Public Relationship Strategy For Non-profit Organization

When companies or organizations carry out marketing activities, they use different market communication tools to influence target audience, which all aims to influence or change the target audience's present behavior or awareness.This essay introduces the characteristics of public relationship for non-profit organization (NPO), various types of its PR activities, as well as the measurement of PR achievements. Meanwhile, it also analyzes the PR strategy for non-profit organization by referring to theories like social marketing, IMC (integrated marketing communication). Most of importance, it concludes suggestions for domestic non-profit organization's reference. Based on the initial findings from this essay, as a non-profit organization, as long as it collaborates with relevant parties from the supply chain, it can establish a cross-industry corporation platform, which in return also benefits the development for the whole supply chain. In addition, the non-profit organization should adopt different PR strategies, this enable us to stimulate relevant parties'initiatives, to utilize resources and to maximize the influence.