Public Relations in the Nonprofit Sector: Theory and Practice

1st Edition

Richard D. Waters

Published June 16, 2017
Reference - 342 Pages - 6 B/W Illustrations
ISBN 9781138306059 - CAT# Y367059
Series: Routledge Research in Public Relations

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Nonprofit organizations are managing to carry out sophisticated public relations programming that cultivates relationships with their key audiences. Their public relations challenges, however, have routinely been understudied. Budgetary and staffing restraints often limit how these organizations carry out their fundraising, public awareness and activism efforts, and client outreach. This volume explores a range of public relations theories and topics important to the management of nonprofit organizations, including crisis management, communicating to strengthen engagement online and offline, and recruiting and retaining volunteer and donor support.


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