Abstract
ABSTRACTNongovernmental organizations (NGOs) have moved from small-scale community relief and services to complex advocacy missions at the international level. NGOs that operate in advocacy and social movement are addressed as fourth generation NGOs. Drawing on the literature of communication strategies in the nonprofit sector, the author investigates how fourth generation NGOs formulate and execute their communication strategies to achieve organizational goals. The author reports an in-depth case study of a single NGO. The results identify recurring themes in constructing and negotiating communication strategies in NGO campaigns for social support and resource mobilization. Organizational structures, public perceptions, and strategic approaches are examined to provide theoretical and practical implications related to understanding NGOs’ strategic communications choices.
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
