Managing Public Relations in Nonprofit Organizations Case Study

Managing Public Relations in Nonprofit Organizations - Case Study Example Further secondary research was done on a database of the consumer media and national science. The reason for this research was to broaden the scope of the target audience following the announcement. Consequently, the stakeholders identified were prominent science reporters. However, quantitative research involving telephone interviews with the reporters to ascertain their reliability produced negative results. To this end, a content analysis was undertaken on the BNL website. The purpose was to deliver a high amount of information pertaining to the upcoming conference and public announcement. The evaluation measures employed involved the measuring of communication output. In this case, part of the objective was to achieve a mass advert of their product and elicit positive media reactions. To this end, the company surpassed their expected communication output whereby over 700 million coverage was achieved. In addition, the public relations firm employed the measure of outcomes as an evaluation. Consequently, the whole public announcement aspired to receive positive reviews from the public and media. Moreover, these reviews were supposed to spur the government in increasing budgetary allocation without arousing political aspersions on its public announcement. As a result, the firm was able to receive positive reviews from the media and public. Moreover, these reviews factored in on the increase of budgetary allocations. In addition, the public relation firms employed the measure of institutional outcomes as an evaluative tool. Consequently, BNL had an objective of increasi ng a budgetary allocation for its project. As a result, the institutional outcome was achieved through an increased budgetary allocation of $ 13,400. The planning process entailed developing of a media list in which media outlets were identified. The aim was to achieve target audience for the impending announcement. To this end, the media list developed