One of the communication strategies from Christian Aid is that they have a regular press release that discusses all that Christian Aid is doing throughout the world. It doesn't only describe what they are doing but it also describes areas they feel need more attention.
I believe this to be a great communication strategy and it's especially essential for group communication. When organizations get larger it's harder for individuals to hear all the different stories of what's going on within the different areas. However, when you have stories of great success the organization can write to all of it's "followers", so that all can be encouraged by the success. When individuals in the group here about the story it's fuel for the flame, or in other terms the inspiration to keep going. It also creates a team atmosphere because it motivates individuals that their team is making a difference in the world. It bonds the organizations followers together on multiple levels.
On the flip side they also can write about their failures to ask for support. At times when Christian Aid puts out a release of where they have fallen short it creates within the followers a resolve to keep pressing. It motivates them to keep striving until they get the "victory" they desire.
Overall, I believe having a press release to keep all of your followers on the same page is an effective communication strategy. I've seen it work at the company I work for and I can assume that it's effective for Christian Aid as well.
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