Promoting Nonprofit Organizations

A Reputation Management Approach
1. Auflage 2013
ISBN: 978-0-415-89926-0
Verlag: Routledge

Buch, Englisch, 244 Seiten, Format (B × H): 157 mm x 235 mm, Gewicht: 515 g

Promoting Nonprofit Organizations is a practical guide to developing and implementing a strategic public relations program to enhance a nonprofit’s reputation. The ways in which businesses – both for-profit and not-for-profit – communicate with customers has changed dramatically in recent years. Coupled with economic uncertainty, nonprofits have had to adopt a leaner operational mode, further underlining the need for organizations to take advantage of all the promotion strategies available to them.

This book:

- Discusses why public relations and reputation management go hand-in-hand with marketing efforts

- Offers a step-by-step guide to develop a public relations strategy

- Considers the importance of nonprofit sustainable citizenship

- Provides tips for reputation enhancement using a range of tools, such as social media and board ambassadorship

- Guides the reader in developing a reputation approach to crisis communication management

Highly practical in its approach, this book is a great guide for students in public relations and nonprofit management courses, as well as for professionals seeking to enhance the success of their nonprofit organization.

Autoren/Hrsg.

Kinzey, Ruth Ellen

Fachgebiete

• Wirtschaftswissenschaften Wirtschaftssektoren & Branchen Non-Profit-Organisationen, Verbände
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Public Relations
• Sozialwissenschaften Medien- und Kommunikationswissenschaften Kommunikationswissenschaften Kommunikationsmanagement, Public Relations

Inhaltsverzeichnis

@contents:Introduction 1. Welcome to the Not-for-Profit World 2. Strategic Communication Planning 3. Sustainable Citizenship 4. Crisis Communication 5. Cause-Related Marketing 6. The Art of Connectivity 7. Creating Nonprofit Engagement

Über Autor(innen)

Ruth Ellen Kinzey, MA, is a reputation strategist with more than 35 years of communication experience in the corporate and consulting arenas. She also is founder and president of The Kinzey Company, a firm that develops comprehensive communication strategies. She has taught communication at the University of North Carolina - Charlotte, and authored the book Using Public Relations Strategies to Promote Your Nonprofit Organization.