Strategic Communications for Nonprofit Organizations: Seven Steps to Creating a Successful Plan

Front Cover
John Wiley & Sons, Jan 27, 2009 - Business & Economics - 288 pages
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.
 

Contents

How to Use the Web Site
5
Crisis Communications Planning
16
Preparing to Plan Essential
25
Communications Audit
31
Foundation of the Plan
43
SWOT Analysis
50
Focusing the Plan
65
Profile Each Priority Audience
71
Advancing the Plan
113
Strategies and Vehicles to Meet Communications Objectives
127
Ensuring that the Plan Succeeds
151
Creating the Plan
161
Building the Case for Sustainable Capacity
168
Strategic Communications Plan Template
177
Planet 3000 Strategic Communications
211
26
242

Fostering Audience Support
77
Some Examples Using
83
Define the Key Themes
89
Reframing
96
Essential Communications Tools
250
List of Worksheets
263
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About the author (2009)

SALLY J. PATTERSON is the President of Radiant Communications, Inc., a strategic communications firm that counsels nonprofit leaders on organizational issues including communications planning, executive coaching, and leadership transitions. Based in Washington, D.C., she has more than thirty years of strategic communications and public policy expertise including ten years with public opinion research firms. She has provided strategic communications consultation and training to more than 700 nonprofit organizations.

JANEL M. RADTKE considered a pioneer in open-access communications among nonprofits brought home to many the importance of the person in the technology equation. She was the founder and president of Radiant Communications, Inc., until her death in 1999. Before that, she garnered twenty years of experience helping nonprofits and educational institutions shape communication strategies and navigate a rapidly changing technological environment.

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