Course Description

This course examines the strategic role of public relations in nonprofit organizations through an applied consulting experience. Building on the research and planning competencies developed in PR Planning and Research, students work as communication consultants for a nonprofit organization throughout the semester. Students integrate research, stakeholder analysis, strategic planning, storytelling, digital communication, fundraising communication, advocacy, crisis communication, and evaluation into a professional communication plan.

The course emphasizes listening-centered communication, ethical practice, and evidence-based decision-making. Through workshops, guest speakers, nonprofit client interactions, and peer consulting sessions, students will develop a professional portfolio and gain insight into careers in nonprofit communication.

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Semester Project

Each student serves as the lead communication consultant for one nonprofit organization.

Throughout the semester, students complete consulting deliverables that eventually become one integrated strategic communication plan.

Whenever possible, each student will conduct one informational interview with a communication professional from their assigned nonprofit.

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Required Text

Patterson & Radtke, Strategic Communications for Nonprofit Organizations (2nd edition).

Additional readings

• Institute for Public Relations reports
• Chronicle of Philanthropy articles
• CASE resources
• Selected annual reports
• Podcasts
• Professional case studies

 

Attendance Policy. Attendance is expected and appreciated. Below is a breakdown of how absence can generally affect your grade. Any emergency that affects your regular, consistent attendance is not acceptable for a short period; I would be happy to discuss your situation with you individually so we can devise a plan to help you continue the course. Absence includes both excused and unexcused absences.

 

Documented absences, such as the death of an immediate family member, medical emergencies, and other excusable emergencies, are excluded from the total absence count when accompanied by documentation.

 

Other emergencies or absences, such as scheduled doctor's appointments, travel arrangements, and other personal situations, will still count toward the total number of absences.

• 1- 2 absences: Full points
• 3 absences: 130 points
  
• 4 absences: 110 points
• 5 absences: 90 points 
• 6 absences: 70 points
• 7 + absences: zero points and the final course grade F 

 

AI Policy. AI use is permissible only when there are clear boundaries, transparency, and accountability regarding how the AI was used in the assignment. AI use without full disclosure will be treated as academic dishonesty and plagiarism cases. It will be subjected to due process and corresponding outcomes (e.g., an F in the course, academic misconduct on the transcript, or more serious consequences). Be prepared to submit all evidence of independent work by keeping all your work in progress for an assignment. The professor has the right to request proof of your work if AI use is suspected.

 

Late Work Policy:

All assignment deadlines are posted on Canvas at the beginning of the semester. No late work will be accepted except for documentable emergency cases. An excused and reassigned submission deadline will be granted up to one week after the original deadline.

 

Required Readings:

The textbook and weekly assigned readings will be posted by Friday morning the week before. Class activities and discussions are based on the assigned readings and homework.

Laptop Computer and Mobile Phone Use Policy:

All students in the course must have access to personal computers or tablets with internet access for class activities. Computer and mobile device use for non-class-related activities is not allowed during class and will be addressed.

Course Schedule: The course schedule is subject to change and may vary depending on the class's progress. Make sure to check your Canvas weekly course module for the most accurate schedule and content.

Class Communication:

• Canvas: For all course-related readings, discussions, and assignments, check weekly modules. There are 16 modules in total. Each module will have an overview page that explains the weekly target learning objectives, along with assigned readings, assignments, etc.
• IU email: Use your IU email for class-related communication.
• Zoom via IU: We may meet via Zoom under certain circumstances, as notified.

Integrity and Honesty: 

As a student at IU, you must adhere to the standards and policies detailed in the Code of Student Rights, Responsibilities, and Conduct Links to an external site.(Code). Respect your work by respecting other people's work. You may use ChatGPT or Generative AI technology in assignments as a preliminary tool. Students are responsible for assessing the accuracy and validity of the information presented and submitted for grades. All claims must be validated with citations and references. It will be considered a fabrication without the appropriate verification of its contents via rigorous fact-checking and citations. It will result in an F on assignments and a report to the Dean of Student Affairs for academic dishonesty. 

Academic Accommodations for Students with Disabilities:

Students with documented disabilities who will require accommodations should contact the Office of Disability Services for Students at (812) 855-7578. If you already have a memo from this office, send it to me as soon as possible to ensure you receive assistance. You are welcome to contact me privately to discuss your academic needs. However, I cannot arrange for disability-related accommodations.

Religious Observation:

Let me know the date of your absence for religious observance within the first two weeks of the semester.

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Major Assignments

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Weekly Schedule

Week 1: Welcome to the Consulting Studio

Tuesday

Topics

• Course overview
• What makes nonprofit PR different?
• Introduction to semester consulting project

Activity

• Consultant Speed Networking
• Students rotate through nonprofit profiles and discuss communication opportunities.

