Strategic Communications for Nonprofit Organization: Seven Steps to Creating a Successful Plan [Hardcover]

Sally J. Patterson (Author), Janel M. Radtke (Author)

Book Description

Publication Date: January 27, 2009 | ISBN-10: 0470401222 | ISBN-13: 978-0470401224 | Edition: 2

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.

Editorial Reviews

From the Inside Flap

Strategic Communications for Nonprofit Organizations

Seven Steps to Creating a Successful Plan

Second Edition

Completely rewritten and comprised of virtually all-new material, Strategic Communications for Nonprofit Organizations, Second Edition offers your nonprofit organization a conceptual framework and step-by-step process for developing an easy-to-implement strategic communications plan.

Based on the core principles and approach developed by Radiant Communications, this much-needed volume explains how to transform theory into practice. It encourages nonprofits to be smart in their communications work, to use their limited resources successfully, and to evaluate the impact of their community outreach. Filled with proven techniques to ensure that nonprofits send the right message to each constituency group or audience, Strategic Communications for Nonprofit Organizations, Second Edition equips nonprofit professionals to coordinate their efforts to hit the mark every time.

Employing a wholly practical, in-the-trenches approach that combines expert insights, real-life case studies, and clear, step-by-step instructions, this workbook demonstrates nonprofit communications strategies that work, showing how your nonprofit can effectively:

• Set clear goals for the planning process

• Determine roles and responsibilities for the CEO, senior staff, and board

• Create a strategic plan that reflects the environment surrounding the organization

• Identify and connect with your target audience

• Achieve SMART communications objectives: specific, measurable, appropriate, realistic, and time-bound

• Tailor effective, persuasive messages that are mission-driven, audience-focused, and action-oriented

• Develop coordinated dissemination strategies that utilize all five forms of communication: face-to-face, print, audio, video, and electronic communications

• Reinforce the mission, values, and messages for maximum impact on each target audience

Practical and proactive, the Second Edition of this step-by-step book is now available with a Web site filled with immediately useful worksheets, forms, surveys, and self-assessment tools needed to create your organization's total communications plan.

From the Back Cover

Praise for Strategic Communications for Nonprofit Organizations: Seven Steps to Creating a Successful Plan, Second Edition

"Ms. Patterson has constructed a model for organizational planning and communications that is both deceptively simple and marvelously helpful. I applaud her and am appreciative of so useful a volume of well-researched and practical knowledge."
—Louise Howell, PhD, Executive Director Kentucky River Community Care, Inc.

"Once trained in the Radiant model, we constantly ask ourselves who are we trying to reach, what do we want them to do, what messages/actions will move them to act in our favor, and how will we know if we have succeeded. Once internalized, the model constantly guides me and our staff to channel our collective energy both more efficiently and very effectively to win in the public policy arena."
—Buddy Gill, Chief Advocacy Officer Texas Credit Union League

Your nonprofit's strategic communications plans areactive, organic documents that don't belong on a shelf

Written by renowned nonprofit communication specialists, Strategic Communications for Nonprofit Organizations, Second Edition authoritatively reveals how your organization can project a positive image, focus public attention, strengthen community partnerships, and maximize scarce organizational resources to achieve social change.

Organized to follow the flow of the strategic communications process, the new edition of this step-by-step guide helps your organization answer essential questions, including:

• What are we trying to achieve?

• Who are we trying to reach?

• What do we want supporters to do?

• How do we encourage them to do it?

• How will we know if we've succeeded?

With an accompanying Web site filled with worksheets, forms, surveys, and self-assessment tools, Strategic Communications for Nonprofit Organizations, Second Edition can be used in its entirety or to specifically focus on a particular challenge. Enthusiastic and readable, this much-needed volume succinctly outlines the basic principles and approach necessary to improve the effectiveness of your nonprofit's communications and outreach efforts in fulfilling its mission and promoting lasting social change.

See all Editorial Reviews

Product Details

• Hardcover: 274 pages
• Publisher: Wiley; 2 edition (January 27, 2009)
• Language: English
• ISBN-10: 0470401222
• ISBN-13: 978-0470401224
• Product Dimensions: 10.3 x 7.4 x 1 inches
• Shipping Weight: 1.5 pounds (View shipping rates and policies)
• Average Customer Review: 4.0 out of 5 stars  See all reviews (1 customer review)
• Amazon Best Sellers Rank: #679,605 in Books (See Top 100 in Books)

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Most Helpful Customer Reviews

8 of 8 people found the following review helpful:

4.0 out of 5 stars Required Reading...and Not Just For Communications Professionals, February 17, 2009

By 

Steven Wattenmaker - See all my reviews
(REAL NAME)   

This review is from: Strategic Communications for Nonprofit Organization: Seven Steps to Creating a Successful Plan (Hardcover)

Sally Patterson's and Janel Radtke's new edition of their classic "Strategic Communications for Nonprofit Organizations" aims high and again hits the target dead-on.

Patterson's and Radtke's book is clear, compelling, specific, and readable. The organization of the material is comendable, with workbook-type exercises after each major section to assist in using the book to best advantage. And here's the best part: the authors take readers through a Seven Step planning process; but I'll bet that most nonprofits only consider two of the middle steps, if any. Yet the other five are equally crucial to guarantee enduring communications successes that advance the organization's mission.

My only criticism that I hope the authors address in furture editions is the need for more treatment of just-emerging communications beyond the web, email, blogging, etc. For example, the mass phenomenon of text messaging as a tool of social activism. But with the speed at which technology moves, this is understandable and, in any event, not too serious because "Strategic Communication" is associated with a solid companion website.

Certainly if you are a communications professional, but as well a nonprofit board member or senior staff member, don't just read this book, for gosh sakes use it.