PR, Communications, and the Internet

# PR, communications, and the internet

**March 22, 2022**

]

---

# Plan for today

.box-6.medium.sp-after[Public relations]

.box-1.medium.sp-after[Nonprofits and the internet]

.box-3.medium[Evaluating nonprofit PR]

---

layout: false
name: pr
class: center middle section-title section-title-6 animated fadeIn

# Public relations

---

---

# Public relations

> "Public relations (PR) is the practice of managing the flow of information between an individual or an organization and the public."

.box-inv-6.medium[What your organization is<br>communicating in all its interactions]

???

Grunig et al., 1984

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# Every organization does it

<figure>
  <img src="img/19/psaki.jpg" alt="Jen Psaki" title="Jen Psaki" width="100%">
  <figcaption>Jen Psaki, White House press secretary</figcaption>
</figure>
]

<figure>
  <img src="img/19/worst-website.png" alt="World's Worst Website" title="World's Worst Website" width="100%">
</figure>
]

???

<https://www.angelfire.com/super/badwebs/>

---

# Why do PR as a nonprofit?

.box-inv-6[Create and promote a public image to develop<br>and maintain a donor base and public support]

.box-inv-6[Distinguish the nonprofit from others when competing for<br>donor dollars, media attention, employees, and volunteers]

---

# Audience matters

.pull-left.center[
<figure>
  <img src="img/17/molly-millennial.png" alt="Molly the Millennial" title="Molly the Millennial" width="90%">
</figure>
]

.pull-right[
<figure>
  <img src="img/18/story-cycle.png" alt="The Story Cycle" title="The Story Cycle" width="100%">
</figure>
]

---

# Who is your nonprofit PR audience?

.center.sp-after[
.float-left[.box-inv-6[The public]&ensp;.box-inv-6[Donors]&ensp;.box-inv-6[Partners]]

.box-6.medium[Everyone!]

---

# Types of public relations

.box-inv-6.medium[Front door]

.box-inv-6.medium[Maintenance]

.box-inv-6.medium[Outreach]

.box-inv-6.medium[Collaborative]

---

# Front door PR

.box-inv-6.medium[First impressions matter]

.box-inv-6.smaller[Easiest and cheapest PR strategy, even if the nonprofit has few resources]

.box-6.small[Office with attractive<br>and welcoming reception area]
]

.box-6.small[Calls, e-mails, and social media<br>requests are answered promptly]
]

---

# Maintenance PR

.box-inv-6.medium[Information and promotion directed<br>at **those you already work with**]

.box-6.small[Recognizing and<br>celebrating contributions]
]

.box-6.small[Donor surveys]

.box-6.small[Collecting input]
]

---

# Outreach PR

.box-inv-6.medium[Information and promotion<br>directed at **new people**]

.box-6.small[Brochures, posters, mailers]

.box-6.small[Website and social media]
]

.box-6.small[Conferences,<br>information fairs, workshops]

.box-6.small[Op-ed articles]
]

---

# Collaborative PR

.box-inv-6.medium[Partnering with other organizations<br>to further mutual goals]

.box-6.small[Conferences, symposiums, other special events]

.box-6.small[Awareness campaigns]

.box-6.small[Educational materials]

---

# Examples

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# Newsletters

.pull-left.center[
<figure>
  <img src="img/19/carter-center_newsletter.jpg" alt="The Carter Center newsletter" title="The Carter Center newsletter" width="70%">
  <figcaption>The Carter Center</figcaption>
</figure>
]

.pull-right.center[
<figure>
  <img src="img/19/lhi_newsletter.jpg" alt="LHI newsletter" title="LHI newsletter" width="70%">
  <figcaption>Lifting Hands International</figcaption>
</figure>
]

???

- <https://www.cartercenter.org/news/publications/newsletters/index.html>

---

# Press releases

.center[
<figure>
  <img src="img/19/high-museum_press-release.jpg" alt="High Museum press release" title="High Museum press release" width="75%">
  <figcaption>High Museum</figcaption>
</figure>
]

???

<https://high.org/press-releases/>

---

# Annual reports

.pull-left.center[
<figure>
  <img src="img/19/care_annual-report.jpg" alt="CARE annual report" title="CARE annual report" width="70%">
  <figcaption>CARE</figcaption>
</figure>
]

.pull-right.center[
<figure>
  <img src="img/19/trees-atlanta_annual-report.jpg" alt="Trees Atlanta annual report" title="Trees Atlanta annual report" width="70%">
  <figcaption>Trees Atlanta</figcaption>
</figure>
]

???

- <https://www.care.org/news-and-stories/resources/care-usa-2020-annual-report/>
- <https://www.treesatlanta.org/annual-reports/>

---

# Podcasts

.center[
<figure>
  <img src="img/19/amnesty_podcast.png" alt="Amnesty International podcast" title="Amnesty International podcast" width="65%">
  <figcaption>Amnesty International</figcaption>
</figure>
]

???

