Book , Print in English

Strategic communications for nonprofits : a step-by-step guide to working with the media

Kathy Bonk ... [et al.] ; foreword by Larry Kirkman.
  • San Francisco : Jossey-Bass, ©2008.
  • 2nd ed.
  • xxii, 177 pages : illustrations; 28 cm.
Subjects
Series
Summary
  • "This new edition of Strategic Communications for Nonprofits, which was first published in 1999, offers an updated, nuts-and-bolts guide to helping nonprofits design and implement successful communications strategies. 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. It first explains the basic principles of a strategic communications strategy that will define the target audiences you need to reach and tells how to develop the messages and messengers you use to reach them. The book then goes on to address specific issues like earning good media coverage, building partnerships to increase available resources, handling a crisis, and more. This second edition builds on the earlier work and includes new case studies, new trends in media and branding, ethnic media issues, and trends in technology."--BOOK JACKET.
Contents
  • The basics of strategic communications
  • Elements of a strategic communications plan
  • Conducting research and targeting audiences
  • Framing and developing messages
  • Navigating a changing industry
  • Making the most of your resources
  • Earning good media coverage
  • Responding to a media crisis and managing backlash
  • Selecting and training spokespeople
  • Capitalizing on the power of partnerships
  • Chapters online : graphics, advertising, and evaluation.
Other information
  • "A publication of the Communications Consortium Media Center."
  • Rev. ed. of: Jossey-Bass guide to strategic communications for nonprofits / Kathy Bonk, Henry Griggs, Emily Tynes. c1999.
  • Includes bibliographical references and index.
ISBN
  • 9780470181546 (pbk.)
  • 0470181540 (pbk.)
Identifying numbers
  • LCCN: 2008027253
  • OCLC: 226355799
  • OCLC: 226355799