Abstract
This article focuses on understanding the strategic role Public Relations (PR) plays in positioning NGOs and helping them achieve their set out objectives in Libya- Post-Civil war era. The researchers analyzed two Non-Profit Organizations (NGOs) that operate in Libya - Bokra and Attawasul. NGOs like any other organization have publics they need to communicate and appeal to and as such it goes without saying that they channel their communication messages in such a way that their message is clear and resonates soundly with their intended audiences. This is even more pertinent in a country like Libya. Public Relations ensures that organizations are favorably looked upon by their publics by communicating in the right way. This study was premised on the Social Marketing Theory and dealt with understanding Public Relations and how it is used by NGOs in Libya. Based on the findings of this study, it was determined that Public Relations especially through social media, indeed plays a significant role in the process of getting donors and volunteers for NGOs in Libya. To arrive at this conclusion, questionnaires were distributed to staff and volunteers of the organizations under study and interviews were also conducted with top management staff of both organizations.
Highlights
This article focuses on understanding the strategic role Public Relations (PR) plays in positioning Non-Profit Organizations (NGOs) and helping them achieve their set out objectives in Libya- Post-Civil war era
The head of the PR department at Attawasul, when asked about the financial implications of engaging in PR activities such as fundraising and call to actions, he explained that “ this activities are expensive, the organization have been able to achieve most of their PR activities by ensuring that most of the activities that can be done in-house are not outsourced”, he further stated that, Social media has made a lot of our job easier, we have a social media page which is very active and on this page, we discuss our plans and activities and engage our stakeholders
Based on the findings of this study, we can conclude that Public relation is important to the continued existence of NGOs in developing nations and more in Libya
Summary
This article focuses on understanding the strategic role Public Relations (PR) plays in positioning NGOs and helping them achieve their set out objectives in Libya- Post-Civil war era. Based on the findings of this study, it was determined that Public Relations especially through social media, plays a significant role in the process of getting donors and volunteers for NGOs in Libya. To arrive at this conclusion, questionnaires were distributed to staff and volunteers of the organizations under study and interviews were conducted with top management staff of both organizations. En base de los resultados de este estudio se determinó que las Relaciones Públicas especialmente a través de los medios sociales juega efectivamente un papel significativo en el proceso de conseguir donantes y voluntarios para las ONG en Libia. Such organizations include charitable organizations, social welfare organizations, labor and agricultural organizations, business leagues, social clubs, fraternal societies, veterans' organizations, employees' associations and political organizations
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