Public Relations in the Nonprofit Sector
Theory and Practice
Edited by Richard D. Waters
Routledge – 2015 – 342 pages
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.
PART I: Strategic Management of Nonprofit Organizations 1. A Fractured Glass Ceiling in Fundraising? Examining the Careers of Minority Healthcare Fundraisers Using Role TheoryNatalie T. J. Tindall, Richard D. Waters, and Kathleen S. Kelly2. Relying on Divine Intervention? An Analysis of Church Crisis Management PlansHilary Fussell Sisco, Randi Plake, and Erik L. Collins3. PR Capacity on Nonprofit BoardsTimothy Penning 4. The Billion-Dollar Question: Examining the Extent of FundraisingEncroachment on Public Relations in Higher Education Christopher Wilson and Sarabdeep K. Kochhar5. Alumni Commitment, Organization-Public Relationships, and EthicsShannon A. Bowen and Diana C. Sisson6. Race for Crisis Control: Attitudes and Giving Responses after Susan G. Komen for the Cure Pulled Planned Parenthood FundingEmily S. Kinsky, R. Nicholas Gerlich, Kristina Drumheller, and Marc Sollosy PART II: Stakeholder Relations 7. New Dimensions in Relationship Management: Exploring Gender and Inclusion in the Nonprofit Organization-Volunteer RelationshipDenise Sevick Bortree8. Navigation and Grounded Communication: Grassroots Strategies for Public Relations Practitioners Working with Underserved CommunitiesJennifer Vardeman-Winter9. The Academy for Civic Professionalism: A Case Study in Relationship Management and Stakeholder EngagementBrigitta R. Brunner and Giovanna Summerfield10. Building Mutually Beneficial Relationships: Recommended Best Practices for Online Grant Making ProceduresGiselle A. Auger 11. Disaster Public Affairs Training: A Test of the Crisis-AdaptivePublic Information ModelJ. Suzanne Horsley PART III: Public Awareness and Advocacy 12. Legitimation Strategies in Radical Activist Issues Management: Congressional Testimony of the AIDS Coalition to Unleash Power (ACT UP)Erich J. Sommerfeldt and Sifan Xu13. The Cape Wind Debate: Framing by Energy Activist Groups and Frame Salience for Active Online AudiencesBen Benson and Bryan Reber14. The Influence of Message Source and Cultivation Strategies in a Nonprofit Public Relations ContextLiz Gardner, Trent Seltzer, Andrea L. Phillips, and Rachel E. Page15. Public Relations for the Next Generation: An Historical Perspective on Activism on Behalf of Children's Broadcasting InitiativesRachel Kouvacs 16. Digging for Victory Gardens: A Comparative Analysis of the U.K. and U.S. World War II Gardening CampaignsCheryl Ann Lambert PART IV: New Media Challenges and Opportunities 17. Tweeting Charities: Perceptions, Resources, and Effective TwitterPractices for the Nonprofit SectorJeanine Guidry, Greg Saxton, and Marcus Messner18. Nonprofits’ Use of Facebook: An Examination of Organizational Message StrategiesMoonhee Cho and Tiffany Schweickart19. Compassion International and Pinterest: Developing BrandPersonality and Demonstrating Stewardship through VisualsCarolyn Kim and John Keeler20. Foundations: Affecting Social Change through Technological InnovationGeah Pressgrove and Brooke Weberling McKeever
Richard D. Waters is an associate professor in the University of San Francisco’s School of Management. Author of more than 75 peer previewed articles and book chapters, he is the associate editor of Case Studies in Strategic Communication and serves on 7 editorial review boards.