Chapter 4 Results
4.6 Summary of findings
國
立 政 治 大 學
‧
N a
tio na
l C h engchi U ni ve rs it y
55
"Our colleagues are often as an expert source in the media. When there is something going in in the country where they are based, they often comment it and get space in the media no matter what kind of projects we are running there. One of the reasons is the fact, that the media don’t have their correspondents. If they could send a correspondent there, they would do it. Also, the more distant place it is, the more likely is that it’s our employees who’s peaks there, for example in Ukraine, you would not see us much in the media, it is not far from Czech Republic and so all the media are there. "
(Tereza Hronova, Media coordinator)
The Head of the NPO would like the employees of the NPO to become the expert voices not only in the media, but also in the expert discussions. The obstacles are the lack of capacity and human resources.
"We do the things in the reality, as so often we are missing the capacity and the energy to communicate it afterwards. This would be our weak point, that in the expert topic, not in PR, but for example in the expert discussion about the state budget on education, or segregation of the Czech educational system in particular…in those, it would be better to contribute more into expert discussion."
(Simon Panek, CEO)
4.6 Summary of findings
Media relations
The central media department with two employees communicates the brand of the organization and another import role is coordination of the communication between journalists and other sections. Most of the sections have their own media coordinator whose task is to communicate the agenda of the section to the public. Media coordinators are present in their sections and they meet approximately once every fortnight. They enjoy a certain level of independence from the central media department.
The NPO People in Need is utilizing some of the common methods of communication with media/journalists such a press release or press conference. In addition to this, the NPO also
‧
國立 政 治 大 學
‧
N a
tio na
l C h engchi U ni ve rs it y
56
offers special programs for journalists to travel to developing countries, which cover the flight and the accommodation.
Role of mass media
The respondents recognize the main role of media in informing the public. Partly, they can see media/journalists as the opinion makers but the gradual loss of authority is noted by respondents.
One of the premises of the loss of authority is the unwillingness of media to report on the results (for example humanitarian intervention), and make the public familiar with it. According to respondents from the NPO, journalists simplify topics and use stereotypes. Nevertheless, they are still considered as an important partner for achieving organizations goals.
Media image of the organization is considered by respondents as important. The bigger the part of the NPO’s budget that comes from private resources, the more the NPO seeks exposure in the media.
The respondents of this study consider (at least partly) media as a space of public discussion. The media’s input to the public sphere is the fact that it delivers the information to most parts of society. Respondents see negatively the contribution of media on the issue of the Roma minority. When it comes to coverage in various media outlets, PIN often gets covered by quality media, while tabloids hardly ever report on PIN. Media/journalists are still regarded as important partners on the way to achieve the organizational goals.
Important is the media’s role in a campaign. The coverage in the media raises the amount of donations, and the most efficient medium that convinces the most donors is TV. Traditionally, PIN intensively cooperates with Czech TV, which was one of the founders of the organization back in 1994. PIN also cooperates with private TVs, Prima and Nova, but does not get as much exposure as on Czech TV.
‧
國立 政 治 大 學
‧
N a
tio na
l C h engchi U ni ve rs it y
57 Communication with public
Increasing part of the communication with public is facilitated by new media. PIN is operating 28 websites and is active on several social sites: YouTube, Facebook, Twitter and Instagram.
The most commonly used social site is Facebook. Respondents can see Facebook as an efficient tool for communicating with supporters – as the easiest way to reach most people at the same time.
In regards to face-to-face communication, PIN interacts with its supporters on annual events (many of them are organized in Prague). The largest public event is film festival One World that rotated in 34 Czech cities in 2014.
PIN also communicates with the public through advertisements. The NPO is utilizing facts that Czech media houses have noncommercial prices for NPOs. Usually, PIN contacts media houses with the fundraising campaign.
Supporters of PIN are registered in People in Need Club of Friends. 15,000 out of 50,000 members donate to the organization on monthly basis.
Public relations strategy
The communication strategy focuses on informing public about the topics, events and activities of PIN. Important terms here are the accuracy, truth, objectivity and rationality. NPO aims to be seen as a professional and transparent organization that can utilize funds well. Transparency is also supported by the strategy of delegating the communication with the workers of NPO. For this reason, NPO does not have a spokesperson.
The main goals of the PR of People in Need are brand building, fundraising, public awareness and visibility. The NPO employees, especially those on abroad missions often get exposure as experts. The CEO notes that PIN should participate more on expert discussions.
‧
國立 政 治 大 學
‧
N a
tio na
l C h engchi U ni ve rs it y
58