"The eighth edition of The Media Handbook continues to provide a practical introduction to the media planning and buying processes. Starting with the broader context in which media planning occurs, including a basic understanding of competitive spending and target audiences, the book takes readers t
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hrough the fundamentals of each media channel, leading to the creation of a media plan. Throughout, concepts and calculations are clearly explained. This new edition reflects the changes in how people consume media today with: a new chapter on how audiences are defined and created reorganization of the media channel chapters to cover planning and buying together; expanded coverage of digital formats in all channels; added discussion of measurement; completely updated data and examples." (Publisher description)
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"O Manual Prático de Assessoria de Imprensa é um instrumento de apoio ao ensino e à aprendizagem desta área e visa dotar os leitores de competências práticas essenciais de assessoria de imprensa. Mais do que refletir teoricamente sobre os seus fundamentos ou situá-la no seu contexto históric
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o, pretende, de forma acessível, descrever a Assessoria de Impresa, a rotina profissional dos assessores, e as suas dificuldades empíricas no exercício da profissão. O seu objetivo é ser um livro de consulta rápida que dê respostas concretas aos desafios quotidianos da profissão e ajude estudantes e profissionais – com vista ao seu sucesso – a melhor usar o acervo de ferramentas da assessoria de imprensa – desde o comunicado passando pela conferência de imprensa até ao clipping. Agente propulsor de negócios e informação, a Assessoria de Imprensa é uma área estratégica da comunicação que encontra nestas páginas um manual para o seu exercício. Este livro divide-se entre uma parte teórica e uma parte empírica: a primeira, situando historicamente a assessoria de imprensa, caracterizando-a e descrevendo a atividade diária do assessor; a segunda, concentrando-se nas diversas ferramentas à disposição do assessor e que o ensinam (ou relembram) a escrever comunicados de imprensa, a fazer o follow-up ou a compor press kits eficazes. Nesta segunda parte, presta-se atenção à preparação para entrevistas, bem como à assessoria de imprensa digital, não esquecendo a dimensão ética da profissão e as dificuldades prosaicas inerentes ao seu desempenho." (Introdução, página 20)
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"La planificación en comunicación institucional colabora a organizar lo que se pretende comunicar. Una buena planificación ayuda a direccionar los objetivos que se pretenden lograr, define los públicos a los que se intenta involucrar y establece cuáles son las herramientas más efectivas para c
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omunicar. En efecto, para determinar acciones de comunicación es crucial marcar un rumbo que funcione de guía, a modo de un mapa que oriente las comunicaciones y que, por lo tanto, permita sistematizar y dar congruencia a dichas acciones. De nada vale arrojar mensajes por distintas plataformas si no se tiene en claro cuál es el sentido de la conversación que se pretende desarrollar. La planificación es un proceso que integra momentos, y que pueden diferenciarse según cuatro criterios: a. Momento analítico: se trata de responder y describir con exactitud la situación comunicacional de la cual se parte, que en general coincide con el diagnóstico; b. Momento normativo: en este momento se formula el plan, ya que responde a la cuestión del deber ser, a lo que se quiere llegar [...]; c. Momento estratégico: en este momento se determina cuál es el camino para transformar la situación inicial en situación deseada [...]; d. Momento operacional: se corresponde con la implementación de un plan [...]" (Página 8-9)
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"In the Spring of 2020, we surveyed 355 nonprofit organizations in the process of “virtualizing” their fundraising events. The majority of these organizations worked to create online versions of existing galas and peer-to-peer events (many were walk-a-thons and races). In the process, some nonpr
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ofits have raised more through their virtual events than their traditional in-person events! As event options open up, many organizations are opting for hybrid events that offer attendees the option of attending in-person or virtually. What you’ll find in this short guide are virtual and hybrid fundraising event best practices that you can follow to ensure that in-person and virtual attendees receive the same level of experience and participation, while recognizing that their experiences will not be identical." (Page 2)
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"A trendy issue amongst African businesses is employment of strategic green marketing strategies to maximize the visibility of environmental sustainability, in sync with the United Nations Sustainable Development Goal No. 15. This short essay has synthesized and reviewed literature relating to green
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marketing and environmental sustainability in Africa, as well as revealed potential gaps for future research. This literature review was conducted using keywords such as green marketing, social responsibility and environmental sustainability guiding the systematic search process. It is recommended that African countries and associated business organizations employ green marketing strategies so as to raise awareness of environmental sustainability." (Abstract)
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"The most effective campaigns are face-to-face, repeated campaigns. Such campaigns generally have a larger average impact on persuasion, knowledge, and behavior than remote campaigns (such as ones conducted through television or the internet). Negative and positive messages appear to be almost equal
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ly effective in motivating behavioral change. Negative messaging does seem to be more memorable than other types of messages. However, if negative advertisements are attributed to an individual or organization, they tend to lead to backlash against the sender. Targeting a message to a particular subpopulation greatly increases the success rate of information campaigns, especially if the targeting stresses peer groups or community norms. Additionally, targeting and knowledge of relevant subpopulations can decrease the risk of unintended or counterproductive results. In complex environments where people are bombarded by a wide range of messages, adversarial messaging efforts tend to cancel each other out." (Key findings)
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"Reputation Management is an established how-to guide for students and professionals, as well as CEOs and other business leaders. This fourth edition is updated throughout, including: new social media management techniques for the evolving age of digital media, and perspectives on reputation managem
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ent in an era of globalization. The book is embroidered by ethics, and organized by corporate communication units, such as media relations, issues management, crisis communication, organizational communication, government relations, and investor relations. Each chapter is fleshed out with the real-world experiences cited by the authors and contributions from 36 leaders in the field." (Publisher description)
