Public Relations and Non-Profits
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Public Relations and Non-Profits
Showing the worth of PR through non-profits
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How 3 nonprofits successfully use Pinterest

How 3 nonprofits successfully use Pinterest | Public Relations and Non-Profits |
Operation Smile, the National Wildlife Federation, and Heifer International are changing the world—one pin at a time.
Kelsey Sheedy's insight:

Arik Hanson wrote an article for PR Daily regarding three nonprofits that put Pinterest to good use. Those organizations include:

1. Operation Smile

This nonprofit organization created a Pinterest board entitled “Before and After.” The picture shown in this article was of a baby with a cleft lip. The picture shown after the infant’s surgery is remarkable. The scar is hardly noticeable, and the baby looks 100 percent happier. This board shows donors what their money is being used for, and the exceptional difference it is making. Another board of this organization is entitled, “Creative Fundraising,” which includes visuals of surgeries that Operation Smile's patients need.

2. National Wildlife Federation

NWF has a total of 22 boards and 746 pins. Some of their boards include “#Squirrels4Good” and “Shop NWF.” The second board listed is used to market their products and direct the user back to their site. NWF does well on Pinterest because of the large amount of images available due to their key focus. This organization also has a “Wild Crafts &Recipes” board, which coincides with the plethora of recipes on Pinterest.

3. Heifer International

Through Pinterest, this organization puts faces on the people they help out of poverty through gifts of livestock. That particular board is entitled, “Inspiring Stories.” Their “Infographics” board includes quick facts about Heifer International. While their “Heifer 12 X 12 Blog” board focuses on Betty Londergarten’s adventure visiting 12 Heifer projects.

In our book, Public Relations Practices, the consumer relations chapter helped me to understand the details of a customer delight program. Those details include:

The Promise: Benefits are made known to customers.

Customer Expectations: These are based on your promise, competitor’s delivery of delight and customers’ perceptions of service quality.

Delivery: Frontliners, those who serve the customers, must be kept motivated.

Aftermath or Maintenance: This stage is where reputations are preserved (Center et al., p. 136).

Although in nonprofit organizations consumers are known as donors, I believe the nonprofits in the above article followed a customer delight program model. In step one, the promise, donors are shown the benefits of donating to a specific organization. For example, Operation Smile used Pinterest to show potential donors how their money could make a difference. This is a benefit to donors, because they are making a difference in other people’s lives. Also on Operation Smile’s Pinterest, there is a board named “Our Smile Ambassadors.” This board highlights celebrities who support the organization. I think this board has a lot to do with customer’s expectations. When people see a celebrity has endorsed an organization, they expect quality. National Wildlife Federation executes the delivery process by allowing their frontliners to post fun and creative pins. For example, NWF has a board named “Wild Crafts & Recipes.” Although this does not directly relate to their organization it allows the frontliners to stay motivated while still attracting consumers/ donors. Lastly, nonprofits on Pinterest can evaluate their reputation in the aftermath stage by keeping track of followers on each of their boards. Personally, I have always been a big fan of Pinterest; now, I am an even bigger fan.

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Nonprofits Slow To Report Typhoon Fundraising Levels

Nonprofits Slow To Report Typhoon Fundraising Levels | Public Relations and Non-Profits |
Fundraising by nonprofits responding to a massive typhoon that leveled parts of the Philippines surpassed...
Kelsey Sheedy's insight:

Nonprofit organizations took a stand to raise money for the typhoon that hit near the Philippines Nov. 8 2013. According to CNN, there are 2,500 people confirmed dead. Within the first few days following the storm, $44 million was raised. Of that money, the American Red Cross raised $11 million a little over a week after the disaster. This organization is also highlighted on Facebook for soliciting for funds.

The number continues to rise, as many of the large relief organization do not have estimates yet. The U.S. fund for UNICEF has raised over $5.2 million and plans to raise $34 million. Global disasters in the past have raised the most monetary donations a week after the disaster up until a month after the event.

