Strategic communication for non-profit organisations: challenges and alternative approaches
Wilmington, Delaware; Malaga:
Vernon Press
(2016), 308 pp., figures, tables, index
ISBN 978-1-62273-651-5 (online); 978-1-62273-194-7 (print)
Contents
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
