Public relations professionals in nonprofit organizations must diversify fundraising methods beyond constant requests for donations to incentivize giving through corporate and foundation donations, capital campaigns, event sponsorships, telephone solicitations, and online and social media. Nonprofits now rely heavily on social media as their main tool for attracting donors and maintaining contact. Public relations personnel in health organizations face pressure to communicate important health information to the public while keeping customers satisfied and seeking new ones. In educational organizations, public relations officers play a major role through activities like publishing newspapers and magazines, and their most visible role is the university news bureau.

1. Chapter 18
Role of Public Relations in Nonprofit,
Health, and Education Organizations

2. Charitable donations to non profit
organizations in the US.
2007 2009 2010
$307 billion $280 billion $290 billion

3. Fund Raising Methods
Organizations must regularly analyze the competition they face
from other fundraising efforts. The public become put off and
resentful of constantly being asked for contributions in the same
manner.
Public relations professionals must use alternative methods to
incentivize giving: corporate and foundation donations,
structured capital campaigns, event sponsorship, telephone
solicitations and online and social media are some of the ways
that they can diversify the methods they communicate.

4. Role of Social media and donors
Nonprofits now must adapt and utilize social
media as its main tool for attracting donors and
remaining constant contact with them and their
wider following base.
Head of the American red cross “All we had to
do was tweet once” in regard to the Japan
tsunami disaster of 2011.

6. Health Organizations
Public Relations personnel in the health industry are placed under immense
pressure to deliver on government regulations and keep the customer happy,
as well as seeking new customers.
When public relations professionals work in the health sector they have to
communicate to all Americans, health information, prevention measures, and
emergency response measures. It is very important that these professionals
understand their task due to the major media attention health issues in the
news.

7. Educational Organizations
Public relations officers are a major part of Universities throughout the
United States. They are involved in many areas of the university conduct
meetings, seminars, publish newspapers, and magazines. The most visible
part of a universities public relations department is its news bureau. Public
relations offer many jobs in education and the skills needed include working
in teams, most directors will have a dozen or more staff working for them.

8. Summary of Public Relations from this
chapter
Public relations workers must understand that when working in the sectors
this chapter highlights they must have the skills to be able to delegate work to
volunteers, and be able to make sure the work remains to a high standard.
Such as fund raising.
It is very important for the public relations people to target their audiences
for example in healthcare they must be clear in making a safe and efficient
environment to the public that will encourage people to choose that hospital.