Relations IDENTIFIERS *Charitable Organizations

A national survey of 175 public relations managers documented fund-raising encroachment (subordination of public relations functions to fund-raising) at 23 % of their charitable organizations, with variation in vulnerability among different types (e.g., the public relations function is managed by fund raising at 50 % of the private colleges and universities (N'38) represented in the study, whereas only 14 % of the human services organizations (N..50) reported similar encroachment). Small, but significant, correlations were found between encroachment and the extent to which the public relations department has the knowledge and expertise to practice two-way symmetric and asymmetric models of public relations and the communication manager role. Together, knowledge of the four public relations models and two roles accounted for 19 % of the explained variance in observed encroachment. Factor analysis yielded scales of high and low potential of the public relations department that may be useful in future encroachment research, whether the encroachment is by fund raising or marketing. (Six tables of data are included; 28 references are attached.) (Author/RS) nepruaucLions suppliea by EMS are tne best that can be made from the original document