Strengthening Nonprofit Communications

Articles on Communications

Emerald

www.emeraldinsight.com

“Stories that SELL, stories that TELL”- Barbara Kaufman- Journal of Business Strategy, April 2003, Reprint# 0275-6668

Article explores how storytelling has a wide range of applications to the business world

Discusses how storytelling plays a key role in company communications

Gives examples of how storytelling adds value and how leaders can use this to better develop the organizations in a global context

http://www.emeraldinsight.com/Insight/viewContentItem.do?contentType=Article&contentId=874294

Communications Consortium Media Center

-Book: Strategic Communications for Nonprofits

http://www.ccmc.org/contents.htm

Guide to utilizing the media to Non-Profits best advantage

Report: Media Evaluation Project

Follow up evaluation on a multiyear strategic communications training session for Nonprofits

Examines how participants in four states have sustained and built on their strategic communications activity since 2002, and how this activity has translated into results.

http://www.mediaevaluationproject.org/

Communications Organizations

Spitfire Strategies

provides communication solutions to promote positive social change

helps those binging positive social change find an effective voice to communicate their vision

works with their clients to build the best team to implement their ideas

want their clients to achieve social change objectives as effectively as possible

http://www.spitfirestrategies.com/

* Program designed to aide in more effective communications: SMART CHART http://www.spitfirestrategies.com/pdfs/smart_chart_2.pdf

Media Relations Evaluation- Spitfire Strategies

The test to evaluate Media Relations efficiency in your organization and set priorities –Score from 1 to 5 (1: not at all – 5: absolutely) – Kristen Wolf, Spitfire Strategy

Media is an important part of our communication

We are regularly newsworthy

We are regularly feature worthy

Spokespeople are well trained

Spokespeople know 3-4 key messages

We can respond to opposition and stay on message

We plan ahead to take advantage of upcoming news

We are prepared to do rapid response

We have a crisis plan

We know our top media targets

Media targets are based on audience targets

We have relations with top 10 journalists who cover our issue

The media section of our web site is media-genic

We have good anecdotes to support our messages

We have 1 or 2 key statistics

We have good visuals

We can think of three or more beats that could cover us

We have measurements in place to see if media coverage is helping us achieve our goals

From this test’s results, set your top three priorities for media relations that you can accomplish in the short term.

Communications Consortium Media Center

Public interest media center created to help Nonprofits use media and new technologies

Achieve a level playing field for colleagues working on progressive issues

Help Nonprofits create strategies for policy change and create common policy goals

http://www.ccmc.org

Book: Strategic Communications for Nonprofits

http://www.ccmc.org/contents.htm

Guide to utilizing the media to Non-Profits best advantage

UCLA in the Community

different institutions created to interact with the community

health care initiatives

education

service support

ethnic studies

Toolbox: http://uclaccc.ucla.edu/toolbox.php

The toolbox provides tools to help build the communications capacity of community-based organizations to effectively integrate media concerns into their on-going policy advocacy activities.

McKnight Foundation:

Nonprofit Management Toolkit: Communications

Provides different tools with which Non-Profits might improve communications and media outreach

http://www.mcknight.org/resources/tk_communications.aspx

Aspen Institute GII initiative

The Global Interdependence Initiative was created to help broaden and deepen the American constituency for principled and effective U.S. foreign policy

The institute also set out to build tools that will help communicators recognize and seize opportunities to reach the public.

http://gii-exchange.org/web/about.php

Ketchum

Ketchum is one of the world's leading public relations agencies, delivering innovations that help clients across all industries quickly realize their communications goals

Community service is a profound expression of the civic values that bind us together as an international community

http://www.ketchum.com/DisplayWebPage/0,1003,278,00.html

Effective Marketing for Nonprofits

Social Marketing Institute

http://www.social-marketing.org/index.html

Advance the science and practice of social marketing

Alan Anderson: “Alliances and Ethics in Social Marketing”

Partnership between for-profits and nonprofits, ways to be more effective

http://www.social-marketing.org/papers/allianceJan2000.html

Getting Attention:

Nancy Schwartz’s monthly e-newsletter ‘Getting Attention’

Website also provides a blog that has a source of ideas, tactics, and tips for Non-Profit communicators focused on helping their organizations succeed through effective marketing

Uses case studies to outline and explain how one might utilize marketing to their benefit

http://www.gettingattention.org

Article: “Building Internal Support for Communications” by Nancy Schwartz:

Summary of a communications networking conference

Discussion of how Non-Profits and foundations should build support across the communications sector of their organization in order to achieve specific goals

http://www.nancyschwartz.com/nonprofit_marketing.html

Katya Andresen’s Amazon Blog: (VP of Marketing, Network for Good)

http://www.amazon.com/gp/blog/id/A1JZ5SDMYLY957/ref=cm_blog_pdp_blog/104-8344601-6364756

Talks about customer service for Non-Profits as a way to stand out from the crowd

