The purpose of this paper is to understand and show how public relations contributed to enhancing the visibility of Croatian non-profit organization Foundation “Croatia for Children” and its activities within its stakeholders, as well as how public relations contributed to the mobilization of target publics in Foundation’s activities.
Using a single case study approach, data were collected over a 12-month period. Quantitative and qualitative media research was applied in order to compare visibility of Foundation in the period before and after the strategic communication campaign.
Strategic communication campaign enhanced the visibility of Foundation “Croatia for Children” in national and local Croatian media and positioned it as the primary instance for children without an adequate parental care and children in need. However, local media devoted more attention comparing to the national media. All children wishes (1,000) were fulfilled by mobilizing the target publics.
The results derived from this case study cannot be generalized since they are based on a single case in one country.
This study can serve as a starting point for another research about the role and importance that public relations have in enhancing the visibility of non-profit organizations.
The results of this study point to the role and importance public relations have in the non-profit sector in order to proactively communicate with all stakeholders in society.
Polić, M. and Cesarec Salopek, N. (2020), "The impact of public relations on visibility of Croatian non-profits", Corporate Communications: An International Journal, Vol. 25 No. 1, pp. 87-97. https://doi.org/10.1108/CCIJ-07-2019-0076Download as .RIS
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