Non-profit Public Relations

Hi there, friends!

It was only after week 11 of my PR class did I finally understand the term third sector. What differentiates between a non-profit organisation to a normal organisation is that a non-profit organisation uses its surplus revenues to further achieve its purpose of the organisation. Within these groups, the role of public relations is on the move. This, I totally did not know about. I had no idea public relations actually plays a big role in trying to make meaning of the aim of a non-profit organisation in the forever morphing media landscape.

I have learnt that proactive communications is essential in order to have that sense of community engagement in a non-profit organisation.

Power of Proactive Communication

I personally think, Human Rights Watch shows an effective community engagement as the organisation encourages individuals and groups to come together in a community, to envisage, shape strategies, make decisions and take action. Moreover, it facilitates deep and lasting changes and empowers communities, rather than assisting the communities to “fit in” with existing social, economic or ecological frameworks.

Changing media cultures have created new social spaces for dialogue. I have come to realise and fully understand that traditional media are highly centralised, with editors acting as ‘gatekeepers’ and selecting the messages that reach the public. However, with the many social media platforms we now have in today’s society, individuals now set up their own social network in sites like YouTube or Twitter in order to reach directly to a global audience.

This video was made to allow more people to know about the BBC Children In Need and have a better understanding of the organisation. I saw this video clip via television only and did not know that this video was also posted on YouTube and shared all over other social media platforms. Little did I know that one of the main reasons why this video was widely shared on different social media platforms was to create the opportunity to table alternative views in online forums that promote interaction, discussion and networking. It was only then did I also understand that the internet allows community activist to develop virtual communities via email groups and different websites.

Human Rights Watch is a third sector organisation that has embraced social media and generated conversations about little-known pockets of social activity from the bottom up. The organisation’s official website includes blogs covering a huge range of topics, from Disability Rights to Terrorism/ Counterterrorism.

Project HOPE launched a series of their online documentary short films that tell the story of how volunteers have helped greatly in saving people’s lives in different parts of the world.Through a combination of celebrity Twitter outreach, blogger engagement, targeted Facebook ads, and a traditional email campaign directing people to their YouTube videos, Project HOPE is economically growing its social media following and enhancing support for and engagement with its programs globally.


Jonston J & Sheehan M 2014, Theory and Practice Public Relations, 4th edn, Allen &Unwin, NSW, pp. 261-279.

Kane J 2000, ‘Communitarianism and citizenship’, in W.Hudson & J. Kane (eds), Rethinking Australian Citizenship, Cambridge University Press, Cambridge, pp. 30-215.


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