEffectivePUBLIC RELATIONS PART IV The Practice Chapter 17 Nonprofits, Trade Associations, and Nongovernmental Organizations Tenth Edition

2. Study Guide After studying Chapter 17, you should be able to: • Describe the role of public relations in the nonprofit sector. • Outline some of the major changes affecting nonprofit organizations, healthcare, and education. • List and briefly discuss major changes in recent public relations practice in nonprofit organizations. • Discuss the changing role of public relations in healthcare organizations. 17-1

3. Study Guide After studying Chapter 17, you should be able to: • Outline the major purposes of associations, professional societies, and labor unions. • List the major public relations activities of associations and professional societies. • Describe the major purposes of public relations in the labor movement. 17-2

4. The Third Sector 0 “Nonprofit organizations especially seem to allow for a broad array of activities and services that may not be provided otherwise.” —Angela M. Eikenberry 17-3

5. Defining Nonprofit Organizations 0 1. Organized—charter, officers, regular meetings, rules and other evidence of permanence 2. Private—institutionally separate from government, even if receiving government funds 3. Nonprofit Distributing—no profit generated for benefit of owners or directors, “not-for-profit” 4. Self-Governing—own board governs organization without external control or government direction 5. Voluntary—voluntary participation and charitable contribution 17-4

6. Nonprofit Climate of Change 0 1. Government cutbacks shift responsibility to voluntary organizations. 2. Competition is intense among charitable groups for financial donations and volunteer support. 3. Demand for social and support services exceeds available resources. 4. Diversity and cultural issues in the workplace and among target publics complicate services. 17-5

7. Nonprofit Climate of Change 0 • Public concern about the credibility and accountability of tax-exempt organizations, and calls for increased government regulation. 6. Collaborative relationships and developing strategic partnerships with corporate donors and media needed to address social problems. 17-6

8. Role of Public Relations in Nonprofits 0 1.Define or “brand” the organization, gain acceptance of its mission, and protect its reputation. 2.Develop channels of communication with those an organization serves. 3.Create and maintain a favorable climate for fund-raising. 4. Support the development and maintenance of public policy that is favorable to an organization’s mission. 5.Inform and motivate key constituents to dedicate themselves to the mission, goals, and objectives. 17-7

9. Changes in Nonprofit Public Relations 0 1. Integrated public relations-marketing and management by objectives have emerged as important parts of the communication strategy. 2. Nonprofit sector leaders have raised the standards and stepped up pressure to engage professional public relations assistance—either hiring staff or outside consultants. 3. Recruiting volunteers and obtaining donations are standard expectations of the public relations role. 17-8

10. Changes in Nonprofit Public Relations 0 4.Paid advertising has emerged as a major controlled communication tactic for nonprofit organizations, particularly for the healthcare industry. • Strategic partnerships linking nonprofits with corporate donors and news media organizations have emerged to enhance the reputation of nonprofits and promote their services. 6. Technology has extended the selectivity and reach of communication, but has raised questions about ethics, privacy, and legitimacy. 17-9

11. Foundations 0 • There are 71,000 active private and public foundations in the United States. • The Bill and Melinda Gates Foundation is the largest, with more than $33 billion in assets. • “Private foundations” are funded by one source, whether an individual, family, or corporation. • “Public foundations” receive funds from multiple sources, including other foundations, individuals, and government agencies. 17-10

12. Healthcare Issues 0 • There are more than 47 million Americans uninsured, including almost 9 million children. • Generally, the payer for health services—an insurance company—has limited control over the purchase or cost of service. • It is usually the physician or other provider—rather than the patient—who chooses a hospital or orders services. • The services rendered can be painful and unpleasant, clearly making a distinction between wants and needs. 17-11

13. Nongovernmental Organizations 0 • “NGOs” refers to a wide variety of institutions that provide funding, technical advice, and advocacy for people in need. • NGOs focus on a range of issues such as human rights, environment, animal rights, and disaster relief. • Examples include Greenpeace, Sierra Club, Alcoholics Anonymous, Red Cross, Salvation Army, Human Rights Watch, and American Civil Liberties Union. • NGOs are not part of governments, but may collaborate with governments to benefit the poor and needy. 17-12

14. Goals of Education Public Relations 0 1. To increase awareness of educational issues, especially funding issues, to dispel misinformation and rumor. 2. To cultivate relationships with key constituents to build public support and help ensure adequate funding, including donations where appropriate. 3. To gain public acceptance of educational initiatives and support when making educational changes. 4. To enhance the reputation of schools among key target audiences. 17-13

15. Key Publics for Public Relationsin Public Schools 0 • Parents play a key role in building support for adequate budgets. 2. School staff, from principal and teacher to custodian and school nurse, must become engaged in school public relations programs. 3. Students may be the school system’s most important public. • Business community and school partnerships take many forms. 17-14

16. Key Publics for Public Relationsin Public Schools 0 • Community groups, such as neighbors, potential donors, and other concerned citizens. • Local news media, cable television, and Web sites are key to informing the public about local school challenges. 7. Board of education members who can act as intermediaries between school publics and the professional administrators.   17-15

17. Key Publics for Public Relationsin Higher Education 0 1. Students 2. Faculty and staff 3. Alumni 4. Community groups and business leaders 5. Government 6. Media 7. Parents 17-16

18. Associations and Societies 0 • A trade association is an organization dedicated to promoting the interests and assisting the members of a particular industry. • There are several types of associations, including trade associations, professional societies, chambers of commerce, philanthropic or charitable organizations, and labor associations. • According to the U.S. Bureau of Labor Statistics, there are 102,000 business, professional and other membership organizations. 17-17

19. Types of Associations 0 • Professional associations and professional societies typically represent individuals engaged in similar work based on common educational preparation or specialized knowledge. • Producer associations and commodity boards, such as the National Dairy Promotion and Research Board and the National Livestock and Meat Board represent the interests of their members and promote consumption of their commodities. 17-18

20. Types of Associations 0 3. Federations—also referred to as councils or institutes—typically include other associations. An example is the National Cotton Council of America, which represents many cotton associations. 4. Federations of labor unions, such as the Teamsters and the American Federation of Labor and Congress of Industrial Organizations (AFL-CIO), represent many different occupational, trade, and craft unions. 17-19

21. Growing Role of Public Relations in Associations and Societies 0 • To provide members with helpful information • To expand the association by recruiting new members • To harmonize member viewpoints by promoting positive positions • To promote the industry or profession • To influence government legislation and regulation 17-20

22. Growing Role of Public Relations in Associations and Societies 0 • To improve products and services • To gain popular support and combat adverse publicity • To train recruits and provide continuing education for all members • To contribute to social progress by sponsoring public service programs • To promote behavior standards among members that will enhance credibility and stave off government regulation 17-21

23. Labor Unions 0 • A labor union consists of a group of workers who organize to gain improvements in wages, benefits, and work conditions, such as flexibility for meeting job and family obligations and a voice in improving the quality of products and services produced by the companies for whom they work. • U.S. organized labor unions, with a total membership of almost 16 million in 2007, represent only 12 percent of the American workforce. • Union membership has steadily declined from a high of 20 percent in 1983, the first year for which comparable union data are available. 17-22

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