This process has allowed us to take a closer look at ideas that on the surface seem to be a sure-thing, but under closer examination don t fit with our strategic goals. Public relations is a function of marketing and therefore is part of the marketing department, along with fundraising and the volunteer program. When a new service is being planned, marketing is involved in developing strategies to launch the program. For example, when Allegany Arc began a pre-school evaluation program, marketing developed support materials including a brochure, letterhead, business cards and pitch letters for referral sources. Additionally, by tying public relations into the marketing department, we now have the ability to arrange for newspaper coverage, radio commercials, and broadcast interviews to further promote new services.
Marketing provides consistency to the message released by our organization.
All communication with the press, potential referral sources, is now coordinated in one department through a marketing plan. Our department is proud that Allegany Arc s message to its families, donors, government officials, board members is professional, and most importantly, consistent. As we face more competition for consumers and donors, an agency must have a coordinated public effort. For our agency, directing all communications under the marketing department umbrella has helped us achieve that goal. All material is property of the New York State Rehabilitation Association, Inc.