August 10, 2000 | Read Time: 1 minute
Using Public Relations Strategies to Promote Your Nonprofit Organization
by Ruth Ellen Kinzey
The author gears this book to the small non-profit group, where public relations may take a back seat among the chores of overburdened staff members.
Ms. Kinzey, a lecturer in the communications-studies department at the University of North Carolina at Chapel Hill, begins with advice for instituting a public-relations plan similar to those used by businesses. Such an approach fosters clear-cut goals, Ms. Kinzey writes, and reduces the likelihood that a non-profit group’s public image will be shaped by a single individual.
She provides a step-by-step guide to producing an annual report, a document that she says is crucial to engendering public trust. She covers what to include in the narration as well as how to choose colors, graphics, and typefaces.
Other chapters explain how to design, write, and publish a newsletter; how to set up a “speaker’s bureau” with people who feel comfortable speaking to the news media and to donors; and how to dovetail effective public relations with the recruitment and orientation of new board members.
Publisher: Haworth Press, 10 Alice Street, Binghamton, N.Y. 13904-1580; (607) 722-5857 or (800) 429-6784; fax (607) 771-0012; getinfo@haworthpressinc.com; http://www.haworthpressinc.com; 233 pages; $24.95; I.S.B.N. 0-7890-0258-2.
