Garsten, Nicky and Bruce, Ian (2018) Introducing Communicating Causes: Strategic Public Relations for the Non-Profit Sector. In: Bruce, Ian and Garsten, Nicky, (eds.) Communicating Causes: Strategic Public Relations in the Non-Profit Sector. Routledge, pp. 1-10. ISBN 978-0815394006 (doi:10.4324/9781351022224-1)

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Abstract

This introduction presents an overview of the key concepts discussed in the subsequent chapters of this book. The book provides support to future communicators in non-profits. Growth in the sector fosters worthwhile career opportunities that can encompass advocacy, fundraising and service communication roles. Communication specialisations range from digital to policy development. Public Relations and communications are strategic when they support the delivery of non-profit organizations (NPOs') missions and goals; be they related to advocacy, income generation and/or service delivery. The need to make public relations more accountable and the communications non-profits more accountable and transparent has been called for. The book identifies how technology, within a corporate digital strategy, can be used to make NPOs more accountable. It highlights the importance of trustees vetting such partnerships. The book examines risk of corporates undermining Non-Governmental Organizations legitimacy when non-profits campaign about social or environmental issues that present uncomfortable truths for big business.

Item Type:	Book Section
Uncontrolled Keywords:	China, non-profit, advocacy, digital, public relations
Faculty / School / Research Centre / Research Group:	Faculty of Business Faculty of Business > Department of Marketing, Events & Tourism Faculty of Business > Networks and Urban Systems Centre (NUSC) Faculty of Business > Networks and Urban Systems Centre (NUSC) > Centre for Business Network Analysis (CBNA)
Last Modified:	19 Jun 2019 22:24
URI:	http://gala.gre.ac.uk/id/eprint/24367

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