Contact Us
Sign In / Sign Up for FREE
Go to advanced search...

Managing Public Relations in Nonprofit Organizations - Case Study Example

Comments (0) Cite this document
The Brookhaven National Laboratory conducted a mix of secondary and quantitative research in the quest of making an announcement concerning the new found scientific discovery. Foremost, a secondary research was done to evaluate past announcement prior to the Congressional…
Download full paperFile format: .doc, available for editing
GRAB THE BEST PAPER97.5% of users find it useful
Managing Public Relations in Nonprofit Organizations
Read TextPreview

Extract of sample "Managing Public Relations in Nonprofit Organizations"

Managing Public Relations in Non Profit Organizations Research The Brookhaven National Laboratory conducted a mix of secondary and quantitative research in the quest of making an announcement concerning the new found scientific discovery. Foremost, a secondary research was done to evaluate past announcement prior to the Congressional budget. To this end, the secondary research was done on a past 2000 media release. Secondly, a secondary research was done for the basis of identifying scheduled conferences. The major reason was to identify perfect avenues for conducting a public announcement without raising aspersion concerning the motive for advertisement. Further secondary research was done on a database of the consumer media and national science. The reason for this research was to broaden the scope of the target audience following the announcement. Consequently, the stakeholders identified were prominent science reporters. However, quantitative research involving telephone interviews with the reporters to ascertain their reliability produced negative results. To this end, a content analysis was undertaken on the BNL website. The purpose was to deliver a high amount of information pertaining to the upcoming conference and public announcement.
The evaluation measures employed involved the measuring of communication output. In this case, part of the objective was to achieve a mass advert of their product and elicit positive media reactions. To this end, the company surpassed their expected communication output whereby over 700 million coverage was achieved. In addition, the public relations firm employed the measure of outcomes as an evaluation. Consequently, the whole public announcement aspired to receive positive reviews from the public and media. Moreover, these reviews were supposed to spur the government in increasing budgetary allocation without arousing political aspersions on its public announcement. As a result, the firm was able to receive positive reviews from the media and public. Moreover, these reviews factored in on the increase of budgetary allocations. In addition, the public relation firms employed the measure of institutional outcomes as an evaluative tool. Consequently, BNL had an objective of increasing a budgetary allocation for its project. As a result, the institutional outcome was achieved through an increased budgetary allocation of $ 13,400.
The planning process entailed developing of a media list in which media outlets were identified. The aim was to achieve target audience for the impending announcement. To this end, the media list developed consisted of the USA Today, New York Times, the National Public Radio and the Science magazine. The planning process equally entailed a public service announcement via the America Physical Society. The main advantage of this public service announcement was the potential attraction of several media outlets. These media outlets would hence capture the essence of the ‘new discovery’ announcement and consequently relay the same message several times over in print and visual media. The overall achievement would be multiple impacts on a wide array of audience at a significant low cost.
Implementation/ Tactic
The implantation process entailed the distribution of news of the impending ‘new discovery’ announcement. This was achieved through posting of pictures, scientific papers and animations on BNL’s website. Furthermore, the public relations firm hired by BNL developed and posted media relations experts that would act as a communication response tool from media questions. In addition, the implementation entailed monitoring and evaluation on the impact achieved following the big announcement. This included the monitoring of press release reactions in connection with the scheduled budget cuts.
Guth, D., & Marsh, C. (2003). Public relations: a values-driven approach (2nd ed.). Boston:
Allyn and Bacon. Read More
Cite this document
  • APA
  • MLA
(“Managing Public Relations in Nonprofit Organizations Case Study”, n.d.)
Managing Public Relations in Nonprofit Organizations Case Study. Retrieved from
(Managing Public Relations in Nonprofit Organizations Case Study)
Managing Public Relations in Nonprofit Organizations Case Study.
“Managing Public Relations in Nonprofit Organizations Case Study”, n.d.
  • Cited: 0 times
Comments (0)
Click to create a comment or rate a document

CHECK THESE SAMPLES OF Managing Public Relations in Nonprofit Organizations

Financial Management in Nonprofit Organizations

...and Contrast of the Application of Financial Management Techniques in Nonprofit and For-Profit Organizations Financial planning consists of proper strategizing in relation to financial aspects and its implementation. Financial planning of an organization depends on its objectives. The objectives of both non-profit and for-profit organizations vary with each other. The prime objective of non-profit organization is to render service whereas the prime objective of for-profit organization is to earn maximum profit. These organizations will be compared in terms of various factors such as...
9 Pages(2250 words)Essay

Financial Management in Nonprofit Organizations to comply with the existing rules and regulations. Next, religious nonprofit organizations have vital issues related to the complex requirements of its memberships. Management of finances in nonprofit organizations is quite a challenging task. The sources of revenues of nonprofit organizations are very much vulnerable to changes in political environment or economic issues. Nonprofit organizations being accountable to public require more accurate and reliable presentation of information by the financial management team. The fiscal...
7 Pages(1750 words)Research Paper

