public relations and ngo sector in uk

NON GOVERNMENTAL ORGANIZATIONS

AND PUBLIC RELATIONS

Presented By Abdelkrim Hacine

Erab FuqahaAndy MahadyJoni Weddburn

Gunjan Wathodkar

3rd December, 2008 | MA Public Relations|University of Westminster| London| UK

THIRD SECTOR

Breathes PR

Eats PR

Sleeps PR

WHAT IS NGO/NPO?

Are legally constituted organizations

Have different names - The Development Sector - The Third Sector - The Fifth Estate

Have efficient outreach than some governmental organizations

- Social Development - Religion - Environment - Health - Education - Culture

Third sector – Breathes PR, Eats PR, Sleeps PR Abdelkrim Hacine

STRUCTURE


WORLDWIDE NGO

MARKET VALUE


MARKET VALUE

5,000

180,000

20,000

UK NGO LANDSCAPE


UK NGO MARKET

UK MARKET


INTERNATIONAL & NATIONAL NGOS

National and Local NGOs

• Russia: 277,000• China : 134,268• India: 1 million

Worldwide NGOs: 44, 000


KEY PR AGENCIES WORKING FOR NOT-FOR-PROFIT SECTOR

OTHER AGENCIES : PR MISCHIEF,BORKOWSKI,BRAND REPUBLIC,BELL POTTINGER

PR AGENCY NGO ACTIVITIES

Punch Communications British Heart Foundation Promote the Healthy Living catalogue

Weber Shandwick Oxfam Reinvigorate its engagement with the

British Public

Frank PR Cancer Research UK Organize fundraising campaign

Munro and Foster British Association for Sexual Health & HIV

Organize HIV awareness campaigns


AVAILABLE JOBS

Third sector – Breathes PR, Eats PR, Sleeps PR Erab Fuqaha

What do PR practitioner

s offer to the sector?


RANGE OF SALARIES


Source: www.thirdsector.co.uk

SALARY DIFFRENCES

The British Lung Foundation Hackney Community Transport Group

Director of Communications Director of Communications

£70,000 £50,000• Report to Chief Executive

• Member of Senior Management

• Shape overall direction of the organization

• Develop and implement communications strategy

• Develop core values of quality, equality and user involvement

• Managing relationships with the media

•Engagement with key stakeholders

• Outstanding written and verbal presentation skills


KEY ATTRIBUTES AND SKILLS

Third sector – Breathes PR, Eats PR, Sleeps PR Joni Wedd

• Ability to work autonomously

• Budget Management

• Genuine passion for the cause



• Research Capabilities

• Fundraising Skills

• Persuasive Pitching Abilities



• Empathy and Understanding

• Robust Networking

• Relationship Building Skills

Working for NGOs

The good and the bad (or why size matters)

Third sector – Breathes PR, Eats PR, Sleeps PR Andy Mahady

“Medium sized charities are the best ones to work for.”

Birdsong Charity ConsultingSector-wide reportJuly 2008


CHARITIES

Small - under 50 staffMedium - 51 – 200 staffLarge - over 201 staff



The workload of my job is reasonable

61

70

61

56

58

60

62

64

66

68

70

Small Medium Large



“I think this sector is also more relaxed to work in, in terms of clothes and the lack of office politics or very little anyway. I think people tend to 'muck in' more as well.”

Shafia BegumCommunications Development WorkerHopscotch Asian Women’s Centre


• Relaxed working atmosphere • People tend to 'muck in'• A chance to work on projects you are passionate about• Flexible working hours• Thought charity made best use of its resources• Happy with training and development

Shafia BegumCommunications Development WorkerHopscotch Asian Women’s Centre


OTHER POSITIVE ASPECTS

“I am proud to work for this charity”

75

8584

70

72

74

76

78

80

82

84

86

Small Medium Large

Source: Birdsong Charity Consulting Sector-wide report July 2008


"I remember spending two hours with a charity chief executive discussing a press release about the appointment of two new directors, which I knew would only end up being a few lines (in a magazine)."

Joe Saxton, “Driver of ideas”nfpSynergy


“ Much of the credibility and influence of

campaigning NGOs derive from their perceived

altruism.”

Source: PR, A Persuasive Industry; Trevor Morris and Simon Goldsworthy (2008),pg.125

Third sector – Breathes PR, Eats PR, Sleeps PR Gunjan Wathodkar

DOUBT KILLS, CALL 999 IMMEDIATELY


PUBLIC RELATION COMES TO THE RESCUE.


SEEDS OF THOUGHT…


STRATEGIES OF DOUBT KILLS

PR ACTIVITY

• Chest Pain Awareness Day• Advertorials •Testimonials

CELEBRITY

ENDORSEMENT

NEW MEDIA

• Website• Podcasts


EVALUATION OF DOUBT KILLS CAMPAIGN

Award Winning Campaign•CIPR Excellence Awards 2007 Winners • PR Week Award 2007

£3,314, 945 Media Coverage


MEDIA COVERAGE on DOUBT KILLS


“ For any corporate organization PR is just one

aspect of what they do. NGOs are mainly PR in themselves.” –

Simon Goldsworthy


public relations and ngo sector in uk

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