Public relations plays an essential role in helping nonprofit organizations gather support for its mission and in communicating with its key publics. Nonprofits face challenges unique to this sector. Public relations helps nonprofits balance multiple fickle publics and quantitative and qualitative bottom lines.

Public relations tactics in nonprofits include media relations activities, employee and volunteer communication, special events, and the Internet. Public relations is expected to deliver real bottom-line results to nonprofit ventures.

To learn more about nonprofit public relations watch the interview with Greg Wagner, Clip #3, on the book's CD-ROM.