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Corp Comms Pres

Prezi is simple: You Write, Zoom, Arrange.Using these simple means, you can express many things - with great impact.Here are some basic examples such as timelines, TOC, Zen likes.

Mike Booth

on 3 May 2010

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Transcript of Corp Comms Pres

Non for Profit PR Wednesday 28/04/2010

Mike Booth
Sichun Li
Iain Mann
Anna Maria Schuler
July Wang
Rich Whyte
Chris Williamson An in-class group teaching session and group led activity together with a detailed handout for non for profit PR.

Areas to cover:
Synopsis of theory
Practice (agency/in-house)
Agency procedures
Client Handling
Media Handling
Evaluation The Brief By the end of this session, students should have an understanding of:

Non-for-Profit PR the similarities and differences betwee other sectors
The theory that can be related to non-for-profit PR, an our critique of the theory
What role the media plays in non-for-profit PR
The “Know Your Limits” PR campaign, and what w can learn from it.
Client-agency relationships through the group activity
Learning Objectives “ A not-for-profit is an incorporated organisation which is defined by the role it plays in society and from which its stakeholders or trustees do not benefit financially.”
[Peter Brill & Cinzia Marrocco (2008)] .
Brill, P. & Marrocco, C., 2008. Not-for-profit Public Relations. In: The Public Relations
Handbook, Ed. Theaker, A., 3rd ed., London: Routledge.
Handy, C., 1988. Understanding Voluntary Organizations: How to Make them Function
Effectively. London: Penguin.
Hüßner, S., 2009. Non-Profit-PR oder: Werbung für den guten Zweck. [Online] Available at:
http://websquare.imb-uni-augsburg.de/2009-02/8 [Accessed on 26/03/10].
Sargeant, A., 1999. Marketing Management for Nonprofit Organizations. Oxford: Oxford
University Press
Schultz, D. E. & Kitchen, P. J. (2004), ‘Managing the Changes in Corporate Branding
Communication: Closing and Re-opening the Corporate Umbrella’, Corporate
Review, Vol. 6, No. 6, 2004, pp. 347-366.
West, Douglas C. & Sargeant, A., 2004. Taking Risks with Advertising: The Case of the Not-
For-Profit Sector. Journal of Marketing Management, 20(9/10), pp1027-1045.
Wolstenholme, S., 2009. Campaigning Organisations and Pressure Groups. In: Exploring
Public Relations. Eds. Tench, R. & Yeomans, L., 2nd ed., Harlow: Financial Times Prentice
Yeomans, L., 2009. Public Sector Communication and Social Marketing. In: Exploring
Public Relations. Bibliogprahy Strategic Corporate Communications
Nicholson, J. D. (2010) International Marketing lecture notes listen understand conversation Thankyou

Questions? Communication Agenda Setting Theory Introduction &
What does this theory tell us? Media Critique Agency Activity The Task Your group is the agency

Your task.... respond to the brief

The pitch The middle man!
Similarities for non-for-profit and other sectors
Poor briefs.... the norm Summary ...a new combination of cultural traits, attitudes, responses... that are based upon a fusing and an adjusting of somewhat different or conflicting systems.
Asgary, N., & Walle, A. H. (2002)
Limitations Not-for-profit is a broad concept
Access to information

Sensitivity with the sector
Marketing/PR split

Further limitations The Case N4P Public Relations PR is all about helping a client to build relationships
with its customers and other stakeholders.
It's not just about getting media coverage
– media relations is a PR tool but it's not an objective in itself.
[Brian Holcroft: Phoenix PR, Hull]
But why? What is non-for-profit? Charitable function
Mutual support
Service delivery
Educational function

> Public sector organisations
> Third sector organisations
Culture & Recreation Education & Research Health Social Services Environment Developing & Housing Law Advocacy & Politics Philanthropic Intermediaries
& Volunteerism Promotion International Activities Religion Business, Professional Associations
& Unions Others... Communications? Awareness & coverage
Raise funds
Recruit volunteers
Attitudinal & behavioural change
Marketing approach still dominant
Credibility issues - the solution - PR
Culture & Recreation Education & Research Health Social Services Environment Developing & Housing Law Advocacy & Politics Philanthropic Intermediaries
& Volunteerism Promotion International Activities Religion Business, Professional Associations
& Unions Others... Comms Objectives Identify complex publics
Business & local community
Keep organisations purpose at core of communications
Clarity of message is essential
Challenges CSR
Distinction Crisis Management
Lobbying Asymmetric & Symmetric Introduction &
What does this theory tell us? Scientific persuasion 2-way Asymmetric Give and take 2-way Symmetric Employs social science methods to develop more persuasive communication

Generally focuses on achieving short-term attitude change focuses on mutual respect and efforts to achieve mutual understanding;

Emphasizes negotiation and a willingness to adapt and make compromises;
Example: Poilitical Campaign Example: Cancer Research "Know Your Limits" The Facts Client: Department of Health and Home Office
Agency: Fishburn Hedges
Target Audience: Anyone who drinks or may consider drinking.
Largest campaign D.o.H has ever run
£6million budget The Tactics Campaign Launch
Press Conference
TV appearance
Case Studies
PR Stunts
Campaign Packs
Department of Health Press Office
Agency Handling - endorsements & partnerships Endorsements
Department of Health
Home Office
Linking the theory with the case The brief Limitations
Agenda setting summary How can we relate this to non-for-profit PR?

Hong Kong - The Sowers Action Example of
agenda setting http://www.sowers.org.hk/search/cat-list?cat=377
Full transcript