Public Relations vs. Media Relations: What Nonprofits Need to Know
Wednesday, May 13 | 12:30 PM | A Very Special Place, 49 Cedar Grove Ave, 10306
Public relations and media relations are often used interchangeably, but they serve distinct roles in how organizations communicate, build visibility, and engage their communities. Understanding the difference—and how they work together—can strengthen your organization’s outreach and impact.
In this session, we’ll break down what public relations and media relations are, when to use each, and what they can (and can’t) do for your organization. Participants will hear practical examples, explore how to identify timely PR opportunities, and take part in a hands-on exercise to connect those opportunities to media engagement.
Ideal for nonprofit staff involved in communications, outreach, and program promotion, this session offers clear, practical takeaways you can apply right away.
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Meet Our Presenter
Alex Lutz joined Richmond University Medical Center in 2018 and serves as Vice President for Public Relations and Marketing. He oversees advertising and media campaigns, social media, the hospital website, the RUMC Connections podcast, and the RUMC Vital Signs television show. He also acts as the hospital’s official spokesperson, managing media relations, press releases, press events, and crisis communications. Under his leadership, the department has earned over 50 international awards for marketing campaigns, design, and digital communications.
Prior to RUMC, Alex was Executive Director of the Staten Island Not For Profit Association (2016–2018). He previously spent over a decade with the American Red Cross in Greater New York as Senior Regional Director of Community and Government Relations, where he built one of the first chapter-based departments of its kind and was nationally recognized for his leadership and outreach following Hurricane Sandy.
His earlier experience includes serving as Chief of Staff to a New York City Council Member and working as a television and print news reporter. He holds a Bachelor’s Degree in Journalism, with a minor in Sports Administration, from St. John’s University (Queens Campus).
