Academy for Educational Development—1825 Connecticut Avenue NW, Washington, DC 20009; phone, 202.884.8000; http://www.aed.org/SocialMarketingandBehaviorChange/

AED works to address critical social problems and improve the lives of people around the globe. AED gives people tools to build their own future and to begin making lasting social change.

Benton Foundation—1625 K Street NW, 11th Floor, Washington, DC 20006; phone, 202.638.5770; http://www.benton.org

A private foundation bridging the worlds of philanthropy, public policy, and community action, Benton articulates a public interest vision for the digital age and demonstrates the value of communications for solving social problems.

Communications Consortium Media Center—1200 New York Avenue NW, Suite 300, Washington, DC 20005; phone, 202.326.8700; http://www.ccmc.org

CCMC’s mission is to use communications strategies for policy change. To that end, it helps nonprofit organizations use media and new technologies as tools for change.

Johns Hopkins Center for Communications Programs—111 Market Place, Suite 310, Baltimore, Maryland 21202; http://www.jhuccp.org/

CCP partners with organizations to design and implement strategic communication programs to influence political dialogue, collective action, and individual behavior and to enhance information access to improve health and health care.

Population Services International—1120 19th Street NW, Suite 600, Washington, DC 20036; phone, 202.785.0072; http://www.psi.org

PSI harnesses private sector vitality to address the health problems of vulnerable populations in 70 developing countries. PSI uses commercial marketing strategies to promote health and healthy behaviors to enable vulnerable people to lead healthier lives.

Azrak S, Dhingra NK, Stacks J. My Voice Counts! Campaigns for Youth’s Reproductive and Sexual Health: Advocacy and Organizing Toolkit; Washington, DC: Advocates for Youth, © 1994; available free on line at: toolkit.pdf

This toolkit empowers youth to become activists and advocates for positive sexual health policies and programs.

California Wellness Foundation, Public Education: Evaluations and Lessons Learned from Our Grantmaking; available free online at http://www.tcwf.org/pub_reflections/2002/may/pages/pub_education.htm

This resource shares lessons learned from significant public education components of the Foundation’s violence prevention and teen pregnancy prevention initiatives.

Cause Communications. Communications Toolkit: A Guide to Navigating Communications for the Nonprofit World. Santa Monica, CA: Author, 2005; to order, visit: http://www.causecommunications.org/CC/CC_news06_1.html

This toolkit to strategic communications guides you in moving from where you are to where you want to be, including how to get there and what it will take.

DeJong W, Winsten JA. The Media and The Message: Lessons Learned from Past Public Service Campaigns. Washington, DC: National Campaign to Prevent Teen Pregnancy, 1998; to order, call the National Campaign at 202.478.8500 or visit http://www.teenpregnancy.org

This book gives an overview of lessons learned from public service campaigns and of current trends on using media to promote social change. It is organized around a series of steps to follow in developing, running, and evaluating a public education campaign.

Huberman B. National Teen Pregnancy Prevention Month (NTPPM) Planning Guidebook and Let’s Talk Month Planning Guidebook, Washington, DC: Advocates for Youth, © 2005; available free online at ntppm.pdf and ltm.pdf

These guide you through the process of planning and implementing a public education campaign—from recruiting a steering committee and appointing working committees, to finding partners, sponsors, and participants.

National Campaign to Prevent Teen Pregnancy. Get Organized: A Guide to Preventing Teen Pregnancy, © 2002; available free online at
http://www.teenpregnancy.org/resources/research/getorganized/default.asp

This manual focuses on community-based teen pregnancy prevention. The three-volume, 17-chapter publication covers: strategies for involving boys and men and reaching out to religious leaders; how to raise money; and how to conduct program evaluation. It has checklists and examples from programs around the country.

Benton Foundation. Strategic Communications Toolkit: Strategic Communications in the Digital Age: A Best Practice Toolkit for Achieving Your Organization’s Mission, © 2002; available online at http://www.benton.org/publibrary/toolkits/stratcommtool.html

Here, Benton documents best practices and lessons learned by nonprofits about the impact, successes, failures, and struggles of using strategic communication.

Bonk K, Griggs H, Tynes E. The Jossey-Bass Guide to Strategic Communications for Nonprofits, © 1999; ISBN: 0787943788

This toolkit will help in creating successful communications strategies. Nonprofits can use it to enhance their media profile, increase name recognition, boost fund-raising, recruit members, and advance changes in public policy

Breakenridge D, Deloughry TJ, DeLoughry T. The New PR Toolkit: Strategies for Successful Media Relations, © 2003; ISBN: 0130090255

The New PR Toolkit delivers proven strategies and tactics for using today’s most powerful new online communications tools to strengthen brands and campaigns.

Communications Consortium. Media Tips & Training: a Guide to Placing Op-Eds and Letters to the Editor, 2005; online at http://www.ccmc.org/oped.htm

This offers details—including e-mail address and fax number for submissions, word length, and content requirements—for placing op-eds in the 100 top U.S. newspapers.

Levine M. Guerrilla P.R.: How You Can Wage an Effective Publicity Campaign … Without Going Broke, © 1994; ISBN: 0887306640

One of Hollywood’s most successful publicists offers his plan for waging a street-smart publicity campaign with no- or low-cost strategies.

Levine M. Guerrilla P.R. Wired: Waging a Successful Publicity Campaign Online, Offline, and Everywhere in Between, © 2003; ISBN: 0071382321

After a decade, Levine’s Guerrilla PR remains one of the industry’s best-reviewed and most valuable how-to tips for garnering low- or no-cost publicity. Now, Guerrilla PR Wired updates these attention-getting strategies for today’s globally wired environment.

McIntyre CV. Writing Effective News Releases: How to Get Free Publicity for Yourself, Your Business, or Your Organization, © 1992; ISBN: 0941599191

News releases are the tools of the trade for TV, radio, cable, newspapers, and online news sources; but many releases don’t convey news. This book critiques actual news releases, helping you write releases that convey news and garner publicity.

Stewart S. Media Training 101: A Guide to Meeting the Press, 2003; ISBN: 0471271551

This book, by a seasoned journalist and public relations professional, is your essential guide to handling the news media. The author leads you through every step of developing a communications blueprint and a strategic public relations plan to support it.

Yale DR, Carothers AJ. The Publicity Handbook, New Edition: The Inside Scoop from More than 100 Journalists and PR Pros on How to Get Great Publicity Coverage, 2001; ISBN: 0844232424

This handbook includes step-by-step guidance on setting objectives, designing an integrated publicity plan, and writing press releases, fact sheets, and feature stories for all different types of media.