Strategic Communications for Nonprofits: A Step-by-Step Guide to Working with the Media, 2nd Edition
October 2008, Jossey-Bass
About the Authors.
1 The Basics of Strategic Communications.
2 Elements of a Strategic Communications Plan.
3 Conducting Research and Targeting Audiences.
4 Framing and Developing Messages.
5 Navigating a Changing Industry.
6 Making the Most of Your Resources.
7 Earning Good Media Coverage.
8 Responding to a Media Crisis and Managing Backlash.
9 Selecting and Training Spokespeople.
10 Capitalizing on the Power of Partnerships.
11 Chapters Online: Graphics, Advertising, and Evaluation.
Emily Tynes is a founder of CCMC who has been involved in the fi eld of communications for three decades. She has worked as a journalist, a public relations executive, and an activist. Following the 9/11 terrorist attacks, a period of unprecedented assault on civil liberties, Emily became the ommunications director for the national offi ce of the American Civil Liberties Union. Emily’s work as a communications strategist encompassed a range of issues, including women’s rights, racial equity, energy and the environment, and the health concerns of women of color. She has a degree in English from Howard University.
Henry Griggs is a writer and media relations consultant and a founder of CCMC. Henry worked with the Center on Budget and Policy Priorities in Washington DC for twelve years, four of them as communications director. The group is noted for its highly active media relations program, and was named one of the “most effective nonprofi ts founded in recent U.S. history.” Henry was later communications director of Human Rights First in New York. A graduate of Harvard College, he worked in the election and survey unit of CBS News in New York, and conducted media events in thirty-fi ve states for a national union of public employees.
Phil Sparks has twenty-fi ve years of experience working in public interest communications. He specializes in family projects at CCMC. Phil was previously associate director for communications of the U.S. Census Bureau, director of public affairs for the American Federation of State, County and Municipal Employees (AFSCME); associate director of the President’s Commission on Pension Policy; and chief of staff to former U.S. Representative Thomas J. Downey (NY). He is a founder of CCMC.