The Non-Profit Management Handbook
John Wiley & Sons, 1994, 95, 96, 97

Now out of print.

Contact us to receive the full text of Communicating Your Cause.

.

"Communicating Your Cause" was written as a separate book and then included as a chapter in the best-selling Non-Profit Management Handbook, which is now out of print. It provides community groups, regardless of their cause or issue, an easy to follow roadmap that helps them publicize their goals and concerns. 

The book has been updated recently - here's an outline.

Here's what you'll learn in this book:

Chapter 1. Public Relations (PR) Overview          

Introduces the concepts of public relations applied to grassroots organizations. Elements such as media, public meetings and hearings, and working behind the scenes. Provides guidelines for setting PR objectives.

Chapter 2.  PR Planning                                   

Describes the process of developing a balanced public relations plan that includes media, direct mail, internet, and public speaking. Tips on focusing the message are included.

Chapter 3.  Choosing a Spokesperson            

A group’s founder may not always make the best spokesperson.  This chapter describes what it takes to be a spokesperson and presents the alternative of using an outside PR agency.  It provides methods by which groups can determine whether going the agency route is appropriate for them, and if so, how to interview and contract with an agency.

Chapter 4.  Developing Media Relationships    

Accessibility of the media and credibility of the person providing the information are two keys to successful media coverage. This chapter tells how to develop a media list, how to work with reporters, and how to become known as a news source.

Chapter 5.  Writing for the Print Media              

The time taken to research an issue and write a simple letter to the editor can be leveraged to develop newspaper features, articles for monthly magazines, op-ed pieces, and more.  This chapter uses actual published articles to demonstrate the development of a concept and its use in a variety of published pieces.  Guidelines for working with editors are included.

Chapter 6.  Radio and Television                 

This chapter covers how to make television and radio news programs work for you.  How to develop sources, how to prepare for a TV interview. Developing sound bytes.

Chapter 7.  Letters and Direct Mail                       

This chapter covers the strategies and tactics used for direct mail campaigns, including how to develop the mailing list and how to use direct mail to raise funds and solicit members to your cause. It includes tips on writing effective letters and keeping in touch with your members and the press through newsletters.

Chapter 8.  Public Meetings                          

Having a presence at public meetings and participating as an informed speaker can do much to further your cause. This chapter provides guidelines for choosing the meetings to attend, preparing a speech, and making a presentation.

Chapter 9.  Press Conferences                              

The concept of holding a press conference is both exciting and frightening to most people. This chapter gives complete instructions for holding a press conference, from planning, to invitations, developing press kits, hosting the press conference, and followup.

Chapter 10.  Measuring Success                    

Causes that pit a grassroots organization against an entrenched bureaucracy can take years, if not lifetimes to resolve. To help members stay enthusiastic and motivated, it helps to measure your success. This chapter presents unusual ideas for measuring success and motivating members.

Copyright © 2000- 2008. ALL.EA. This site is designed and maintained by Evelyn Alemanni, ALL.EA. All contents of this site are the property of ALL.EA  and may not be copied, reproduced or distributed without prior written permission. Last modified: March 18, 2008.