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What is the contribution of PR in the overall integrated communication strategy outcome? Is the Model of Integrated Communication a useful communication strategy? Recent academical research focus the Integrated Marketing Communication (IMC) approach especially for NPOs. This book takes a closer look at the integrated approach of pr/ marketing and fundraising activities and presents the potentials and limitations of pr activities on a precise example for NPO of launching Austria s first dementia care flat community. The book points out, that PR measurements increase acceptance, press relations are an indispensible multiplying part and opinion leaders increase trust and accessibility. The integrated use of marketing instruments raise trust and force dialog and increase acceptability - the basis for increased fundraising income and increased use of offered services. Because lack of resources in normal daily routine, this book asses a clearly defined communication task and offers a closer look at the potentials and limitations of Integrated Marketing Communication.

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Sabina Dirnberger studied German language and History and Social Studies , Advertising and Sales and International Marketing & Sales at Vienna University of Economics and Business Administration. She is head of Marketing at Caritas Socialis (CS) and academical lecturer at Universities of Vienna, Salzburg and Klagenfurt in Austria.

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