Handout KOM116 NON PROFIT PUBLIC RELATIONS
PR IN NONPROFIT ORGANIZATION
Pengantar Public Relations – KOM 116
Program Studi Ilmu Komunikasi
Dosen Pengampu
Prida Ariani Ambar Astuti, S.Sos., M.Si.
Communication
is the primary
mission of
most Not-forProfit
Organizations
(Lattimore, Baskin, Heiman & Toth, 2009)
Key Issues
CORPORATE
• Inflation &
compensation
• Government
regulation
• Equal
opportunity
NOT-FOR-PROFIT
ORGANIZATIONS
• Maintaining a
positive public
image
• Fun-raising
• Cost
containment
(Lattimore, Baskin, Heiman & Toth, 2009)
PR in Not-for-Profit
Organizations
Pengantar Public Relations
Association & Unions
Hospital & Health Care
Religious & Volunteer Organizations
Educational Institutions
Other Nonprofit Sectors
(Lattimore, Baskin, Heiman & Toth, 2009)
PR in Association & Unions
Pengantar Public Relations
MEMBERSHIP
Recruitment &
retention of
members is a
major function
(Lattimore, Baskin, Heiman & Toth, 2009)
Member publics must
constantly be kept informed about
new developments in their field or
area of interest
Nonmember publics must be
told about the group’s importance
to society & the benefits of heeding
its recommendation
(Lattimore, Baskin, Heiman & Toth, 2009)
ASSOCIATIONS &
SOCIETIES
• Divided into professional &
trade
• Enhance the public image of
the profession & disseminate
knowledge among the
membership & to society at
large
• A trade association
primarily represents
organizations that produce a
common product or service
• Lobbying is a major activity
• Two basic values & function:
1) Experience sharing
2) Beneficial programs
LABOR UNIONS
• The objective of Labor
Unions:
1) Communicating with
current members
2) Recruiting new
members
3) Influencing
legislation &
regulation
• PR will be involved with
union publications, new
releases & lobbying
efforts
(Lattimore, Baskin, Heiman & Toth, 2009)
Hospital & Health Care PR
Pengantar Public Relations
The vast majority of health care delivery system
were nonprofit organizations operated by
government, charity & religious organizations
Today, for-profit management companies are major
players in the health care field
PR practitioners are needed to advise
administrators & professional employees in a
variety of matters involving internal, community &
media relations
(Lattimore, Baskin, Heiman & Toth, 2009)
THE VOLATILE
HEALTH CARE
INDUSTRY
• New delivery systems have
increased competition
• Marketing has become a
dominant force
1. The marketing push in
health care focuses on
communication &
promotion
2. Many PR practitioners
are now being called on
to administer their
health care
organizations’ marketing
programs
3. In hospitals, the lines
between PR & marketing
will continue to blur
HEALTH CARE
PUBLICS
• For the hospital, PR merely
meant basic internal
communication, a little
pampering for physicians &
a strong volunteer
organization
• Today, the audiences for PR
are changing & expanding.
• Key internal publics
(employees): doctors,
nurses, medical technicians,
clerical staff, maintenance &
housekeeping employees
• External publics: patients &
potential patients,
government, business &
volunteers
(Lattimore, Baskin, Heiman & Toth, 2009)
PR in Religious
& Volunteer
Organizations
Pengantar Public Relations
Religious & charitable
organization depend on positive
public images for the very lives
PR is an important part of the dayto-day operation of such
organizations, but only the largest
employ full-time practitioners
(Lattimore, Baskin, Heiman & Toth, 2009)
RELIGIOUS
ORGANIZATIONS
• Recently, a number of
religious organizations
have begun to expand
their communication
activities, especially
those involving mass
media
• PR handles the writing,
production & placement
of print & broadcast
messages as well as
media relations
VOLUNTEERS GROUPS
• These organizations
depend for their
survival on donations of
time & expertise as
much as money
• Although their full-time
staffs are relatively
small, volunteer
organizations offer PR
students an excellent
opportunity to gain
experience
(Lattimore, Baskin, Heiman & Toth, 2009)
PR in Educational Institutions
Pengantar Public Relations
Any issue that affects educational
institutions is likely to affect large segments
of the community
Such as taxes support, civic pride & concern
(quality & reputation), feel their right to
know & have a voice in what happens’
PR must help institutions of higher learning
communicate their changing programs &
needs to a changing audience
(Lattimore, Baskin, Heiman & Toth, 2009)
PUBLIC SCHOOLS
• Internal Publics: Teachers,
Students, Local school
administrators, Other
employees
• External Publics: Parents,
Alumni, School board
members, Taxpayer
advocate groups, Service &
civic clubs, Local business &
industry leaders, School
district residents, School
neighbors, Religious
organizations, Athletic
boosters, Legislators,
Government agencies,
Teachers’ organizations &
unions
HIGHER EDUCATIONS
• Internal Publics:
Students, Faculty,
Administrators
• External Publics: Alumni,
Parents, Trustees,
Government agency,
Legislators, Professional
associations & learned
societies, Accrediting
agencies, Textbook
publishers, Business &
industries that employ
graduates, Local
community
(Lattimore, Baskin, Heiman & Toth, 2009)
Fund-Raising: A Common Task
for Not-for-Profit
Organizations
Pengantar Public Relations
A common
problem:
the recurring need
to raise money
to support their
operations
(Lattimore, Baskin, Heiman & Toth, 2009)
John W. Leslie’s Nine Steps on fundraising
1.
