Ngos (non-governmental Organizations) in Pakistan

Man is a social animal. He always needs to communicate with others to share ideas, thoughts and experiences. Several trends have emerged for communication over the past decades (Laurie Beaver, 2017). Communication changes the perspective of society with the passage of time.

Communication widely integrated in social sciences (CALHOUN,2011). Over the years, Communication happened at various levels in many different ways. Communication refers as a complete discipline to study about various dimensions of communication. The rising importance of internet makes communication worthier to study in deep. Communications deals at multiple levels of dimensions. Some of the communication’s dimensions are: Mass Communication, Cultural studies, Policy analysis, Marketing, Public Relations, Advertising, Internet, Drama, Theatre & Rhetoric etc. Communication indeed a heterogeneous mix of different fields.

Public Relations is one of the dimension of communication that would be interesting to explore it in terms of negotiation. Public Relations play a key role to demonstrate the communication strategies in now a day. Public Relations has a long struggled to develop an identity to maintain the relationships between the organizations and the publics (Stephen D. Bruning, John A.L edingham, 1999). Its seems logical that every organization need public relations tools for branding and enhancing the relationships of organization with its publics. By using communication strategies, public relations can responsible to build a good image of organization among its publics, which would ultimately have a positive impact on positioning and branding in market.

Non-Governmental organizations, also need to communicate to work at various levels on range of issues. Work on that scale cannot be done alone. Mass Media helps to influence the society. NGOs, for better way of communication use different tools and persuasion techniques of public relations. NGOs through advocacy campaigns and using media PR tools get the desire objectives. Communication theories are using in order to examine the target audience and design messages to influence them that shape the efforts of NGOs

Public Relations play a key role to demonstrate the communication strategies in now a day. Public Relations has a long struggled to develop an identity to maintain the relationships between the organizations and the publics (Stephen D. Bruning, John A.L edingham, 1999). Its seems logical that every organization need public relations tools for branding and enhancing the relationships of organization with its publics. By using communication strategies, public relations can responsible to build a good image of organization among its publics, which would ultimately have a positive impact on positioning and branding in market.

The question is how public relations department of any organization use different tools and persuasive techniques to establishing the relationship with its public as well as sustain these relations for so long. After passing through various stages finally the development of these tools and persuasive techniques become clearer and confine impact on organizations. Non-Government organization plays an important role in our society. NGOs have been referred to as the backbone of the civic society (Hyden, 1995). NGOs responsible for betterment of community and for people. Mostly NGOs now funded by Government as they have their own interests.

In recent years, NGOs have chalked up many important accomplishments. NGOs, tremendously change the perspectives for human welfare. NGOs, shape the nation states by dealing with environmental protection, human rights and humanitarian relief. For this, NGOs perform a variety of services and advocates on the behalf of society to attempt to influence government policies. To ensure the common interest and develop the strategies to deal with issues, NGOs have always need to communicate and develop new ideas.

Pakistan is fast growing with aspect of population country who face many social problems. To eradicate these issues, Pakistan needs strong communication strategies which can may be acceptable by every class of people. Neglect the lower cadres of population by government in Pakistan gave rise to the need of alternate organizations addressing to the core issues of illiteracy, health problems and many others faced by ‘have nots’ (NGOs). These bodies mostly referred to NGOs work for human development to fill that gap with strong communication skills and Public Relations tools and persuasive techniques. Although the number of registered NGOs in Pakistan runs in thousands, those that are actually making worthwhile contributions are few hundreds.

To analyse the communication structure of Pakistani NGOs, four NGOs systematically and scientifically observe are: Shirakat Gah, Aurat Foundation, All Pakistan women’s association Punjab and Simorgh. Aurat Foundation established in 1989, as a national, non-profit, non-government organization under the societies registration Act 1860, primarily it is responsible for awareness and democratic society, where women and men are recognised as equals, with the right to lead their lives with respect and dignity.

All Pakistan women’s association Punjab was founded by Begum Ra’ana Liaquat Ali Khan in 1949, the wife of PM Liaquat Ali khan. All Pakistan women’s association for Pakistan is refer as a pioneer volunteer women welfare non-governmental organization. The main purpose of establishment is for refugee camps; collecting clothes, food, medicine and full fill the needs for human development.