Public Relations for Nonprofit Organizations
This is an elective course in nonprofit public relations, designed for students interested in entering the nonprofit communications field. It focuses on research; identification of key constituents and other strategic stakeholders; donor relations; membership recruitment, retention and relationship building; development and fundraising; communications strategy and messaging; earned media planning and tactics; and theoretical and ethical aspects of the nonprofit public relations practice.
Prerequisites: JOUR 291.
After passing JOUR 333, all students should be able to:
- Demonstrate an understanding of the principles of public relations, specifically nonprofit constituent communications
- Articulate the principles and theory of basic communications and apply that understanding to an organization’s strategic communications efforts
- Identify a variety of key publics and stakeholders and understand how they are similar and different
- Apply basic research methods and analyze the findings
- Integrate ethics, strategy and theory into communications programs to target appropriate audiences
- Identify appropriate channels for message distribution
- Demonstrate that comprehensive, cohesive messaging and design can advance an organization’s strategic plan and enhance and elevate its image and reputation
- Demonstrate the ability to use language to enhance audience perception of an organization
All learning outcomes are equivalent to those in the face-to-face version of this class.