Strategic Communication for Non-Profit Organisations: Challenges and Alternative Approaches
Wilmington, Delaware; Malaga: Vernon Press (2016), 308 pp.
Contains figures, tables, index
Series: Vernon Series in Communication
ISBN 978-1-62273-651-5 (online); 978-1-62273-194-7 (print)
Signature commbox: 10-PR-E 2016
"The aim of the present book is to offer an overview and report on Strategic Communication for Non-Profit-Organisations and the Challenges and Alternative Approaches. Considering the assumption that a key principle of strategic communication is the achievement of organisational goals, the majority of research developed in the field has used business environments to develop theories, models, empirical insights and case studies. Here, we take a step towards new approaches centred on the concept of non-profit in various dimensions and from various perspectives, showing the diversity and complexity around this subject and at the same time the need of further theoretical and empirical work that provides frameworks and also tools for further understanding of the phenomena." (Publisher description)
1 Strategic communication in non-profit organisations: Challenges and alternative approaches / Evandro Oliveira, Ana Duarte Melo and Gisela Gonçalves, 1
I. CONCEPTUAL APPROACHES
2 The emerging field of public interest communications / Jasper Fessmann, 13
3 From the inside out: Four communication flows of NGOs' and Churches' legitimation / Markus Wiesenberg and Evandro Oliveira, 35
4 Strategic communication for public health: A research-action empowerment program [Portugal] / Ana Duarte Melo, Sara Balonas, Teresa Ruão and Manuela Felício, 55
II. NGO'S
5 Environmental non-profit organisations in public Discourses: Challenges and opportunities of political institutionalization [Dutch Energy Agreement of 2013] / Anke Wonneberger, 77
6 Online campaigning and offline lobbying: Public Affairs Strategies of Greenpeace Germany / Felix Krebber, Christian Biederstaedt and Ansgar Zerfaß, 103
7 Perceptions from the bottom up: Relationships between non-profit organisations and their corporate donors / Louise van Dyk, 121
8 Audiovisual narrative in the advertising strategy and creativity of NGOs [Spain] / Rafael Marfil-Carmona, Isidoro Arroyo-Almaraz and Francisco García-García, 147
9 Strategic communication applied to Catholic Church: the internal factor [Portugal] / Sara Balonas, 169
10 Constructing organisational identities on the web: A case study of the presidency of religious affairs [Turkey] / Billur Ülger and Gürdal Ülger, 191
III. CASE STUDIES
11 Public information and communication for public participation in Spain / Alejandro Alvarez and Isabel Ruiz-Mora, 217
12 How important is civic engagement for public transportation communication? / Bruno Asdourian and Virginie Zimmerli, 239
13 Leveraging the power of social media to enhance internal and external communication / Marco Bardus and Philip di Salvo, 267
I. CONCEPTUAL APPROACHES
2 The emerging field of public interest communications / Jasper Fessmann, 13
3 From the inside out: Four communication flows of NGOs' and Churches' legitimation / Markus Wiesenberg and Evandro Oliveira, 35
4 Strategic communication for public health: A research-action empowerment program [Portugal] / Ana Duarte Melo, Sara Balonas, Teresa Ruão and Manuela Felício, 55
II. NGO'S
5 Environmental non-profit organisations in public Discourses: Challenges and opportunities of political institutionalization [Dutch Energy Agreement of 2013] / Anke Wonneberger, 77
6 Online campaigning and offline lobbying: Public Affairs Strategies of Greenpeace Germany / Felix Krebber, Christian Biederstaedt and Ansgar Zerfaß, 103
7 Perceptions from the bottom up: Relationships between non-profit organisations and their corporate donors / Louise van Dyk, 121
8 Audiovisual narrative in the advertising strategy and creativity of NGOs [Spain] / Rafael Marfil-Carmona, Isidoro Arroyo-Almaraz and Francisco García-García, 147
9 Strategic communication applied to Catholic Church: the internal factor [Portugal] / Sara Balonas, 169
10 Constructing organisational identities on the web: A case study of the presidency of religious affairs [Turkey] / Billur Ülger and Gürdal Ülger, 191
III. CASE STUDIES
11 Public information and communication for public participation in Spain / Alejandro Alvarez and Isabel Ruiz-Mora, 217
12 How important is civic engagement for public transportation communication? / Bruno Asdourian and Virginie Zimmerli, 239
13 Leveraging the power of social media to enhance internal and external communication / Marco Bardus and Philip di Salvo, 267
