%0 Journal Article %T Capitalising on the value in relationships: A social capital-based model for non-profit public relations %A Jessalynn R. Strauss %J PRism Online PR Journal %D 2010 %I Bond University, Massey University %X 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. %K public relations %K social capital-based model %K non-profit organisations %K networks %U http://www.prismjournal.org/fileadmin/Praxis/Files/Journal_Files/Strauss.pdf