Resource Media, a nonprofit public relations firm based in the United States (US) that develops and executes communications strategies for the environment and public health, offers an online toolbox containing practical guides, worksheets, and presentations on strategic communications. The offerings are divided into the following categories: brand, content, digital, message, press, research, strategy, and training. Examples of tools available for download include:
- Mobile Video Tips for Nonprofits - "While still photos remain an important part of every nonprofit's communications toolkit, moving pictures can convey even more emotion, and capture news and events in live action as they happen." One example given is the way that Sesame Workshop has used Vine, one of the two main platforms for mobile video (the other being Instagram), to embed short videos in a website to draw the eye and convey emotion.
- Creating Effective Nonprofit Infographics - Presents a 5-step plan for creating infographics (such as one on health and wellness), offering tips such as: Write before you draw ("Content is still king."), keep it simple, design for the small screen, and make sharing easy.
- A social media worksheet that enables nonprofits to track the results of online outreach.
- Navigating the Changing Media Landscape - "Social media has opened up new lines of communications between organizations and the communities they serve. But most organizations are still working with the same communications capacity, so it's important to focus your efforts, and invest time in the channels and content that will really advance organizational or programmatic goals."
- Blockbuster Blog Posts: A Checklist for Effective Blogging - One tip: "Don't preach - engage. End blog posts with a question to trigger a conversation. Carefully read comments and respond to each one."
- A step-by-step guide for developing winning communications plans.
- "Talking Law: New Communications Strategies for Environmental Litigators".
- "Building Strategic Alliances: A Handbook for Mobilizing Conservation Voices".
- "Bridging the Divide: Strategic Conservation for Today's Rural West [of the US]".
- "Introduction to Search Engine Optimization (SEO) Guide" - Explores the art of improving a website (in terms of its design, structure, navigation, and content) so that it is more easily found within search engines like Google, Yahoo!, and Bing.
- "Messaging Forest Protection In An Era of Global Warming" - One message: "Focus on primary values like health, safety and prosperity to build support."
- "Messaging and Delivery" - A guide.
- "Facebook Guide: Managing Controversy" - "Dealing with detractors can be handled in one three ways, often decreasing your time investment: convert them, surround them with neutral or positive influencers, or ignore them. Whichever strategy you prefer, it's a good idea to plan how you will handle high-profile detractors."
- "How to Frame Your Campaign to Win" - Discusses how to build a story around an organisation's work that taps into shared values and offers a solution.
- "Blogger Relations Guide: How to Build an Army of Supporters" - One tip: "Don't just pitch a blogger. Build a relationship. Read and amplify their content."
- "10 Ways to Make Your Photos More Visible on Flickr".
- "Strategic Communications Basics" - A template for mapping out campaign priorities and plan of attack.
- "Communications Briefing: Rules of Engagement with Reporters".
- "Navigating the Changing Media Landscape" - "Once you have developed a story, we encourage you to use every tool at your disposal to spread the news."
- "Media Relations Tips" - Tips from former reporters on how to recognise, package, and pitch a good story.
- "Media Relations Handbook: A Guide for Responding to and Generating Media".
- "5 Steps to Build Your Twitter Presence".
- "Hearing is Believing: 8 Tips for A successful Radio Interview".
Email from Brett Davidson to The Communication Initiative on October 22 2013.