         This year, 8.5 million people have been affected by natural disasters. The Federal Way, Wash.-based charity is working to raise $20 million to support these people in need. Many other organizations are making an effort, as well. Along with monetary donations, nonprofit organizations are also providing other supplies such as water kits, tarps and tents. The head supporter of this relief effort is U.S. Fund for UNICEF.

            Regarding Hurricane Haiyan, UNICEF partnered with New York Road Runners (NYRR) to serve the children affected by the storm. Specifically, NYRR declared that they would match public donations if they reached $26, 200. These donations were raised through runs.

            Another way that nonprofits are raising funds is through social media. Due to the prominence of sites such as Twitter and Facebook, nonprofit organizations are able to provide information to their supporters. Another popular donation platform is text donations. Nonprofits who use these up and coming platforms gain new donors, as seen through the collection of donations for the Philippines relief.

            In Adventures in Public Relations, the media relations chapter is what I find to be most relatable to this article. Media relations involve reporters relaying an organizations story to the public (Guth and Marsh, p. 114). Particularly, I find the five questions that journalists ask themselves from this chapter to convey this article well. The questions include:

Does the story affect a large portion of the reporter’s audience?Is it happening now, or is it about to happen?Is the story unusual for the reporter’s audience?Is the story relevant to the reporter’s audience?Does it involve someone the reporter’s audience knows?

(Guth and Marsh, p. 115)

I find question two to be important when dealing with donations made for disasters. I believe this is the reasoning behind why the most donations are raised up until a month after the event. During that time, the disaster is covered most in the news, therefore; people are most aware of the disaster during that time causing them to feel more obliged to make donations. Furthermore, question four applies to disasters such as those mentioned in the article above. I believe this question to be applicable to an extent, because when a story such as a disaster is in the nearby media, it pulls on people’s heartstrings and provides donations to be made. Also, question three is relatable to the article above. This question holds true, because the Philippines’ disaster was covered in the U.S. media and appeared unique due to the size of the hurricane. I believe the above article proves the immense amount of work and money nonprofit organizations can accomplish.

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St. Louis Children's Hospital ROAR

St. Louis Children's Hospital ROAR | Public Relations and Non-Profits |

We watch these kids fight every day. It's time everyone else has the chance to hear them ROAR!

Kelsey Sheedy's insight:

St. Louis Children’s Hospital is ranked nationally in 10 pediatric specialties on a list compiled by U.S. News. Also, their pediatric hematology/oncology program is one of the largest in the region. Children’s Hospital continually works to provide care, comfort and satisfaction to children of all ages and their families. However, there would not be the satisfaction among patients and their families if it were not for a highly trained staff of physicians from Washington University School of Medicine and support services of their program.

Along with great staff members, Children’s Hospital is also constructed in a very organized manner. The Hale Irwin Center for Pediatric Hematology/Oncology is located in one central area designed to be more accessible for patients and visitors. The center offers:

-Inpatient and outpatient services in one location

-Dedicated rooms assigned to bone marrow and immune deficiency inpatients

-Numerous treatment and consultation rooms in the outpatient clinic to prevent long waits for patients and their families          

-Separate infusion areas to add privacy           

-A large play area

-A  stunning view of Forest Park


When Galen arrived at Children’s Hospital in July 2012, he wanted nothing more than to participate in his high school football try-outs. Unfortunately, leukemia had other plans for him. He ended up becoming a long-term patient and was arranged to become a student at Children’s Hospital’s school. He spent hours every day in the classroom for 14 months. On September 17, the hospital asked him if he would be interested in doing a music video that was a part of a contest for high school students; he was ecstatic. However, the disease would once again attempt to interfere with his plans. Galen was growing weaker and weaker, but this disease would not stand in the way of this determined boy. He told the hospital that he wanted to make the video so his parents and sister could have something to remember him by. The video was filmed Thursday, shared with Galen on Monday and he passed away on Tuesday.

