Amidst funding cuts, increasing competition, and growing demands for service, nonprofit human services organizations are increasingly recognizing the importance of marketing communication, especially branding. However, Van Riel and Fombrun’s (2007) corporate communication theory suggests that focusing too intently on branding may actually weaken these organizations over the long term. Drawing on a series of focus groups with a cohort of human services nonprofits, this study extends Van Riel and Fombrun’s theory into the nonprofit context and reveals the importance of a balanced approach to nonprofit corporate communication.

中文翻译：

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超越品牌：Van Riel和Fombrun在人类服务领域的公司传播理论

在资金削减，竞争加剧以及对服务的需求不断增长的背景下，非营利性人类服务组织越来越认识到营销传播，尤其是品牌传播的重要性。但是，Van Riel和Fombrun（2007）的公司传播理论表明，长期专注于品牌建设实际上可能削弱这些组织。该研究利用一系列与人类服务非营利组织有关的焦点小组，将Van Riel和Fombrun的理论扩展到非营利组织的背景，并揭示了平衡方法对非营利组织公司沟通的重要性。