- Nonprofit organizations have historically struggled to effectively use public relations tactics and campaigns to communicate with their publics. Three annual surveys of Long Island, New York-based nonprofits conducted in 2011, 2012 and 2013 add evidence to this anecdotal knowledge. These nonprofits either do not have or do not devote significant resources to public relations efforts. As media becomes more complex and the skill sets needed to navigate these changes increase, it may be more incumbent on experienced public relations practitioners to assist these organizations through pro bono services.
Morosoff, Jeffrey S.
"Making the Case for Pro-bono Public Relations Services for Nonprofit Organizations on Long Island,"
Proceedings of the New York State Communication Association:
Vol. 2013, Article 9.
Available at: http://docs.rwu.edu/nyscaproceedings/vol2013/iss2013/9