1st Edition

Communicating Causes Strategic public relations for the non-profit sector

Edited By Nicky Garsten, Ian Bruce Copyright 2018
    290 Pages 7 B/W Illustrations
    by Routledge

    290 Pages 7 B/W Illustrations
    by Routledge

    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 include: 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.

    Dedication, Contributor Bios, Foreword by Jon Snow, Foreword by John Grounds, Introducing Communicating Causes: Strategic Public Relations for the Non-Profit Sector, Nicky Garsten and Ian Bruce, PART ONE, Civil Society, Governance and Issues, Chapter 1 Non-Profit PR as the Voice of Civil Society? Brian Lamb, Chapter 2 Governance in the Non-Profit Sector: The Role of Trustees in Reputation Management, Elizabeth Chamberlain and Stuart Etherington, Chapter 3 Non-profit Issues Management: A New Approach to Resist the Label of ‘Risk’, Michaela O’Brien, PART TWO, Communicating To Build Trust, Chapter 4 Beyond clicks for causes: enabling agile digital communication, Ann Longley and Tove Nordström, Chapter 5 The Emergence and Growth of Strategic Partnerships between NGOs and Corporates: Balancing Risks and Leveraging Communications, Kevin Read and Caroline Diehl, Chapter 6 Marketing and Brand: Enhancing Trusted Recognition, Ian Bruce, Colin Byrne and Hannah Myers, Chapter 7 Strategic Illustrations of NFP Success? An Exploration into the Evolution, Purposes and Ethics of Case Studies, Nicky Garsten, Kevin Read and Mazia Yassim, Chapter 8 Internal Communication: Planning An Essential Element of Non-profit PR, Liam FitzPatrick, Chapter 9 PR Measurement in the Non-Profit Sector: Making a difference in the world – and proving it, Orla Graham, PART THREE, PR in the Broader Non-profit Sector, Chapter 10 PR for Housing Associations: The Challenges of Accommodating Profit for Purpose, Patrick Law, Chapter 11 Trade Union PR: The Working Voice, Nigel Stanley, Chapter 12 Social Enterprise PR: Doing Business Whilst Doing Good, Tove Nordström, PART FOUR, Around the World: Global and National Non-Profit Communications, Chapter 13 INGO Communications: Global Strategic Planning, Joe Barrell, Chapter 14 Non-Profit PR in India, Prema Sagar, Rama Iyer and Nupur Chaturvedi, Chapter 15 NGO Communications in a One-Party State: The Context and Characteristics of Non-profit Advocacy Communications in China, David Horton Smith, Sean Lang and Nicky Garsten, Chapter 16 Public Relations in the South African NPO sector: Partnerships for Social Change, Rene Benecke and Lida Holzhausen, Chapter 17 The Rise of Volunteering In Brazil: New Perspectives, Partnerships and Paradigms, Tato Carbonaro, Natália Tamura and Paulo Nassar, Index.


    Nicky Garsten is Senior Lecturer at the University of Greenwich, London. She direct the BA (Hons) in Public Relations and Communications, and is co-founder and leader of the module, ‘Third Sector PR’. Coming from a background of senior roles in non-profit strategic communications, she publishes and presents academic research on non-profit communications.

    Ian Bruce is President and Founder of the Centre for Charity Effectiveness at Cass Business School, City, University of London and Vice President Royal National Institute of Blind People (RNIB). Previously, he was CEO of RNIB & Volunteering England, assistant CEO of a London Borough and has authored four books, alongside many chapters and articles.

    "This is a go-to book for anyone working in communications, or studying public relations, with a specific interest in the non-profit sector....I am delighted it has been published; it is much needed.​" - Jon Snow, Newscaster, Channel 4 News

    'This book is a valuable resource...' - John Grounds, Independent consultant to charities, Chair of CharityComms and Chair of Forster Communications.

    'The expansion of the many forms of non-governmental organisations at local, national and international levels has created many challenges for communicators. Garsten and Bruce have brought together expertise from around the world to address key issues in this welcome and well-structured new volume.' - Tom Watson PhD, Emeritus Professor, Faculty of Media & Communication, Bournemouth University, England

     'Nicky Garsten and Ian Bruce combine national and international examples with academic research to show how non-profits can communicate their cause in a clear, engaging and effective way, thus attracting support and changing society for the better. This book is an excellent read for the non-profit communications professionals who want to polish their messaging, understand their audiences better and improve how they measure the effectiveness of their communications.' - Lynda Thomas, chief executive, Macmillan Cancer Support, UK

    'In our ever-congested world only those causes that truly resonant will be ultimately sustainable. Garsten and Bruce skilfully articulate both the justification and the benefits that accrue form the proper application of strategic public relations to the effective promotion of good causes. A ‘must read’ for all social marketer’s, campaigners, fundraisers and anyone concerned to get their message across in a clear and effective manner.' - Dr Stephen Lee, Professor of Voluntary Sector Management, Cass Business School, City University of London

    "Non-profits operate in challenging environments which call for highly skilled, strategic and adaptable communicators. Communicating Causes is a comprehensive guide grounded in theory, but brought to life with real-world examples. A thought-provoking read emphasising what we can achieve in the sector."-  Beth Andlaw, Head of Third Sector at The PHA Group

    "Communicating Causes is an incredibly useful book for those wishing to gain a deeper understanding of the ‘why’ as well as the ‘how’ of strategic communications in the Non-Profit sector. It balances the theory behind the strategy with practical advice and case studies, addressing the major issues facing communications professionals in the current Non-Profit environment." - Fiona Young, Head of Media & Communications, Social Enterprise UK

    "Communicating Causes will become the go to bible for anyone wanting the history of campaigns, the ethical considerations of campaigning and a practical inspiration on how to campaign effectively. It is a vital reference point for people at all levels of charity campaigning – from volunteers and front line staff to trustees and the charity boardroom." - Simon Francis, Chair of the PR & Communication Association’s Charity & Not For Profit Group and Founder Member of Campaign Collective

    "It is s a much-needed and timely book that shows how mature and varied the non-profit sector is, and how important public relations and communication now is to any organisation."
    Richard Bailey, editor of PR Place

    "Corporate partnerships, internal communications, measurement, sector and global specific chapters (such as trade union and International NGO campaigning) all come under the microscope in the book, with the result that Communicating Causes is not just a reference book or an academic text for students, but has the potential to become a living resource to help all campaigners - here's to the second edition!" - Simon Francis, Ramblings of a PR

    "Communicating Causes is a must-read for PR practitioners working or aspiring to work in the sector. It brings together leading practitioners and thinkers to establish NPOs as exemplars of civil society...uses key concepts such as risk and reputation, strategic issues management and communications evaluation to analyse the broad international context...and examines a wide range of third-sector environments, offering tips on corporate governance, digital communications strategies and charity branding as well as case studies from around the world. Ultimately, though, Communicating Causes is about trust – how to win it, how to nurture it and how to keep it through excellent communications.” - Susan Kinnear, Sirector of MA Global Communication, Cardiff University, UK