"The scope of this paper is to present an innovative internal communication strategy applied to non-profit organisations, such as religious institutions. Strategic communicational principles led to the design of a Vocational Pastoral Teams Kit, implemented in the north of Portugal, to reinforce the ... consciousness of a Christian vocation in the local community. The Vocational Kit was implemented by the Diocesan Secretariat for Vocation - an active entity, part of the Portuguese Catholic Church, an organisation dedicated to promote awareness of the vocational meaning of life. This Kit is part of a communication plan conceived to motivate the priests in their mission, to reinforce their interaction with local members of the community connected to the local churches. The priest is the main promoter, his task is to advise catechists; animators (youth groups, preparation for Confirmation, Acolytes); parish community (pastoral family, charitable pastoral) and Christian religion teachers. In order to promote a better understanding of this case study, a theoretical framework will be developed based on Organisational Communication and Strategic Communication theories that highlight insights about the internal dimension and the local contexts. Operational concepts such as communication plans and the key factors for their implementation were also discussed. The results of the strategic communication plan will be shared along with the main conclusions that stress the value of an inside out vision on strategic communication for non-profit organisations." (Page 169) more

"The aim of the present book is to offer an overview and report on Strategic Communication for Non-Profit-Organisations and the Challenges and Alternative Approaches. Considering the assumption that a key principle of strategic communication is the achievement of organisational goals, the majority o ... f research developed in the field has used business environments to develop theories, models, empirical insights and case studies. Here, we take a step towards new approaches centred on the concept of non-profit in various dimensions and from various perspectives, showing the diversity and complexity around this subject and at the same time the need of further theoretical and empirical work that provides frameworks and also tools for further understanding of the phenomena." (Publisher description) more