Coherence: How Telling the Truth Will Advance Your Cause

by Richard H. Bailey, Meg Barrett (Editor), Brian Ross (Illustrator)

For those who work in not-for-profit marketing, and particularly those within higher education (whether recruiting students, engaging donors or managing public relations), the marketplace has never been more crowded, challenging or contested. How do you reach target audiences in meaningful and lasting ways when their choices are multiplying, their attention spans are dwindling and their trust has all but eroded? How Telling the Truth Will Advance Your Cause (and Save the World) offers higher ed professionals both a broad framework and specific strategies for successfully engaging constituents. Arguing that branding is no longer sufficient to meet the changed needs and expectations of today's audiences, Coherence suggests a new approach for consumer relationship-building. Author Rick Bailey draws on 30+ years of experience in not-for-profit marketing to deliver insights you will be eager to share and solutions you will be eager to try. One of those rare volumes that is both pageturner and thought-provoker, Coherence is a short read that packs a powerful punch. Take it with you on your next flight, and by the time you are asked to return your seatback and tray table to their full, upright positions, you will have generated a lengthy list of ideas to put into immediate action on your campus.

144 pages, Hardcover

First published January 1, 2010

Reviews

[Nathan · Rating 5 out of 5]

Rick was kind enough to send me a copy of this book at a time that we were exploring a partnership. Coherence is such a rich way to think about marketing and Rick employs the word masterfully. In a world of so much formulaic communication, Rick issues a clarion call to the truth that comes through coherence.

Anyone in higher education should read this book, but anyone outside education (like me) can still benefit. My favorite section was the three Satellites that any organization can use to build a coherent communication plan. I recognized much that I have already incorporated in our approach to defining the culture of the organizations we work with and picked up a couple of new tips.

This updated edition was written early in the COVID-19 pandemic and has some useful thoughts for how Rick's constituents can respond. Now that we're nearly a year into the pandemic, it's easy to see that he was right: there will be no return to normal. And in the new normal, one expects that Coherence will be even more important.

[Christopher Moore · Rating 5 out of 5]

While focused on the higher education arena, anyone who is a marketing professional, or works with one, needs to read this book. It’s a quick read that frames how important a well researched and coherent marketing plan is to brand buy in.

[Maureen · Rating 4 out of 5]

It's a very quick read, and has some great perspectives on how to approach our branding and marketing in higher education.