2.
3.
4.
5.
6.
7.
8.
9.
Identify broad objectives & policies for the institutional
advancement program
Define relevant trends that might affect the institutional
advancement program
Identify specific communication & financial support activities &
group them into program elements
Determine the basic approach & designate administrators for
discrete activities within the program elements
Designate a person to direct & coordinate the various activities
within each program element
Establish objective of various program elements
Review & revise various activities to conform to the objectives of
their respective program elements
Develop revised plans for each activity within each program
element
Establish a control system
(Lattimore, Baskin, Heiman & Toth, 2009)
Summary
Pengantar Public Relations
The realization of the necessity for more
consistency in their relationship with various
publics is causing many not-for-profit
organizations to expand their PR efforts
Membership recruitment/retention & fund-raising
are the two major PR objectives of most nonprofit
association, labor unions spend much of their effort
lobbying, as do trade association
Health care organizations, religious groups, &
educational institutions have volunteer assistance
as a key objective
(Lattimore, Baskin, Heiman & Toth, 2009)
Terima kasih
Pengantar Public Relations – KOM 116
Program Studi Ilmu Komunikasi
Dosen Pengampu
Prida Ariani Ambar Astuti, S.Sos., M.Si.
Communication
is the primary
mission of
most Not-forProfit
Organizations
(Lattimore, Baskin, Heiman & Toth, 2009)
Key Issues
CORPORATE
• Inflation &
compensation
• Government
regulation
• Equal
opportunity
NOT-FOR-PROFIT
ORGANIZATIONS
• Maintaining a
positive public
image
• Fun-raising
• Cost
containment
(Lattimore, Baskin, Heiman & Toth, 2009)
PR in Not-for-Profit
Organizations
Pengantar Public Relations
Association & Unions
Hospital & Health Care
Religious & Volunteer Organizations
Educational Institutions
Other Nonprofit Sectors
(Lattimore, Baskin, Heiman & Toth, 2009)
PR in Association & Unions
Pengantar Public Relations
MEMBERSHIP
Recruitment &
retention of
members is a
major function
(Lattimore, Baskin, Heiman & Toth, 2009)
Member publics must
constantly be kept informed about
new developments in their field or
area of interest
Nonmember publics must be
told about the group’s importance
to society & the benefits of heeding
its recommendation
(Lattimore, Baskin, Heiman & Toth, 2009)
ASSOCIATIONS &
SOCIETIES
• Divided into professional &
trade
• Enhance the public image of
the profession & disseminate
knowledge among the
membership & to society at
large
• A trade association
primarily represents
organizations that produce a
common product or service
• Lobbying is a major activity
• Two basic values & function:
1) Experience sharing
2) Beneficial programs
LABOR UNIONS
• The objective of Labor
Unions:
1) Communicating with
current members
2) Recruiting new
members
3) Influencing
legislation &
regulation
• PR will be involved with
union publications, new
releases & lobbying
efforts
(Lattimore, Baskin, Heiman & Toth, 2009)
Hospital & Health Care PR
Pengantar Public Relations
The vast majority of health care delivery system
were nonprofit organizations operated by
government, charity & religious organizations
Today, for-profit management companies are major
players in the health care field
PR practitioners are needed to advise
administrators & professional employees in a
variety of matters involving internal, community &
media relations
(Lattimore, Baskin, Heiman & Toth, 2009)
THE VOLATILE
HEALTH CARE
INDUSTRY
• New delivery systems have
increased competition
• Marketing has become a
dominant force
1. The marketing push in
health care focuses on
communication &
promotion
2. Many PR practitioners
are now being called on
to administer their
health care
organizations’ marketing
programs
3. In hospitals, the lines
between PR & marketing
will continue to blur
HEALTH CARE
PUBLICS
• For the hospital, PR merely
meant basic internal
communication, a little
pampering for physicians &
a strong volunteer
organization
• Today, the audiences for PR
are changing & expanding.
