Intense competition among nonprofit organizations for limited resources, combined with advances in technology, require new approaches in how public relations is practiced in nonprofits.

Question

Quizplus · Accepted Answer

The Answer is New approaches in the practice of nonprofit public relations include (pp. 380-381):
(1) Public relations is more integrated with marketing and business development.
(2) Leaders in the nonprofit sector (e.g., boards of directors, trustees and program managers) are beginning to engage professional public relations practitioners—either hiring staff or outside consultants.
(3) Recruiting volunteers, gaining public support, and helping achieve financial stability are standard expectations of the public relations role.
(4) Paid advertising has emerged as a major controlled communications tactic for nonprofit organizations.
(5) Cause marketing and strategic partnerships that link nonprofits with corporate donors and sometimes media organizations are increasingly popular as ways to enhance the reputation of nonprofits and their corporate partners.
(6) Technology—including Web-based communication, emerging electronic media, and portable communication devices—has increased the speed and capability of communication, but has raised questions about ethics and privacy. Occasionally, the convenience and speed of social media platforms such as Twitter, Facebook, and YouTube create crises for organizations.

Intense Competition Among Nonprofit Organizations for Limited Resources, Combined with Advances