Strategic communication in non-profit organisations: Challenges and alternative approaches

Detalhes bibliográficos
Autor(a) principal: Oliveira, Evandro
Data de Publicação: 2016
Outros Autores: Melo, Ana Duarte, Gonçalves, Gisela
Idioma: eng
Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
Texto Completo: http://hdl.handle.net/10400.6/10898
Resumo: 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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spelling Strategic communication in non-profit organisations: Challenges and alternative approachesNon-profit organizationsNGO communicationStrategic CommunicationCommunication 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.Vernon PressuBibliorumOliveira, EvandroMelo, Ana DuarteGonçalves, Gisela2020-12-28T10:18:39Z20162016-01-01T00:00:00Zbook partinfo:eu-repo/semantics/publishedVersionapplication/pdfhttp://hdl.handle.net/10400.6/10898engOliveira, E., Melo, A. Duarte & Gonçalves, G. (2016). Strategic communication for non-profit organizations: challenges and alternative approaches. In E. Oliveira; A. Duarte Melo & G. Gonçalves (org.), Strategic communication for non-profit organizations (pp.5-14). Delaware: Vernon Press.9781622731947info:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2024-11-27T12:35:17Zoai:ubibliorum.ubi.pt:10400.6/10898Portal AgregadorONGhttps://www.rcaap.pt/oai/openairemluisa.alvim@gmail.comopendoar:71602024-11-27T12:35:17Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse
dc.title.none.fl_str_mv Strategic communication in non-profit organisations: Challenges and alternative approaches
title Strategic communication in non-profit organisations: Challenges and alternative approaches
spellingShingle Strategic communication in non-profit organisations: Challenges and alternative approaches
Oliveira, Evandro
Non-profit organizations
NGO communication
Strategic Communication
title_short Strategic communication in non-profit organisations: Challenges and alternative approaches
title_full Strategic communication in non-profit organisations: Challenges and alternative approaches
title_fullStr Strategic communication in non-profit organisations: Challenges and alternative approaches
title_full_unstemmed Strategic communication in non-profit organisations: Challenges and alternative approaches
title_sort Strategic communication in non-profit organisations: Challenges and alternative approaches
author Oliveira, Evandro
author_facet Oliveira, Evandro
Melo, Ana Duarte
Gonçalves, Gisela
author_role author
author2 Melo, Ana Duarte
Gonçalves, Gisela
author2_role author
author
dc.contributor.none.fl_str_mv uBibliorum
dc.contributor.author.fl_str_mv Oliveira, Evandro
Melo, Ana Duarte
Gonçalves, Gisela
dc.subject.por.fl_str_mv Non-profit organizations
NGO communication
Strategic Communication
topic Non-profit organizations
NGO communication
Strategic Communication
description 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.
publishDate 2016
dc.date.none.fl_str_mv 2016
2016-01-01T00:00:00Z
2020-12-28T10:18:39Z
dc.type.driver.fl_str_mv book part
dc.type.status.fl_str_mv info:eu-repo/semantics/publishedVersion
status_str publishedVersion
dc.identifier.uri.fl_str_mv http://hdl.handle.net/10400.6/10898
url http://hdl.handle.net/10400.6/10898
dc.language.iso.fl_str_mv eng
language eng
dc.relation.none.fl_str_mv Oliveira, E., Melo, A. Duarte & Gonçalves, G. (2016). Strategic communication for non-profit organizations: challenges and alternative approaches. In E. Oliveira; A. Duarte Melo & G. Gonçalves (org.), Strategic communication for non-profit organizations (pp.5-14). Delaware: Vernon Press.
9781622731947
dc.rights.driver.fl_str_mv info:eu-repo/semantics/openAccess
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv Vernon Press
publisher.none.fl_str_mv Vernon Press
dc.source.none.fl_str_mv reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
instacron:RCAAP
instname_str Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
instacron_str RCAAP
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reponame_str Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
collection Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
repository.name.fl_str_mv Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
repository.mail.fl_str_mv mluisa.alvim@gmail.com
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