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Public Relations Research and Strategic Planning in Nonprofit Organizations: A Systematic Review of Evidence-Based Communication Models

Priscilla Amerley Nortey, Steve Senyo Ayivi-Donkor

Abstract

Nonprofit organizations depend on communication to recruit donors, mobilize volunteers, advocate for causes, and sustain legitimacy with the publics on whom their survival depends, yet they typically operate under acute resource constraints that limit formal research and strategic planning. This paper presents a structured review of the public relations scholarship most relevant to nonprofit strategic communication and organizes it into a coherent set of evidence-based models. Following a transparent approach to source selection that prioritized foundational theory and peer-reviewed studies of the nonprofit context, the review synthesizes five families of models: process models that frame communication as a managed sequence; the excellence and two-way symmetrical tradition that links communication quality to organizational effectiveness; relationship management and stewardship models that reframe the goal of public relations from message output to relationship cultivation and retention; digital and social media engagement models that describe how nonprofits use networked platforms; and measurement and evaluation models that connect communication activity to outcomes. The review then examines how these models inform strategic planning, identifies persistent gaps between scholarship and nonprofit practice, and proposes a research agenda. The contribution is an integrative map that helps nonprofit communicators select theoretically grounded models suited to their resources and goals, and that helps researchers locate the most consequential open questions.

Keywords

public relationsnonprofit organizationsstrategic communicationrelationship managementstewardshipexcellence theorycommunication models

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