Public Relations

1. Mine their websites for information; read the "About Us" tab and look for Resources or Publications.  Often times organizations will post an Annual Report.  ex.  Farm Sanctuary
   Footer: Financial Statements (IRS 990), News 
   “Farm Sanctuary has been a thought leader in animal rights and the factory farming food system since 1986. Members of the team are regularly called on by major news outlets for expert comment, enabling us to expand our reach and influence policy.”
2. Also try the local Chamber of Commerce such as the Watkins Glen Chamber of Commerce.  Farm Sanctuary
3. Search local and regional news sources (ex.  Ithaca Times,  Ithaca Voice,  Ithaca Journal).  The Ithaca Journal's website has a paywall.  To access fulltext, go to the Database tab of the library's website and and search US Newsstream).  Set up a Google Alert on your person, business or nonprofit to monitor the media
4. Nonprofits: Try and find their 990s (instead of 10Ks). Check websites that evaluate them such as:
   CitizenAudit  $$ Investigates nonprofits
   Guidestar - Candid. Search for nonprofits by name, etc. Form 990's available. Some are free.
   Charity Navigator  Search for nonprofits by name  *** can be used to find other similar organizations
   Give.org Better Business Bureau Reports on major charitable organizations..

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Search For Articles

Keywords

Animal Welfare (subject heading) also: Animal Rights, Animal Protection, Animal Advocacy, Farm Animals, shelter, sanctuary, ecotourism, agritourism
Organization OR nonprofit OR not-for-profit
"public relations" OR "media relations" OR "case study" 

Communication Source + Business Source +Academic Search Premier

SU animal welfare AND ( organization OR nonprofit OR not-for-profit ) AND ( “public relations” or “media relations” or "case study" ) 
Note: filter to just Communication Source.   

Sisson, D. C. (2017). Control mutuality, social media, and organization-public relationships: A study of local animal welfare organizations’ donors. Public Relations Review, 43(1), 179–189. https://doi-org.ezproxy.ithaca.edu/10.1016/j.pubrev.2016.10.007

If you find an article you like, look at the References cited in it; try searching it in Google Scholar and look at the Cited By.

ABI Inform

mainsubject(animal welfare OR agritourism OR ecotourism) AND mainsubject(Organization OR nonprofit OR not-for-profit) AND (Public relations OR Media relations OR Case Study)
Look at the Subject filter in the left menu and filter to Public Relations.    One article mentions the firm Orange Orchard.

ScienceDirect

"animal welfare" and "public relations" and "nonprofit"

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Search for News

Nexis Uni

Custom search of Business Wire & PR Newswire for "Farm Sanctuary"

Search all news: "animal sanctuary" and "watkins glen

US Newsstream

"farm sanctuary" AND "watkins glen"