Promoting Nonprofit Organizations: A Reputation Management Approach

ISBN-13: 9780415899260 / Angielski / Twarda / 2013 / 248 str.

Ruth Ellen Kinzey

Opis

Promoting Nonprofit Organizations is a practical guide to developing and implementing a strategic public relations program to enhance a nonprofit s reputation. The ways in which businesses both for-profit and not-for-profit communicate with customers has changed dramatically in recent years. Coupled with economic uncertainty, nonprofits have had to adopt a leaner operational mode, further underlining the need for organizations to take advantage of all the promotion strategies available to them.

This book:

• Discusses why public relations and reputation management go hand-in-hand with marketing efforts
• Offers a step-by-step guide to develop a public relations strategy
• Considers the importance of nonprofit sustainable citizenship
• Provides tips for reputation enhancement using a range of tools, such as social media and board ambassadorship
• Guides the reader in developing a reputation approach to crisis communication management

Highly practical in its approach, this book is a great guide for students in public relations and nonprofit management courses, as well as for professionals seeking to enhance the success of their nonprofit organization.

Spis treści

@contents:Introduction  1. Welcome to the Not-for-Profit World  2. Strategic Communication Planning  3. Sustainable Citizenship  4. Crisis Communication  5. Cause-Related Marketing  6. The Art of Connectivity  7. Creating Nonprofit Engagement

O autorze

Ruth Ellen Kinzey, MA, is a reputation strategist with more than 35 years of communication experience in the corporate and consulting arenas. She also is founder and president of The Kinzey Company, a firm that develops comprehensive communication strategies. She has taught communication at the University of North Carolina - Charlotte, and authored the book Using Public Relations Strategies to Promote Your Nonprofit Organization.