Basics of Strategic Communications

Many nonprofit groups use a well planned communication strategy to expand coverage and raise awareness. But an effective strategy goes far beyond the basics of public relations. Organizations need to incorporate many other key points into their efforts, such as, an understanding of the targeted audience, being alert to news updates and examining how issues move through the media. Obviously though, there is an advantage for simply being a nonprofit organization, since stories that are pitched are usually meant to make the world a better place. For example, Safe Harbor is a nonprofit organization that plays a special and rewarding role in society. There stories, personal or not, benefit society as a whole, so journalist are more inclined to lean towards them. Working together in teams is an equally important aspect of nonprofits, especially with groups that share the same goals and culture. I believe this is a very significant part of  the organization's success, since you would not want conflicting idea when you are trying to produce a message for your audience. Bringing two organizations together, that have the same goals, can multiply the resources they can work with! And like the saying, two heads are better than one!

I think one of the worst things nonprofits can do, is ignore the communication tools that are readily available for them! Why would someone refuse to use such beneficial tools that can only progress the organization's goals? I understand that within the book they list numerous reasons why nonprofits resist these tools, such as, (1) believing investment in these tools would be a waste of time and money, (2) negative past experiences, (3) false assumptions that media will eventually come to them, and (4) inexperience with the new technology and dealing with reporters.I believe with the right mindset and cooperation from everyone in the organization, this negativity would be turned around. Imagine how much more efficient a nonprofit could run with these negative outlooks gone. I work for a small graphic design firm, Locke Design, located in Anderson, SC. The business is very small, having only about 10 full-time workers. Even within this small, yet booming business, we still have time and dedication to being media savvy. In fact, Locke Design has grown tremendously (profit, clients) over the past years, by incorporating more effective communication tools. Even though Locke Design is not a nonprofit organization, they are small and still know the tactics to achieving great media attention.

As the chapter moves on, it discusses how building a communication team is the first concrete-step in the process of "going strategic." This is almost very similar in how our class will be conducting projects for Safe Harbor. Instead of working in isolation, we will be in groups of intelligent and creative minds who will all share their experiences and ideas with each other. After organizing our groups, teams will layout what needs to be accomplished for the organization. For example, Safe Harbor would like to raise awareness in the month of October for domestic violence. Teams will base their work off of this mission statement. Next, teams will choose goals that will be effective in getting the word out and receiving recognition. Goals may include, fund-raising to donate to Safe Harbor, or calling influential people that may have the ability to help significantly. Also, groups will need to be proactive on reaching the media, have numerous brainstorming meetings, and be dedicated to their work. With all these tips and steps to follow, Safe Harbor will be very satisfied, as well as the class feeling accomplished and successful!