博客來Non-profit organizations (NPOs) across the world are facing approbation as well as criticisms. Trust in NPOs needs to grow for NPOs to operate effectively to support causes; but how? The editors of this book have persuaded PR experts from the UK and around the world, and from a variety of PR specialisms operating across different organizational forms, to share their knowledge, experience and some of their secrets. These contributions are scaffolded with many authoritative academic and practical references to allow readers to follow up their interests.
The book starts with foundations that underpin communications for causes. These include arguments that support the importance of non-profits in civil society; lessons in corporate governance; and a new approach to issues management for non-profits. Subjects then covered include: global communications planning, successful digital communications; developing strong brands; planning internal communications and securing meaningful outcomes. Corporate partnerships are examined with a new ‘fit to partner’ test; and consideration of the mandated corporate social responsibility (CSR) in India, corporate volunteering in Brazil, and CSR in South Africa. Relations between governments and non-profits are also considered, with a particular focus on China.
Communicating Causes looks at effective strategy and practice of PR in the modern non-profit. The expert perspectives offered in this book provide support to current and future communicators.