Deliverable

• Preference ranking for nonprofit clients

Reading

• Syllabus
• "What is a nonprofit?"

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Thursday

Topics

• Understanding the nonprofit sector
• Mission, vision, values

Activity

• Client assignment workshop
• Students receive nonprofit assignments.

Deliverable 1

• Mission Audit: Students evaluate

• • mission
  • vision
  • values
  • organizational identity

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Week 2: Understanding the Organization

Topics

• History
• Governance
• Funding models
• Trust

Workshop

• Reading IRS Form 990

Reading

• Text Chapters 1–2

Activity

• Analyze annual reports from three nonprofits.

Deliverable 2

• Organizational Snapshot

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Week 3: Research and Environmental Scanning

Guest Speaker: IU Business/Media Librarian

Topics

• Secondary research
• Competitor analysis
• Environmental scanning

Workshop

• Research databases

Deliverable 3

• Environmental Scan

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Week 4: Stakeholders and Listening

Topics

• Stakeholder theory
• Relationship management
• Listening-centered communication
• Volunteer voices
• Employee voices

Workshop

• Stakeholder ecosystem mapping

Deliverable 4

• Stakeholder Map

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Thursday

Topics

• Audience segmentation
• Empathy mapping
• Persona development

Activity

• Students interview one another as stakeholder personas.

Deliverable 5

• Audience Personas

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Week 5: Defining the Communication Challenge

Topics

• SWOT
• SOAR
• Issue identification
• Problem statements

Workshop

• Consulting clinic 

Deliverable 6

• Communication Problem Statement

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Week 6: Strategic Planning

Topics

• Goals
• SMART objectives
• Strategies
• Theory of Change
• Logic Models

Activity

• Logic model workshop

Deliverable 7

• Objectives and Strategy Framework

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Week 7: Storytelling for Social Impact

Guest Speaker: Communications Director

Topics

• Narrative strategy
• Human-centered storytelling
• Ethical storytelling

Workshop

• Transforming data into stories

Deliverable 8

• Messaging Framework

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Thursday

Topics

• Content strategy
• Editorial planning

Activity

• Rewrite weak nonprofit messaging.

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Week 8: Digital Communication

Guest Speaker: Digital Communications Manager

Topics

• PESO
• Social media
• Email
• Web
• SEO
• Analytics

Workshop

• Content calendar

Deliverable 9

• Integrated Media Strategy

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Week 9: Fundraising Communication

Guest Speaker, Development Director

Topics

• Donor journey
• Giving Tuesday
• Corporate partnerships
• Donor stewardship

Workshop

• Donor communication audit

Deliverable 10

• Fundraising Communication Strategy

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Thursday: Midterm Progress Presentations

10-minute consulting update

Peer review

Instructor feedback

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Week 10: Volunteer and Internal Communication

Topics

• Volunteer engagement
• Employee advocacy
• Listening
• Recognition
• Psychological safety

Workshop

• Volunteer journey mapping

Deliverable 11

• Volunteer Engagement Strategy

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Week 11: Advocacy and Public Affairs

Guest Speaker, Advocacy Director

Topics

• Advocacy campaigns
• Coalition building
• Public affairs
• Grassroots communication

Workshop

• Issue campaign design

Deliverable 12

• Advocacy Communication Strategy

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Week 12: Crisis, Trust and Transparency

Guest Speaker, Crisis Communication Professional

Topics

• Trust
• Reputation
• Transparency
• Difficult conversations

Cases

• Wounded Warrior
• Susan G. Komen
• Red Cross

Activity

• Real-time crisis simulation

Deliverable 13

• Crisis Communication Plan

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Week 13: AI for Nonprofit Communication

Topics

• AI-assisted writing
• Prompt engineering
• Ethics
• Disclosure
• Human oversight

Workshop

• Students compare

AI draft

↓

Human revision

Deliverable 14

• AI Communication Reflection

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Week 14: Thanksgiving Break

 

Week 15: Measuring Success

Guest Speaker, Measurement & Evaluation Specialist

Topics

• Outputs
• Outcomes
• Impact
• Dashboards
• KPIs
• Annual reports

Workshop

• Design a communication dashboard

Deliverable 15

• Evaluation Plan

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Week 16: Final Presentations

Present your consulting recommendations to

• nonprofit representatives
• alumni
• guest speakers
• Media School faculty (optional)
• classmates

Presentations

• 15 minutes for each 

Q&A

• 5 minutes

Professional dress expected.

Deliverable 16

• Complete Strategic Communication Plan