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"This guide was created to help public relations leaders understand how they can apply data, research, and analytics to uncover insights that inform strategic decision making, improve communication performance, and deliver meaningful business contributions." (Page 6)
"Your goals should always follow the SMART heuristic: Specific, Measurable, Actionable, Realistic, Time-Bound. From that list you can see how “fixing everything that’s wrong in the world,” though noble, isn’t a SMART goal. Instead you’ll want something far more manageable, like stopping a
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single bill from passing in a specific vote or enacting a new policy by a specific date. SMART goals are incredibly important when planning grassroots advocacy campaigns. Because the main actors in grassroots advocacy campaigns are regular people instead of nonprofit or advocacy professionals, they need specific guidance, reinforcement, and measurable benchmarks to stay on track. Without breaking down your goals into attainable steps and tackling them one at a time, your grassroots supporters will get discouraged by the lack of visible progress." (Page 5)
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"Digital storytelling has been in use since the early 1990s, yet remains a little-known and underutilized method, particularly in social work field education by field educators and students, both in the classroom and field placement settings. As a practice resource, this Digital Storytelling Guidebo
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ok can assist educators and students in the creation of their own digital stories. The introduction of the Digital Storytelling Guidebook in social work field education will expose educators and students to intentionally use the platform as an integral component in articulating and achieving learning outcomes." (Conclusion, page 18)
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"A Comprehensive Guide to Science Communication includes practical tips and examples of how to best convey science in an engaging way, dos and don’ts when communicating research to the general public, insightful interviews with people involved in public engagement and science communication campaig
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ns, and much more." (Introduction)
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"[...] this toolkit aims to support civil society generally, while explicitly accommodating the needs and contexts of the local partners that work with the Global Initiative for Justice, Truth and Reconciliation. In this sense, it pays particular attention to creating and sharing advocacy campaigns
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that amplify the voices of survivors and address the holistic needs of communities emerging from conflict. This toolkit also offers suggestions for navigating complications that are common in post-conflict settings, including security concerns and taboos around discussing painful histories. Intended as a concise guide, it provides general advice on developing, implementing, and launching advocacy campaigns. The toolkit is made available alongside a range of images that were designed in partnership with Amplifier, a nonprofit design lab that builds art and media experiments to amplify the most important movements of our times." (About this toolkit)
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"Sharing our story with others is not always easy. In fact, getting to grips with our own story can be a challenging and uncomfortable process. Getting to know someone’s story can feel intimidating and awkward – where do we start, what do we ask? We believe that there’s a simple way to help us
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share in each other’s stories. It’s a framework called Ask. Listen. Tell. By asking, listening and telling our stories, we can embark on a process of deepening our relationships. When our relationships display understanding, acceptance, empathy, respect and love, they become a powerful treasure, for us and our wider communities." (Page 4)
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"This toolkit will help you to learn and apply the most important concepts of behaviour change to use in your social media planning, content development and outreach. In fact, the ideas you’ll gather here can help you with all aspects of your program’s communications and project design. The acti
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vities described in this toolkit fit in well with a community engagement and accountability approach, with a basis in listening to communities’ needs and feedback and encouraging participation in the process. The content and examples in the toolkit are geared towards those working in the areas of disaster preparedness and disaster risk reduction, with a special focus on issues related to the Latin America and Caribbean region. However, the core concepts are applicable across the board, no matter what type of behaviour change you are working towards or where in the world you happen to be." (Introduction, page 6)
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"As the production, content, and display of humanitarian images faced the requirements of digital media, humanitarian organizations struggled to keep equitable visual practices. Media specialists reflect on past and current uses of images in four Canadian agencies: the Canadian Red Cross, the Multic
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ultural Council of Saskatchewan, the World University Service of Canada, and IMPACT. Historically, the risk to reproduce the global inequalities they seek to remedy has compelled photographers, filmmakers and publicists in these agencies to develop codes of visual practice. In these conversations, they have shared the insights gained in transforming their work to accompany the rise of new digital technologies and social media. From one agency to the other, the lines of concern and of innovation converge. On the technical side, the officers speak of the advantage of telling personal stories, and of using short videos and infographics. On the organizational side, they have updated ways to develop skills in media production and visual literacy among workers, volunteers, partners, and recipients, at all levels of their activity. These interviews further reveal that Communications Officers share with historians a wish to collect, preserve, and tell past histories that acknowledge the role of all actors in the humanitarian sphere, as well as an immediate need to manage the abundance of visual documents with respect and method. To face these challenges, the five interviewees rely on democratic traditions of image-making: the trusted relationships, both with the Canadian public and with local peoples abroad, which have always informed the production and the content of visual assets. For this reason, humanitarian publicists might be in a privileged position to intervene in larger and urgent debates over the moral economy of the circulation of digital images in a globalized public space." (Abstract)
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