The Jossey-Bass Guide to Strategic Communications for Nonprofits: A Step-by-Step Guide to Working with the Media to Generate Publicity, Enhance Fundraising, ... Bass Nonprofit & Public Management Seri

By Emily Tynes, Henry Griggs, Kathy Bonk

Book Overview

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.

• Format: Paperback
• Language: English
• ISBN: 0470181540
• ISBN13: 9780470181546
• Release Date: September 2008
• Publisher: Jossey-Bass
• Length: 208 Pages
• Weight: 1.55 lbs.
• Dimensions: 0.6" x 8.4" x 10.8"

Customer Reviews

Excellent book for beginners in non-profit PR

I use this book to teach a beginning workshop in public relations for non-profit organizations as part of a continuing education program at a local community college. The book is an excellent resource for individuals who are not familar with public relations. It takes the reader through all of the things that he or she will need to do to effectively promote his or her organization.

Quite Useful for Students

The Jossey-Bass Guide to Strategic Communications for Nonprofits is a detailed examination of the relationship between nonprofits and the media. As the title says, it provides a step-by-step guide for nonprofits to establish effective relations with the media that result in publicity. My professor recommended this book to me, and I'm finding it quite useful. It has a similar approach to Guerrilla PR: Wired by Michael Levine; both are about maximizing your return on investment.I especially enjoyed this book because I'm thinking about working for a nonprofit after graduation, and I haven't seen anywhere near as much about public relations and publicity for nonprofits as I've seen for corporations.