{"product_id":"strategic-communications-for-nonprofit-organizations-seven-steps-to-creating-a-successful-plan-hardback-9780470401224","title":"Strategic Communications for Nonprofit Organizations; Seven Steps to Creating a Successful Plan (Hardback) 9780470401224","description":"\u003cfont face=\"Georgia\"\u003e\r\n\u003cp\u003e\u003cfont size=\"6\"\u003eStrategic Communications for Nonprofit Organizations\u003c\/font\u003e\u003cbr\u003e\r\n\u003cfont size=\"5\"\u003eSeven Steps to Creating a Successful Plan\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\r\n\r\n\r\n\u003cp\u003e\u003cfont size=\"4\"\u003eSally J. Patterson (Author), Janel M. Radtke (Author)\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003e9780470401224, Wiley\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003eHardback, published 6 February 2009\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003e288 pages\u003cbr\u003e25.6 x 18.6 x 2.8 cm, 0.662 kg\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\r\n\r\n\r\n\r\n\u003cp align=\"justify\"\u003e\u003cstrong\u003e\u003cfont size=\"3\"\u003eHow 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.\u003c\/font\u003e\u003c\/strong\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003e\u003cp\u003eAbout the Author xi\u003c\/p\u003e \u003cp\u003ePreface xiii\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 1 Getting the Most Out of This Book 1\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eIntended Audiences 1\u003c\/p\u003e \u003cp\u003eStrategic Communications Plan Framework 1\u003c\/p\u003e \u003cp\u003eStructure of the Workbook 3\u003c\/p\u003e \u003cp\u003eHow to Use This Workbook 4\u003c\/p\u003e \u003cp\u003eHow to Use the Web Site 5\u003c\/p\u003e \u003cp\u003eReadiness for Strategic Communications Planning 5\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 2 Strategic Communications Planning Process 7\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eWhy Strategic Communications Matters 8\u003c\/p\u003e \u003cp\u003eBenefits of Strategic Communications Planning 8\u003c\/p\u003e \u003cp\u003eRoles and Responsibilities in Strategic Communications Planning 9\u003c\/p\u003e \u003cp\u003eCommunications Action Team 11\u003c\/p\u003e \u003cp\u003eCommunications Audit Team 14\u003c\/p\u003e \u003cp\u003eCrisis Communications Planning 16\u003c\/p\u003e \u003cp\u003eCrisis Communications Team 17\u003c\/p\u003e \u003cp\u003eCrisis Control Team 17\u003c\/p\u003e \u003cp\u003eTake the Time, Make the Time 19\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 3 Step One: Preparing to Plan: Essential Building Blocks 25\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eStrategic Communications Is Grounded in the Mission 26\u003c\/p\u003e \u003cp\u003eTask One: Review the Organization’s Mission Statement 26\u003c\/p\u003e \u003cp\u003eTask Two: Review the Organization’s Program Goals, Objectives, and Financial Priorities 29\u003c\/p\u003e \u003cp\u003eCommunications Audit 31\u003c\/p\u003e \u003cp\u003ePurpose of the Communications Audit 33\u003c\/p\u003e \u003cp\u003eComponents of a Communications Audit 34\u003c\/p\u003e \u003cp\u003eConducting the Communications Audit: Methodology 34\u003c\/p\u003e \u003cp\u003eTask One: Plan the Audit 34\u003c\/p\u003e \u003cp\u003eTask Two: Conduct Interviews 35\u003c\/p\u003e \u003cp\u003eTask Three: Inventory and Analysis 35\u003c\/p\u003e \u003cp\u003eTask Four: Present Findings 37\u003c\/p\u003e \u003cp\u003eTask Five: Conduct Additional Research (Optional) 38\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 4 Step Two: Foundation of the Plan: The Situation Analysis 