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Sources of Donations for BYS - Research Paper Example

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Guidelines and planning should be set for BYS to gain credibility and recognition. Public relation marketing with proper communication and influence can facilitate desired action as well as promotion of the firm. …
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Sources of Donations for BYS
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The purpose of this study is to explore how public relation marketing can help in raising funds and gaining donations as well as creating brand image. It also gives an overview of planning and management that will help to find the source for donation that matches the ethical standards of an organization.
Donations prove to be the best way for any organization to engage itself in public relation marketing. It all depends on the relationship maintained with other organizations, which can possibly generate donations for BYS. The ethical standards of the company define the communication and relationship it maintains with other companies. As every organization has its own “ethical codes” which the employees have to follow, based on this one can create recognition for the brand and organization. Newspapers, magazines, press release and digital media are the sources that facilitate public relation marketing for donation. To align with the values of public relation marketing there should be persuasion and influence among the people, and the “power to persuade” depends purely on the individual’s ability. The credibility of an organization depends on branding and it comes from public relation marketing. To gather more source of donation from other firms there should be a proper communication and good awareness of brand and it can be done through public relation marketing. Public opinion is formed through “communication model” and the individuals who practice public relation play the most important role in communication cycle. (p. 35). It is their knowledge that helps the organization to ensure smooth performance. Public relation practitioners help the firm to gain trust from their key clients. People expect the organization to be good and contribute socially for a good cause. In this context, public relation marketing and social responsibility go hand in hand. Challenges faced during this process, however, can affect the values of public and community. Therefore, the organization should not encourage activities that may negatively impact the company’s relationship with the media. Communication break down can result in poor response for brand publicity as well as the source for donation. In large scale enterprises, donation work is done by the public relation department, who are responsible for marketing the areas of interest among the targeted audience. Proper allocation of investment and sponsorship are the essence of public relation marketing for donation source. Right choice of marketing benefits the brand image and helps in creating a really impressive impact on donors. The partners and stakeholders of a company are the biggest beneficiaries of the organization’s brand image. Hence before getting into marketing for a particular cause there should be choice of donors. The ethical professional standards of the company are designed by the CEO and the public relation officers. The credibility of the company comes from loyalty, which should be basically maintained through public relation by the professionals. This calls for setting a timeframe as well as aligning the efforts of individuals with the values and ethics of public relation. Describe two sources of donations that do not align with the values of public relations marketing and BYS’s mission. Analyze how these donors could diminish BYS’s reputation for providing services based on ethical standards. Few think that socializing with other firms or taking gifts for expanding business is unethical and can bring down the brand image. If the company is looking for donation for a particular cause, then there should be a sincere way of approach based on company policy. The ethical standards of th ...Download file to see next pagesRead More
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