Role of Public Relations for Effective Communications in NGOs
Role of Public Relations for Effective Communications in NGOs
复制标题
公共关系在非政府组织中有效沟通的作用
DOI：
10.15373/22778179/nov2013/107
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发表时间：
2012
期刊：
影响因子：
--
通讯作者：
A. Bhati
中科院分区：
文献类型：
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作者：
A. Bhati
非政府组织之所以存在，是因为政府不能包揽一切。非政府组织一般由政府、国家/国际非政府组织网络和/或公司供资。通常，这些资助机构试图统治非政府组织的哲学和工作方式，并使它们为自己的利益服务。由于该部门的财政限制，很难吸引忠诚的志愿者和雇员。此外，非政府组织的运作和管理必须符合公共利益。它们必须宣传自己的目标和目的，以保持知名度、公信力、问责制和增长。由于资金的缺乏以及对该部门的信任和信心的重要性，因此需要一种被视为合乎道德的宣传工具。公共关系显然起着至关重要的作用。本研究是为了研究印度非政府组织的传播目标。它进一步旨在研究公共关系（PR）在实现这些沟通目标中的作用。调查结果表明，非政府组织以受益者为对象的宣传目标至关重要。公共关系在非政府组织有效沟通中的作用
NGOs exist because Government cannot do everything. NGOs generally are funded by Government, national/ international network of NGOs and/or corporate. Normally these funding bodies try to rule the philosophy and working style of NGOs and turn them in their interest. Due to financial limitations in the sector, it becomes difficult to attract devoted volunteers and employees. Also, NGOs must operate and be managed in the public interest. They must communicate their goals and objectives in order to maintain visibility, credibility, accountability and growth. Unavailability of funds and importance of trust and faith in the sector create need for a promotional tool, which is perceived as ethical. Public Relation clearly plays a vital role. The present research is undertaken to study the communication objectives of Indian NGOs. It further aims to study the role of Public Relations (PR) in the achievement of these communication objectives. Findings indicated that communication objectives targeting to beneficiaries were paramount importance by NGOs. Role of Public Relations for Effective Communications in NGOs