Bonk / Tynes / Griggs Strategic Communications for Nonprofits

A Step-by-Step Guide to Working with the Media
2. Auflage 2008
ISBN: 978-0-470-38592-0
Verlag: John Wiley & Sons
Format: PDF
Kopierschutz: Adobe DRM (»Systemvoraussetzungen)

E-Book, Englisch, 208 Seiten, E-Book

Reihe: The Jossey-Bass Nonprofit Guidebook Series

This is a new edition of Strategic Communications for Nonprofits, which was first published in 1999. It is an up-dated, 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.

Autoren/Hrsg.

Bonk, Kathy

Tynes, Emily

Griggs, Henry

Sparks, Phil

Inhaltsverzeichnis

Foreword.
Acknowledgments.
About the Authors.
About CCMC.
Introduction.
1 The Basics of Strategic Communications.
2 Elements of a Strategic Communications Plan.
3 Conducting Research and Targeting Audiences.
4 Framing and Developing Messages.
5 Navigating a Changing Industry.
6 Making the Most of Your Resources.
7 Earning Good Media Coverage.
8 Responding to a Media Crisis and Managing Backlash.
9 Selecting and Training Spokespeople.
10 Capitalizing on the Power of Partnerships.
11 Chapters Online: Graphics, Advertising, and Evaluation.
Resources.
Index.

Über Autor(innen)

Kathy Bonk established the Communications Consortium MediaCenter (CCMC) in 1988 and is its executive director. Over the pastthirty years, she has been at the forefront of media campaigns thatmarked a sea change in domestic and global policies affectingwomen, children, and families with the support of major foundationsand large donors. Prior to her work in the nonprofi t sector, Kathyworked in government as a public information offi cer in the U.S.Department of State and in the Voting Section of the Civil RightsDivision of the Department of Justice. She directed the MediaProject for the NOW Legal Defense and Education Fund. She has adegree in communications from the University of Pittsburgh, and in1988 was awarded a fellowship with the Kellogg Foundation'sNational Leadership Program.
Emily Tynes is a founder of CCMC who has been involved inthe fi eld of communications for three decades. She has worked as ajournalist, a public relations executive, and an activist.Following the 9/11 terrorist attacks, a period of unprecedentedassault on civil liberties, Emily became the ommunicationsdirector for the national offi ce of the American Civil LibertiesUnion. Emily's work as a communications strategistencompassed a range of issues, including women's rights,racial equity, energy and the environment, and the health concernsof women of color. She has a degree in English from HowardUniversity.
Henry Griggs is a writer and media relations consultantand a founder of CCMC. Henry worked with the Center on Budget andPolicy Priorities in Washington DC for twelve years, four of themas communications director. The group is noted for its highlyactive media relations program, and was named one of the"most effective nonprofi ts founded in recent U.S.history." Henry was later communications director of HumanRights First in New York. A graduate of Harvard College, he workedin the election and survey unit of CBS News in New York, andconducted media events in thirty-fi ve states for a national unionof public employees.
Phil Sparks has twenty-fi ve years of experience workingin public interest communications. He specializes in familyprojects at CCMC. Phil was previously associate director forcommunications of the U.S. Census Bureau, director of publicaffairs for the American Federation of State, County and MunicipalEmployees (AFSCME); associate director of the President'sCommission on Pension Policy; and chief of staff to former U.S.Representative Thomas J. Downey (NY). He is a founder of CCMC.