In my opinion, St. Louis Children’s Hospital was engaging in integrated marketing communications. According to our book, integrated marketing communications is when the strategies of public relations, advertising, marketing and sales join in a coordinated communications campaign (Guth & Marsh, p. 169). Although their image and brand are favorable, they value continuous communication with their consumers/patients. A child suffering from a disease is not necessarily a light subject; however, in the video featuring Galen, they managed to create a fun and upbeat vibe. They are using public relations to establish a relationship with the patients and to make them feel as if they are a part of something. This video displays the hospital as a family, one that is there to merely have a conversation with, become a cheerleader for and to support them throughout their fight. Also, I think that this video is a marketing tool; it is used to promote St. Louis Children’s Hospital. It reinforces their positive image and brand. In return, the hospital is advertising for their company by putting it up on their website and may notice a correlation between the “advertisement” and an increase in sales/ patients and donations. In general, I think that public relations and marketing works hand-in-hand. Personally, I love the idea of integrated marketing communications and would use it in the future.

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National Girl Scout Cookie Day

National Girl Scout Cookie Day | Public Relations and Non-Profits |
Kelsey Sheedy's insight:

On February 8, 2013, Girl Scouts of the USA declared February 8 National Girl Scout Cookie Day. This campaign showed the world that this fundraiser is not just about cookies, but also about educating the girls on five business skills: goal setting, decision making, money management, people skills and business ethics. Altogether, this program offers leadership experience for girls anywhere in the world.

The main event took place in New York around high-traffic areas where there were several cookie stands. Before and throughout the event media coverage took place. Before the event, for example, Girl Scouts appeared on CNN, Fox & Friends, Good Morning America Live, Today with Kathie Lee & Hoda and ABC's The Chew. During the event, for example, girls from local councils sold cookies and reported, via social media, about the skills cookie selling teaches them. The girls were their own spokespeople, apart from interviews with Girl Scouts of the USA CEO Anna Maria Chávez. The Girl Scouts made more than 67 million impressions from social media activity and buzz generated by councils and Girl Scouts of the USA.

On the day of the event, the girls sold $18,000 worth of cookies. Also, on this day, there was a 48 percent increase in mentions of Girl Scout Cookies and a 25 percent increase in Girl Scout mentions compared to 2012. What used to be a cookie bake sale in Oklahoma in 1917 was now the largest youth entrepreneurial program in the world.

I believe the Girl Scouts used McCombs’ and Shaw’s agenda-setting theory. This theory describes the ability of the media to make a story seem important . If a story is covered in the media time and time again, the public will regard the topic as imperative (theories cheat sheet).

The Girl Scouts used this theory by creating opportunities to receive coverage. The media, for example, were given “save the date” cards prior to the event so they could plan to attend and interview the Scouts. Before the event solely, the Girl Scouts gained media coverage through several prominent outlets such as  CNN, Fox & Friends, Good Morning America Live, Today with Kathie Lee & Hoda, ABC’s The Chew, New York Times business section, Yahoo! Finance and Teen Vogue. Besides the national coverage, the organization was also given local coverage by the 112 councils that participated in National Girl Scout Cookie Day. By hearing about the Girl Scouts' story from non-stop coverage all over the world, the public considered it an important topic. Through media coverage, Girl Scouts was able to bring awareness to its organization and provide a better understanding of the organization’s values (theories cheat sheet).

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A Young Horse Racing Fan’s Triple Crown Journey

A Young Horse Racing Fan’s Triple Crown Journey | Public Relations and Non-Profits |
Hope Hudson, a 12-year-old girl with a rare disorder, made the trip to the Triple Crown races through the combined efforts of people in the horse racing community.
Kelsey Sheedy's insight:

For 12-year-old Hope Hudson, going to the Triple Crown races was more than attending a horse race.


In October 2011, Hope discovered she had Hajdu-Cheney syndrome, a rare connective tissue disorder. Though, the sparkle in this little girl's eyes did not cease to shine. She continued to hold her love for horses.


Make-A-Wish Foundation was able to help Hope and her family in 2012 travel from Perryville, Mo. to Churchill Downs during Kentucky Derby week. Along with the trip of a lifetime, Hope was escorted by Case Clay, president of Three Chimneys Farm and was given the opportunity to meet the horses along with their jockeys and trainers.


Hope was always a whole-hearted fan of Hansen, a Derby contender. However, there were a couple of other horses that won her heart over after trainer Doug O'Neill introduced them to her. Their names are I'll Have Another and Lava Man.


