Revisiting Long Island-based nonprofit organizations' use of traditional and digital media for public relations outreach

Nonprofit organizations hold a pivotal role in society, catering to diverse communities and promoting social causes through strategic communication initiatives. Effective public relations (PR) serves as an indispensable tool for nonprofits, facilitating the development of awareness, stakeholder engagement, and the implementation of mission-driven initiatives. The integration of social and owned media has transformed how nonprofits engage with their audiences, providing new opportunities for interaction while creating unique challenges, particularly when nonprofits are dealing with the residual impacts of the COVID-19 pandemic, which exacerbated financial instability and complicated program delivery, membership retention, fundraising, and staffing. This study builds upon and compares prior research and surveys conducted in 2011, 2012, and 2013 to explore the use of social and traditional media by nonprofit organizations on Long Island, adjacent to New York City. The research aims to provide a snapshot of organizational PR challenges while suggesting opportunities for improving the deployment of available media resources.