Non-profit organizations (NPOs) across the world are facing criticism alongside approbation. In order for NPOs to effectively support their causes, they require public trust. The editors of this book have persuaded PR experts from the UK and around the world, from a variety of PR specialisms operating across different organizational forms, to share their knowledge and experience. These contributions are scaffolded with authoritative academic and practical advice, as well as solutions.
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. PR planning subjects tailored, or specific, to the sector include: strategic global communications planning, agile digital communications; branding internal communications and the securing of 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, both generally and with a particular focus on China.
Communicating Causes looks at effective strategy and practice of PR in the modern non-profit. Including forewords by both John Grounds and Jon Snow, the expert perspectives offered in this book provide valuable support to current and future communicators.
TABLE OF CONTENTS
part I|45 pages
Civil society, governance and issues
part II|86 pages
Communicating to build trust
chapter 5|14 pages
The emergence and growth of strategic partnerships between NGOs and corporates
chapter 7|14 pages
Strategic illustrations of non-profit success?
chapter 9|13 pages
Making a difference in the world – and proving it
part III|42 pages
PR in the broader non-profit sector
chapter 10|16 pages
PR for housing associations
part IV|71 pages
Around the world