ABSTRACT
In popular culture, the term “public relations” and its acronym, PR, have a negative connotation. Nonetheless, the subject matter when stripped of such associations is a valid and important one for all organizations and managers, including those in the nonprofit sector. Nonprofit PR contributes to some important purposes of a nonprofit agency, including media relations, public reporting, community relations, lobbying and advocacy, and crisis management. As such, PR can contribute to a nonprofit's strength and impact. Recognizing this role that PR can play in the nonprofit sector has led to an increasing interest in the subject, including research reports published in academic journals and new textbooks for students interested in learning more about it.
