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- W4297877566 abstract "In organizational practice, positive communication could be a fundamental strategic asset for achieving success. This is even more intense in the case of the nonprofit sector, given the very purpose of its actions, which is to improve the world in some way. As a framework for a desirable corporate behavior, this work proposes the development of a simplified, four-step system of positive communication management with which nonprofit organizations can operate, drawing inspiration from Peterson and Seligman’s model of 24 character strengths and considering Grunig and Hunt’s symmetrical public relations model. Specifically, we propose the development of a communication that could be positive in a double sense. First, a communication that would be positive because of its ultimate purpose, namely, to help the nonprofit organization in bettering the world. And second, this communication would be considered positive because it would intend to nurture certain character strengths of receivers in the short and medium term." @default.
- W4297877566 created "2022-10-01" @default.
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- W4297877566 date "2022-10-12" @default.
- W4297877566 modified "2023-10-17" @default.
- W4297877566 title "Positive communication and public relations in the nonprofit sector" @default.
- W4297877566 doi "https://doi.org/10.4324/9781003170563-29" @default.
- W4297877566 hasPublicationYear "2022" @default.
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