Public Relations In Non Profit Organisations Marketing Essay

First this article will explain the role of pr in non-profit organisations and provide a brief description of our marketing campaign; second the campaigns advantages and weaknesses will be discussed; third the plan will be discussed in relation to public relations theory; and lastly a realization summarising the primary points mentioned in this essay

Public Relations and Non-Profit Organisations:

Public relationships can play an important role for non-profit organisations, providing the support to generate new, and keep maintaining existing relationships necessary to meet organisational goals, meet fundraising focuses on, and develop organisational awareness.

As Broom, Centre, and Cutlip express, there are five functions the specialist aims to carry out within non-profit organisations, they are to:

"Define or 'brand' the company, gain acceptance of its mission, and protect its reputation.

Develop stations of communication with those an organization serves.

Create and keep maintaining a favourable environment for fundraising.

Support the development and maintenance of general public plan that is favourable for an organization's mission.

Inform and encourage key organizational constituents (such as employees, volunteers, and trustees) to dedicate themselves and work productively in support of an organization's mission, goal, and targets. " (Broom, Centre, & Cutlip, 2006, p. 449)

Campaign Description:

Intentio PR designed a advertising campaign to attain two goals; first to raise the amount of funding Parent to Parent obtains through creating connections with the business enterprise community; and second to increase awareness of Parent to Father or mother through the human relationships and campaigns developed with the business community.

Therefore, Intentio PR's key campaign goal was to raise the amount of funding Parent to Parent receives, while together increasing knowing of Parent to Mother or father and their services to key audiences.

Intentio PR suggested three projects to achieve these goals:

A redevelopment of Parent or guardian to Parents website to become more interactive, also to allow for a better donation function.

A cause related advertising campaign with Huggies, where a certain amount of each Huggies product purchased was donated to the organisation

A relationship with TradeMe, in which users can donate the auction success charge or complete proceeds for an auctioned item to Parent to Mother or father.

Campaign Durability and Weaknesses:

Prior to the development of Intentio PR's three promotions, Parent to Parent's current situation was explored, more specifically research concentrated on their purpose and mission, their current economical situation, and their sources of funding.

The information accumulated from this affected our next stage of research even as found that there is a problem with funding, and this businesses weren't approached for money, focussing initiatives on grants and applications instead.

Stemming from our organisational information, we then conducted research that looked into what motivates businesses to provide sponsorship to non-profit organisations, what they see as necessary to this marriage, and their level of consciousness for organisations providing services to the handicapped.

Research also looked into the funding and sponsorship situations of the regional Parent to Parent or guardian offices.

We encountered complications in relation to this research when it comes to response rates, from both business, and the regional offices contacted to get involved.

Although not sufficient to produce any significant generalisations to either of the communities surveyed, the info gathered have produce enough relevant data to assist in the forming of our marketing campaign goals and objectives.

The goals because of this campaign easily fit into to two management situations that Smith explains, an activity management goal focused on obtaining more financing, and reputation management goal which is focussed on Father or mother to Parents awareness and conception (Smith, 2002, p. 69).

Although our campaign had a goal derived from our past research and proved helpful, as Smith state governments, to ". . . provide the direction while goals pinpoint the vacation spot" (Smith, 2002, p. 67) I believe we could are suffering from more specific, measurable, attainable, realistic, and timely (SMART) targets for the three promotions developed.

Consequently, this would have allowed for us to build up more specific and thorough campaign evaluations, which lacked any specific standards to evaluate success against.

The reputation or understanding objective that was listed might have been improved upon by specifically saying who the community mentioned is, for example 'amongst all parents of handicapped children'; and by providing measurable goals for the objective, for example 'an increase of recognition by 60%', although prior awareness levels of the organisation between the target audience for the objective would be needed as the standard to be measured against.

Public Relationships Theory:

Although we attemptedto use the four step process, that is research, planning, action, and evaluation, our advertising campaign was lacking in areas such as planning and analysis that could have brought it jointly.

