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!

by Kathy Bonk; Henry Griggs; Emily Tynes

• ISBN13: 9780787943738
• ISBN10: 0787943738
• Format: Paperback
• Copyright: 1999-01-01
• Publisher: Jossey-Bass

Summary

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

Author Biography

KATHY BONK, Henry Griggs, and Emily Tynes are cofounders of the Communications Consortium Media Center in Washington, D.C., a nonprofit organization that creates communications strategies for policy change. Kathy Bonk, CCMC's executive director, has extensive experience in working with foundations and government agencies on policy issues. HENRY GRIGGS is a writer and communications consultant who has organized hundreds of media events in cities nationwide. EMILY TYNES, CCMC's vice president, has managed media campaigns and conducted workshops in the United States and overseas.

Table of Contents

Preface	xi	(2)
Acknowledgments	xiii	(4)
The Authors	xvii
1 The Basics of Strategic Communication	1	(11)
2 Understanding the Importance of Messengers and Timing	12	(7)
3 Navigating the News Media	19	(14)
4 Designing a Communications Plan	33	(13)
5 Targeting Audiences, Conducting Research, and Developing Messages	46	(14)
6 Producing Effective Graphics and Printed Materials	60	(11)
7 Making the Most of Your Resources	71	(7)
8 Earning Good Media Coverage	78	(33)
9 Selecting and Training Spokespeople	111	(11)
10 Capitalizing on the Power of Partnerships	122	(14)
11 Making Paid Advertising and Public Service Announcements Work	136	(10)
12 Responding to a Crisis and Managing Backlash	146	(12)
13 Evaluating Your Results	158	(7)
Resources	165
A Communications Consortium Media Center	165	(4)
B Style Manuals, Directories, and Additional Readings	169	(6)
C Checklists and Forms	175