It’s no secret that the way we do business is changing.

You can see it easily in manufacturing plants, where new technology and global competition have slashed the number of workers and forced everyone to handle a wider variety of jobs. Add our struggling economy to the mix and you have a very different workplace than existed just a few years ago.

So it shouldn’t be surprising that the same trends are transforming nonprofits, where new management approaches, the number of groups competing for contributions and the economy also have changed the way people work.

That can be a shock for many nonprofit executives in a sector where established organizations have been able to do “business as usual” for decades. But remaining vital now requires more than simply operating with integrity and being there when people need help. It requires a different outlook and some public relations savvy.

A lot has been written of late about how nonprofit leaders can keep their organizations vibrant, and many of them suggest the same themes.

Maintain a positive, upbeat attitude. Perhaps this goes without saying, but it’s not always easy when you’re dealing with people facing difficult situations. Throw in growing demands ... rising costs ... fewer contributions ... and it can be hard to remain optimistic.

But the leader’s outlook has a profound affect on any organization. The leader sets the tone, the tone determines how staff and volunteers feel about their work, and how people feel about their work has a direct impact on clients — not to mention whether other volunteers or donors want to join your cause.

Never lose focus on the good things taking place. You’re helping people cope with real problems when they’ve run out of options, and others have found the work important enough that they’re volunteering to help. Make sure you thank people and remind them of the important work they’re doing.

Tell your story. One way to keep an upbeat attitude and create goodwill in the community is to tell your story in a clear and compelling way.

Though many executives expect reporters to do the job for them, the reality is that the media never really worked that way. Routine stories have often started as news releases from some organization, and it’s even more common now that media outlets have downsized, too.

That means if you want your story told, you need to do the telling.

With so many community-minded newspapers, radio stations and local television shows in our area, there are a lot of opportunities to tell your story. And don’t forget many of the smaller, more-targeted publications, including “Neighbors,” the United Way’s quarterly newsletter, which highlights the work of local ministries and nonprofits.

Take advantage of Facebook, Twitter and other social media. Getting your story out has become easier and cheaper with social media. A huge number of people already use Facebook. Twitter, limited to much shorter messages, doesn’t have quite the reach, but gets information to followers even faster and can send messages automatically to your Facebook page.

Social media can help build donor relationships, recruit volunteers and disseminate important news. They’re free and effective, as long as you provide useful information, post consistently (but not constantly) and keep everything upbeat and up to date.

Keep your finger on the pulse of your organization and the community. The pace of change has made it essential to monitor what’s happening in your organization and out in the community.

The clients, staff concerns and community needs you face today could be vastly different just a few months from now. Taking time to step back and assess your environment allows you to remain effective, find new opportunities and keep your organization effective and relevant.

These suggestions provide a start and there are a few more for a later column. None of them may be new, but they’re things we often forget, even though they’re critically important.

Keeping an upbeat attitude, understanding what’s happening around us and telling our story in accessible ways will keep our organizations vibrant and attractive, which makes it easier to find contributions, draw volunteers and provide the help and hope our neighbors need.