If foundations are more intentional in using communications as a tool for social change, and if they incorporate what is known about how the media affect individuals and groups into their grantmaking, they will be much more likely to achieve the kind of long-term change in public understanding and opinion that is needed to maximize their impact. This paper presents the latest perspectives from communications theory and practice in order to update philanthropic thinking and help philanthropists judge effective communications practices among their grantees and within their own organizations.
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