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You will begin by selecting a client that is a non-profit organization and that also has one or more negative public perceptions or instances of “bad press” it is trying to recover from. After finding resources explaining why the public and potential donors are unhappy with the NPO, you will create a plan to use media to try and change what the public thinks about your client. The important thing to keep in mind is that we can’t change our clients business or organizational structure or other systemic problems they may have. We can only try and change what the public and potential donors think by using various media messages and outlets.

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Please be sure you check your grade comments from last week’s submissions when they become available. These comments from your instructor can help you prepare you for upcoming assignments. For now, you can dive into task 1 for this week.


In order to successfully complete this task:

Non-profit organizations (NPOs) are usually designed to to help in some way. Donations of money, and time, and estates are what keep these organizations in business. They grow when their brand/name has a higher approval rating. As soon as they do something that hurts their public perception, their donations dwindle and their ability to help is effected.

You will select a client that is both a non-profit organization AND a “public relations nightmare.” Finally, you will prove they are in trouble with the public and possible donors by finding three (3) articles, videos, or other sources that explain your client’s negative public image.

On the discussion board below, under the heading Task 1, post the name of your NPO client as well as a 2-3 sentence explanation of their negative public perception. Finally, using active hyperlinks, share at least three sources. For each source, please give a short, one sentence explanation per source describing how the source backs up the negative public image your client has.

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