The first chapter of our book, Strategic Communication for Nonprofits, discuss the basics of strategic communication. The part I like most about this chapter is its emphasis on the integration of good media relations and communications rather than having these communications seen as a small, separate part of the organization. One of my favorite (and for me, seems one of the most important) sections in this chapter is the "Good Communications Affect Your Whole Organization" box. It really emphasizes the idea that good media relations can make or break your organization and the impact it makes on society. Because all media are connected now, appealing to one may lead to coverage in several others.
I agree with the chapter when it states that nonprofits have a built-in advantage and often overlook their obvious assets when trying to promote their organization for whatever reason (and there are several of those as listed under "choosing your goals." These are incredibly thought-out too. I never realized the vast amount of goals different nonprofits would be trying to reach and how different the plan for each of these goals is. This, I think, is a important thing to remember. Understanding fully how to reach your goal is obviously the first step in creating a good strategic communications plan because the same plan does not fit all goals.
Good strategic communications are often showcased in a big event or a crisis well-managed but for the most part, the small daily tasks that go into strategic communications go a long way. I realized this when I had an internship with Oconee Medical Center's Foundation. While I was able to assist with its employee campaign, much of my job as an intern was spent updating and organizing donor lists and sending thank you letters to various donors. The employee campaign may have been more hands-on but the experience made me realize that being organized and up-to-date about donor relations (this thought could be extended to all types of relations) is a very important part of good strategic communications.