<https://www.amnesty.org/en/witness/>

---

# Social media

&nbsp;

.pull-left-3.center[
<figure>
  <img src="img/19/puppetry-arts_instagram.png" alt="Center for Puppetry Arts Instagram" title="Center for Puppetry Arts Instagram" width="100%">
  <figcaption>Instagram</figcaption>
</figure>
]

.pull-middle-3.center[
<figure>
  <img src="img/19/puppetry-arts_twitter.png" alt="Center for Puppetry Arts Twitter" title="Center for Puppetry Arts Twitter" width="100%">
  <figcaption>Twitter</figcaption>
</figure>
]

.pull-right-3.center[
<figure>
  <img src="img/19/puppetry-arts_facebook.png" alt="Center for Puppetry Arts Facebook" title="Center for Puppetry Arts Facebook" width="100%">
  <figcaption>Facebook</figcaption>
</figure>
]

???

- <https://twitter.com/CtrPuppetryArts>
- <https://www.instagram.com/ctr_puppetry_arts/>
- <https://www.facebook.com/CenterforPuppetryArts/>

---

layout: false
name: internet
class: center middle section-title section-title-1 animated fadeIn

# Nonprofits<br>and the internet

---

.box-1.medium[You've never really known<br>a world without the internet]

---

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# Internet-y things you should do

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# Websites

.box-inv-1.medium[A website is .smaller[(typically)] a set of<br>HTML files that lives on a<br>computer somewhere in the world]

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# Site creation + hosting

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# Domain name

.box-inv-1.medium[A domain name is an address<br>that points at a server]

.box-1.sp-after[sites.google.com/yournonprofit vs. yournonprofit.org]

.box-inv-1.sp-before[You can point a domain name at<br>pretty much any hosting option]

---

# Top Level Domains (TLDs)

.box-inv-1.large[**.org**]

.box-inv-1.medium[.com, .net]

.box-inv-1.medium[.charity, .site, .pizza, etc.]

---

# E-mail

.box-inv-1.small[jimmy_loves_pizza2012@hotmail.com vs. james_smith@nonprofit.org]

.pull-left.center[
<figure>
  <img src="img/19/google-workspace.png" alt="Google Workspace" title="Google Workspace" width="70%">
  <figcaption>Google Workspace</figcaption>
</figure>
]

.pull-right.center[
<figure>
  <img src="img/19/microsoft-365.png" alt="Microsoft 365" title="Microsoft 365" width="70%">
  <figcaption>Microsoft 365</figcaption>
</figure>
]

