In NGOs The third, non-profit, sector with its corporations, chambers, municipalities, regional authorities and non-governmental organisations offers plenty of scope for PR professionals. Their task is to promote these clients and their services in the public eye.

Major emphasis in this context is on building up trust with relevant target groups and establishing long-term, strong relationships with key stakeholders. The non-profit sector covers a wide variety of cross-cutting tasks pertinent to society, with social and health issues, in matters related to nature and environmental protection, as well as in development cooperation. Trade unions, political parties and church institutions also rely on PR professionals. Public relations communicate viewpoints and give direction so that individuals and organisations are granted the political, economic and social scope for action they need to participate in shaping public opinion.

PR experts on NGOs have profound knowledge in their field which in combination with specially acquired skills allow them to

  • Consult management in formulating their organisation’s policies
  • Assess the communicative effect of management decisions
  • Define specific targets for communication work
  • Develop strategies on the basis of analyses (e.g. analyses of strengths and weaknesses)
  • Identify connections in communication, implement communication projects and measures and evaluate their outcome.
  • Regardless of their field of activity PR consultants have sound knowledge and experience in a number of different domains relevant to communication to call their own.

They must have

  • Knowledge of theory and practice in communication 
  • Talent as journalists
  • Knowledge of and skills in professions related to communication, such as marketing, advertising, sales promotion, direct marketing etc.
  • The ability to tackle specific fields of communication including corporate identity, internal communication, crisis/risk communication, media relations, online communication, personnel communication, lobbying, product PR, sponsoring, amongst others
  • Experience with various support tools, such as creativity, planning and evaluation techniques, as well as market and opinion research 
  • Knowledge of contemporary methods in print and electronic media 
  • Knowledge of communication technologies for coaching, moderation, presentations, negotiations and communication skills 
  • The ability to communicate empathically with staff and voluntary supporters, as well as with those affected by emergencies 
  • General knowledge of economics, politics, law and society 
  • Wide knowledge of national and, where applicable, international media 
  • Thorough command of one foreign language 
  • Professional handling of team work, communication in the context of paid and voluntary work

Their personal profile is expected to include the following: excellent communication skills, team player, committed, able to work under pressure, responsible and creative.