After I'll Have Another won the Derby, O'Neill invited Hope to the stage to celebrate. They were on their way to Preakness where I'll Have Another took the victory once again. Hope could not hide her excitement from anyone. Her smile told all. At this point, people wanted to meet and write about Hope. Autographs form jockeys and trainers were handed to her one after another. 


The next stop was Belmont Stakes for the Triple Crown. The Hudsons were going to see I'll Have Another make history by winning the Triple Crown one way or another. Even Dr. Kendall Hansen, owner of Hansen, offered to help pay. The Maryland Jockey Club and Daisy Phipps-Pulito, the racing manager for Phipps stable, also chipped in. There was just one problem; Hope was scheduled for her 10th operation on the exact day. However, her doctors told her to attend the race.


Even though Hope's horse did not race in Belmont, the journey and abundance of souvenirs were more than enough to please this little girl. She shared her gratitude with Clay by giving him a drawing of a horse. This piece of art is framed and hanging outside the stall of Flower Alley, the sire of I'll Have Another, who is housed at Three Chimneys.


Edward L. Bernays described a profession as “an art applied to a science in a manner that puts public interest ahead of personal gain.” I believe that this statement relates to how Make-A-Wish Foundation runs their organization. When I dissect the words “put public interest ahead of personal gain,” I link this to Make-A-Wish’s commitment to their publics. In this specific article, Make-A-Wish donates to the Hudsons without any concern of their personal gain. Instead, they keep the public’s interest in mind, which is to make this little girl’s dreams come true. Extending this definition, I also find the part that states, “an art applied to a science,” to relate to Make-A-Wish Foundation, as well. Not only does this organization need to be creative in the way it helps its publics, but it is also necessary for the organization to understand science such as psychology or sociology. When understanding art and science, the organization is able to recognize its public’s needs while also being able to give them what they want in an appropriate manner (Center et al., p. 6).


Also, I think Make-A-Wish uses a proactive mode, constantly looks for potential opportunities and problems. It seems to me that this organization is constantly looking for opportunities to make the lives of children who are ill a little better. Hope, for example, wanted nothing more but to watch the horses she had come to know and love race. If Make-A-Wish would not have been awaiting this opportunity, Hope might not have been able to attend the Triple Crown races (Center et al., p. 9).





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5 Key Relationships for Your Nonprofit Organizations

5 Key Relationships for Your Nonprofit Organizations | Public Relations and Non-Profits |
Kelsey Sheedy's insight:

In a chaotic atmosphere such as one of a nonprofit organization, Will Coley with Nonprofit Technology Networks suggests that nonprofits use social media not just to communicate with fellow colleagues, but also the work-related relationships they hold outside of the organization. Coley lists five key relationships:

1.Relationships between staff and colleagues

Within relationships such as these, Coley suggests that nonprofits use email less and social media more. Email can become overwhelming. By using social media, users are able to lighten the atmosphere while still completing work-related tasks. Coley recommends using hashtags or collaborative Pinterest boards to connect with staff and colleagues.

2. Relationships with program participants

When dealing with program participants, Coley says it is best to use your surrounding resources. There is no need to create pricy, professional photos and/or videos when people are able to produce quality, low price media at the touch of a smart phone. Coley suggests encouraging participants to use mobile apps such as Instagram and Vine to capture the events as they are occurring.

3. Relationship with volunteers and supporters

Like staff, volunteers and supporters are encouraged to capture events with video, audio or photos. According to Coley, social media should also be used to communicate with volunteers and supporters, along with other relationships held in a nonprofit organization. These discussions should be held in a “conversational” tone instead of formal. This helps to make the conversation seem genuine.

4. Relationships with broadcast journalists

When it comes to journalists, Coley says we should help to distribute their reporting. This helps to thank them for their work. To accomplish this, staff members of a nonprofit organization must share links to articles and cite them when their media is shared.

5. Relationships with funders and donors

Analytics on an organization’s website, Youtube videos and Facebook page numbers can reveal a lot about an organization. Through these numbers, the value of funders and donors are made known to the public.