---

# Social media

.center.huge[.large[
<svg viewBox="0 0 512 512" style="height:1em;position:relative;display:inline-block;top:.1em;fill:#4267B2;" xmlns="http://www.w3.org/2000/svg">  <path d="M504 256C504 119 393 8 256 8S8 119 8 256c0 123.78 90.69 226.38 209.25 245V327.69h-63V256h63v-54.64c0-62.15 37-96.48 93.67-96.48 27.14 0 55.52 4.84 55.52 4.84v61h-31.28c-30.8 0-40.41 19.12-40.41 38.73V256h68.78l-11 71.69h-57.78V501C413.31 482.38 504 379.78 504 256z"></path></svg>
<svg viewBox="0 0 448 512" style="height:1em;position:relative;display:inline-block;top:.1em;fill:#DD2A7B;" xmlns="http://www.w3.org/2000/svg">  <path d="M224.1 141c-63.6 0-114.9 51.3-114.9 114.9s51.3 114.9 114.9 114.9S339 319.5 339 255.9 287.7 141 224.1 141zm0 189.6c-41.1 0-74.7-33.5-74.7-74.7s33.5-74.7 74.7-74.7 74.7 33.5 74.7 74.7-33.6 74.7-74.7 74.7zm146.4-194.3c0 14.9-12 26.8-26.8 26.8-14.9 0-26.8-12-26.8-26.8s12-26.8 26.8-26.8 26.8 12 26.8 26.8zm76.1 27.2c-1.7-35.9-9.9-67.7-36.2-93.9-26.2-26.2-58-34.4-93.9-36.2-37-2.1-147.9-2.1-184.9 0-35.8 1.7-67.6 9.9-93.9 36.1s-34.4 58-36.2 93.9c-2.1 37-2.1 147.9 0 184.9 1.7 35.9 9.9 67.7 36.2 93.9s58 34.4 93.9 36.2c37 2.1 147.9 2.1 184.9 0 35.9-1.7 67.7-9.9 93.9-36.2 26.2-26.2 34.4-58 36.2-93.9 2.1-37 2.1-147.8 0-184.8zM398.8 388c-7.8 19.6-22.9 34.7-42.6 42.6-29.5 11.7-99.5 9-132.1 9s-102.7 2.6-132.1-9c-19.6-7.8-34.7-22.9-42.6-42.6-11.7-29.5-9-99.5-9-132.1s-2.6-102.7 9-132.1c7.8-19.6 22.9-34.7 42.6-42.6 29.5-11.7 99.5-9 132.1-9s102.7-2.6 132.1 9c19.6 7.8 34.7 22.9 42.6 42.6 11.7 29.5 9 99.5 9 132.1s2.7 102.7-9 132.1z"></path></svg>
<svg viewBox="0 0 512 512" style="height:1em;position:relative;display:inline-block;top:.1em;fill:#1DA1F2;" xmlns="http://www.w3.org/2000/svg">  <path d="M459.37 151.716c.325 4.548.325 9.097.325 13.645 0 138.72-105.583 298.558-298.558 298.558-59.452 0-114.68-17.219-161.137-47.106 8.447.974 16.568 1.299 25.34 1.299 49.055 0 94.213-16.568 130.274-44.832-46.132-.975-84.792-31.188-98.112-72.772 6.498.974 12.995 1.624 19.818 1.624 9.421 0 18.843-1.3 27.614-3.573-48.081-9.747-84.143-51.98-84.143-102.985v-1.299c13.969 7.797 30.214 12.67 47.431 13.319-28.264-18.843-46.781-51.005-46.781-87.391 0-19.492 5.197-37.36 14.294-52.954 51.655 63.675 129.3 105.258 216.365 109.807-1.624-7.797-2.599-15.918-2.599-24.04 0-57.828 46.782-104.934 104.934-104.934 30.213 0 57.502 12.67 76.67 33.137 23.715-4.548 46.456-13.32 66.599-25.34-7.798 24.366-24.366 44.833-46.132 57.827 21.117-2.273 41.584-8.122 60.426-16.243-14.292 20.791-32.161 39.308-52.628 54.253z"></path></svg>
<br>
<svg viewBox="0 0 576 512" style="height:1em;position:relative;display:inline-block;top:.1em;fill:#FF0000;" xmlns="http://www.w3.org/2000/svg">  <path d="M549.655 124.083c-6.281-23.65-24.787-42.276-48.284-48.597C458.781 64 288 64 288 64S117.22 64 74.629 75.486c-23.497 6.322-42.003 24.947-48.284 48.597-11.412 42.867-11.412 132.305-11.412 132.305s0 89.438 11.412 132.305c6.281 23.65 24.787 41.5 48.284 47.821C117.22 448 288 448 288 448s170.78 0 213.371-11.486c23.497-6.321 42.003-24.171 48.284-47.821 11.412-42.867 11.412-132.305 11.412-132.305s0-89.438-11.412-132.305zm-317.51 213.508V175.185l142.739 81.205-142.739 81.201z"></path></svg>
<svg viewBox="0 0 448 512" style="height:1em;position:relative;display:inline-block;top:.1em;fill:#0e76a8;" xmlns="http://www.w3.org/2000/svg">  <path d="M416 32H31.9C14.3 32 0 46.5 0 64.3v383.4C0 465.5 14.3 480 31.9 480H416c17.6 0 32-14.5 32-32.3V64.3c0-17.8-14.4-32.3-32-32.3zM135.4 416H69V202.2h66.5V416zm-33.2-243c-21.3 0-38.5-17.3-38.5-38.5S80.9 96 102.2 96c21.2 0 38.5 17.3 38.5 38.5 0 21.3-17.2 38.5-38.5 38.5zm282.1 243h-66.4V312c0-24.8-.5-56.7-34.5-56.7-34.6 0-39.9 27-39.9 54.9V416h-66.4V202.2h63.7v29.2h.9c8.9-16.8 30.6-34.5 62.9-34.5 67.2 0 79.7 44.3 79.7 101.9V416z"></path></svg>
<svg viewBox="0 0 448 512" style="height:1em;position:relative;display:inline-block;top:.1em;fill:#ee1d52;" xmlns="http://www.w3.org/2000/svg">  <path d="M448,209.91a210.06,210.06,0,0,1-122.77-39.25V349.38A162.55,162.55,0,1,1,185,188.31V278.2a74.62,74.62,0,1,0,52.23,71.18V0l88,0a121.18,121.18,0,0,0,1.86,22.17h0A122.18,122.18,0,0,0,381,102.39a121.43,121.43,0,0,0,67,20.14Z"></path></svg>
]]

---

# Collect donations / sell stuff

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# Manage donors

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# Run ads

.pull-left.center[
<figure>
  <img src="img/19/google-ads.jpg" alt="Google Ad Grants" title="Google Ad Grants" width="80%">
  <figcaption>Google Ads</figcaption>
</figure>
]

.pull-right.center[
<figure>
  <img src="img/19/meta-ads.jpg" alt="Google Ad Grants" title="Google Ad Grants" width="80%">
  <figcaption>Meta (Facebook and Instagram) Ads</figcaption>
</figure>
]

---

# Internal services

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layout: false
name: evaluating
class: center middle section-title section-title-3 animated fadeIn

# Evaluating<br>nonprofit PR