The Jossey-Bass guide to strategic communications for nonprofits : a step-by-step guide to working with the media to generate publicity, enhance fundraising, build membership, change public policy, handle crises, and more
著者
書誌事項
The Jossey-Bass guide to strategic communications for nonprofits : a step-by-step guide to working with the media to generate publicity, enhance fundraising, build membership, change public policy, handle crises, and more
（The Jossey-Bass nonprofit and public management series）
Jossey-Bass, c1999
1st ed
- : paper
- タイトル別名
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Strategic communications for nonprofits
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注記
"A publication of the Communications Consortium Media Center."
Includes bibliographic references (p. 169-173)
内容説明・目次
内容説明
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
目次
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.
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