The Role of Public Relations in Ngos

NGO (Non-governmental organization) is a private, non-profitable, and non-partisan establishment that usually performs humanitarian functions. They often impact the social, economic and political activities of communities and the country as a whole. NGOs address a host of issues, so they seek to cultivate public awareness, support, and involvement in their activities.

The role for PR in NGOs is basically four-fold:

• NGOs entirely depend for their finances on fund-raising campaigns
• NGO has to attract the attention of charitable trusts and donors for financial help
• NGO relates to the dissemination of information about its services, plans as to enable the people to make use of them for their betterment
• NGO has to maintain good media relations so that the media carries their messages both to the donors and to the beneficiaries besides building image f the organisations.

Taking the example of The Palestinian Cultural Organisation Malaysia “PCOM” which is an independent NGO that aims to spread awareness about the Palestinian Cause. With the launch of the organization through its three divisions Public Relations, Media and Charity work, PCOM has in its first year developed a powerful annual plan, the main objective of which is to strengthen the bridges of communication with the Malaysian Organization Society, human rights organizations and civil society organizations, besides the public as a whole, in an attempt to introduce itself and its goals to them, reinforcing the status of the organization in the community. Results reaped by the organization which indicate its phenomenal success in achieving the goals set.

Functions of Public Relations in NGOs

The function of Public Relations in NGOs is to achieve broad objectives which revolve around improving the relationship between the organisation and its audience. It works to build mutual understanding, cooperation and continuous adjustment, because the public relations managerial functions are exercised at all administrative levels of the organisation, and seek to achieve many goals. The objectives may differ from one organisation to another, but they will not differ, in essence, from the main objective of each organisation, which is gaining the support and trust of the audience in order to achieve its goals.

Working through its Public Relations Department it weaves channels of communication and interaction with them to provide them with relevant information regarding events in the Palestinian arena. Meanwhile, the Public Relations Department sends periodic messages to the list of subscribers with PCOM, containing all brochures, advertisements and news about the organization in particular and the Palestinian cause in general.

Barriers in Practice of Public Relations in NGOs

PR practised in the NGO sector is not very different from how PR is practised in the business or corporate sector and happens to be the best way of promoting NGOs producing far more positive results in fund-raising, media coverage and projection of the organisation.

PR is seen as an essential responsibility of NGOs in seeking donations on one hand and projecting the organisation as service oriented for the public on the other. NGOs dont earn muvh and thus maintaining and practicing PR can be difficult at times, especially when the NGO is new and much less experienced. Also, majority of NGOs have experienced difficulties in getting enough, and continuous funding in order to do their work. Paying individuals for PR is sometimes considering an additional cost.

Conclusion

NGO public relations tend to engage heavily in relationship-building activities. With the help of various activities like community outreach programmes, participation in public events or hosting special public functions, NGOs try to enhance their social capital and distribute information about their activities within society. NGOs are mainly PR in themselves; however, the most important social role of NGOs is in monitoring and forcing local and world leaders to take care of others and championing worthy causes such as democracy, cultural appreciation, universal education and the preservation of ecology.