Strategic Communications for Nonprofit Organization: Seven Steps to Creating a Successful Plan | Date: 28 April 2011, 06:46
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Strategic Communications for Nonprofit Organization: Seven Steps to Creating a Successful Plan
By Sally J. Patterson, Janel M. Radtke
* Publisher: Wiley
* Number Of Pages: 274
* Publication Date: 2009-01-27
* ISBN-10 / ASIN: 0470401222
* ISBN-13 / EAN: 9780470401224
Product Description
How a nonprofit s 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 a dedicated web site, equipping professionals with the worksheets, forms, surveys, and self–assessment tools needed to create a total communications plan. Plus, the book s 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.
From the Inside Flap
Strategic Communications for Nonprofit Organizations
Seven Steps to Creating a Successful Plan
Second Edition
Completely rewritten and comprised of virtually all–new material, Strategic Communications for Nonprofit Organizations, Second Edition offers your nonprofit organization a conceptual framework and step–by–step process for developing an easy–to–implement strategic communications plan.
Based on the core principles and approach developed by Radiant Communications, this much–needed volume explains how to transform theory into practice. It encourages nonprofits to be smart in their communications work, to use their limited resources successfully, and to evaluate the impact of their community outreach. Filled with proven techniques to ensure that nonprofits send the right message to each constituency group or audience, Strategic Communications for Nonprofit Organizations, Second Edition equips nonprofit professionals to coordinate their efforts to hit the mark every time.
Employing a wholly practical, in–the–trenches approach that combines expert insights, real–life case studies, and clear, step–by–step instructions, this workbook demonstrates nonprofit communications strategies that work, showing how your nonprofit can effectively:
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Set clear goals for the planning process
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Determine roles and responsibilities for the CEO, senior staff, and board
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Create a strategic plan that reflects the environment surrounding the organization
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Identify and connect with your target audience
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Achieve SMART communications objectives: specific, measurable, appropriate, realistic, and time–bound
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Tailor effective, persuasive messages that are mission–driven, audience–focused, and action–oriented
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Develop coordinated dissemination strategies that utilize all five forms of communication: face–to–face, print, audio, video, and electronic communications
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Reinforce the mission, values, and messages for maximum impact on each target audience
Practical and proactive, the Second Edition of this step–by–step book is now available with a Web site filled with immediately useful worksheets, forms, surveys, and self–assessment tools needed to create your organization?s total communications plan.
Summary: Required Reading...and Not Just For Communications Professionals
Rating: 4
Sally Patterson's and Janel Radtke's new edition of their classic "Strategic Communications for Nonprofit Organizations" aims high and again hits the target dead-on.
Patterson's and Radtke's book is clear, compelling, specific, and readable. The organization of the material is comendable, with workbook-type exercises after each major section to assist in using the book to best advantage. And here's the best part: the authors take readers through a Seven Step planning process; but I'll bet that most nonprofits only consider two of the middle steps, if any. Yet the other five are equally crucial to guarantee enduring communications successes that advance the organization's mission.
My only criticism that I hope the authors address in furture editions is the need for more treatment of just-emerging communications beyond the web, email, blogging, etc. For example, the mass phenomenon of text messaging as a tool of social activism. But with the speed at which technology moves, this is understandable and, in any event, not too serious because "Strategic Communication" is associated with a solid companion website.
Certainly if you are a communications professional, but as well a nonprofit board member or senior staff member, don't just read this book, for gosh sakes use it.
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