Strategic Research and Political Communication for NGOs

This book offers a new paradigm to non-governmental organisation (NGO) managers for effecting policy change. Introducing corporate research and strategy tools such as market and organisational analysis, it goes on to apply these to case studies to exemplify the similarities between the NGO sector and the for-profit sector.Drawing on principles of corporate governance, the author presents a step-by-step, hands-on approach to positioning one's cause effectively with stakeholders, policy-makers, media, and the general public. By recognising the role of communication in the 21st century, the book emphasises the importance of effectively using new channels and interfaces of digital communication (such as online social networking sites) to generate and maintain visibility, mobilise campaigns, and initiate policy change. It contains illustrative examples of best practice based on case studies of Indian and international NGOs. Its content is directed to NGO managers and communication programme officers, social work administrators, and other professionals engaged in the field of NGO work.