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

ISBN: 978-1-118-33607-6
336 pages
May 2005, Jossey-Bass
The Public Relations Handbook for Nonprofits: A Comprehensive and Practical Guide (1118336070) cover image


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 you the first comprehensive guide to all the practices organizations need to do well in their efforts to do good. This title examines all the elements, tools and processes involved in an effective nonprofit PR campaign.

Offering a combination of theory and practice, it shows you how to market to your key audiences, both inside and outside of your organization. In addition to helping you understand you target markets and shaping your message for your audience, Feinglass discusses all the key public relations vehicles, including:

  • news releases
  • press kits
  • brochures
  • newsletters
  • annual reports
  • direct mail
  • advertising
  • the internet
  • special events

A final chapter walks you step by step through the process of developing your own comprehensive public relations campaign.

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Table of Contents

Exhibits ix

Foreword xi
By Naomi Levine

Preface xiii

The Author xxi


1 Identifying Target Markets 3

2 Setting Goals, Clarifying the Message, and Creating the PR Plan 21


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


17 Reviewing and Revising the PR Plan 285

18 Reporting to Stakeholders 294

Conclusion: Bringing It All Together 299

Index 303

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Author Information

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.
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The Wiley Advantage

Public Relations for Nonprofits offers nonprofits a one-stop-shopping reference for all public relations functions.
  • Features an Introduction by Naomi Levine, the founding Chair of the Center for Philanthropy and Fundraising at New York University.
  • Discusses all the key public relations vehicles, including news releases, press kits, brochures, newsletters, annual reports, direct mail, advertising, the internet, and special events.
  • Includes a wealth of examples from successful campaigns.
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