Answer to Question #176502 in Economics for Esther Gathenya

Question

Evaluate the role of public relations for non-profit organizations

Answer 1

To ensure their own life in a situation of increasing competition, including non-price competition, a number of non-profit organizations are engaged in organized public relations activities: assessing public reactions to the organization's activities, establishing contacts, maintaining the reputation of advocacy, etc. According to a survey conducted by VTsIOM and commissioned by the European Interaction Program, employees of non-profit organizations consider training in the basics of public relations to be extremely important, and the problem of organizing PR in the third sector is unsolved.

The need to use PR technologies in the non-profit sector is obvious since the number and quality of social projects implemented by this organization depend on the effectiveness of impact on target groups of the public and society as a whole. After all, PR is an integral part of the effective management of any organized form of activity: state and municipal, industrial, commercial, public, etc., including relations of non-price competition (prestige, authority, reputation, trust, mutual understanding, etc.).