Community, Not-for-profit, and Interest Groups
I shall firstly give an introduction on what community, not-for-profit, and interest groups are. These groups are characterised and distinguished from corporate organisations by certain elements. Its most important stakeholders are not shareholders, its ultimate goal is not profit, and they need to have an ideology, which gives them the reason for forming the groups.
The idea of a community is about relationship building and providing support within an environment. It may also champion social issues. They are often formed by governments to meet the citizen’s need for a sense of belonging. A not-for-profit group is formed to support and assist others over self. They often work closely with the government to achieve their goals. Media is an important stakeholder and a much needed advantage for the group to gain media coverage for their issues and events. Lastly, interest group is focused on self-interest, differing from community and not-for-profit groups. They are focused around an issue or to object an activity, and may break up upon resolution of the issue.
We shall now focus on how to effectively promote not-for-profit groups. As stated in the reading, media is an important stakeholder to not-for-profits groups and the model of effective relationship building with the media is crucial to effective public relations. The group itself has the responsibility to research media organisations, circulation readership, and audience demographics in order to effectively target a specific media. In return, they could invest in media education by sponsoring media events and conferences with an educational focus, feature stories or providing information on its particular field.
In a recent Straits Times article on 14 October, a news report entitled “Ex-convicts get a second chance in life” reported on an ex-convict being promoted six times within four years at his workplace. Additional information showed how other companies are awarded for hiring ex-convicts. The award ceremony, as reported in the report, was organised by the Singapore Corporation of Rehabilitative Enterprise (Score). The report ended with information about Score and its function. From this news article, we can see how Score successfully partnered the media in providing a news report with a news angle and at the same time benefitted them.
Andy Wang C2
I agree with Andy that using the media is a good way to promote not-for-profit groups. But while it is efficient, it may also backfire if the press decides to run a story that negatively affects the group. Thankfully, in Singapore, The Straits Times usually report in a fair manner, giving all parties involved a say in the matter.
ReplyDeleteI also think that it is good for a non-profit organisation (NPO) to make available their financial reports. Recently, there have been many fraudulent cases in Singapore, giving NPOs a negative image. Examples are TT Durai from NKF and Shi Ming Yi from Ren Ci.
Good take on the not-for-profit groups as well as the media's ability to make things happen.
ReplyDeleteIt is essential for not-for-profit groups to engage the media in as many ways as possible. The media is a powerful tool in informing and educating the public and if these groups want the public to support them and embrace them, then using the media effectively is the best possible way.
As Yvonne mentioned, the media can either make or break you as per the TT Durai case. However, as Andy pointed out, the ST feature on Ex-convicts getting a 2nd chance in life can change the public perception as well.
Another point to add to this week's post regarding NPOs is that they can actively seek out sponsorships to provide needed brand affiliates; expanding their event to garner media coverage.
ReplyDeleteThere is a two-way relationship between not-for-profit organisations and business organisations - NPOs need funding for their non-profitable activities and businesses need to practice corporate social responsibility.
Hence, NPOs can make use of this cycle to consistently improve its image to generate outreach and donations.
As mentioned, media is an important stakeholder for Not for profit groups hence, The more visibility a nonprofit organization has, the more grant dollars it will attract and of course, the more community support it will win. Public relations is one of the most important aspects of promoting non profit organizations. It works because the campaign / organization can get a lot of free publicity through it.
ReplyDeleteAside from effectively promote non profit organizations using the traditional media, it is also advisable to use the new media i.e: Facebook as it reaches out to the masses.