Evaluation of Public Relations Strategies and Techniques in the Management of Selected Non Profit Organizations in Benue and Nasarawa States

Abstract

This study evaluated the public relations strategies and techniques adopted in the management of Non Profit Organizations (NPOs) in Benue and Nasarawa State, using three selected NPOs for the assessment. The work was anchored on the Two-Way Symmetric Model of public relations and Excellence Theory. Survey research method was used to elicit data from respondents. The study revealed that the selected NPOs used public relations strategies which include, community relations, media relations, employees/volunteers relations, donor/sponsor relations as well as government relations and public relations techniques that include  press release/ newsletters, press conference, brochure, annual reports, pamphlets, internet, tele conferencing and multimedia. The study further revealed that public relations strategies and techniques adopted have been effective in awareness creation, training of employees and volunteers, organizing and managing fundraising events, management of communication/information, human and material resources, relationships, issues and crisis management as well as image and reputation management. Based on these findings, it was concluded that the selected NPOs, have adopted public relations strategies and techniques. Based on this conclusion, it was recommended amazing Ng others, that, the management of the selected NPOs should establish public relations departments and engage the services of public relations professionals, that the Non Profit Organizations must be socially responsible to their host communities and that the NPOs must develop and enhance their corporate image.

Kaywords: Evaluation of Publicrelations, Evaluation of Strategies, and  Techniques in Management.

DOI: 10.7176/JEP/14-36-03

Publication date: December 31^st 2023