The Public Relations Handbook for Nonprofits: A Comprehensive and Practical Guide非赢利目的用公共关系：综合指南与资源

作者： Art Feinglass著

出 版 社：

出版时间： 2005-5-1字数：版次： 1页数： 311印刷时间： 2005/05/01开本： 16开印次： 1纸张： 胶版纸I S B N ： 9780787974541包装： 精装编辑推荐

作者简介：

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.

内容简介

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

目录

Exhibits

Foreword (Naomi Levine)

Preface

The Author

PART ONE: GETTING STARTED

1.Identifying Target Markets

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

PART TWO: THE PR TOOLKIT

3.Choosing the Right Spokesperson

4.Writing and Placing the News Release

5.Maximizing Alternative Press Tools

6.Crafting Press Kits

7.Creating Brochures

8.Communicating Through Newsletters、

9.Producing Annual Reports

10.Making Direct Mail Work

11.Understanding Advertising

12.Pitching and Placing: Radio

13.Pitching and Placing: Television

14.Producing Videos and DVDs

15.Using the Internet

16.Planning Dinners and Special Events

PART THREE: MONITORING THE PR CAMPAIGN

17.Reviewing and Revising the PR Plan

18.Reporting to Stakeholders

Conclusion: Bringing It All Together

Index