Strategic Communication for Non-Profit Organisations

Challenges and Alternative Approaches

Evandro Oliveira, Ana Duarte Melo, Gisela Goncalves (Eds.)

by Isabel Ruiz-Mora (Sheffield Hallam University), Evandro Oliveira (University of Leipzig, Germany), Alejandro Álvarez (Universidad Católica de Córdoba, Spain), Anke Wonnenberger (University of Amsterdam, Netherlands), Ansgar Zerfaß (University of Leipzig, Germany), Billur Ülger (Yeditepe University, Turkey), Bruno Asdourian (University of Fribourg, Switzerland), Christian Biederstaedt (University of Leipzig, Germany), Felix Krebber (University of Leipzig, Germany), Francisco García-García (Complutense University of Madrid, Spain), Gürdal Ülger (Yeditepe University, Turkey), Isidoro Arroyo-Almaraz (Rey Juan Carlos University of Madrid, Spain), Markus Wiesenberg (University of Leipzig, Germany), Jasper Fessmann (University of Florida), Louise van Dyk (University of South Africa, South Africa), Manuela Felício (ARSN - North Regional Health Administration, Portugal), Marco Bardus (American University of Beirut, Lebanon), Philip Di Salvo (Università della Svizzera italiana, Italy), Rafael Marfil-Carmona (Granada University, Spain), Sara Balonas (University of Minho, Portugal), Teresa Ruão (University of Minho, Portugal), Virginie Zimmerli (University of Fribourg, Switzerand), Ana Duarte Melo (University of Minho, Portugal)

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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.

Chapter 1 - Strategic communication in non-profit organisations: Challenges and alternative approaches - Evandro Oliveira, Ana Duarte Melo and Gisela Gonçalves

PART I Conceptual Approaches
Chapter 2 - The emerging field of public interest communications - Jasper Fessmann
Chapter 3 - From the inside out: Four communication flows of NGOs’ and Churches’ legitimation - Markus Wiesenberg and Evandro Oliveira
Chapter 4 - Strategic communication for public health: A research-action empowerment program - Ana Duarte Melo, Sara Balonas, Teresa Ruão and Manuela Felício

Chapter 5 - Environmental non-profit organisations in public Discourses: Challenges and opportunities of political institutionalization - Anke Wonneberger
Chapter 6 - Online campaigning and offline lobbying: Public Affairs Strategies of Greenpeace Germany- Felix Krebber, Christian Biederstaedt and Ansgar Zerfaß
Chapter 7 - Perceptions from the bottom up: Relationships between non-profit organisations and their corporate donors - Louise van Dyk
Chapter 8 - Audiovisual narrative in the advertising strategy and creativity of NGOs - Rafael Marfil-Carmona, Isidoro Arroyo-Almaraz and Francisco García-García
Chapter 9 - Strategic communication applied to Catholic Church: the internal factor - Sara Balonas
Chapter 10 - Constructing organisational identities on the web : A case study of the presidency of religious affairs - Billur Ülger and Gürdal Ülger

PART III Case Studies
Chapter 11 - Public information and communication for public participation in Spain - Alejandro Alvarez and Isabel Ruiz
Chapter 12 - How important is civic engagement for public transportation communication? - Bruno Asdourian and Virginie Zimmerli
Chapter 13 - Leveraging the power of social media to enhance internal and external communication - Marco Bardus and Philip di Salvo

Evandro Samuel Ribeiro dos Santos Oliveira, Dipl-Journ, M.A, MSc Strategic Communication and Drs. in Philosophy and Strategic Communication Management, is a Researcher at the University of Leipzig and at the Communication and Society Research Centre – from the University of Minho, in Portugal. Evandro Oliveira has been a guest speaker and lecturer at various Universities and Institutions in Europe and South America, produced more than 30 scientific articles and presentations. His main research interests are: Strategic Communication management, NGO Communication Management, Social Media and Communication and Political Communication. Since 2014 he is Chair of the German Young Researchers of Communication network (naprok).

Ana Duarte Melo is a teacher of the Department of Communication Sciences and a researcher at the CECS – Communication and Society Research Centre at the University of Minho. Chair of the Organisational and Strategic Communication Section of the ECREA – European Communication Research and Education Association and an active member of the Advertising Working Group of the SOPCOM – Portuguese Communication Society, PhD in Communication Sciences with a thesis on “Consumer-Citizen Participation in Advertising” (University of Minho), Ana Duarte Melo graduated in Social Communication (Nova University of Lisbon) and holds a Master in Arts in Sound and Image, specialised in Scriptwriting (Catholic University of Portugal). Before she was a journalist and copywriter and creative director in advertising.

Gisela Gonçalves has a master’s Degree and a PhD in Communication Sciences, and she is Professor and Head of the Department of Communication and Arts of the University of Beira Interior (UBI, Covilhã, Portugal). She develops her research activity at LabCom.IFP – a Communication, Philosophy and Humanities research centre. In 2014 she was elected vice-chair of the Organizational and Strategic Communication section of ECREA. Her current research interests are Public Relations Theories, Communication Ethics and Government Communication. Her work has been published in a wide range of public relations and communication management journals and in various edited collections. She authored the books “Introduction to the theory of public relations” (2010); “The Dialogue Imperative” (2012) and “Public Relations Ethics” (2013).

Strategic Communication for Development and Social Change, Non-Profit Organisation Communication,Public Communication,Participatory Communication,Civic Engagement,Communication Ethics,Organisation Identities,Public Interest Communication,Communication flows,Government communication,Communication models,Religious Communication,Public Health Communication,Behaviour Change Communication,Communication Empowerment,Training,Research-Action,Social Media,Lobbying,Audiovisual narrative,Advertising strategy,Corporate donors,Public Affairs Strategy,Public Transportation,Public Information,Environmental Public Discourses,Greenpeace Political Institutionalisation?,Catholic Church,European Journalism ,bservatory,Greenpeace,Presidency of Religious Affairs

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Bibliographic Information

Book Title

Strategic Communication for Non-Profit Organisations

Book Subtitle

Challenges and Alternative Approaches





Number of pages


Physical size

236mm x 160mm

Publication date

October 2016