Nonprofits' Expectations in PR Service–Learning Partnerships. (March 2016)

• Record Type: Journal Article
• Authors: Rogers, Cathy; Andrews, Valerie
• Is Part Of: Journalism & mass communication educator. Volume 71:Number 1(2016:Mar.)
• Page Start: 95
• Page End: 106
• Publication Date: 2016-03
• Subjects: public relations -- service learning -- nonprofit -- campaigns -- client -- partnership -- relationship; Communication -- Study and teaching (Higher) -- United States -- Periodicals; Journalism -- Study and teaching (Higher) -- United States -- Periodicals; Mass media -- Study and teaching (Higher) -- United States -- Periodicals; 070.07
• DOI: 10.1177/1077695815584226
• Languages: English
• ISSNs: 1077-6958

Abstract

Little scholarly evidence exists about the communication needs of nonprofit community partners and what they think constitutes an ideal service–learning (SL) relationship. This study seeks to fill this gap by identifying SL projects and relationships that best serve nonprofit community partners with communication needs. The researchers conducted a focus group and a survey with nonprofit organization staff to identify their expectations of a SL partnership and the type of partnership they prefer to meet their communication needs. This study confirms anecdotal evidence that nonprofit community partners need to be better educated about public relations and the public relations process.