Nonprofit Public Relations Toolkit

Public relations is a process for developing two-way communications to build relationships with all audiences relevant to nonprofit organizations, such as the public, donors, volunteers, employees, regulatory officials, stockholders, elected officials, media, and many others. Public relations identifies, monitors, analyzes and influences public opinion on issues that are now important, or could become important in the future. Built on research and strategy, public relations utilizes a variety of communications tools (also known as tactics) to reach target audiences. Those tools include regular publications, email communications, speakers bureaus, special events, news releases and many others. The author recognizes that many organizations focus on the tactics of public relations exclusively. This manual covers the basics of implementation for the tactical portion, known as the "tools" of the public relations process. This toolkit is designed to be used as a simple guide for nonprofit organizations that have little access to trained professionals and want to manage their own public relations efforts. For nonprofit organizations that are too small to afford public relations staff or outside counsel from a consulting firm or agency, this manual is a hands-on "how-to" guide for implementing the basic tools of public relations. Effectively researched, planned and implemented, public relations can achieve astounding results for organizations. Good luck with your efforts!