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.

Auteur

Kathy Bonk established the Communications Consortium Media
Center (CCMC) in 1988 and is its executive director. Over the past
thirty years, she has been at the forefront of media campaigns that
marked a sea change in domestic and global policies affecting
women, children, and families with the support of major foundations
and large donors. Prior to her work in the nonprofi t sector, Kathy
worked in government as a public information offi cer in the U.S.
Department of State and in the Voting Section of the Civil Rights
Division of the Department of Justice. She directed the Media
Project for the NOW Legal Defense and Education Fund. She has a
degree in communications from the University of Pittsburgh, and in
1988 was awarded a fellowship with the Kellogg Foundation's
National Leadership Program.

Emily Tynes is a founder of CCMC who has been involved in
the fi eld of communications for three decades. She has worked as a
journalist, a public relations executive, and an activist.
Following the 9/11 terrorist attacks, a period of unprecedented
assault on civil liberties, Emily became the ommunications
director for the national offi ce of the American Civil Liberties
Union. Emily's work as a communications strategist
encompassed a range of issues, including women's rights,
racial equity, energy and the environment, and the health concerns
of women of color. She has a degree in English from Howard
University.

Henry Griggs is a writer and media relations consultant
and a founder of CCMC. Henry worked with the Center on Budget and
Policy Priorities in Washington DC for twelve years, four of them
as communications director. The group is noted for its highly
active 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 Human
Rights First in New York. A graduate of Harvard College, he worked
in the election and survey unit of CBS News in New York, and
conducted media events in thirty-fi ve states for a national union
of public employees.

Phil Sparks has twenty-fi ve years of experience working
in public interest communications. He specializes in family
projects at CCMC. Phil was previously associate director for
communications of the U.S. Census Bureau, director of public
affairs for the American Federation of State, County and Municipal
Employees (AFSCME); associate director of the President's
Commission on Pension Policy; and chief of staff to former U.S.
Representative Thomas J. Downey (NY). He is a founder of CCMC.

Résumé
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.

Contenu

Foreword ix

Acknowledgments xiii

About the Authors xvii

About CCMC xix

Introduction xxi

1 The Basics of Strategic Communications 1

2 Elements of a Strategic Communications Plan 14

3 Conducting Research and Targeting Audiences 35

4 Framing and Developing Messages 44

5 Navigating a Changing Industry 57

6 Making the Most of Your Resources 69