Public Relations for Nonprofit Organizations
JOUR 333 is an elective course in nonprofit public relations, designed for students interested in entering the nonprofit communications field. It focuses on:
- Research
- Identification of key constituents and other strategic stakeholders
- Donor relations
- Membership recruitment
- Retention and relationship building
- Development and fundraising
- Communications strategy and messaging
- Earned media planning and tactics
- Theoretical and ethical aspects of the nonprofit public relations practice
Prerequisite: JOUR 291
Course Syllabus
Download the course syllabus for full details about expectations, readings, assignments and more.
Learning Outcomes
After passing JOUR 333, all students should be able to:
- Demonstrate an understanding of the principles of public relations, specifically nonprofit constituent communications
- Articulate the principles and theory of basic communications and apply that understanding to an organization’s strategic communications efforts
- Identify a variety of key publics and stakeholders and understand how they are similar and different
- Apply basic research methods and analyze the findings
- Integrate ethics, strategy and theory into communications programs to target appropriate audiences
- Identify appropriate channels for message distribution
- Demonstrate that comprehensive, cohesive messaging and design can advance an organization’s strategic plan and enhance and elevate its image and reputation
- Demonstrate the ability to use language to enhance audience perception of an organization
All learning outcomes are equivalent to those in the face-to-face version of this class.