            The first chapter of Adventures in Public Relations I would like to point out is media relations. This chapter relates especially to number four. When dealing with journalists, they must be seen as a part of an organization’s target public (Guth and Marsh, p. 114). They are also debatably the most important target public; this is why it is important to thank them. Next, I would like to tie this article back to the cyber-relations chapter in Adventures in Public Relations. Cyber-relations is “the use of public relations strategies and tactics to deal with publics via the Internet and with issues related to the Internet” (Guth and Marsh, p. 320). In Coley’s article, he talks about relationships in which nonprofit organizations must hold. Most of those relationships are held through cyber-relations. Although this form of public relations is fairly new, it is dominating a majority of companies and organizations. Within this chapter, it also mentions that in order to build a better website you must make it interactive (Guth and Marsh, p. 327). I think Coley’s article expresses this tactic. He says in order to hold relationships with people such as colleagues, program participants and supporters an organization must take advantage of social media sites such as Facebook, Pinterest and Instagram. By using these platforms, organizations are able to interact with everyone involved with the nonprofit organization. Organizations can also link these sites back to their website. Overall, I feel that investing in the listed five relationships over social media is a smart move.

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Parents as Teachers Named One of the Best Nonprofits to Work For

Parents as Teachers Named One of the Best Nonprofits to Work For | Public Relations and Non-Profits |
Parents as Teachers Named One of the Best Nonprofits to Work For
Kelsey Sheedy's insight:

While researching the best nonprofit organization to work for, I discovered that one was not so far from home. St. Louis Post-Dispatch recognized this organization for its wonderful achievement. Parents as Teachers is considered one of the best top 50 nonprofit organizations to work for according to a survey conducted by The Nonprofit Times. Specifically, Parents as Teachers was ranked twelfth among all nonprofit employers, and sixth among small nonprofit organizations. Flexible work hours, an active staff development committee and paid time off to contribute to community service projects are just a few benefits that make working for this organization worthwhile.

This nonprofit is headquartered in St. Louis, but supports all 50 states and seven other countries. Parents as Teachers helps parents prepare their children for school while pouring the cement for a stronger start in life. They are also one of nine home visiting models approved by the federal government through the Maternal, Infant and Early Childhood Home Visiting Program.

At the national office, there are 35 employees working to provide training, curriculum development, fundraising, advocacy, IT infrastructure and administrative support. There are also staff members who assist parent educators. The people with this position are entitled to do in-home visits to ensure children are ready for kindergarten; these employees see around 10,000 parent educators at the national level.

The survey conducted by The Nonprofit Times involved gathering work benefits, policies, culture and general work satisfaction from nonprofit employees at participating 501(c)(3) organizations nationwide. From there, each employee was expected to answer 72 statements regarding information about the organization such as, employee engagement.

The chapter I find to best relate to this article from Adventures in Public Relations is employee relations. Employee relations is “the division of public relations that builds productive relationships with an organization’s employees” (Guth and Marsh, p. 31). In our textbook, they discuss the importance of employee relations. Also, they mention if done right employee relations can save a company (Guth and Marsh, p. 33). One important concept of employee relations is annual salaries (Guth and Marsh, p. 34). When people suspect that employers care about their salary, they are more likely to trust their leaders (Guth and Marsh, p. 34). I believe this is what Parents as Teachers has done. They give their employees paid time off, which is an indication that they are concerned with their employees’ salaries. Lastly, I connected this article back to the book through one of the “nine communications practices” (Guth and Marsh, p. 35). Number two on the list in terms of importance includes, follow a formal process (Guth and Marsh, p. 35). This practice is defined as, “employee relations must be a planned activity” (Guth and Marsh, p. 35). Parents as Teachers demonstrates this through an active staff development committee. I have always considered working for a nonprofit organization. When looking for employment, I will look in to the organization, Parents as Teachers.