• Key internal publics
(employees): doctors,
nurses, medical technicians,
clerical staff, maintenance &
housekeeping employees
• External publics: patients &
potential patients,
government, business &
volunteers
(Lattimore, Baskin, Heiman & Toth, 2009)
PR in Religious
& Volunteer
Organizations
Pengantar Public Relations
Religious & charitable
organization depend on positive
public images for the very lives
PR is an important part of the dayto-day operation of such
organizations, but only the largest
employ full-time practitioners
(Lattimore, Baskin, Heiman & Toth, 2009)
RELIGIOUS
ORGANIZATIONS
• Recently, a number of
religious organizations
have begun to expand
their communication
activities, especially
those involving mass
media
• PR handles the writing,
production & placement
of print & broadcast
messages as well as
media relations
VOLUNTEERS GROUPS
• These organizations
depend for their
survival on donations of
time & expertise as
much as money
• Although their full-time
staffs are relatively
small, volunteer
organizations offer PR
students an excellent
opportunity to gain
experience
(Lattimore, Baskin, Heiman & Toth, 2009)
PR in Educational Institutions
Pengantar Public Relations
Any issue that affects educational
institutions is likely to affect large segments
of the community
Such as taxes support, civic pride & concern
(quality & reputation), feel their right to
know & have a voice in what happens’
PR must help institutions of higher learning
communicate their changing programs &
needs to a changing audience
(Lattimore, Baskin, Heiman & Toth, 2009)
PUBLIC SCHOOLS
• Internal Publics: Teachers,
Students, Local school
administrators, Other
employees
• External Publics: Parents,
Alumni, School board
members, Taxpayer
advocate groups, Service &
civic clubs, Local business &
industry leaders, School
district residents, School
neighbors, Religious
organizations, Athletic
boosters, Legislators,
Government agencies,
Teachers’ organizations &
unions
HIGHER EDUCATIONS
• Internal Publics:
Students, Faculty,
Administrators
• External Publics: Alumni,
Parents, Trustees,
Government agency,
Legislators, Professional
associations & learned
societies, Accrediting
agencies, Textbook
publishers, Business &
industries that employ
graduates, Local
community
(Lattimore, Baskin, Heiman & Toth, 2009)
Fund-Raising: A Common Task
for Not-for-Profit
Organizations
Pengantar Public Relations
A common
problem:
the recurring need
to raise money
to support their
operations
(Lattimore, Baskin, Heiman & Toth, 2009)
John W. Leslie’s Nine Steps on fundraising
1.
2.
3.
4.
5.
6.
7.
8.
9.
Identify broad objectives & policies for the institutional
advancement program
Define relevant trends that might affect the institutional
advancement program
Identify specific communication & financial support activities &
group them into program elements
Determine the basic approach & designate administrators for
discrete activities within the program elements
Designate a person to direct & coordinate the various activities
within each program element
Establish objective of various program elements
Review & revise various activities to conform to the objectives of
their respective program elements
Develop revised plans for each activity within each program
element
Establish a control system
(Lattimore, Baskin, Heiman & Toth, 2009)
Summary
Pengantar Public Relations
The realization of the necessity for more
consistency in their relationship with various
publics is causing many not-for-profit
organizations to expand their PR efforts
Membership recruitment/retention & fund-raising
are the two major PR objectives of most nonprofit
association, labor unions spend much of their effort
lobbying, as do trade association
Health care organizations, religious groups, &
educational institutions have volunteer assistance
as a key objective
(Lattimore, Baskin, Heiman & Toth, 2009)
Terima kasih