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A SHORT PUBLIC RELATIONS CASE STUDY: LOSERS ALL ROUND

Written by: Nick Renton

Article Overview: How a charity deprived itself of free publicity and the opportunity to propagate its merssage.

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A SHORT PUBLIC RELATIONS CASE STUDY: LOSERS ALL ROUND

Some organisations are their own worst enemies.

One particular charity, a frequent fund-raiser, is heavily engaged in research relating to a common cause of early death. It also publishes useful health tips and menus for healthy living.

An author who was preparing a book aimed at a target audience that would find such information useful rang the charity concerned to request copyright permission to reprint some of its material and to get additional facts. He was promised a return telephone call from the appropriate expert. That call was never made.

The author then put his request in writing. That, too, was ignored.

Result: The charity lost an extremely valuable opportunity to get its information into the hands of its target audience, without any cost to the charity. It also lost the opportunity to get its name before potential donors. It thus reduced its future ability to raise funds. The readers of the book missed out on becoming better educated. There were no winners.

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Home > Public-Relations > Nick Renton > A SHORT PUBLIC RELATIONS CASE STUDY LOSERS ALL ROUND
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About the Author: Nick Renton
RSS for Nick's articles - Visit Nick's website

Nick Renton is a consulting actuary, commercial arbitrator, company director & writer. He was Executive Director of the Life Insurance Federation of Australia 1975-86. He was the founder of the Australian Shareholders' Association and has been president of the Australian Society of Security Analysts and chairman of the Commercial Law Association of Australia. Renton has had 70 books published by 11 different publishers in Australia & the US. He has written books about more different topics than any other Australian author. His Guide for Meetings & Organisations has been widely used as a reference work on all aspects of chairmanship and the running of voluntary associations since 1961. In 1992 he was awarded the prestigious H M Jackson Memorial Prize for two of his works, Understanding Dividend Imputation and the Retirement Handbook. In 1995 he received the Ken Millar Award for his best-selling Understanding the Stock Exchange and his highly controversial Company Directors: Masters or Servants? As a free community service his site invites questions on meetings procedure, family trusts, style and investment terms. He was made a Member of the Order of Australia in 2004.

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More from Nick Renton
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A SHORT PUBLIC RELATIONS CASE STUDY LOSERS ALL ROUND


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