Five theories I'd use to spell it out and evaluate areas of Intentio PR's plan would be systems theory, the two-way asymmetrical model, public exchange theory, sociable learning theory, and situational theory.

Systems theory can be used to examine both internal and exterior relationships an company has using its employees and customers.

Baskin, Heiman, Lattimore, and Toth identify organisations as "made up of interrelated parts, adapting and adjusting to changes in the. . . conditions where they operate. Organisations have recognisable limitations, within which there has to be a communication framework that books the elements of the organisation to achieve organisational goals. " (Baskin, Heiman, Lattimore, & Toth, 2007, pp. 44-45)

These organisations can be considered either open up or finished systems; wide open systems allowing the movement of information from outdoor stakeholders, and how these human relationships with outside stakeholders might influence the organisation; closed down systems choosing to focus on past decisions and exactly how these have performed when making decisions, preferring never to seek new information from beyond the company.

Our advertising campaign would be predicated on an available systems theory, with research in to outside organisations and how these human relationships are set up, and managed being conducted, as previously talked about; also, we seek to establish new romantic relationships with Huggies, and TradeMe to increase funding and awareness.

As research were mainly utilized to explore connections with businesses, and the info found used to build up or impact our campaign design, the two-way asymmetrical best represents our research and development model, as Tench and Yeomans condition "Reviews from people is important in this model of communication, but it can be used to adjust communication ways of become more persuasive, not to modify the organisations position. " (Tench & Yeomans, 2006, p. 147)

Intentio PR's cause related marketing campaign with Huggies establishes an exchange with the consumer of the Huggies product; for each product the buyer purchases, $2. 00 will be donated towards Parent to Father or mother.

Therefore, the work of buying this product (the cost), brings about them supporting out a charitable company (the praise).

I believe this can be an example of the communal exchange theory, which uses the ". . . economical metaphor of costs and advantages to predict behaviour. It assumes that individuals and groups choose strategies predicated on recognized rewards and costs. " (Baskin, Heiman, Lattimore, & Toth, 2007, p. 48)

I imagine the interpersonal learning theory, which says that "we can learn new behaviours merely by observing others" (Baskin, Heiman, Lattimore, & Toth, 2007, p. 50), is applicable to our TradeMe Team Up campaign.

Although there will be a press release and other promotional material in relation to this campaign, the primary method in which TradeMe members will find out about these donation features are through observing and adapting this behaviour from another member who has used these features on the auction(s).

Both VanLeuven; and Baskin, Heiman, Lattimore & Toth declare that "a lot more positive and satisfying the consequences, the much more likely the behaviour will appear. " (VanLeuven, 1989, p. 196)

Therefore the likelihood of the observing TradeMe member implementing this behaviour (the donation feature) is much more likely if they imagine the praise (donating money to a charitable cause) is an adequate or positive praise for performing the duty; the goal of the promotional effort for this advertising campaign should consequently be to align TradeMe SYNERGY plan as so.

Situational theory, corresponding to Tench, and Yeomans; and Baskin, Heiman, Lattimore & Toth (2007, p. 46-47), divides an organisations publics relating to those publics "who actively seek and process information about an organisation or a concern of interest, and those publics that passively get information. . . as the problem, problem, opportunity, or concern changes, the public's, with which the organisation must converse, change. "

The redevelopment of Parent to Parents website is targeted towards the dynamic information seekers of the publics; the new web page design permits easier navigation of the site, and easier usage of relevant information, such as occasions, local information, and organisational information.

It would be the active users of the website, who are also TradeMe users, who would be the early adopters of the donation feature of TradeMe Team Up.


Theory establishes a construction through which common phenomena can be referred to and analysed.

This article has described the public relations campaign designed by Intentio PR, and has worked to relate the various components which it comprises to relevant pr theory.

I believe the campaign we produced might have been improved if we had used or known back to the theory discussed previously, and when we had chosen SMART goals to each one of the campaigns.

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