It takes a certain kind of person to work in PR at an NGO. Passion for the NGO you work for, an ability to multi-task and getting paid a substantial amount less than your PR counterparts are all essential for all PR professionals looking to work in this sector.
At NGO's there is a close relationship between PR experts and the dominant culture of the organisation. In many cases, directors at NGO's are involved with drafting and issueing press releases to the media, this gives them an advantage over directors in the corporate sector as they are able to build a relation with the media.
NGO's are also innovative in nature. They utilise new media tools like Twitter as they are free/inexpensive to use. As an illustrative point, 38 degrees, which grew to a membership in excess of 100,000 in 8 months, used Facebook extensively to publicise its efforts.
NGO's rely heavily on alliances to achieve change. Unlike corporates who keep their technology under-wraps, NGO's freely make available their resources, particularly to others in their sector.
Social Marketing is also a mechanism for companies to instute change, in particular social change. These companies endeavour to change behaviour, and social media has made this easier to achieve.
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