Because nonprofit organizations usually must operate on limited budgets, public relations professionals working in nonprofit sectors must master a range of public relations skills and functions. List and discuss several of these skills or functions

Question

What will be an ideal response?

Answer 1

• Positioning the organization: With thousands of competitors vying for support dollars, a nonprofit must stand out from the rest. This depends largely on the public relations function.
• Developing a marketing/promotional plan: Often in nonprofits, the public relations director serves as the marketing director, advertising director, and promotion director all at once. This requires planning in terms of audiences, messages, and vehicles to deliver those messages to those audiences.
• Media relations: Because most nonprofits lack sufficient resources for advertising or formal marketing, the use of "free" media is a critical public relations function.
• Supporting Fundraising: Nonprofits depend on donors for support. Fundraising is a key nonprofit challenge that intimately involves public relations professionals.