NPO Media – Blog Journal – Week 8 – Louis Lee

Based on readings from Media Relations, Chapter 9,  Community, Not-for-profit, and Interest Groups

For nonprofit organizations such as the Salvation Army or the Red Cross, profit is usually not their primary goal and their stakeholders (including the media) are not  usually their shareholders.

Not-for-profit organizations commonly rely on ideologies, the shaping of ideas to form a coherent argument that will justify actions. These include liberalism and conservatism (often referred to politically as the “left-wing” and “right-wing” or “left” and “right” parties respectively), socialism, feminism and the so-called “green ideology” with its inclination towards ecological conservation and grassroots democracy.

21st Century ideologies, Stanton claims, have a tendency to cannibalise elements from other ideologies and reform them to suit the needs of the individual community.

The watchword in this chapter is “Community”. “Community” as explained by Stanton refers to “an organized political, municipal or social body” alternatively “a body of people working/living together or a body of people having a faith, profession or other identification in common”. Coherent argument are shaped to justify actions, such as affecting change or acting to retain a status quo.

The “community” is powerful because it conveys a sense of belonging, a sense that they allow individuals to identify themselves with a particular subset of culture and in which they “fit in”. It may not truly exist given today’s itinerant fast-moving culture, but this community ideology, with its existence springing up within the larger surrounding system, still retains its power.

Not-for-profit organizations capitalize on the relationship building process, considering the support of those within the communal sphere and the transference of the individual relationship of trust and support to its stakeholders (including that of the media) the central strategies in this regard.

In media this is ostensibly regarded as “core competence”, the reason why community groups perform better at building media relationships through selectively choosing media , while successfully framing and focusing on core issues they are tackling.

Not for profit ideologies are based on the aims of support and assistance, staffed mainly by unpaid professional volunteers and  adopting conservative or liberal views to mesh with whichever community (and government party) they wish to be affiliated with. Like corporate bodies, not-for-profit organizations tend to have media coverage and stakeholders, at times having access to limited funding from the government or associated parties.


Stanton, R. (2007). Media Relations, Oxford University Press Melbourne.







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a public relations firm that specialises in helping independent media groups find an audience at modest compensation.

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