Communication and advertising in NGDOs: present and future

Aránzazu Román San Miguel

Abstract


Non-Governmental Organizations for Development (NGDOs), as part of the Third Sector, coexist in society with large business conglomerates, trade unions, public entities, etc. that use communication to improve their bottom line, whether tangible or not. New technologies and the Internet are becoming indispensable tools to reach audiences, increasingly influenced by social networks, work, blogs, and so on. At a time when solidarity is more necessary than ever and administrative support is diminishing, NGDOs need to communicate what they do and how they do it, because their survival and that of those they assist is at stake. This paper seeks to highlight the lack of communicators in NGDOs throughout their existence. It shows that today most NGDOs still do not have expert communication officers, but they do have digitally trained people in their ranks in order to make themselves known and attract the attention of their target audiences. It seems that in the not too distant future communication will become a fundamental pillar for social entities.


Refbacks

  • There are currently no refbacks.


Latindex MIAR DOAJ Dialnet
PlatCom CrossRef PKP Index ERIHPlus
Dulcinea  Red de Bibliotecas Universitarias Españolas  Redib Google Scholar
WorldCat  DRJI  Base Research Google Scholar

 

 

 

 

© IROCAMM. International Review Of Communication And Marketing Mix. Founded by Prof. Dr. Gloria Jiménez-Marín in 2018.
Faculty of Communication. Américo Vespucio Ave., n/n. B2 Office. 41092 - Seville (Spain)
irocamm@us.es
http://www.institucional.us.es/irocamm
https://revistascientificas.us.es/index.php/IROCAMM/index
ISSN electronic version: 2605-0447 Legal deposit: SE 729-2020
DOI:http://dx.doi.org/10.12795/IROCAMM