Strategic Communications for Nonprofits: A Step-by-Step Guide to Working with the Media
Lýsing:
Strategic Communications for Nonprofits, part of the Jossey-Bass Nonprofit Guidebook Series, helps nonprofits align their communications strategy with their mission, by tailoring best practices from the business world specifically for the social sector. Nonprofits know they need to work with the media to effect change and get their messages out, and this book gives them the tools to do that in a strategic way.
The book offers a unique combination of step-by-step guidance on effective media relations and assistance in constructing and developing an overall communications strategy aimed at creating social or policy change. In addition to learning how to generate publicity and effectively communicate their message/mission, readers will learn how to enhance fundraising, build membership, handle crises, and change public policy and public sentiment.
Annað
- Höfundur: Kathy Bonk
- Útgáfa:2
- Útgáfudagur: 2008-10-14
- Hægt að prenta út 2 bls.
- Hægt að afrita 10 bls.
- Format:ePub
- ISBN 13: 9780470443286
- Print ISBN: 9780470181546
- ISBN 10: 0470443286
Efnisyfirlit
- Cover
- Contents
- Title Page
- Copyright
- Foreword
- Acknowledgments
- About the Authors
- About CCMC: Communications Strategies for Policy Change
- Introduction
- Chapter 1: The Basics of Strategic Communications
- A Built-in Advantage
- Organizational Values
- Building a Communications Team
- Chapter 2: Elements of a Strategic Communications Plan
- How Issues Move Up the Media Food Chain
- Key Principles
- Case Study: The Fairness Initiative on Low-Wage Work
- Chapter 3: Conducting Research and Targeting Audiences
- Defining Target Audiences
- Conducting Original Research
- Lower-Cost Alternatives to Original Research
- Chapter 4: Framing and Developing Messages
- Developing Values-Based Messages
- Values-Based Messages: Heard and Understood or Glazed Over?
- The Circles of Communications Effectiveness
- Developing Winning Frames and Effective Messages
- Case Study: Messages for Expanding Early Education
- Chapter 5: Navigating a Changing Industry
- Spectrum Auctions
- The Impact of the Internet
- A Revolution in the News Business
- Chapter 6: Making the Most of Your Resources
- Marshal Your Resources
- Develop Your People Power
- You Have Options
- Manage Your Team Wisely
- Celebrate Success
- Chapter 7: Earning Good Media Coverage
- Cultivating Relationships with Reporters
- Dos and Don’ts for Successful Interviews
- Briefing the Media
- Organizing Major Events
- Pitching Your Ideas to Electronic Media
- Showcasing Your Ideas in Newspapers
- Taking the Next Step
- Chapter 8: Responding to a Media Crisis and Managing Backlash
- Gearing Up for a Crisis
- Crisis versus Controversy
- Case Study: Managing Child Welfare Tragedies
- Chapter 9: Selecting and Training Spokespeople
- Seeking Help from Outside: Celebrities and Third-Party Spokespeople
- Picking the Right Spokesperson from Within
- Fielding Press Calls
- Speaking On and Off the Record
- Receiving Professional Media Training: Adding Some Polish
- Doing Better Media Interviews: Quick Tips
- Asking People to Tell Their Stories
- Case Study: Messengers for Expanding Early Education
- Chapter 10: Capitalizing on the Power of Partnerships
- Collaborations and Coalitions
- Internal Communications: The Lifeblood of Partnerships
- Media Partnerships
- Case Study: The Coordinated Campaign for Learning Disabilities
- Chapter 11: Chapters Online: Graphics, Advertising, and Evaluation
- Producing Effective Graphics and Materials
- Making Paid Advertising and Public Service Announcements Work
- Evaluating Your Results
- Resources
- Style Manuals
- Media Directories and Databases
- Wire Services That Distribute Press Materials
- Media Relations for Nonprofits
- Sources of Public Opinion Research
- Framing and Message Development
- Crisis Management
- Other Publications Worth Reading
- Index
- End User License Agreement
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- Gerð : 208
- Höfundur : 12344
- Útgáfuár : 2008
- Leyfi : 379