43\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eInternal Analysis 44\u003c\/p\u003e \u003cp\u003eOrganizational Culture 44\u003c\/p\u003e \u003cp\u003eAdministration 45\u003c\/p\u003e \u003cp\u003ePrograms 46\u003c\/p\u003e \u003cp\u003eHuman Resources 46\u003c\/p\u003e \u003cp\u003eInfrastructure 46\u003c\/p\u003e \u003cp\u003eDevelopment 47\u003c\/p\u003e \u003cp\u003eExternal Analysis 48\u003c\/p\u003e \u003cp\u003eDemographic Forces 48\u003c\/p\u003e \u003cp\u003eEconomic Forces 49\u003c\/p\u003e \u003cp\u003ePolitical Forces 49\u003c\/p\u003e \u003cp\u003eTechnological Forces 49\u003c\/p\u003e \u003cp\u003eSocial Forces 49\u003c\/p\u003e \u003cp\u003eSWOT Analysis 50\u003c\/p\u003e \u003cp\u003eCritical Community Partners and Stakeholders 53\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 5 Step Three: Focusing the Plan: Target Audiences 65\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eUnderstand Your Audience 67\u003c\/p\u003e \u003cp\u003eDemographic Information 69\u003c\/p\u003e \u003cp\u003eGeographic Information 69\u003c\/p\u003e \u003cp\u003ePsychographic Information 70\u003c\/p\u003e \u003cp\u003eLeadership Potential 70\u003c\/p\u003e \u003cp\u003eProfile Each Priority Audience 71\u003c\/p\u003e \u003cp\u003eResearch Your Audience 72\u003c\/p\u003e \u003cp\u003eMedia Review 72\u003c\/p\u003e \u003cp\u003eReadership Surveys or Membership Questionnaires 72\u003c\/p\u003e \u003cp\u003ePiggyback Surveys 72\u003c\/p\u003e \u003cp\u003eExit Interviews or Evaluation Surveys 72\u003c\/p\u003e \u003cp\u003eInformal Discussions 73\u003c\/p\u003e \u003cp\u003eFocus Group 73\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 6 Step Four: Fostering Audience Support: Communications Objectives 77\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eThe SMART Test 80\u003c\/p\u003e \u003cp\u003eCycle of the Communications Process 81\u003c\/p\u003e \u003cp\u003eCreate the Communications Objectives 82\u003c\/p\u003e \u003cp\u003eCommunications Objectives: Some Examples Using the Cycle of Communications 83\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 7 Step Five: Promoting the Nonprofit Organization: Issue Frames and Message Development 87\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eDefine the Key Themes 89\u003c\/p\u003e \u003cp\u003eMessage Frames 90\u003c\/p\u003e \u003cp\u003eMedia Role in Framing 91\u003c\/p\u003e \u003cp\u003eEpisodic and Thematic Frames 93\u003c\/p\u003e \u003cp\u003eConducting a Framing Analysis 93\u003c\/p\u003e \u003cp\u003eReframing 96\u003c\/p\u003e \u003cp\u003eReframing: Underage Drinking 97\u003c\/p\u003e \u003cp\u003eMessage Development 98\u003c\/p\u003e \u003cp\u003eFirst Impressions 98\u003c\/p\u003e \u003cp\u003eOrganization Descriptions 99\u003c\/p\u003e \u003cp\u003eMessages that Resonate 101\u003c\/p\u003e \u003cp\u003eBuilding a Message Platform for the Organization 103\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 8 Step Six: Advancing the Plan: Vehicles and Dissemination Strategies 113\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eCriteria for Selecting Strategies 113\u003c\/p\u003e \u003cp\u003eAudience Responsiveness 113\u003c\/p\u003e \u003cp\u003eThe Organization’s Relationship to the Audience 114\u003c\/p\u003e \u003cp\u003eHow the Strategy or Vehicle Will Influence the Audience’s Perceptions 115\u003c\/p\u003e \u003cp\u003eControlling the Message 116\u003c\/p\u003e \u003cp\u003eEffort to Implement 117\u003c\/p\u003e \u003cp\u003eBudget Issues 118\u003c\/p\u003e \u003cp\u003ePotential Uses with Other Audiences 119\u003c\/p\u003e \u003cp\u003eEvaluating Existing and Potential Strategies for Meeting Communications