Promoting Nonprofit Organizations: A Reputation Management Approach

Naslovnica
Routledge, 21. kol 2013. - Broj stranica: 248
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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.

 

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Sadržaj

Introduction
1
1 Welcome to the NotforProfit World
11
2 Strategic Communications Planning
17
3 Sustainable Citizenship
59
4 Crisis Communication
85
5 CauseRelated Marketing
119
6 Social Connectivity
143
7 Creating Nonprofit Engagement
173
Glossary
200
Notes
207
Bibliography
214
Index
224
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O autoru (2013)

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.

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