Communicating Causes (eBook, ePUB)

Strategic public relations for the non-profit sector
Redaktion: Garsten, Nicky; Bruce, Ian

• Format: ePub

Produktbeschreibung

Non-profit organizations (NPOs) across the world are facing criticism alongside approbation. In order for NPOs to effectively support their causes, they require public trust. The editors of this book have persuaded PR experts from the UK and around the world, from a variety of PR specialisms operating across different organizational forms, to share their knowledge and experience. These contributions are scaffolded with authoritative academic and practical advice, as well as solutions.

The book starts with foundations that underpin communications for causes. These include arguments that support the importance of non-profits in civil society; lessons in corporate governance; and a new approach to issues management. PR planning subjects tailored, or specific, to the sector include: strategic global communications planning, agile digital communications; branding internal communications and the securing of meaningful outcomes. Corporate partnerships are examined with a new 'Fit to Partner Test' and consideration of the mandated corporate social responsibility (CSR) in India, corporate volunteering in Brazil, and CSR in South Africa. Relations between governments and non-profits are also considered, both generally and with a particular focus on China.

Communicating Causes looks at effective strategy and practice of PR in the modern non-profit. Including forewords by both John Grounds and Jon Snow, the expert perspectives offered in this book provide valuable support to current and future communicators.

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Produktdetails

• Verlag: Taylor & Francis eBooks
• Seitenzahl: 290
• Erscheinungstermin: 13. Juni 2018
• Englisch
• ISBN-13: 9781351022200
• Artikelnr.: 56957242

Autorenporträt

Nicky Garsten is Senior Lecturer at the University of Greenwich, London. She direct the BA (Hons) in Public Relations and Communications, and is co-founder and leader of the module, 'Third Sector PR'. Coming from a background of senior roles in non-profit strategic communications, she publishes and presents academic research on non-profit communications. Ian Bruce is President and Founder of the Centre for Charity Effectiveness at Cass Business School, City, University of London and Vice President Royal National Institute of Blind People (RNIB). Previously, he was CEO of RNIB & Volunteering England, assistant CEO of a London Borough and has authored four books, alongside many chapters and articles.

Inhaltsangabe

Dedication
Contributor Bios
Foreword by Jon Snow
Foreword by John Grounds
Introducing Communicating Causes: Strategic Public Relations for the Non-Profit Sector
Nicky Garsten and Ian Bruce
PART ONE
Civil Society
Governance and Issues
Chapter 1 Non-Profit PR as the Voice of Civil Society? Brian Lamb
Chapter 2 Governance in the Non-Profit Sector: The Role of Trustees in Reputation Management
Elizabeth Chamberlain and Stuart Etherington
Chapter 3 Non-profit Issues Management: A New Approach to Resist the Label of 'Risk'
Michaela O'Brien
PART TWO
Communicating To Build Trust
Chapter 4 Beyond clicks for causes: enabling agile digital communication
Ann Longley and Tove Nordström
Chapter 5 The Emergence and Growth of Strategic Partnerships between NGOs and Corporates: Balancing Risks and Leveraging Communications
Kevin Read and Caroline Diehl
Chapter 6 Marketing and Brand: Enhancing Trusted Recognition
Ian Bruce
Colin Byrne and Hannah Myers
Chapter 7 Strategic Illustrations of NFP Success? An Exploration into the Evolution
Purposes and Ethics of Case Studies
Nicky Garsten
Kevin Read and Mazia Yassim
Chapter 8 Internal Communication: Planning An Essential Element of Non-profit PR
Liam FitzPatrick
Chapter 9 PR Measurement in the Non-Profit Sector: Making a difference in the world - and proving it
Orla Graham
PART THREE
PR in the Broader Non-profit Sector
Chapter 10 PR for Housing Associations: The Challenges of Accommodating Profit for Purpose
Patrick Law
Chapter 11 Trade Union PR: The Working Voice
Nigel Stanley
Chapter 12 Social Enterprise PR: Doing Business Whilst Doing Good
Tove Nordström
PART FOUR
Around the World: Global and National Non-Profit Communications
Chapter 13 INGO Communications: Global Strategic Planning
Joe Barrell
Chapter 14 Non-Profit PR in India
Prema Sagar
Rama Iyer and Nupur Chaturvedi
Chapter 15 NGO Communications in a One-Party State: The Context and Characteristics of Non-profit Advocacy Communications in China
David Horton Smith
Sean Lang and Nicky Garsten
Chapter 16 Public Relations in the South African NPO sector: Partnerships for Social Change
Rene Benecke and Lida Holzhausen
Chapter 17 The Rise of Volunteering In Brazil: New Perspectives
Partnerships and Paradigms
Tato Carbonaro
Natália Tamura and Paulo Nassar
Index.