Financial Management in Nonprofit Organizations

...? FINANCIAL MANAGEMENT IN NONPROFIT ORGANIZATIONS goes here] [Your goes here] [Due the paper] Executive Summary This paper was mainly about the differences between financial management systems of for-profit and not-for-profit organizations. The researcher discussed various issues related to the financial systems of both types of organizations. The issues that the researcher discussed included sources of funds, use of debt, and organizational objectives. The researcher made use of online resources and journal articles to find support from literature. The researcher found some key differences between the financial systems of both types of organizations. Those differences were mainly related to the sources of finance and its use... . The...
7 Pages(1750 words)Essay

Financial Management in Nonprofit Organizations

...measure indicators are also discussed and they have a deep co-relation with how the initial funds are generated. Performance indicators of both the types differ slightly but this is the only aspect in which most general finance principles can be applied to both. Finally, we looked at how corporate governance is ensured for nonprofits yet they lack in strong monitoring as the real focus of government, agencies and creditors is on how for – profits are performing. Financial Management in Nonprofit Organizations Financial Management for nonprofit organizations has many similarities with the financial...
8 Pages(2000 words)Essay

Financial Management in Nonprofit Organizations

...? Financial Management in Nonprofit Organizations Executive Summary The financial management technique for a nonprofit making organization is markedly different from that is a profit making organization. There are several advantages and privileges for a nonprofit organization which are otherwise not present in profit making organizations. For example donations to the nonprofit organizations are tax deductible. Apart from that, the organizations are exempted from paying any taxes. This kind of tax exemptions are at heart...
6 Pages(1500 words)Essay

Managing Public and Private Organizations promote foreign investment through greater legal and market flexibility. Q10. Relate how a manager conducts the planning, organizing and controlling functions in a global environment. (Chap 17) In a global environment, a manager needs to be better informed about the legal, political and economic parameters of the host nations. The human resource compulsions and legal constraints like federal and local employment laws become critical issues that may adversely impact firm’s performance internationally. Thus information about the market needs and compulsions, financial and legal paradigms help managers in global environment to better plan,...
4 Pages(1000 words)Research Paper

Societal Impact of Nonprofit Organizations

...Societal Impact of Nonprofit Organizations I have several values which include compassion, honesty, and respect. This means that I have a strong sense of compassion in whatever do and this makes me achieve most of my goals. In addition, I am very honest and this makes it possible for me to deal with people since they can trust me for any deal. Finally, I know lie being respected and in return I respect people very much. My values have helped be build strong relationships with people around. There is need for creating opportunities for people in the black American society. For example, they need employment opportunities and also good health services. This is essential because these people have been sidelined for very long due... to their...
4 Pages(1000 words)Essay

Nonprofit organizations

...and is extensive with recent surveys revealing that over half of the persons aged 18 and above participated in volunteer work where 75% of these activities were in support of non-profit organizations (Herman and Renz, 2004). Of Public Benefit According to Salamon (1992), a non-profit organization should serve the public as well as contribute to the public’s common good. The notion here is that since organizations can attract volunteers and operate with no promise of profit distribution, then it is possible that they have some form of attraction to the purpose of the public. References Kaplan, R. (2001). ‘Strategic...
2 Pages(500 words)Essay

Touched by nonprofit organizations

... infrastructure in the community thus expanding the impact of the organization. Most non-profit organizations develop centers in economically distressed areas. According to Shaffer, Deller and Marcouiller (2004), the presence of new infrastructure in these areas results in the development of new property, renovation of property, establishment of new business ventures, expansion of current business organizations as well as increased investment in public amenities and infrastructure. The availability of these entities requires management forces and as such many community members are recruited into these business entities as a form of employment and source of income (Yurenka, 2007). The society at large has its benefits to boast... -altered...
2 Pages(500 words)Essay

Financial Management in Nonprofit Organizations

..., the use of fund accounting structure by non-profit firms in their management allows them to address two fundamental aspects of financial management and the ability to demonstrated stewardship of the capital donated to them. References Coe, C. (2011). Nonprofit financial management. Hoboken, NJ: Wiley. Dietlin, L. (2010). Transformational philanthropy. Sudbury, Mass.: Jones and Bartlett Publishers. Finkler, S. (2013). Financial management for public, health, and not-for-profit organizations. Boston: Pearson Education. Heyman, D. (2011). Nonprofit management 101. San Francisco, CA:...
10 Pages(2500 words)Assignment
sponsored ads
We use cookies to create the best experience for you. Keep on browsing if you are OK with that, or find out how to manage cookies.

Let us find you another Case Study on topic Managing Public Relations in Nonprofit Organizations for FREE!

Contact Us