The Jossey-Bass Guide, written by Kathy Bonk, Henry Griggs and Emily Tynes, is a step-by-step guide to working with the media to: generate publicity, enhance fundraising, build membership, change public policy and handle crises.
This guide takes you through the barriers to an effective communications plan – and how to overcome those barriers – and describes how to build a communications team in order to build a strategy.
The Jossey-Bass Guide starts by listing six steps to follow to build a communications team: spell out your group’s mission, choose your goals, commit to being proactive, place communications high on priority list, convene a brainstorming meeting and commit necessary money and staff time. Without an effective communications team, your organization will be unable to successfully communicate with its audience(s).
Each chapter highlights a strategic step in a communications plan, ensuring that your organization understands its audiences and the media to effectively implement its strategy. There is guidance about everything from the importance of timing to producing effective printed materials to selecting spokespeople for your organization.
About Kathy Bonk:
Kathy Bonk established the Communications Consortium Media Center (CCMC) in 1988 and is its executive director. Over the past 30 years, she has been at the forefront of media campaigns that marked a sea change in domestic and global policies affecting women, children and families with the support of major foundations and large donors. Prior to her work in the nonprofit sector, Kathy worked in government as a public information officer in the U.S. Department of State and in the Voting Section of the Civil Rights Division of the Department of Justice. She directed the Media Project for the NOW Legal Defense and Education Fund. She has a degree in communications from the University of Pittsburgh, and in 1988 was awarded a fellowship with the Kellogg Foundation’s National Leadership Program.
About Henry Griggs:
Henry Griggs is a writer and media relations consultant and a founder of CCMC. Henry worked with the Center on Budget and Policy Priorities in Washington, D.C. for 12 years, four of them as communications director. The group is noted for its highly active media relations program, and was named one of the “most effective nonprofits founded in recent U.S. history.” Henry was later communications director of Human Rights First in New York. A graduate of Harvard College, he worked in the election and survey unit of CBS News in New York, and conducted media events in 35 states for a national union of public employees.
About Emily Tynes:
Emily Tynes is a founder of CCMC who has been involved in the field of communications for three decades. She has worked as a journalist, a public relations executive and an activist. Following the 9/11 terrorist attacks, a period of unprecedented assault on civil liberties, Emily became the communications director for the national office of the American Civil Liberties Union. Emily’s work as a communications strategist encompassed a range of issues, including women’s rights, racial equity, energy and the environment, and the health concerns of women of color. She has a degree in English from Howard University.