| Abstract [eng] |
The purpose of the study is to define marketing and public relations peculiarities of nongovernmental social work organizations in Lithuania. Seeking to reveal, what marketing and public relations strategies such organizations use. In the theoretical part of this study it is analyzed, what place in Lithuanian social security system nongovernmental social work organizations take, what are their goals, functions, briefs, support, resources and what is their influence over marketing and public relations of these organizations. Also information about the significance of informing in organization is subjected. Essential peculiarities of marketing and public relations are highlighted. Qualitative research with three questionnaires for the directors of three nongovernmental organizations, the representative of public relations service of municipality and the director of reclame agency was made. The results revealled, that the main stream of marketing and public relations in nongovernmental social work organizations is to attract resources for organization. While organizing marketing and public relations, such organizations reach fundamental goal – to survive. Such aspects like informing clientele about accessibility of social services, informing community about particular topic or popularizing cooperation possibilities are in secondary position in marketing and public relations of nongovernmental social work organizations. The research also provides possible marketing and public relations strategies in nongovernmental social work organizations for their successful practice. |
