Nonprofit PR: Creating a Definition
The PR pro’s role can feel like a jack-of-all-trades comm shop in the nonprofit world – where small staffs mean that load-sharing is broadly interpreted. I especially hated being in charge of the photocopier, the Internet T1 line, and the phone system at one nonprofit (being responsible for communications in all facets, truly) – where all those things seemed to break down at the worst possible moments – in addition to member communications, publications, media relations, the website and public policy work.
But it begs the question – what exactly do we DO? Really? A definition of nonprofit public relations provides greater definition to our frenzied professional lives, reminding us that strategy has to guide the mayhem. The Public Relations Society of America recently partnered with allied organizations to invite crowdsourced definitions of public relations.
Clearly, the old definition is out dated – having come of age when computers were just beginning to transform our profession. The new definition’s formula is simple:
Public relations (does what)
to (do what)
for (what purpose)
with targeted audiences
to raise awareness about a nonprofit organization’s services, work and programs
for building a greater good.
What would your definition of nonprofit public relations be?