Strategic Communications for Non-Profits: A Step-by-Step Guide to Working with the Media, 2nd Edition

In this updated edition, the authors provide a guide to help nonprofit organisations design and implement successful communications strategies. The book offers step-by-step guidance on effective media relations and assistance in constructing and developing an overall communications strategy focused on creating social or policy change. It explains the basic principles of a strategic communications strategy intended to define the audiences to be reached, and tells how to develop the messages and messengers to reach them. The book addresses specific issues like earning good media coverage, building partnerships to increase available resources, handling a crisis, and more. Updated features include: new case studies; new trends in media and branding; ethnic media issues; and trends in technology.