In this chapter, we’ve seen how the strategic communication framework can apply in organizations and in politics. It also applies in not-for-profit organizations, which, like business and politics, deal with issues. For this exercise, select a national not-for-profit organization. Research the organization and identify an issue with which it is concerned. You might, for example, select a health organization that deals with the issue of obesity. The exercise is designed to illustrate how communication strategies need to take account of the dynamics of issues, especially in a political context. Using the research tools available through your library, track how the issue has been reported in one news media outlet (a television station, a news website or a major newspaper) in the last month, by answering these questions:

1. How many times has the news outlet reported the issue in the last month?

2. Has this coverage always been in a news story format; have comments from experts and/or people who oppose the organization been included?

3. How many times have the organization’s views been the first point in the news coverage?

4. If the organization’s views on the issue have not always been the first point reported by journalists, why do you think that happened?

5. Have politicians, and other people and organizations contributed to the news about this issue? Have their views on this issue been given greater prominence than those of your not-for-profit organization? Why do you think that is the case?