The Non-Profit Management Handbook
John Wiley & Sons, 1994, 95, 96, 97

Now out of print.

Click here to download an updated version of Communicating Your Cause. If the book is helpful to you, consider making a donation to America in Bloom.

"Communicating Your Cause" was written as a separate book and then included as a chapter in the best-selling Non-Profit Management Handbook, which is now out of print. It provides community groups, regardless of their cause or issue, an easy to follow roadmap that helps them publicize their goals and concerns. 

The book has been updated recently - here's an outline.

Here's what you'll learn in this book:

Chapter 1. Public Relations Overview

This chapter introduces the concepts of public relations as they apply to grassroots organizations.  

Chapter 2. Public Relations Planning

This chapter describes the process of developing a balanced public relations plan that includes defining your goal, understanding your audience, and focusing your message.

Chapter 3. Choosing a Spokesperson

A groupís founder or leader may not always make the best spokesperson. This chapter describes what it takes to be a spokesperson and presents the alternative of using a public relations agency. It provides methods by which groups can determine whether going the agency route is appropriate for them.

Chapter 4. Developing Media Relationships

Accessibility of the media and credibility of the person providing the information are two keys to successful media coverage. This chapter tells how to develop a media list, how to work with reporters, and how become known as a news source.

Chapter 5. Writing for Various Media

In addition to the ability to originate a story concept, tools of the trade include faxes, modems, and the indispensable Internet. This section describes tools to assemble and decisions to make before writing for the media.

Chapter 6. Packaging the Communication

The time you take to research and write a simple letter to the editor can be leveraged to develop newspaper features, articles for monthly magazines, op-ed pieces, and more. This chapter discusses the development of a concept and its use in a variety of published pieces.  Guidelines for working with editors are included.

Chapter 7. Measuring Success

Measuring the success of your PR efforts helps you to refine your public relations planning and improve on it. This chapter gives simple ideas on how to track your efforts.

Causes that pit a grassroots organization against an entrenched bureaucracy can take years, if not lifetimes to resolve. To help members stay enthusiastic and motivated, it helps to measure your success. This chapter presents unusual ideas for measuring success and motivating members.


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