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3 nonprofit PR lessons

3 nonprofit PR lessons | Public Relations and Non-Profits |
The breast cancer foundation’s decision to stop funding Planned Parenthood—and its subsequent reversal—offers important advice for those in the nonprofit world.
Kelsey Sheedy's insight:

Last February, Susan G. Komen made the decision to drop their partnership with Planned Parenthood Federation of America, more commonly known as Planned Parenthood. Susan G. Komen had partnered with Planned Parenthood for decades before this ultimate choice to cut all funds. Money was donated to Planned Parenthood to help provide breast health screening and services. The main reason Susan G. Komen decided to drop Planned Parenthood stems back to the organizations' stance on abortion. Planned Parenthood has provided abortion services for decades. Since then, Congressional Republicans have attempted to defund the organization; Susan G. Komen was said to be under "political pressure."

Due to their abrupt decision, Susan G. Komen was given a negative light in the media. They made one initial statement on their Twitter account discussing their priorities, that being women they serve. Also, they stated that they were working directly with Komen Affiliates to ensure that there was no interruption in services for women who needed breast health screening and services. However, they failed to respond to requests for further information concerning their decision. Along with their silence, Susan G. Komen also issued letters regarding breast cancer initiatives and their ineligibility for grants. When Planned Parenthood tried to meet with officials from Susan G. Komen, the organization was left in the dark.

In an article that I read on Ragan’s PR Daily, it gave 3 lessons that non-profit organizations can learn from the Susan G. Komen debacle. They are as follows: establish a crisis communications plan that includes social media, your brand is in the hands of your donors and talk to the media. When dealing with a crisis communications plan, Susan G. Komen did not take in to account social media. They took two days to reply, which is an eternity when your organization is under a crisis. Also, they created their own crisis. If the organization would have replied in a timely and professional manner, the issue might not have blown up in their face. Also, your brand is in the hands of your donors. Just as the customer is always right, the donor is always right. It is a public relation professional’s job to listen to their donors. Lastly, talk to the media, because although Susan G. Komen failed to do so, Planned Parenthood swooped in and went for the win. In fact, the organization raised more than $400,000 in 24 hours from those who followed their story through the media and those who continued to be a supporter of the organization.

            After researching the organizations and reading the PR Daily article, I related it back to the social exchange theory. The social exchange theory is the give-and-take between organizations and community stakeholders. People seek to minimize costs and maximize rewards within their relationships (Guth &Marsh, p. 142). In the case study between Susan G. Komen and Planned Parenthood, the Komen Foundation did not feel as though they were benefiting from their partnership with Planned Parenthood due to a difference in values and morals. However, I feel as though they should have thought about this issue long before they did. The Komen Foundation had to have known that Planned Parenthood provided abortion services; however, they did not bring attention to the issue until years later. I feel as though the Komen Foundation flip flopped on this matter. In return, this potentially harmed the trust of their donors and Planned Parenthood. However, after further researching this issue, I learned that the Komen Foundation and Planned Parenthood were reunited as partners. I think they were lucky and should consider the three lessons Ragan’s PR Daily has to offer for future reference.

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Nike to Cut Ties With Livestrong

Nike to Cut Ties With Livestrong | Public Relations and Non-Profits |
In the wake of Lance Armstrong’s admission that he used performance-enhancing drugs, Nike announced that it will stop manufacturing Livestrong-brand shoes and apparel at the end of this year.
Kelsey Sheedy's insight:

Earlier this year, Livestrong, the non-profit organization founded by Lance Armstrong in 1997, was dropped from Nike. They told the public that they could tolerate numerous of things, but they could not tolerate cheating, which is the reasoning behind dropping Livestrong. The face of the company, Lance Armstrong used performance-enhancing drugs to win his record seven Tour de France titles.

Nike had raised more than $100 million for the cancer foundation, Livestrong. Most of these funds came from the yellow rubber Livestrong bracelet that cost $1 each. These bracelets also gave Livestrong publicity worldwide. It became an accessory among a lot of famous people, including Hollywood stars.

Though Nike plans to fulfill its financial obligations with Livestrong through 2014, it will not be renewing its partnership. This means it will no longer manufacture Livestrong's apparel, such as their shoes and rubber bracelets. Livestrong had anticipated a budget reduction last year, and even implemented a reduction of nearly 11 percent.

