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) - P o litic a l c lu b s - M a n y P ro te s ta n t c h u rch e s M u tu a l (c o n tro ll e d ) b y p a tro n s ) - P ro fe s s io n a l E n te rp re n e u ria l (c o n tro ll e d b y p ro fe s s i o n a ls ) - R e d Cro s s , S a lv a tio n Arm y
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 N o r m a ti v e L in ka g e
In p u t
Employees Suppliers Unions
Associations Political Groups
Organization
F u n c ti o n a l L i n k a g e
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: Interorganisational 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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