NGOs: Activists or terrorists— a PR professional's perspective

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There was a time when organisations could get away with murder, and no one would be any wiser. But then came along that three letter word that changed many things—including government policies: non-governmental organisation. For most people, an NGO is a body that stages protests and does all kinds of crazy things to gain attention; perhaps with little success in meeting their actual goals. But in class, I was pleasantly surprised to note that there are actually a number of ways in which they affect change. Right from negotiating with organisations to improve their practices, helping form regulations in partnership with governments to mobilising people about important issues by informing them. 

We also watched the very popular documentary titled "Super size me". It raised a critical question: where does individual responsibility (in this case of eating unhealthy food) end, and corporate responsibility begin? I couldn't help but wonder about the corporate communications person's position. It wasn't a position to envy. She was torn between her job, where obviously her employers asked her to ignore the film maker. What would I have done in her position is what I kept asking myself. When one is sitting in classroom, it seems very easy to say that you will do the right thing. But transport that into a real life job, and the notions of ethics, right and wrong, greater good and other textbook definitions of a PR practitioners role seem lofty. This isn't to say that being a righteous, and ethical practitioner is ridiculous or unattainable, but it's very demanding nonetheless.  

NGOs play a crucial role at times, in pointing companies in the right direction. It doesn't seem entirely bizarre that a company that's a preoccupied with running a business might lose sight of "greater good". The fact that NGOs can often serve the company's need to not damage their community, and environment says that it's a mutually beneficial relationship. Of the recent commendable achievements for an NGO, I can think of 38 degrees's accomplishment in getting the government to turn around on selling England's forests. It's heartening to know that in our world where market economics are force greater than any known to mankind, beating governments and companies in their game of perpetuating their goals selfishly is something NGOs have been doing successfully—and rightly so!


In the end, it keeps boiling down to this for the PR professional sitting on either side of the fence: keep your eyes peeled, and if you find an ally, keep them close!


This topic was a part of our discussion in our contemporary issues in PR class.