Communicating Causes

by Ian Bruce, Ian Bruce (Editor)

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 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.

290 pages, Paperback

Published June 11, 2018

Reviews

[Meghana]

First off, this book has a surprisingly large emphasis on INGOs, which was interesting to me but might not be your cup of tea if you're interested in working on domestic issues. That said, I think the information here could probably be 90% applicable to any 501c3 organization. It's a very comprehensive overview of PR/external relations, including media relations, stakeholder and public outreach, fundraising, partnerships, branding, internal comms, and strategic management.

My favorite part was Part IV, which focused on global communications and strategic management, and included case studies from India, China, Brazil, and South Africa. This might just be me, but case studies make everything better. They might be one of the few things I unconditionally love, like pizza, tacos, and inter-species animal friendships.

Where was I? Yes, as a whole, this book is pretty good. I do wish the editor had taken a page from his own book and adjusted the writing style, though. The book is incredibly academic and kinda dry, which is definitely not necessary.