Communication’ is increasingly becoming a challenge for NGOs.
Our mail box is full with queries from NGOs in Pakistan and around the world; who are interested in learning more about how to communicate effectively with a development perspective. It is because of the significance that communication is gaining in the development sector now.
Faced with rapidly changing media environment, advances in information and communication technologies and growing calls for transparency and accountability – as well as demands from donors that are more anxious for visibility and recognition – NGOs are stressed to find new and effective means of communication to reach out to their stakeholders.
Experience suggest that organizations who are more committed to communication are likely to achieve their goals and remain sustainable than those who do not have it.
It is encouraging to see that, gradually NGOs are coming up to address these needs through innovative and daring approaches. Internally, organizations are trying to connect more frequently with staff, board members, senior management, or even vendors. Whereas externally, they are going an extra mile to interact with communities, beneficiaries, donors, Government, media and the larger civil society. It is definitely a positive development to see more and more PCDC members committing themselves to develop and implement a vibrant communication strategy, in order to remain effective, efficient and sustainable in these times of recessions and growing competition for resources.