In Strategic Communications for Nonprofits, Emily Tynes, Henry Griggs, Kathy Bonk, and Phil Sparks thoroughly outline how nonprofits can develop and successfully implement effective communications strategies. The book accomplishes this not only by explaining the different elements of a communications plan and describing the PR tools necessary for carrying out that plan, but also by demonstrating how these tools can be best utilized to achieve an organization’s goals.
As developing a strong value and mission based message is essential to executing an organization’s communications strategy, the book first describes the steps necessary to design this plan. By 1) spelling out the group’s mission, 2) choosing the organization’s key communications goals (enhancing visibility and name recognition, increasing fundraising, etc.) 3) committing to being proactive in communication strategy, 4) placing communications high on the group’s priority list, 5) convening a brainstorming meeting, and 6) committing the necessary money and staff time to the strategy, an organization’s communications plan will yield the greatest results. The book also contains a chapter on framing and developing communications in order to ensure that the goals, values, and overreaching organizational mission that are developed as a part of the communications strategy are consistently communicated in every outgoing message. An explanation of the process of researching and targeting an audience for these messages as well as a justification of the importance of that process is also included.
After detailing the different elements of a strategic communications plan, the book then outlines the different PR tools that contribute to the success of this plan. This includes writing effective and routine press releases, creating and maintaining strong media relations, and holding regular press conferences to continually engage the media. The book also includes an entire chapter on understanding new technological and journalistic trends, as this is crucial to keeping your communications plan relevant. Additionally, helpful information about creating and using graphics, advertising, and evaluation tools to measure the success of PR materials is included. However, the book stresses how media outreach and PR practices must only be a part of the picture, combined with other organization efforts such as fundraising and reaching influential community members. Doing this will not only weave communications strategy into an organization’s day-to-day operations, but also help incorporate communications goals into the comprehensive long-term goals of the organization.
The remainder of the book focuses on how to utilize an organization’s carefully crafted communications strategy and well-drafted PR materials to achieve their goals. This includes gaining favorable media coverage, minimizing and controlling media crisis and backlash, having well-trained organization spokespeople, and capitalizing on media and community partnerships.
Due to the fact that this book clearly and straightforwardly establishes the framework for developing and implementing a successful and effective communications strategy, I believe that it is appropriate as supplemental reading for future public information strategies courses. The processes and practices that the book outlines are necessary for public information strategists in both the nonprofit and governmental sectors, and they will therefore provide valuable insight for students studying these communications approaches.
Dominique Gillyard
UNC-Chapel Hill
As developing a strong value and mission based message is essential to executing an organization’s communications strategy, the book first describes the steps necessary to design this plan. By 1) spelling out the group’s mission, 2) choosing the organization’s key communications goals (enhancing visibility and name recognition, increasing fundraising, etc.) 3) committing to being proactive in communication strategy, 4) placing communications high on the group’s priority list, 5) convening a brainstorming meeting, and 6) committing the necessary money and staff time to the strategy, an organization’s communications plan will yield the greatest results. The book also contains a chapter on framing and developing communications in order to ensure that the goals, values, and overreaching organizational mission that are developed as a part of the communications strategy are consistently communicated in every outgoing message. An explanation of the process of researching and targeting an audience for these messages as well as a justification of the importance of that process is also included.
After detailing the different elements of a strategic communications plan, the book then outlines the different PR tools that contribute to the success of this plan. This includes writing effective and routine press releases, creating and maintaining strong media relations, and holding regular press conferences to continually engage the media. The book also includes an entire chapter on understanding new technological and journalistic trends, as this is crucial to keeping your communications plan relevant. Additionally, helpful information about creating and using graphics, advertising, and evaluation tools to measure the success of PR materials is included. However, the book stresses how media outreach and PR practices must only be a part of the picture, combined with other organization efforts such as fundraising and reaching influential community members. Doing this will not only weave communications strategy into an organization’s day-to-day operations, but also help incorporate communications goals into the comprehensive long-term goals of the organization.
The remainder of the book focuses on how to utilize an organization’s carefully crafted communications strategy and well-drafted PR materials to achieve their goals. This includes gaining favorable media coverage, minimizing and controlling media crisis and backlash, having well-trained organization spokespeople, and capitalizing on media and community partnerships.
Due to the fact that this book clearly and straightforwardly establishes the framework for developing and implementing a successful and effective communications strategy, I believe that it is appropriate as supplemental reading for future public information strategies courses. The processes and practices that the book outlines are necessary for public information strategists in both the nonprofit and governmental sectors, and they will therefore provide valuable insight for students studying these communications approaches.
Dominique Gillyard
UNC-Chapel Hill