| Abstract [eng] |
Every organisation, wheter it realizes it or not, is actively enganged in communications and public relations activities. From the simplest phone call to the most complex presentation, each such contact conveys a message about the organisation and its work. Communications is integral to an organisation‘s strategic plan and deserves special focus. The main purpose of this thesis is to describe case studies of two similar youth organisations (Lithuanian Youth Council (LiJOT) and European Youth Forum (YFJ) and to discuss, what are the main factors for success or unsuccess of their public relations. In this thesis are described the best tools in order to have succesfull communication, ways to measurement, tips how to write a good press release, to organise good press conference, build good relationships with journalists, tactics to motivate the audience to become aware that your message even exists. Effective communications and public relations strategies are central to nonprofits organisations success. Different target audiences requires a specific type of communication and has differing information needs. It is important to note that the external communication work goes hand-in-hand with the policy and advocacy work and internal communication – with external communication. The YFJ and LiJOT have achieved good institutional recognistion and this is crucial when communicating to external actors, especially, when it comes to reach policy-makers. They still need to work a lot on successful internal communication. Nonprofits generally do not have much money for key activities, that is why public relations professionals in nonprofits must be masters of many functions, key among them are positioning the organisation, developing a marketing or promotional plan, orcheastrating media relations, supporting fund-raising. |
