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Title: La comunicación en las ONGD
Author: Uribetxeberria Azpiroz, Ane
Tutor: Lorenzo Sola, Francisco
Keywords: communication
third sector
non-governmental development organization
non-profit sector
public relations
marketing social
Issue Date: 15-Jun-2019
Publisher: Universitat Oberta de Catalunya (UOC)
Abstract: Over the last decade the Non-Governmental Development Organizations (NGDO), one of the most consolidated groups within the broad sector of non-profit organizations, have moved from being invisible to society to having a notable presence in the mass media. However, there is still a widespread non-familiarity in society about these organizations whose agents struggle every day to achieve a more inclusive, humane and equitable society for everybody. According to numerous studies and researches, this ignorance is due to the fact that NGDOs do not carry out strategic planning of their communication, a key factor in improving the visibility, positioning and transparency of corporations. Even though communication is a fundamental pillar to perform any type of activity, in the case of these organizations, where people take precedence over economic affairs, the relevance of a correct and proper management of communication is even greater. Unlike business enterprises, where the main objective is economic remuneration, in the case of NGDOs the ultimate goal is to communicate, that is to say, to transmit their values and ideas to society in order to improve it. Hence the significance of communicating properly in the development of NGDOs, as communication is the most powerful tool available to generate social awareness and achieve the changes and improvements they pursue in different areas of society. It should be noted that there is a lot of research that analyse the communication of NGOs, NGDOs, non-profit associations, social foundations and all kinds of entities present in the so-called Third Sector. Various studies examine the communication of non-profit entities from different perspectives: marketing, public relations, advertising, digital communication, ethics and moral standards, etc. The vast majority of them are exhaustive, occasionally dense, deep and detailed analyses; nevertheless, the present paper focuses on a more condensed and schematic vision of the communicative context of NGDOs, in order to reveal a general and global image of everything that communication implies in this type of organization. The lines below disengage, in a simple and rigorous way at the same time, the communication of the NGDOs through the critical analysis of the existing theoretical corpus. After carrying out a theoretical approach to the NGDOs' concept and showing the relevance of public relations, the entire communication process of the NGDOs will be analysed based on the four phases of the Communication Plan of Ronald Smith (2002): analysis, strategy, tactics and evaluation. In each case, the current situation of the NGDO will be revealed according to each phase: the actions they carry out and those that they do not, as well as those that they should carry out in order to achieve a correct management of communication. All this based on the contributions, theories and conclusions exposed by the numerous experts who have discussed the subject.
Language: Spanish
Appears in Collections:Bachelor thesis, research projects, etc.

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