Public Relations and NGO sector in UK

NON GOVERNMENTAL ORGANIZATIONS AND PUBLIC RELATIONS Presented By Abdelkrim Hacine Erab Fuqaha Andy Mahady Joni Weddburn Gunjan Wathodkar 3 rd December, 2008 | MA Public Relations|University of Westminster| London| UK

THIRD SECTOR Breathes PR Eats PR Sleeps PR

WHAT IS NGO/NPO?

Have different names

- The Development Sector

- The Third Sector

- The Fifth Estate

Are legally constituted organizations

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

WORLDWIDE NGO MARKET VALUE Third sector – Breathes PR, Eats PR, Sleeps PR Abdelkrim Hacine MARKET VALUE

UK NGO LANDSCAPE Third sector – Breathes PR, Eats PR, Sleeps PR Abdelkrim Hacine 5,000 180,000 20,000

UK NGO MARKET UK MARKET Third sector – Breathes PR, Eats PR, Sleeps PR Abdelkrim Hacine

INTERNATIONAL & NATIONAL NGOS

National and Local NGOs

Russia: 277,000

China : 134,268

India: 1 million

Worldwide NGOs: 44, 000 Third sector – Breathes PR, Eats PR, Sleeps PR Abdelkrim Hacine

KEY PR AGENCIES WORKING FOR NOT-FOR-PROFIT SECTOR OTHER AGENCIES : PR MISCHIEF,BORKOWSKI,BRAND REPUBLIC,BELL POTTINGER Third sector – Breathes PR, Eats PR, Sleeps PR Abdelkrim Hacine 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 practitioners offer to the sector? Third sector – Breathes PR, Eats PR, Sleeps PR Erab Fuqaha

RANGE OF SALARIES Third sector – Breathes PR, Eats PR, Sleeps PR Erab Fuqaha Source: www.thirdsector.co.uk

SALARY DIFFRENCES Third sector – Breathes PR, Eats PR, Sleeps PR Erab Fuqaha 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 Consulting Sector-wide report July 2008 Third sector – Breathes PR, Eats PR, Sleeps PR Andy Mahady

CHARITIES Small - under 50 staff Medium - 51 – 200 staff Large - over 201 staff Birdsong Charity Consulting Sector-wide report July 2008 Third sector – Breathes PR, Eats PR, Sleeps PR Andy Mahady

The workload of my job is reasonable Birdsong Charity Consulting Sector-wide report July 2008 Third sector – Breathes PR, Eats PR, Sleeps PR Andy Mahady

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

“ 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 Begum

Communications Development Worker

Hopscotch 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 Begum

Communications Development Worker

Hopscotch Asian Women’s Centre

Third sector – Breathes PR, Eats PR, Sleeps PR Andy Mahady OTHER POSITIVE ASPECTS

“ I am proud to work for this charity” Source: Birdsong Charity Consulting Sector-wide report July 2008 Third sector – Breathes PR, Eats PR, Sleeps PR Andy Mahady

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

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

PUBLIC RELATION COMES TO THE RESCUE. Third sector – Breathes PR, Eats PR, Sleeps PR Gunjan Wathodkar

SEEDS OF THOUGHT… Third sector – Breathes PR, Eats PR, Sleeps PR Gunjan Wathodkar

STRATEGIES OF DOUBT KILLS Third sector – Breathes PR, Eats PR, Sleeps PR Gunjan Wathodkar

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

MEDIA COVERAGE on DOUBT KILLS Third sector – Breathes PR, Eats PR, Sleeps PR Gunjan Wathodkar

“ For any corporate organization PR is just one aspect of what they do. NGOs are mainly PR in themselves.” – Simon Goldsworthy Third sector – Breathes PR, Eats PR, Sleeps PR Gunjan Wathodkar