Assistant Professor, UCM, Bratislava, Slovakia
External lecturer, Pan-European University, Bratislava, Slovakia
Abstract: A nonprofit organization has to use individual marketing communication tools to raise awareness of its activities or specific projects. Nonprofit organizations don‘t have a huge budget for communication campaigns, therefore they mainly use PR activities. But is it easier for nonprofit organizations to communicate with media than for commercial companies? The article tries to answer this question on the basis of knowledge acquired during project realization – “I AM THE RESCUE” (ZÁCHRANA SOM JA in Slovak).
Key words: media relations, non-profit organization, public relations, I am the rescue
Rhetoric and Communications Journal, Issue 39, April 2019