Building and managing the organization’s profile

Abstract

Communication, external relations and resource mobilization are three closely inter-related areas that play a crucial role in contributing to the success of organizations in terms of social positioning (legitimacy, credibility, visibility) and capacity to sustainably pursue institutional objectives. The result of these three interconnected fields of activity make up what can be defined as the public profile of an organization. Effective communication is vital to all aspects of an organization’s life. Frominterpersonal communication to mass communication, effective communication is indispensable to comprehensively managing its relations, including attracting and retaining members, attracting and motivating volunteer and professional leaders, and obtaining the social support and financial resources that it needs to successfully pursue its mission. Organizations do not exist in isolation; they are part of a wider environment andneed to establish and manage relationships with internal and external stakeholders at multiple levels, ranging from individuals to other organizations and institutions. In addition, interactions and partnerships with others create synergies and may provide important benefits. Well-designed external relations guidelines and an organization-wide strategy contribute to strengthening the consistency and capacity of organizations to play constructive roles in society. Also, to be effective, communications and a strategy to create or sustain an inspiring and trusted brand need to appropriately support the mobilization of human, financial and material resources. In other words, in addition to doing their job well, organizations need toproperly communicate what they do and how they do it. Creating a good public image cannot just be left to chance; it needs a professional approach and well-structured strategy.