PR in NGO and Activism

AN INTRODUCTION

What are NGO’s

Non-profit, voluntary citizens group organized on a local, national or international level.

Service and humanitarian functions, bring citizen concerns to Governments, advocate and monitor policies and encourage political participation through provision of information.

Provide analysis and expertise, serve as early warning mechanisms and help monitor and implement international agreements. institution.

Source: The Executive Committee of Non-Governmental Organizations Associated with The United Nations Department of Public Information

What are NGO’s

Charities

Activist organizations

Foundations

Unions

Three main groups of NGO’s

1 - Service delivery

Three main groups of NGO’s

2 - Advocacy

Three main groups of NGO’s

3 - Campaigning

PR roles

FundraisingCharities ; deal with members ; measurable

vs

Marketing Consumer facing ; measurable; 70 % of PR =MPR

Campaign

Aims

Individual behavior change

Social behavior change

Structural or institutional policy change

Campaign Planning

Research

Implementation

Evaluation

Analysis

Strategic

Plan

Stakeholder Analysis

Practioners view

Within NGO’s Creative professional

field

Within Corporate

Threat

Energy Efficiency Campaign in BC, Canada

Core Relations

Fundraising

Members

Communication

Fundraising

Marketing

Colleagues in the field

Human Resources

CEO

Finance

Campaigns

Policy

Communications

Tactics and Strategic Approach

Insider Outsider

Reformist

Radical

Trend

• On-line activism • Clicktivism

Thank you, and I hope you are enjoying my blog!

Adriana de Oliveira-Davidson, MA PR Candidate

University of Westminster