Year of Award


Document Type

Professional Paper

Degree Type

Master of Arts (MA)

Degree Name

Communication Studies

Department or School/College

Department of Communication Studies

Committee Chair

Betsy Wackernagel Bach

Commitee Members

Andrea Vernon, Christina Yoshimura


crisis management, nonprofit organizations, program planning, public relations, relationship management


University of Montana


Public relations has become an increasingly popular topic in the nonprofit community, and the demand for developing piblic relations as a core competency has increased as well. Since many nonprofit organization have limited time and resources for developing fuull-scale public relations programs, many rely on information obtained during one-day workshops or conference presentations presented by public relations professionals who have little or no experience with the concerns of the nonprofit setting. Using a program planning model, this paper describes how nonprofit organizations can increase the capacity and effectiveness of their public relations efforts by building relationships with key stakeholders.



© Copyright 2007 Megan Kate Gale