{"product_id":"the-public-relations-handbook-for-nonprofits-isbn-9781118336076","title":"The Public Relations Handbook for Nonprofits","description":"Nonprofit organizations must employ effective, professional public relations techniques in order to get the recognition, support and dollars they need to fulfill their missions. \u003ci\u003eThe Public Relations Handbook for Nonprofits\u003c\/i\u003e 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.  \u003cp\u003eOffering 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:\u003c\/p\u003e \u003cul\u003e \u003cli\u003enews releases\u003c\/li\u003e \u003cli\u003epress kits\u003c\/li\u003e \u003cli\u003ebrochures\u003c\/li\u003e \u003cli\u003enewsletters\u003c\/li\u003e \u003cli\u003eannual reports\u003c\/li\u003e \u003cli\u003edirect mail\u003c\/li\u003e \u003cli\u003eadvertising\u003c\/li\u003e \u003cli\u003ethe internet\u003c\/li\u003e \u003cli\u003especial events\u003c\/li\u003e \u003c\/ul\u003e \u003cp\u003eA final chapter walks you step by step through the process of developing your own comprehensive public relations campaign.\u003c\/p\u003e  Exhibits ix  \u003cp\u003eForeword xi\u003cbr\u003e By Naomi Levine\u003c\/p\u003e \u003cp\u003ePreface xiii\u003c\/p\u003e \u003cp\u003eThe Author xxi\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePART ONE: GETTING STARTED 1\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e1 Identifying Target Markets 3\u003c\/p\u003e \u003cp\u003e2 Setting Goals, Clarifying the Message, and Creating the PR Plan 21\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePART TWO: THE PR TOOLKIT 47\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e3 Choosing the Right Spokesperson 49\u003c\/p\u003e \u003cp\u003e4 Writing and Placing the News Release 57\u003c\/p\u003e \u003cp\u003e5 Maximizing Alternative Press Tools 88\u003c\/p\u003e \u003cp\u003e6 Crafting Press Kits 107\u003c\/p\u003e \u003cp\u003e7 Creating Brochures 116\u003c\/p\u003e \u003cp\u003e8 Communicating Through Newsletters 131\u003c\/p\u003e \u003cp\u003e9 Producing Annual Reports 145\u003c\/p\u003e \u003cp\u003e10 Making Direct Mail Work 156\u003c\/p\u003e \u003cp\u003e11 Understanding Advertising 171\u003c\/p\u003e \u003cp\u003e12 Pitching and Placing: Radio 191\u003c\/p\u003e \u003cp\u003e13 Pitching and Placing: Television 206\u003c\/p\u003e \u003cp\u003e14 Producing Videos and DVDs 229\u003c\/p\u003e \u003cp\u003e15 Using the Internet 244\u003c\/p\u003e \u003cp\u003e16 Planning Dinners and Special Events 252\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePART THREE: MONITORING THE PR CAMPAIGN 283\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e17 Reviewing and Revising the PR Plan 285\u003c\/p\u003e \u003cp\u003e18 Reporting to Stakeholders 294\u003c\/p\u003e \u003cp\u003eConclusion: Bringing It All Together 299\u003c\/p\u003e \u003cp\u003eIndex 303\u003c\/p\u003e \u003cb\u003eArt Feinglass\u003c\/b\u003e 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. Learn to thrive in the highly competitive environment of nonprofit public relations. \u003ci\u003eThe Public Relations Handbook for Nonprofits\u003c\/i\u003e shows you how to get the recognition, support, and dollars you need to fulfill your mission. It explains key PR theory and provides basic guides, checklists, and practical, step-by-step advice. It illustrates concepts with a wealth of examples and case studies drawn from successful actual campaigns from a wide range of fields, including religious, arts, educational, and social service organizations. And it discusses all the key public relations vehicles, including news releases, press kits, brochures, newsletters, annual reports, direct mail, advertising, the internet, and special events.","brand":"Jossey-Bass","offers":[{"title":"Default Title","offer_id":47990324592869,"sku":"NP9781118336076","price":63.0,"currency_code":"USD","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/1842\/7735\/files\/9781118336076.jpg?v=1761787360","url":"https:\/\/k12savings.com\/es\/products\/the-public-relations-handbook-for-nonprofits-isbn-9781118336076","provider":"K12savings","version":"1.0","type":"link"}