The Routledge Handbook of Nonprofit Communication (original) (raw)
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Media & jornalismo, 2023
Despite the importance of communication to the Non-Governmental Organizations (NGO) and, particularly, to the nonprofit sector, this field has, until recently, left unexaminedits specific features including social capital, accountability and governance, as well as effectiveness, civil engagement, and reputation from a communicative standpoint. Fortunately, recent years brought a growing scientific literature on multiple dimensions of Nonprofit Organizations (NPO) offering a thorough account of the theories, concepts and challenges that NPOs deal with in a changing, complex digital world. That's exactly what the reader will find in the latest Routledge Handbook. The Routledge Handbook of Nonprofit Communication is a much-needed, compact but comprehensive ready reference, designed to be easily consulted and provide a broad and clear picture of the state-of-the-art research on nonprofit communication. Although it is certainly not the first to address nonprofit organizations, it is one of the few books specifically focused on the Non-Governmental Organizations' different types of communication processes, stakeholder relationships, evolving discourses and communication campaigns. It does so from multidisciplinary and internationally diverse authors coming from communication, political science, marketing, economics, sociology and management domains. Despite management being the dominant field of the five major journals related to the nonprofit sector, this Handbook clearly intends to go beyond it and address NPO from a communicative perspective. In "Introducing nonprofit communication and mapping the research filed", the editors Gisela Gonçalves and Evandro Oliveira remark that the keywords "communication" and "nonprofit" have suffered a 50% increase in published articles (p.3). In addition, Public Relations Review is the first of the top five journals publishing research on nonprofit communication testifying the growing interest of studying it from a communicative standpoint. It is quite revealing-and appropriate-that both editors research on public relations and communication fields: Gisela Gonçalves is a professor and director of the Masters in Strategic Communication program at the University of Beira Interior, in Portugal while Evandro Oliveira is a public relations professor at the Autonomous University of Barcelona, in Spain. This is meaningful because a NPO is a social actor (formal organization, social movement, collective entity) in which its goals, purposes and mission are undoubtedly fulfilled through active communicative processes. The book gathers a staggering number of 48 contributions structured in four parts: beginning with metatheoretical and multidisciplinary approaches to the nonprofit sector, where two chapters are about the NGO-ization of civil society (Lang)
Media&JornalismoVOL. 23 N.º 42 (2023): COMUNICAÇÃO E MUDANÇA SOCIAL – NOVOS RUMOS NA INVESTIGAÇÃO E NA PRÁTICA, 2023
Despite the importance of communication to the Non-Governmental Organizations (NGO) and, particularly, to the nonprofit sector, this field has, until recently, left unexaminedits specific features including social capital, accountability and governance, as well as effectiveness, civil engagement, and reputation from a communicative standpoint. Fortunately, recent years brought a growing scientific literature on multiple dimensions of Nonprofit Organizations (NPO) offering a thorough account of the theories, concepts and challenges that NPOs deal with in a changing, complex digital world. That's exactly what the reader will find in the latest Routledge Handbook. The Routledge Handbook of Nonprofit Communication is a much-needed, compact but comprehensive ready reference, designed to be easily consulted and provide a broad and clear picture of the state-of-the-art research on nonprofit communication. Although it is certainly not the first to address nonprofit organizations, it is one of the few books specifically focused on the Non-Governmental Organizations' different types of communication processes, stakeholder relationships, evolving discourses and communication campaigns. It does so from multidisciplinary and internationally diverse authors coming from communication, political science, marketing, economics, sociology and management domains. Despite management being the dominant field of the five major journals related to the nonprofit sector, this Handbook clearly intends to go beyond it and address NPO from a communicative perspective. In "Introducing nonprofit communication and mapping the research filed", the editors Gisela Gonçalves and Evandro Oliveira remark that the keywords "communication" and "nonprofit" have suffered a 50% increase in published articles (p.3). In addition, Public Relations Review is the first of the top five journals publishing research on nonprofit communication testifying the growing interest of studying it from a communicative standpoint. It is quite revealing-and appropriate-that both editors research on public relations and communication fields: Gisela Gonçalves is a professor and director of the Masters in Strategic Communication program at the University of Beira Interior, in Portugal while Evandro Oliveira is a public relations professor at the Autonomous University of Barcelona, in Spain. This is meaningful because a NPO is a social actor (formal organization, social movement, collective entity) in which its goals, purposes and mission are undoubtedly fulfilled through active communicative processes. The book gathers a staggering number of 48 contributions structured in four parts: beginning with metatheoretical and multidisciplinary approaches to the nonprofit sector, where two chapters are about the NGO-ization of civil society (Lang)
The purpose of this review is to analyze the current relationship between communication and nonprofit studies, and to demonstrate how the field of communication can make a significant contribution to nonprofit scholarship by offering a unique way to analyze and explain nonprofit phenomena. To accomplish this we begin with a brief review of communication research in the nonprofit literature to see how scholars in this interdisciplinary field understand communication. Next we review key developments in the history of communication as an academic discipline in order to situate contemporary perspectives toward our field. We then explain how communication scholars have progressed from our intellectual origins. Our subsequent review of communication scholarship in and of the nonprofit sector highlights this evolution toward a more complex and nuanced approach to communication. From there we develop a distinct “communication perspective” toward the nonprofit sector based on a constitutive view of communication—a key meta-theoretical framework currently influencing the field of communication. Our primary contribution is thus to explain the implications of a constitutive approach to communication and how such an understanding can advance nonprofit—communication scholarship, as well as provide a meta- theoretical framework to further galvanize all scholars interested in this kind of work.
