Written by two practitioners with deep professional experience, this book introduces readers to the practice of public interest communications, a profession that takes an evidence-based approach to using strategic communications to drive positive social change. It is ideal for students in various fields including advertising and marketing.
Written by two practitioners with deep professional experience, this book introduces readers to the practice of public interest communications, a profession that takes an evidence-based approach to using strategic communications to drive positive social change. It is ideal for students in various fields including advertising and marketing.Hinweis: Dieser Artikel kann nur an eine deutsche Lieferadresse ausgeliefert werden.
Ann Searight is the founder and director of the Center for Public Interest Communications and a clinical professor in the Department of Public Relations at the University of Florida College of Journalism and Communications, USA. Before coming to the University of Florida in 2010, Searight was a senior communications officer for the Robert Wood Johnson Foundation, directing communications for programs that address social factors like housing, education and mental health that drive health and wellbeing. Angela Bradbery is the Karel Chair in Public Interest Communications in the Department of Public Relations at the University of Florida College of Journalism and Communications, USA. Before joining the university in 2020, she was communications director at Public Citizen, where she developed and implemented communications strategies at the national, state and local levels and led coalition communications efforts.
Inhaltsangabe
Acknowledgments 1. What's Public Interest Communications? 2. The Six Spheres of Influence - The building blocks of strategy 3. The Power of Policy 4. The Power of Activism 5. Activating Media 6. The Market and Industry Sphere: The Role of For-profit Companies and Industry in Social Change 7. Issue Shapers: Communities of Influence 8. Using Social Norms to Drive Change 9. Using the Six Spheres to Create Your Theory of Change 10. Back-of-the-Envelope Strategy 11. What Do You Want to Be True That Isn't True Right Now? 12. Who Must Act for That to Happen? 13. What would they believe if they were taking action? Connecting to your actors' values with meaningful messages, stories and calls to action 14. How Will We Connect With Them? 15. Measuring What Matters Glossary
Acknowledgments 1. What's Public Interest Communications? 2. The Six Spheres of Influence - The building blocks of strategy 3. The Power of Policy 4. The Power of Activism 5. Activating Media 6. The Market and Industry Sphere: The Role of For-profit Companies and Industry in Social Change 7. Issue Shapers: Communities of Influence 8. Using Social Norms to Drive Change 9. Using the Six Spheres to Create Your Theory of Change 10. Back-of-the-Envelope Strategy 11. What Do You Want to Be True That Isn't True Right Now? 12. Who Must Act for That to Happen? 13. What would they believe if they were taking action? Connecting to your actors' values with meaningful messages, stories and calls to action 14. How Will We Connect With Them? 15. Measuring What Matters Glossary
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