Objectives 119\u003c\/p\u003e \u003cp\u003eCase Study: Future Generations 120\u003c\/p\u003e \u003cp\u003eCase Study: Planet 3000 124\u003c\/p\u003e \u003cp\u003eStrategies and Vehicles to Meet Communications Objectives 127\u003c\/p\u003e \u003cp\u003eFace-to-Face Meetings 127\u003c\/p\u003e \u003cp\u003ePrint 130\u003c\/p\u003e \u003cp\u003eElectronic Communications 133\u003c\/p\u003e \u003cp\u003eAudio Vehicles 136\u003c\/p\u003e \u003cp\u003eVideo 138\u003c\/p\u003e \u003cp\u003eWeb Sites 140\u003c\/p\u003e \u003cp\u003eStrategic Use of Communications Vehicles 144\u003c\/p\u003e \u003cp\u003eAlternative Media 145\u003c\/p\u003e \u003cp\u003eBuilding a Comprehensive Portfolio of Communications Vehicles to Support the Communications Objectives 145\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 9 Step Seven: Ensuring that the Plan Succeeds: Measurement and Evaluation 151\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003ePerformance Evaluation 151\u003c\/p\u003e \u003cp\u003eSteps in the Evaluation Process 151\u003c\/p\u003e \u003cp\u003eConcepts that Have Driven the Strategic Communications Process 152\u003c\/p\u003e \u003cp\u003eMeasuring Success in Achieving Communications Objectives 154\u003c\/p\u003e \u003cp\u003eTracking Communications Activities 154\u003c\/p\u003e \u003cp\u003eMeasuring Communications Impact 154\u003c\/p\u003e \u003cp\u003eEvaluation Tools 155\u003c\/p\u003e \u003cp\u003eMonitoring the Progress on Communications Objectives 157\u003c\/p\u003e \u003cp\u003eFinalize the Report 157\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 10 Pulling It All Together: Creating the Plan 161\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eBuilding the Communications Plan 161\u003c\/p\u003e \u003cp\u003ePutting It All Together 162\u003c\/p\u003e \u003cp\u003eCreating Organizational Ownership 164\u003c\/p\u003e \u003cp\u003eMessages to Support the Communications Plan 165\u003c\/p\u003e \u003cp\u003eTips for Building Support 166\u003c\/p\u003e \u003cp\u003eBuilding the Case for Sustainable Capacity 168\u003c\/p\u003e \u003cp\u003eMoney: If It Is a Good Idea, You Can Sell It 172\u003c\/p\u003e \u003cp\u003eIncome-Producing Possibilities 174\u003c\/p\u003e \u003cp\u003eIn-Kind Contributions 174\u003c\/p\u003e \u003cp\u003eStrategic Communications Plan Template 177\u003c\/p\u003e \u003cp\u003eAppendix 1 Planet 3000 Strategic Communications Worksheets 211\u003c\/p\u003e \u003cp\u003eAppendix 2 Essential Communications Tools 249\u003c\/p\u003e \u003cp\u003eAppendix 3 Elements of a Style Manual 253\u003c\/p\u003e \u003cp\u003eAppendix 4 Expanding the Organization’s Coalitions and Partnerships 255\u003c\/p\u003e \u003cp\u003eList of Worksheets 263\u003c\/p\u003e \u003cp\u003eSuggested Resources 265\u003c\/p\u003e \u003cp\u003eIndex 267\u003c\/p\u003e\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003eSubject Areas: Business \u0026amp; management [\u003ca title=\"See our other books on Business \u0026amp; management\" href=\"https:\/\/freshlyprintedbooks.co.uk\/search?q=%22Business%20\u0026amp;%20management%20%5BKJ%5D%22\"\u003eKJ\u003c\/a\u003e]\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\r\n\u003c\/font\u003e","brand":"Wiley","offers":[{"title":"Brand New","offer_id":52472158257432,"sku":"9780470401224","price":57.99,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0730\/2037\/5320\/files\/9780470401224.jpg?v=1785719594","url":"https:\/\/freshlyprintedbooks.co.uk\/products\/strategic-communications-for-nonprofit-organizations-seven-steps-to-creating-a-successful-plan-hardback-9780470401224","provider":"Freshly Printed Books","version":"1.0","type":"link"}