Sources of Donations for BYS - Research Paper Example

?Sources of Donations for BYS Introduction: 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. Describe two sources of donations that align with the values of public relations marketing and BYS’s mission. Analyze how these donors will help ensure that services provided by BYS are based on ethical professional standards. 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 (Pearson Education, Inc., 2010, p. 55). 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 the company should meet the expectations of other organizations. Many firms popularize people who have made donations, however such activities are apt only to the extent of upholding the ethical values as well as public opinion of the community. For example, a company gets donation from a tobacco distributor or liquor manufacturing company, however, it would be unethical to get credibility by boosting these brands. Appropriate methodology should be adopted by organizations in order for them to maintain a healthy image among the stakeholders. Public relation marketing plays an important role for making donations to any organization so there should be appropriate communication and public opinion for the cause. There should be social marketing components involved in public relation which can accelerate the company profile and bring the attention required for a particular action or cause for BYS mission. The business practices of each organization are different, and most of it looks unfamiliar as the values can clash which lowers the value of property. “Public relation” mainly focuses on “building and maintain relationships” (p. 35). This helps the organization to get beneficial solutions for the company to reach the standards. Getting donations from stakeholders, educational institution and hotel chains can help to expand the company profile among the general public. Many non-profit organizations work in small scale, although the challenges faces by them are much less as these organizations are funded by the founders as well as the government. They are not supposed to adopt any kind of unethical approach to get sources from donors. Public relation marketing is a key factor for any sort of cause and action, and thus research as well as planning should be done based on ethical standards of the company. Media should get a positive image of the company in order to get more donors. The relationship management is a concern for the firm to get into the desired course of action. Conclusion and Recommendation for Action: 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. Donations received from various sources must match the ethical standards of the organization. The values and ethics explain the standards of the firm and based on this, a company can gain recognition for its brand. Public relation marketing should be planned for BYS mission. It can get donors only if the brand recognition is boosted through media with proper ethical codes. Therefore, public relation marketing through media can get more attention for the mission. References Pearson Education, Inc. (2010). Chapter 2: Communication Theory and Public Opinion. Public Relations and Strategic Management, 33-64. Read More