[ecrea] new book: Strategic Communication for Non-Profit Organisations

The latest publication of the OSCSection of ECREA:
Strategic Communication for Non-Profit Organisations
Edited by Evandro Oliveira, Ana Duarte Melo and Gisela Goncalves.

Vernon Press
Series: Vernon Series in Communication
ISBN: 978-1-62273-194-7

10% discount (using code CFC28275CB on checkout):
http://vernonpress.com/title?id=223

Contributions by Alejandro Álvarez, Isidoro Arroyo-Almaraz, Bruno 
Asdourian, Sara Balonas, Marcus Bardus, Christian Biederstaedt, Philip 
Di Salvo, Manuela Felício, Jasper Fessmann, Francisco García-García, 
Felix Krebb

Summary

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.


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