Exploring Communication Strategies: Nonprofit vs. For-Profit Organizations
Major
Communication
Anticipated Graduation Year
2024
Access Type
Open Access
Abstract
This research project, conducted by student researcher Steven Zepeda under the mentorship of Professor Patty Lamberti, explores the divergence of communication strategies between nonprofit and for-profit organizations. Drawing on insights gained from Steven's internship experience at Wellness House and guidance from external mentor Mery Vieria, the study investigates the distinct approaches employed by these sectors in engaging their respective audiences. Through a comparative analysis of communication practices observed at Wellness House and in for-profit companies, the research examines the nuanced dynamics of communication, highlighting differences in priorities, messaging tactics, and target audience considerations. The findings contribute to a deeper understanding of strategic communication in diverse organizational contexts, with implications for informing communication practices and guiding future research endeavors.
Community Partners
Wellness House
Faculty Mentors & Instructors
Patty Lamberti, PROFESSIONAL IN RESIDENCE—JOURNALISM AND NEW MEDIA
Supported By
Mery Vieria, Director of Marketing, Wellness House; Trista Bordignon, Executive Director, Philos Foundation
Creative Commons License
This work is licensed under a Creative Commons Attribution-Noncommercial-No Derivative Works 3.0 License.
Exploring Communication Strategies: Nonprofit vs. For-Profit Organizations
This research project, conducted by student researcher Steven Zepeda under the mentorship of Professor Patty Lamberti, explores the divergence of communication strategies between nonprofit and for-profit organizations. Drawing on insights gained from Steven's internship experience at Wellness House and guidance from external mentor Mery Vieria, the study investigates the distinct approaches employed by these sectors in engaging their respective audiences. Through a comparative analysis of communication practices observed at Wellness House and in for-profit companies, the research examines the nuanced dynamics of communication, highlighting differences in priorities, messaging tactics, and target audience considerations. The findings contribute to a deeper understanding of strategic communication in diverse organizational contexts, with implications for informing communication practices and guiding future research endeavors.