Analysis and management of programs in media relations Communication Departments of NGO in Valencia (2011)

Abstract

Communication is becoming one of the basic areas of management of non-profit organizations (Bel, 2004) and a central and integrating element of all activities and functions. Cabinets communication were born in Spanish NGO in the 90s (García, 2005) and according to a study by Gonzalez (2006), the main features of their communication departments emphasized youth and the process of transformation and improvement. Freedom of information is one of the fundamental pillars of the rule of law and communication departments of non-governmental organizations perform a vital role to publicize the work done by these entities at the disposal of society, and allow us to claim citizen,s cooperation and other public and private institutions performance in civic cooperation. In a crisis like the present one, the role of NGO can arise stronger with proper communication. Strategy also serves the organization to ensure its survival. Hence the importance of professional communication management in these organizations, in order to reach its stakeholders, the media being a public key to make society feel as a whole for their ability to multiply the reach of messages. In the present investigation we will know how the communication management in six Valencian NGOs, Communication Departments -in particular, focusing in their media related programs-, through interviews with those people responsible for those Communication Departments communication.