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

Foreword ix

Acknowledgments xiii

About the Authors xvii

About CCMC xix

Introduction xxi

1 The Basics of Strategic Communications 1

2 Elements of a Strategic Communications Plan 14

3 Conducting Research and Targeting Audiences 35

4 Framing and Developing Messages 44

5 Navigating a Changing Industry 57

6 Making the Most of Your Resources 69

7 Earning Good Media Coverage 76

8 Responding to a Media Crisis and Managing Backlash 113

9 Selecting and Training Spokespeople 128

10 Capitalizing on the Power of Partnerships 139

11 Chapters Online: Graphics, Advertising, and Evaluation 150

Resources 153

Index 167