Tools and techniques of public relations in nonprofit organizations:
Modifying the public’s opinion.
Vanessa S. Perdomo
Saint Martin’s University

Abstract
This paper studies what is necessary for non-profit organization in the area of public relations. Public relations encompass all forms of communication from writing press releases and distribute promotional brochures to talk to friends, family and coworkers. The nonprofit organizations generally obtain their funds and economic resources of individuals or corporate donors, some sell products or services to develop their social activities. Therefore it has a necessity for public relations to have a relationship with its audience. It is difficult to get funds for a social organization, even more if you do not have a relevant public image or media from local, national and international media are used to disseminate their actions.
Public relations help build communication channels or improve existing ones with different social actors to become better known socially. In addition to promoting the development of partnerships between peers and other sectors of the community, able to build a good reputation and image of the organization, designing efficient strategies for fundraising, etc. With the lecture review we have an understanding what tools are necessary to achieve their goal and providing non-profit specifics strategies to appeal their target audience.

The decade of the 90's, led to profound changes in how public relations is practiced on nonprofit organizations: The concepts of marketing and management by objectives have become an integral part of the communications strategy. As technology has increased the possibility of selection and range of communications, social networks are an important part in the announcements and reaching out the audience. “Many still suffer from the reputation of the ‘90s when there were examples of organizations that have received money and did nothing concrete, leaving the public with the preconceived idea that NGOs launders money or just mime the work.” (Josan, 2010, p. 80) Advertising has established as the main controlled communication tactic for nonprofit organizations, which facilitates the work of Public Relations. The need to raise awareness to the users demands of Public Relations different skills. “Non-profit organizations have started to adopt business-like techniques (Goerke, 2003) used in the for-profit sector as they are becoming increasingly confronted with market pressures typical of for-profit organizations, like competition for funding and the need to earn money to fulfil their mission.” As read in Dolnicar and Lazarevski, 2009, p. 275.
As we have assumed, to change the perspective of the media on issues related to health and community actually two different activities are needed, although closely related. One is to tailor your message to convey the ideas that you want the media and the public understand and act on them. The other is to work directly with journalists, editors, producers and others in the media to help them understand the complexities of issues and present them clearly without simplifying too. Consider the direct work with the media first.
People may miss a discussion on poverty, for example, but will pay attention and will identify with the struggles of a particular person. That's probably a story about creating opportunities for poor people, both in writing and on radio and television media, focus on, or at least to begin with, a person who is in such a situation. Especially in television, where everything happens in two minutes or less, it may be that the story never deviates from that person to explore the role that the community she is poor and the ways in which you can deal with the problem. “Communication creates understanding; ensure transparency in the activities carried out, generating a positive sentiment, confidence and pride for the organization and commitment in the future similar projects.” (Josan, 2010, p. 80)
Establishing a relationships with people with the media. Plus it usually does its job as defender easier, these relations will put you in a position where you can explain your case to journalists and other influential people in the media, and thus may change the way they deal with the issue. Public relations for nonprofit organizations has to cover a wide variety of approaches and services. Should consist of professionals involved in the management, following a strategic plan based on research.
The guidelines for this are in many aspects similar to those used to establish the relationship first place: * Credibility: Expert and as an accurate source of information. If your media contacts know they can believe in what you say (you do not exaggerate or alter what he says, and that their tips bring rewards), then they will trust the explanation you give about your topic and increasing trustworthiness. * Attractiveness: Drive the media stories, but to focus on individuals, highlighting the underlying causes of the issue and suggest what could be done to change them. * Exposure: Try to arrange opportunities for the media to see the conditions, services, organizations, etc. true for which you are working. Sometimes the experiences speak louder and more convincing than words. * Continuity: Continue to work even if we have already succeeded. The memory of both the media and the people are small. If we do not insist with the presentation of its case, it is likely to be diluted and we will find ourselves exactly where it started.
WORKING WITH THE MEDIA.
Defending a cause through the Mass is the use of any form of media to help promote the objectives or goals of an organization or company, which come from the vision and mission of a group. For example, suppose you are defending a cause through the media for a nonprofit that works to reduce gang violence in the city organization. “Social media is a great tool that civil society organizations can use to communicate with their audience, market their services, connect with their networks or improve the way they work and promote their social development agenda.” As Josan stated (2010). We try to present the problems of the city related to gang violence and make the desired changes so that you: * Change the way that members of the community see gang violence. Might want to make it clear who is affected and why, or why the children choose to get involved in gangs in the first place. * Create a consistent and reliable stream of publicity for the affairs and activities of the agency, including articles and news about the causes and results of gang violence and what carries the work of his agency; ratings of personal interest; success stories; interviews with agency staff and current and former gang members, etc. * Encourage community members and political leaders to get involved. You probably have ideas about what should be done with public funds, or government policies aimed at gang violence. You may have opportunities to volunteer, or want to advertise an initiative sponsored by the city or state that needs input and public support. Or maybe you are trying to raise funds for their cause. The media can help with all this ... if you know how to work with them.
“Public relations serve to establish and maintain a climate conducive to communication, understanding and cooperation between and organization and its public. Different goals from persuading the public for an organization favor, to change organization attitudes towards public, to support the functioning of a society to promote the interests of a company.” (Duhalm, 2010, p.360) How to advocate for a cause through the media: * Informing the public about what actually causes or contributes to public health and development, and educate them on the concept of a healthy community. * Reframe problems such as gang violence and drug abuse as a public health issues that affect everyone, not just individuals. If you were to ask most people if they want to gang violence stops, would say yes. But those people would not consider the problem unless someone close or known to be involved. The media can help to frame it as a problem of all, and introduce members of gangs as if they were the children of all. * Excite other professionals and community members to learn more about public health issues and development in general, and getting involved.
These techniques are organized for both the short and long term. Most often they are developed to encompass a period time. Realistically, this means that goals and objectives are developed over the long term, while specific activities are detailed for a shorter period. “… identify market research as being part of the marketing toolbox, only one percent stated marketing research as most important area of marketing…” (Dolnicar and Lazarevski, 2009, p. 286) For this reason, a public relations should be updated annually so that it reflects the changing needs of an organization. At the same time, it should be applied on a daily or weekly basis to ensure that the Public Relations of the organization is on track.
An excellent strategy for a non-profit organization must be supported five basic points: a good cause, effective leadership, workers dedicated donor prospects, willing and able to contribute, and the funds to finance the campaign. “…Public Relations campaigns are context sensitive, directed by the target audience characteristics and, especially, by the needs that audience is aware or not.” (Josan, 2010, p.90)

References
Josan, J. (2010). Strategies and techniques of communication and public relations applied to non-profit sector. Manager, 11, 79-91.
Duhalm, S. (2010) The role and importance of public relations at non-governmental organizations. Journal of Public Policy & Marketing, No. 15
Andreasen, A. (2012) Rethinking the Relationship Between Social/Nonprofit Marketing and Commercial Marketing. Journal of Public Policy & Marketing, Vol. 31, No. 1
Dolnicar, S. Lazarevski, K. (2009) Marketing in non-profit organizations: an international perspective. International Marketing Review. Vol.26, No.3, 275-291.