“Robin Hood Marketing : Stealing Corporate Savvy to Sell Just Causes (Hardcover)”

Provides ten essential rules for better marketing strategies as well as examples for applying the rules ethically and effectively

http://www.amazon.com/gp/product/0787981486/ref=cm_blog_dp/102-5031177-1503354?%5Fencoding=UTF8&v=glance&n=283155

Social Edge

www.socialedge.org

Marketing expert Diana Reid gives social entrepreneurs practical advice on marketing and communications

Communication Strategies developing strategic communications plan

Communication Tactics, Tools and Vehicles Who are the Audience/ Stakeholders, Identification ad Prioritization

http://reidonmarketing.blogspot.com/

“Good to Great and the Social Sectors: A Monograph to Accompany Good to Great”- Jim Collins

This monograph is a response to questions raised by readers in the social sector

The difference between successful organizations is not between the business and the social sector, the difference is between good organizations and great ones

Based on interviews and workshops with over 100 social sector leaders

http://www.amazon.com/gp/product/0977326403/ref=olp_product_details/102-5031177-1503354?%5Fencoding=UTF8&v=glance&n=283155

ClickZ Network

New standard in email marketing

Largest resource of interactive marketing news, information, commentary, advice, opinion, research and reference in the world coverage that is expert, exclusive and in-depth

http://www.clickz.com/

American Marketing Association

One of the largest professional associations for marketers for over six years they have been the leading source of information, knowledge sharing, and development in the marketing profession

The website provides marketing professionals with information, products, and services required to succeed in their jobs and careers

http://www.marketingpower.com/my-marketingpower.php (AMA)

Organizing Grassroots Campaigns

Fenton Communications

http://www.fenton.com/pages/home.htm

Largest public interest communications firm in the country that works on a broad range of issues

Use tools for progressive communicators

“Now Hear this”

advocacy communication campaigns manual

http://www.fenton.com/pages/5_resources/nowhearthis.htm

Green Media Toolshed

Goal is to build and strengthen the communications infrastructure for the environmental movement

Provide tools and manage the communities’ media assets to improve the effectiveness of communications between environmental groups and the public

http://www.greenmediatoolshed.org/

Branding

“The Ultimate Intangible: Measuring and Managing Brands as Strategic Assets”- Kenneth J. Roberts and Eric L. Almquist

The impact of brands can be powerful, signaling positive or negative value to customers and other constituencies

A strong brand enables a company to command a premium price for a product or have a higher market share when charging the same price as a competitor

Brands have the power to “shift demand”

http://marketingpower.com/content/Ult_intangible.pdf

Interbrand

Discusses cause related marketing

Brands are an important influence on our lives. They are central to free markets and democratic societies. They represent free choice.

Interbrand is dedicated to identifying, building and expressing the right idea for a brand. An idea that both inspires and endures. An idea that delivers better business results

http://www.brandchannel.com/features_effect.asp?pf_id=87

All About Branding. Com

A website dedicated to examining all issues relating to branding in order to assist customers and constituents with the task of branding

Website contains many different articles relating to a range of branding issues

When we ‘buy’ a brand, we buy the concept that the brand stands for because we like what it says about us

http://www.allaboutbranding.com

Corporate Social Responsibility

Global Alliance

The Alliance is a framework for collaboration with a mission to enhance the public relations profession and its practitioners throughout the world

It will serve as a vehicle for examining ethical standards, universal accreditation options, and other initiatives to strengthen the profession around the world

We have created a forum where all associations representing public relations professionals from around the world can share resources and seek to achieve greater unity in the profession by collaborative efforts between national public relations and communication associations and constructive relationships with regional, specialty and other international groups

http://www.globalpr.org/about/committees.asp

Inter-American Agency for Cooperation and Development

On-line course: The World Bank Institute “Corporate Social Responsibility and Sustainable Competitiveness”

Course is designed to introduce CSR in both theory and practice, and help participants acquire a basic knowledge of how CSR can provide a foundation for achieving sustainable development

The course focuses on introducing the key elements of the policy and business environment that support CSR and how these elements function as an integrated system

http://www.ybiz.com/aybizweb/PurPro/CSR/wbicsr.htm

PRSA: Public Relations Society of America

Organization designed to provide members with resources and a forum to promote the growing importance of strategic social responsibility, networking opportunities with leaders in the field to learn of success stories at all types of businesses, outreach to other purveyors of corporate and nonprofit business ethics, and thoughtful discussion of how public relations can serve as the wellspring for strategic social responsibility programs

“Strategic Social Responsibility” a management model that encourages ethical values and practices for all sizes of businesses and nonprofits by creating a public relations platform to promote these practices to stakeholders

http://www.prsa.org/_Networking/ssr/index.asp?ident=ec1

Key bridging organizations:

Business for Social Responsibility

Center Corporate Citizenship

United Nations Global Compact

The Conference Board

Ethical Corporation

Public Relations Society of America

World Business C. Sustainable Development