Further changes within the organization include Livestrong's attempt to re-brand itself through adopting a new name. Instead of Lance Armstrong Foundation, the organization would be named Livestrong Foundation. Along with many personal charges, Armstrong stepped down as the foundation’s chairman and latter was banished from the board altogether. In May of this year, Livestrong launched an advertisement campaign promoting its new buzzword, StillStrong. This was used to remind people that they still provide free services to cancer patients. It seems that Livestrong is keeping positive and hoping for a successful future.

When reading this article, I tied it back to community relations. This branch of Public Relations describes identifying, building and maintaining strategic relationships with the communities the organization values (Guth & Marsh, p 139). Specifically, I found this article to directly correlate with picking partnerships carefully. In the book it talks about how partnerships with stakeholders can be beneficial if considered carefully. Two questions they suggest an organization asks are; “do we need partners and, if so, who?” and also “does the potential partner have the credibility and resources we desire?” (Guth & Marsh, p. 145).

Regarding the Livestrong article, Livestrong and Nike shared a partnership that was beneficial for both parties in the beginning. Livestrong not only gained the awareness it needed by partnering with Nike, but it also gained the resources it needed, such as funding. Nike gained credibility from this partnership by supporting a charity. However, Nike chose to sever all ties with Livestrong due to its lack of resources and most of all credibility. Nike dropped Livestrong due to Armstrong’s use of performance-enhancing drugs, which is considered cheating. Livestrong no longer improved Nike’s messages to its publics, but rather detracted from their message effectiveness. Also, if Nike were to keep its partnership with Livestrong, it may have been accused for holding the same values of Livestrong, which one could say is cheating. Therefore, Nike felt they were better off to end the partnership with Livestrong. Overall, I think this was a wise decision made by Nike (Guth & Marsh, p. 145).

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'Big Brother' or 'Big Sister?' This College May Discount Your Tuition

'Big Brother' or 'Big Sister?' This College May Discount Your Tuition | Public Relations and Non-Profits |
Marist College in Poughkeepsie, N.Y., seeks to reward those who act as mentors to boys and girls in need.
Kelsey Sheedy's insight:

Being a part of Big Brothers Big Sisters can be emotionally and financially rewarding. This holds true for students of Marist College in Poughkeepsie, N.Y.


 ‘Bigs’ and ‘littles’ who are involved in Big Brothers Big Sisters and attending Marist College are entitled to a discounted tuition of 25 percent. Three chapters are engaging in this financial incentive for graduate and undergraduate programs including Dutchess, Orange and Ulster counties.

Particularly, this incentive is driven towards men. It is meant to promote volunteerism.


Although the college will lose gross revenue off this, they are hoping to make up for it by attracting additional students. The discount is transferable to all members of the family of a 'big' or 'little.' The idea is encourage people to go to school that otherwise would not have.


In return, the discounted tuition is a win for all. It advocates Marist College while supporting the goals of Big Brothers Big Sisters, helping children see their potential and build their future. Even if the discounted tuition is used on a parent of a ‘little’ the child will have a role model to look up to.


Relating this back to public relations, I believe Marist College and Big Brothers Big Sisters used The Behavioral PR Model. This theory supports the idea of PR campaigns motivating people to do something, not to do something or to let you do something. By partnering together, Marist College and Big Brothers Big Sisters are able to get people to attend college and become involved in Big Brothers Big Sisters, thus changing their behavior in two ways (Center et al., p. 13).


First, people are made aware of Big Brothers Big Sisters and its benefits. Then, people develop a latent desire to become involved with Big Brothers Big Sisters. Finally, people are motivated by a triggering event to perform an intermediate behavior, which is attending Marist College to receive a discounted tuition. This intermediate behavior will cause people to build relationships with both organizations, Marist College and Big Brothers Big Sisters (Center et al., p. 13).


Personally, I think that both organizations work together perfectly. Also, they both benefit each other. I think this is partly due to the fact that they are working toward the same goal, which is to encourage people to attend college/build a brighter future. This is ingenious in my opinion. I ask my readers, why not work together when not one but two organizations benefit? 

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