Public Relations is important to all companies and organizations who seek to be successful. Unlike large corporations, non-profit organizations typically operate with a minimal budget at best which leaves little money available for public relations staffing and campaigns. Most non-profit organizations are staffed by volunteers and are funded by donors.

Before the Internet, corporations had an advantage over non-profits, because most had large enough budgets to hire PR staff and could more easily fund PR campaigns unlike non-profits.  With the development of the Internet, non-profits have been able to step up to the plate, and reach a worldwide audience on little or no budget at all.

By using social media, blogs, online journals, discussion boards, and other interactive sites, non-profits have been able to create and maintain  a presence among the Fortune 500’s.   A non-profit organization can easily set up a Facebook, Twitter, WordPress, LinkedIn, and website for free.  For a minimal amount, they can upgrade these services to better promote their ideas and meet their goals. These Internet pages allow organizations to manage and spread lots of important information to their audiences. They can be very persuasive about their causes, and they can even take donations for funding and other purposes online.   There are minimal limitations to what an organization can do online.  Spreading messages by going “viral” is one of the many successful ways PR can advocate for non-profits with a low budget.

Relationship management, essential to public relations, can be managed and maintained more quickly than old methods of phone calls and postal mail.  Many non-profits work together by sharing resources.  This allows for smaller non-profits to have an impact on media sources with minimal economic impact.  When used correctly, this can create a very powerful position for non-profit organizations and increase visibility world wide.

These public relations tools have become so powerful that even media journalists are turning to blogs and other Internet sources as credible sources used in their reporting, which can also result in low cost PR for an organization.

Sako, J. (2013). Public Relations for Small Business, Non-Profits and Start Ups (Non-Profits). Retrieved from http://smallbusiness-pr.com/non-profits/

Fitzpatrick, C. (2006). (Chapter 5.) Responsible Advocacy for Nonprofit Organizations. Retrieved from http://www.corwin.com/upm-data/10997_Chapter_5.pdf