Strategic Communications for Nonprofit Organizations Seven Steps to Creating a Successful Plan

ISBN-10: 0470401222
ISBN-13: 9780470401224
Edition: 2nd 2009
List price: $75.00 Buy it from $27.08
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Description: How a nonprofits strategic communications department defines its issues and policies determines whether the public views it as an effective organization. Strategic Communications for Nonprofit Organizations, Second Edition supports nonprofits in  More...

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Book details

List price: $75.00
Edition: 2nd
Copyright year: 2009
Publisher: John Wiley & Sons, Incorporated
Publication date: 1/27/2009
Binding: Hardcover
Pages: 274
Size: 7.00" wide x 10.00" long x 0.75" tall
Weight: 0.990
Language: English

How a nonprofits strategic communications department defines its issues and policies determines whether the public views it as an effective organization. Strategic Communications for Nonprofit Organizations, Second Edition supports nonprofits in using their resources most effectively. The Second Edition includes an accompanying CD-ROM, equipping professionals with the worksheets, forms, surveys, and self-assessment tools needed to create a total communications plan. Plus, the books step-by-step instructions demonstrate nonprofit communications strategies that work. Practical and clear, this in-the-trenches book provides nonprofit CEOs with expert insights to achieve their mission.

Sally J. Patterson is the President of Radiant Communications, Inc., a strategic communications firm that counsels nonprofit leaders on organizational issues including communications planning, executive coaching, and leadership transitions. Based in Washington, D.C., she has more than thirty years of strategic communications and public policy expertise including ten years with public opinion research firms. She has provided strategic communications consultation and training to more than 700 nonprofit organizations.Janel M. Radtke-considered a pioneer in open-access communications among nonprofits-brought home to many the importance of the person in the technology equation. She was the founder and president of Radiant Communications, Inc., until her death in 1999. Before that, she garnered twenty years of experience helping nonprofits and educational institutions shape communication strategies and navigate a rapidly changing technological environment.

About the Author
Preface
Getting the Most Out of This Book
Intended Audiences
Strategic Communications Plan Framework
Structure of the Workbook
How to Use This Workbook
How to Use the Web Site
Readiness for Strategic Communications Planning
Strategic Communications Planning Process
Why Strategic Communications Matters
Benefits of Strategic Communications Planning
Roles and Responsibilities in Strategic Communications Planning
Communications Action Team
Communications Audit Team
Crisis Communications Planning
Crisis Communications Team
Crisis Control Team
Take the Time, Make the Time
Step One: Preparing to Plan: Essential Building Blocks
Strategic Communications Is Grounded in the Mission
Review the Organization's Mission Statement
Review the Organization's Program Goals, Objectives, and Financial Priorities
Communications Audit
Purpose of the Communications Audit
Components of a Communications Audit
Conducting the Communications Audit: Methodology
Plan the Audit
Conduct Interviews
Inventory and Analysis
Present Findings
Conduct Additional Research (Optional)
Step Two: Foundation of the Plan: The Situation Analysis
Internal Analysis
Organizational Culture
Administration
Programs
Human Resources
Infrastructure
Development
External Analysis
Demographic Forces
Economic Forces
Political Forces
Technological Forces
Social Forces
SWOT Analysis
Critical Community Partners and Stakeholders
Step Three: Focusing the Plan: Target Audiences
Understand Your Audience
Demographic Information
Geographic Information
Psychographic Information
Leadership Potential
Profile Each Priority Audience
Research Your Audience
Media Review
Readership Surveys or Membership Questionnaires
Piggyback Surveys
Exit Interviews or Evaluation Surveys
Informal Discussions
Focus Group
Step Four: Fostering Audience Support: Communications Objectives
The SMART Test
Cycle of the Communications Process
Create the Communications Objectives
Communications Objectives: Some Examples Using the Cycle of Communications
Step Five: Promoting the Nonprofit Organization: Issue Frames and Message Development
Define the Key Themes
Message Frames
Media Role in Framing
Episodic and Thematic Frames
Conducting a Framing Analysis
Reframing
Reframing: Underage Drinking
Message Development
First Impressions
Organization Descriptions
Messages that Resonate
Building a Message Platform for the Organization
Step Six: Advancing the Plan: Vehicles and Dissemination Strategies
Criteria for Selecting Strategies
Audience Responsiveness
The Organization's Relationship to the Audience
How the Strategy or Vehicle Will Influence the Audience's Perceptions
Controlling the Message
Effort to Implement
Budget Issues
Potential Uses with Other Audiences
Evaluating Existing and Potential Strategies for Meeting Communications Objectives
Case Study: Future Generations
Case Study: Planet 3000
Strategies and Vehicles to Meet Communications Objectives
Face-to-Face Meetings
Print
Electronic Communications
Audio Vehicles
Video
Web Sites
Strategic Use of Communications Vehicles
Alternative Media
Building a Comprehensive Portfolio of Communications Vehicles to Support the Communications Objectives
Step Seven: Ensuring that the Plan Succeeds: Measurement and Evaluation
Performance Evaluation
Steps in the Evaluation Process
Concepts that Have Driven the Strategic Communications Process
Measuring Success in Achieving Communications Objectives
Tracking Communications Activities
Measuring Communications Impact
Evaluation Tools
Monitoring the Progress on Communications Objectives
Finalize the Report
Pulling It All Together: Creating the Plan
Building the Communications Plan
Putting It All Together
Creating Organizational Ownership
Messages to Support the Communications Plan
Tips for Building Support
Building the Case for Sustainable Capacity
Money: If It Is a Good Idea, You Can Sell It
Income-Producing Possibilities
In-Kind Contributions
Strategic Communications Plan Template
Planet 3000 Strategic Communications Worksheets
Essential Communications Tools
Elements of a Style Manual
Expanding the Organization's Coalitions and Partnerships
List of Worksheets
Suggested Resources
Index

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