What are the types of issues that would confront PR for non-profit organizations? We've seen the United Way in the news, unfavorably, when leaders were pilfering more than their share of earnings. They also make the news when someone who needs services doesn't "qualify." The United Way also makes the news for service projects and funds that help people and organizations - but when the chips are down, does the good out-weigh the bad?
My thoughts are these: First, negative stories far out-weigh positive ones, so when negative situations hit the news, the PR group had better be prepared to hit the ground running so they keep their organization afloat. A non-profit's PR department needs to ensure at all times that their organization is reflected positively in the news, and ensure positive publicity whenever possible. This way, when something negative does happen, they won't be trying to come up with positives that out-weigh the negatives. They'll already be there. Second, when the negative does happen, the non-profit's PR should never try and sweep it under the rug. Rather, they should acknowledge the incident, explain it as best they can, make it right if necessary and then move on.
Lastly, I would say that above all a non-profit's PR group needs to be in it for the cause - they need to believe in what they are doing, or nobody else will.
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