Capitalising on the value in relationships: A social capital-based model for non-profit public relations

This paper proposes that a social capital-based model can assist under-resourced non-profit organisations in structuring their public relations efforts. Social capital is the idea that there is value in relationships. Because of a common focus on relationships, social capital and public relations share an ability to benefit non-profits. Using public relations activities to generate social capital offers non-profits with limited physical capital the opportunity to make use of the value generated from networks and relationships.