One of several definitions of public relations: public relations is a marketing tool which facilitates communication between a nonprofit organization and its targeted publics to the end that the various publics will learn about the organization and its programs and objectives, and be encouraged to be supportive and active or participating in various well defined ways.
The targeting of markets or publics for nonprofit organizations will flow from the marketing program and objectives and strategies of the organization. The targeting will flow from a consideration of the importance and priority of many alternative targets including the following:
1. The Board. The Board of Directors or Board of Trustees is often the most important single target or "public" for public relations goals and activities. It must not be assumed that even a majority of the Board is aware of organizational objectives and programs currently.
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