Public Relations: A Not-for-Profit Perspective

I completed my internship at Baptistcare’s Welshpool Support Services Office as a member of the Public Relations and Marketing team over the course of Semester One, 2012. Baptistcare is a not for profit provider of Aged Care, disability, mental health and counselling services in Western Australia.  As a third year student based in Bentley, Western Australia, I have decided begin my reflection by documenting my perception of Public Relations from a not for profit perspective.

Not for profits typically exist to make a difference, usually achieved through the employment of a social mission.

“Reaching out with the love of Jesus we work with individuals, families and communities to achieve their spiritual, emotional and physical wellbeing.”

Baptistcare’s Christian mission, above, is heavily emphasised in Public Relations activities and has a strong link with work performed right across the organisation. Weaved into Baptistcare’s articles, letters, speeches, promotional material and press releases was information about how Baptistcare was fulfilling its mission.

Public Relations in a not for profit context is extremely broad and involves a variety of roles and diversification, primarily due to the sector’s limited resources. Baptistcare’s PR & Marketing Officer needed to be proficient in Graphic Design, Websites, Social Media, Events, Fundraising, Press Releases, Marketing Collateral and Promotional Material – to name a few! This means that graduates taking up positions in not for profits need to be hardworking, efficient, organised, diverse, experienced and flexible.

Limited funding is a common issue dealt with by not for profit organisations, which has the potential to inhibit operations. Marketing activities at Baptistcare either had to meet limited budgets, find sponsorship, or both. Not a lot of people are willing to provide assistance and marketing people should allow weeks, sometimes even months in order to obtain finance which can be a frustrating task.

I would summate that not for profits tend to attract people who are driven to make a difference, given that the sector is not the best place for ambitious people seeking career opportunities such as salary and status. Although this means that not for profits aren’t always able to attract the best people in the profession, the people who they do attract are quality, friendly, supportive people due to the aforementioned reasons. Not for profit also presents fantastic learning opportunities for interns like myself, given that help is always needed and appreciated.