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The Public Relations Handbook, 5th Edition by Alison Theaker

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Chapter 18Public relations and engagement in the not-for-profit sector

David Hamilton

Chapter Aims

This chapter explains the diversity of organisations in the not-for-profit sector and how a well-thought-out public relations strategy can make a significant difference to a wide range of issues affecting our modern society.

Setting the Scene

If there is any sector where engaging audiences is important, it is in the not-forprofit sector. A good public relations strategy will draw supporters to the vital activity that supports an organisation’s cause. The work of an effective communicator paints a picture of the work a not-for-profit does and engages both new and existing audiences to help further its cause. This then translates to more financial ...

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