Public relations refers to how the public relates to your non profit organization. A positive public image requires a public relations campaign comes in because:
Having a public relations plan in place keeps you in front of the public's eye. A non profit organization needs to have instant name recognition and it needs to let people know about its ongoing efforts to rally support in today’s tough economic times. Multiple campaign messages can do that.
A public relations plan makes it easier to recruit high quality volunteers.
Many people are busy today just trying to make ends meet. Not many have volunteer time. But when they do, they want to be sure that time is spent well. Often times, it is the well-run organizations that deliver the effective messages that encourage public support and create a win-win for all involved.
Public relations is just as important to non profit organizations as is it is to big corporations. A solid public image can impact the quality and quantity of donations as well as the caliber of volunteers.