"Many nonprofits spend considerable time and resources producing studies to advance their issues, only to have them gather dust on the shelf of some academic or government office. Why? Invariably, it’s because the report received little to no media coverage. The good news is, it doesn’t have to ... be this way. This guide offers 10 tips for turning your report into a morning headline or a segment on the evening news. No matter what your issue is or what type of research you’re releasing — from scientific data to a public opinion survey — these tried and true tips can help you insert your hard work into the news cycle." (Introduction) more

"This document is not intended as a blueprint for creating communications campaigns, but offers a way of thinking about campaigns from a strategic marketing and communications perspective." (Introduction)