DSS20007 Community Relations Topic Nine: Community Relations in Non Governmental Organization

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DSS20007 Community RelationsTopic Nine
Community Relations in Non Governmental
Organization
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What is NGO?

• Non-profit
• Third sector
• Voluntary
• Non-distributive profit

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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
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Fergusons ideas on organisations 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 gt Enabling gt Functional gt
  Normative gt Diffused

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Public Relations Practice in Non Governmental
Organization
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• 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 Ps Model

• Producer
• Purchaser
• Product
• Price
• Promote
• Place
• Probing

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S. M. Strategies (I)

• Market Segmentation
• Socio-demographic
• Psychological
• Behavioral
• Grunigs 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
• Peoples 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?