Vernon Press
Communication in the public sphere as well as within organizational contexts has attracted the interest of researchers over the past century. Current forms of citizen engagement and community development, partly enabled through digital communication, have further enhanced the visibility and relevance of non-profit communication. These are performed by the civil society, which is 'the organized expression of the values and interests of society' (Castells, 2008) in the public sphere. Non-profit communication feeds the public sphere as 'the discursive processes in a complex network of persons, institutionalized associations and organizations,' whereas those 'discourses are a civilized way of disagreeing openly about essential matters of common concern' (Jensen, 2002). Despite the relevance in the public sphere, non-profit communication was never properly defined within communication research. The aim of the present book is to offer an overview and report on Strategic Communication for Non-Profit-Organisations and the Challenges and Alternative Approaches. Considering the assumption that a key principle of strategic communication is the achievement of organisational goals, the majority of research developed in the field has used business environments to develop theories, models, empirical insights and case studies. Here, we take a step towards new approaches centred on the concept of non-profit in various dimensions and from various perspectives, showing the diversity and complexity around this subject and at the same time the need of further theoretical and empirical work that provides frameworks and also tools for further understanding of the phenomena.
2017
An emerging field of research within communication sciences examines public communication within organizational contexts and the broader public sphere. As its visibility and (societal) relevance have grown in recent years, an increasing number of scholars scrutinizes the subfield of non-profit communication, which is mainly (but not exclusively) performed by civil society. Nevertheless, non-profit communication has often not been theorized accurately within communication research, as most studies in the field have adopted a business-and profit-driven logic to develop theories, models and case studies, largely ignoring non-profit organizations' (NPOs) social values and goals. Strategic commu-
Nonprofits’ Public Relations Measurement and Evaluation
Institute for Public Relations, 2019
What is the current state of nonprofits' public relations measurement and evaluation? How can we better measure and evaluate communication as well as better use findings? This paper provides an accessible, yet comprehensive introduction to the current state of nonprofit communication evaluation for professionals and scholars.
Routledge, 2023
This handbook brings together multidisciplinary and internationally diverse contributors to provide an overview of theory, research, and practice in the nonprofit and nongovernmental organization (NGO) communication field. It is structured in four main parts: the first introduces metatheoretical and multidisciplinary approaches to the nonprofit sector; the second offers distinctive structural approaches to communication and their models of reputation, marketing, and communication management; the third focuses on nonprofit organizations' strategic communications, strategies, and discourses; and the fourth assembles campaigns and case studies of different areas of practice, causes, and geographies. The handbook is essential reading for scholars, educators, and advanced students in nonprofit and NGO communication within public relations and strategic communication, organizational communication, sociology, management, economics, marketing, and political science, as well as a useful reference for leaders and communication professionals in the nonprofit sector.
INTRODUCING NONPROFIT COMMUNICATION AND MAPPING THE RESEARCH FIELD
Routledge Handbook of Nonprofit Communication, 2022
The declining informal collaboration corresponds to less civic engagement, political equity, solidarity, trust, and tolerance as well as associational life. In 2020, a case study of two NPOs revealed that one was adopting a strong entrepreneurial orientation, while the other integrated the traditional community orientation with more professionalization, confirming to partial marketization tendencies. The NGO-ization of society, visible in the increasing number of nongovernmental organizations (NGOs) at the national and transnational level, tend to somewhat contradict Putnam’s thesis. On the other hand, the number of NGOs is not per se revealing of the quality of citizen participation in those organizations. The terms NGOS and nonprofit can be applied to the same organizational forms – some authors tend to consider the former as a type of nonprofit. Interestingly enough, in the diversity of approaches, and even definitions of this object, there is a common use of the excluding element to classify it: nongovernmental and nonprofit.
2020
Communication in the public sphere as well as within organisational contexts has attracted the interest of researchers over the past century. Current forms of citizen engagement and community development, partly enabled through digital communication, have further enhanced the visibility and relevance of non-profit communication. These are performed by the civil society, which is “the organized expression of the values and interests of society” (Castells, 2008, p. 78), in the public sphere. Non-profit communication feeds the public sphere as “the discursive processes in a complex network of persons, institutionalised associations and organisations”, whereas those “discourses are a civilised way of disagreeing openly about essential matters of common
Reality in Non Profit Organization Communication
Rhetoric and Communication , 2019
A nonprofit organization has to use individual marketing communication tools to raise awareness of its activities or specific projects. Nonprofit organizations don't have a huge budget for communication campaigns, therefore they mainly use PR activities. But is it easier for nonprofit organizations to communicate with media than for commercial companies? The article tries to answer this question on the basis of knowledge acquired during project realization-"I AM THE RESCUE" (ZÁCHRANA SOM JA in Slovak).