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The value of the PESO framework in strategic communications for community nonprofit organisations

Journal Article


Abstract


  • Community nonprofit organisations often overlook strategic communications as an

    essential component in their operations, but such an oversight may diminish the

    organisation's ability to engage stakeholders effectively.

    The digital era has generated more communication channels for community

    nonprofits, and many of these options provide cost-effective opportunities for the

    nonprofit sector. However, while technology is a valuable disseminator of

    information, an over-reliance on only digital communication brings risk. Nonprofit

    organisations should also consider traditional media options and other face-to-face

    promotional activities. The real value of strategic communication lies in greater

    interactivity between organisations, project teams, potential clients, and industry

    associations. The PESO framework, which addresses paid, earned, shared, and

    owned channels, has the potential to guide the development and implementation of a

    more effective communications strategy for community nonprofit organisations. The

    PESO framework recognises that integrating messages across digital channels may

    improve the familiarity and success of a project because strategic communication is

    carefully planned. However, we argue that the PESO framework should be extended

    to include all communication channels – digital and traditional. Anyone who

    consumes information does not rely solely on digital channels. It is important to

    recognise the use of both traditional and digital sources for a truly integrated

    communications strategy.

    Using a community nonprofit example, this paper explores how the PESO

    framework was used to guide the development and use of communication strategies

    in a local community campaign to increase awareness on the value of multi-sensory

    spaces, with the aim of enhancing interaction with relevant stakeholders to achieve

    improved communication outcomes.

Publication Date


  • 2021

Citation


  • Slowikowski, S., Tootell, H., Burns, P., & Ellmers, G. (2021). The value of the PESO framework in strategic communications for community nonprofit organisations. Asia Pacific Public Relations Journal, 23.

Web Of Science Accession Number


Volume


  • 23

Abstract


  • Community nonprofit organisations often overlook strategic communications as an

    essential component in their operations, but such an oversight may diminish the

    organisation's ability to engage stakeholders effectively.

    The digital era has generated more communication channels for community

    nonprofits, and many of these options provide cost-effective opportunities for the

    nonprofit sector. However, while technology is a valuable disseminator of

    information, an over-reliance on only digital communication brings risk. Nonprofit

    organisations should also consider traditional media options and other face-to-face

    promotional activities. The real value of strategic communication lies in greater

    interactivity between organisations, project teams, potential clients, and industry

    associations. The PESO framework, which addresses paid, earned, shared, and

    owned channels, has the potential to guide the development and implementation of a

    more effective communications strategy for community nonprofit organisations. The

    PESO framework recognises that integrating messages across digital channels may

    improve the familiarity and success of a project because strategic communication is

    carefully planned. However, we argue that the PESO framework should be extended

    to include all communication channels – digital and traditional. Anyone who

    consumes information does not rely solely on digital channels. It is important to

    recognise the use of both traditional and digital sources for a truly integrated

    communications strategy.

    Using a community nonprofit example, this paper explores how the PESO

    framework was used to guide the development and use of communication strategies

    in a local community campaign to increase awareness on the value of multi-sensory

    spaces, with the aim of enhancing interaction with relevant stakeholders to achieve

    improved communication outcomes.

Publication Date


  • 2021

Citation


  • Slowikowski, S., Tootell, H., Burns, P., & Ellmers, G. (2021). The value of the PESO framework in strategic communications for community nonprofit organisations. Asia Pacific Public Relations Journal, 23.

Web Of Science Accession Number


Volume


  • 23