Public relations in action : fundraising + cancer

Abstract

This rationale explains the process of fundraising for cancer research and a departmental scholarship through a campus-wide event and online fundraising, both attained through effective public relations. I cover the following topics: the four basic components of competent public relations, the ideas and research behind the fundraising methods, the public relations tactics used to attain fundraising goals, the educational value of this thesis project, and the fundraising results.