ethics & pr for ngo

8/9/2019 Ethics & Pr for NGO

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ETHICS IN PUBLIC

RELATION&

PUBLIC RELATION FORNGO


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OverviewMeaning of PR & Ethics.

Types of Ethics.

Ethical values given by PR gurus.

What is a NGO?

Types of NGO.

Why a NGO need a PR department.


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What Is Public Relation?

Public Relations is the deliberate, planned, andsustained effort to establish and maintain mutualunderstanding between an organization and itspublic

Good PR is invisible.

The good PR will translate the clients business aimsinto reasonable, publicly acceptable policy.


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Public relations serve a wide variety of institutions insociety

This consist of businesses, trade unions,government agencies, etc.

To achieve their goals, these institutions must develop effective relationships with many different audiences or public such as employees, members,and other institutions, and with society at large.

What Is Public Relation?


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WHAT IS ETHICS?

The field of ethics, also called moral philosophy,involves systematizing, defending, and

recommending concepts of right and wrongbehavior

It is a branch of philosophy which seeks to addressquestions about morality.

It included concept like good and bad, right and

wrong, justice, virtue, etc.


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Major b ranches of ethics include:

Meta Ethics

Normative Ethics

Applied Ethics

Moral Psychology

Descriptive - Ethics


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Ethical value given by Terence F ane-S

aunders

We don't lie.

We don't withhold facts.

We don't buy favours.

We don't abdicate responsibility.

We don't make promises.


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Management principles by Arthur

Page

Tell the truth.

Prove it with action.

Listen to the customer.

Manage for tomorrow.


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Management principles by Arthur

Page

Conduct public relation as if the whole companydepend on it.

Remain clam, patient and good humored.


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What is a NGO?

A non-governmental organization (NGO) is any non-profit, voluntary citizens group which is organized ona local, national or international level.

The first aim of the organization is to serve thepeople.

NGOs perform a variety of service and humanitarianfunctions.


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Types of NGOs

Civil society organization.

Donor Organized NGO.

Environmental NGO.

Technical assistance NGO.

Grassroots Support Organization.

Market advocacy NGO.


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Strategies for PR in NGOs

Using print poster cinema advertising.

Used to be Relied on paid advertising.

Connected through sites like face book andtwitter.com.

Aims at organizing information on the site in a simpleand human way.


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Public Relation Goals

Every organization should establish a set of PRgoals.

The emphasis on goals will vary depending onpurpose of each organization.

This can be done by PR members because they aretrained to sense public mood.


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F und Raising

F inance is like a blood to an Organization.

Where will we get the money?

Mainly comes from Individuals.

This include Movie stars, Politicians, Sportspersonalities.

Other sources are Corporations, F oundation.


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Types of F und Raising

Corporate & F oundation Donation.

Direct Mail.

Telephone Solicitations.

Use of Telephone numbers. (E.g: 800 , 900).


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Volunteers

They are Backbone for an Organization.

Every Philanthropic organization need a corps of volunteer workers.

Recruiting & Training.

Recruitment is done by chairperson of volunteers of PR department.


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Who can be this Volunteers?

Retired Men & Women.

Retired Senior Volunteers Program operates 750projects.

Other form of Volunteers can be Students.


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Risk of F und Raising

Involves Risk as well as benefits.

Important to keep Administration expenses lowespecially New Organization.

The overall expenses should not exceed more than25%.

The expenses fluctuate from Organization to


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Public Awareness

Awareness can be provided wellorganizedchannels of news media.

E.g. Newspaper can be well used by publishingadvance stories about meetings & routinesactivities.

It can be better explained by use of articles &photographs.

Other forms of media can be Television, Radio.


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Use of Services

Closely related to public awareness.Written and spoken material should be used toattract public to participate in the services arrangedby the organization.It is important for an organization to attract more andmore members and public.

These organizations also provide with the certainservices as mentioned : F ree medical , F ree clothing,F ree food to urgent and needy.


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Creation of Education material

Education material include brochures , prospectus,pamphlets etc.The quickest way to inform a person about anorganization is through hand out brochures.They are visually appealing and provide basicinformation about the organization in all forms.

The brochures should include details like : Whatdoes the organization do? What are its facilities andservices offered?


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Motivation for Giving

Closely related to fund raising. An understanding of what motivatesindividuals and companies to give money isimportant to anyone involved in fund raising.

An intrinsic desire to share a portion of onesresources.

Also many companies get tax benefit bdonating part of their income in form of charityto these organization.


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C ompetitive F actor

The organization should analyze the competition itfaces from other fund raising efforts.

If they approached too frequently for contributionsthen it will become unco-operative.


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ethics & pr for ngo

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