Year of Award
Master of Arts (MA)
Department or School/College
Department of Communication Studies
Betsy Wackernagel Bach
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.
Gale, Megan Kate, "Public relations in nonprofit organizations: A guide to establishing public relations programs in nonprofit settings" (2007). Graduate Student Theses, Dissertations, & Professional Papers. 785.
© Copyright 2007 Megan Kate Gale