Reality in Non Profit Organization Communication

Jana Galera Matúšová

Assistant Professor, UCM, Bratislava, Slovakia


Zuzana Ihnátová

External lecturer, Pan-European University, Bratislava, Slovakia


Abstract: A nonprofit organization has to use individual marketing communication tools to raise awareness of its activities or specific projects. Nonprofit organizations dont have a huge budget for communication campaigns, therefore they mainly use PR activities. But is it easier for nonprofit organizations to communicate with media than for commercial companies? The article tries to answer this question on the basis of knowledge acquired during project realization – “I AM THE RESCUE” (ZÁCHRANA SOM JA in Slovak).

Key words: media relations, non-profit organization, public relations, I am the rescue

Rhetoric and Communications Journal, Issue 39, April 2019

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