The Jossey-Bass Guide to Strategic Communicationsfor Nonprofits: A Step by Step Guide to Working with the Media
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- Wiley
More About This Title The Jossey-Bass Guide to Strategic Communicationsfor Nonprofits: A Step by Step Guide to Working with the Media
English
A Publication of the Communications Consortium Media Center
This nuts-and-bolts workbook is a tool kit for organizations that want to create successful communications strategies. No matter their size or planning experience, nonprofits can use this guide to enhance their profiles in the media, increase name recognition, boost fundraising, recruit membership, and advance changes in public policy. With a clear mission and the right communications skills, even small volunteer organizations can succeed in designing, planning, and implementing strategic public interest campaigns.
The authors draw from more than fifty years of combined experience in communications and media relations to provide step-by-step guidance on all aspects of campaign development, including detailed checklists, illustrative charts, and sample forms. They show nonprofits as well as public agencies how to:
? Construct a solid strategic communications plan
? Research media trAnds and case studies
? Track public education and awareness
? Select the most appropriate type of media for each campaign
? Utilize new media and technology for increased publicity
? Develop top-quality written materials and engaging releases
? Handle media crises quickly and competently
? Organize staffing and funding resources efficiently
This nuts-and-bolts workbook is a tool kit for organizations that want to create successful communications strategies. No matter their size or planning experience, nonprofits can use this guide to enhance their profiles in the media, increase name recognition, boost fundraising, recruit membership, and advance changes in public policy. With a clear mission and the right communications skills, even small volunteer organizations can succeed in designing, planning, and implementing strategic public interest campaigns.
The authors draw from more than fifty years of combined experience in communications and media relations to provide step-by-step guidance on all aspects of campaign development, including detailed checklists, illustrative charts, and sample forms. They show nonprofits as well as public agencies how to:
? Construct a solid strategic communications plan
? Research media trAnds and case studies
? Track public education and awareness
? Select the most appropriate type of media for each campaign
? Utilize new media and technology for increased publicity
? Develop top-quality written materials and engaging releases
? Handle media crises quickly and competently
? Organize staffing and funding resources efficiently
English
KATHY BONK, Henry Griggs, and Emily Tynes are cofounders of the Communications Consortium Media Center in Washington, D.C., a nonprofit organization that creates communications strategies for policy change. Kathy Bonk, CCMC's executive director, has extensive experience in working with foundations and government agencies on policy issues. HENRY GRIGGS is a writer and communications consultant who has organized hundreds of media events in cities nationwide. EMILY TYNES, CCMC's vice president, has managed media campaigns and conducted workshops in the United States and overseas.
English
The Basics of Strategic Communication.
Understanding the Importance of Messengers and Timing.
Navigating the News Media.
Designing a Communications Plan.
Targeting Audiences, Conducting Research, and Developing Messages.
Producing Effective Graphics and Printed Materials.
Making the Most of Your Resources.
Earning Good Media Coverage.
Selecting and Training Spokespeople.
Capitalizing on the Power of Partnerships.
Make Paid Advertising and Public Service Announcements Work.
Responding to a Crisis and Managing Backlash.
Evaluating Your Results.
Resources.
A. Communications Consortium Media Center.
B. Style Manuals, Directories, and Additional Readings.
C. Checklist and Forms.
Understanding the Importance of Messengers and Timing.
Navigating the News Media.
Designing a Communications Plan.
Targeting Audiences, Conducting Research, and Developing Messages.
Producing Effective Graphics and Printed Materials.
Making the Most of Your Resources.
Earning Good Media Coverage.
Selecting and Training Spokespeople.
Capitalizing on the Power of Partnerships.
Make Paid Advertising and Public Service Announcements Work.
Responding to a Crisis and Managing Backlash.
Evaluating Your Results.
Resources.
A. Communications Consortium Media Center.
B. Style Manuals, Directories, and Additional Readings.
C. Checklist and Forms.
English
"Foundations, their grantees, and nonprofits will find in this book essential advice from seasoned professionals with years of experience in working with the nonprofit community." (Karen Lake, director of marketing and communications, W. K. Kellogg Foundation)
"Nothing could be more important to nonprofit organizations than clear guidance on how to get their messages out to the public. This book collects the best techniques and useful tools in a practical guide for those of us who are organizing, educating, and training social change agents." (Patricia A. Waak, director, Population & Habitat Campaign, National Audubon Society)
"To have an impact in today's world, you need to master the strategies, skills, and techniques of communications. This book will help you become more effective and more confident in your dealings with the news media--whether you're taking on your first communications campaign or your fiftieth." (Frank Sharry, executive director, National Immigration Forum)
"Nothing could be more important to nonprofit organizations than clear guidance on how to get their messages out to the public. This book collects the best techniques and useful tools in a practical guide for those of us who are organizing, educating, and training social change agents." (Patricia A. Waak, director, Population & Habitat Campaign, National Audubon Society)
"To have an impact in today's world, you need to master the strategies, skills, and techniques of communications. This book will help you become more effective and more confident in your dealings with the news media--whether you're taking on your first communications campaign or your fiftieth." (Frank Sharry, executive director, National Immigration Forum)
