Читать книгу The Nonprofit Marketing Guide - Kivi Leroux Miller - Страница 38

I use this quote from Pulitzer Prize–winning journalist and author Thomas L. Friedman in many of my trainings:

“In the world of ideas, to name something is to own it. If you can name an issue, you can own the issue.”¹

Ineffective communications teams struggle with conflicting opinions and ambiguous interpretations of basic terminology. Effective teams, on the other hand, have a shared vocabulary that is clear and meaningful.

In nonprofit organizations where marketing is a fairly new or poorly understood concept, it's vital for communications staff to name and therefore own many important facets of the work. That includes naming the goals, strategies, objectives, and tactics described in this chapter. Doing so will help you build your team, be more strategic, and increase your effectiveness.