DSS20007 Community Relations Topic Nine Community Relations in by Cappadona

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									DSS20007 Community Relations


 Topic Nine: Community Relations in Non Governmental
                    Organization
              What is NGO?
    Non-profit
    Third sector
    Voluntary

    Non-distributive profit



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                                                    D o n a ti v e
                                          (re ly o n d o n a ti o n s , e tc)

                                                                                            - R e d Cro s s ,
             - P o litic a l c lu b s
                                                                                              S a lv a tio n Arm y
                      - M a n y P ro te s ta n t
                        c h u rch e s
   M u tu a l                                                                                   E n te rp re n e u ria l
(c o n tro ll e d )                                                                              (c o n tro ll e d b y
b y p a tro n s )                                                                                p ro fe s s i o n a ls )
                                  - P ro fe s s io n a l
                                        Associations                  - R e lig i o u s b o o k s to re s




                                                  Co m m e rc ia l
                                             (re ly o n u s e r fe e s )
    Characteristics of Non-profit
  Multiple Publics
  Multiple Objectives
  Non-market pressure
  Service Oriented
  Tension
  Resources attraction
  Ability to attract support
  Duplicate management
  Consumer participation


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             Rationales for PR
    Scarcity of resources

    Multiple audiences with divergent agendas

    Erosion of confidence in NGOs

    Accountability / social responsibility


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               Challenges
    Accountability
    Quality services
    User participation
    HK Government
    Contract and service standard
    Media
    China
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    Aims for
Community Relations
External Linkages of Organisations (Easman)


                                      Stockholdrs
                                      Community Leaders
                                      Legislators



               Enabling Linkage                                           Employees
                                                      In p u t
                                                                          Suppliers
                   N o r m a ti v e                                       Unions
                   L in ka g e

Associations                           Organization                    F u n c ti o n a l L i n k a g e
Political Groups
                                                                            Consumers
                   D i ffu s e d L i n k a g e            O u tp u t
                                                                            Users of services
                                  Environmentalists
                                   Women
                                   Community Residents
Ferguson’s ideas on organisation’s relations
  Dynamic / Static
  Relevance
  Accessibility
  Impact
  Closed / Open
  Degree of Satisfaction
  Mutuality of Understanding, Agreement,
  Consensus
  Distribution of Power
  Credibility and Trust
      (Reference: Fergusion, MA (1984) Building Theory in Public relations: Inter-
      organisational relationship)

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Targets for Community Relations

      General Publics > Enabling >
       Functional > Normative >
                Diffused
Public Relations Practice in
   Non Governmental
       Organization
    Initiative of PR (self-interest)
    Locus of PR work (in-house)
    Media and Communication system
    Influential factor
    Communication planning and PR
    practices
    Management dimension



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                    PR Activities
    Printed Materials

    Press Conference/ Release

    Media communication

    Audio-visual

    Personal contacted

    Activities/ Events,e.g. fund-raising,open day

    Social action

    Negotiation

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           Roles of PR Practitioner
                      PR Manager

                      PR Technician




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           Work of PR Practitioner
Determines the existing public attitudes towards the
organization
Evaluates its image
Finds out what the public knows about its objectives,
services and practices
Determines prevailing misconceptions
Performs opinion research essential in formulating policy,
planning and appraising the effectiveness of the PR
program
Identifies the specific publics: members, contributors,
volunteers, opinion leaders, and general public
Organize fund-raising activity


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              PR Resources

    Finance

    Manpower




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                       What is

           Marketing
             Market  Publics  Target Audience


           What is Social Marketing?




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                  Definition
    Social Marketing means the design,
    implementation,     and  control   of
    programs calculated to influence the
    acceptability of social ideas and
    involving considerations of product
    planning, pricing, communications and
    marketing research.


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           Social Product
               Ideas

               Behaviour

               Value



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                7 P’s Model

    Producer
    Purchaser
    Product
    Price
    Promote
    Place
    Probing


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                   S. M. Strategies (I)

           Market Segmentation
             Socio-demographic
             Psychological
             Behavioral

           Grunig’s Situational Theory
             Problem
             Recognition
             Involvement


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              S. M. Strategies (II)

           Branding

           Packaging

           Positioning

           Marketing Distribution Channel


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           Social Change Campaign

           is an organized effort conducted by
           one group (change agent), which
           intends to persuade others (target
           adopters) to accept, modify or
           abandon certain ideas, attitudes,
           practices and behaviour.




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           Social Behaviour Change


           One-Time Change

           Continuing Change




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           5 Social Change Strategies
           Technological
             product modification
             product substitution
             product innovation
           Economic
           Political / Legal
           Educational
           Social Marketing


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           Favourable Conditions for
           Social Change Campaign

       Monopolization


       Canalization


       Supplementation


       Commercial

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    Failure of Social Change Campaign
        Chronic know-nothing


        Less response to new information


        Avoid disagreeable information


        People’s beliefs and values


        Mass media


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           Case One




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                   Case Two


           http://www.worldvision.org.hk/




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                  Case Three
    Scarcity of resources

    Multiple audiences with divergent agendas

    Erosion of confidence in NGOs

    Accountability / social responsibility

    public opinions
                              http://www.ha.org.hk/


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           Case Four




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   Is it necessary to practice PR
              in NGOs?




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