Does my NGO need a PRO?

The short answer to that question is: “It depends.”

1. It depends on how you’re already communicating with your stakeholders. Everyone in your organization, regardless of how large or small you are, or what your mission is, should think of themselves as a communicator. Many organizations know why they communicate and what to communicate but miss the mark when it comes to how to communicate. If your organization is failing when it comes to consistent communication across all areas, it is time to start thinking about hiring someone dedicated to filling the communication gap in your organization.
2. It also depends on the size of your organization. Many non-profit organizations are small operations with tiny budgets and skeleton staff. Communications functions are shared among staff or taken up by the executive director who does it all. For larger organizations, it is usually necessary to have a full-time staff member or consultant to help ensure that communications are consistently aligning with the vision of the organization.

But what does a Communications or Public Relations Officer do?

As a non-profit organisation of NGO, your funding and resources come largely from private or corporate donors. So if you don’t have a public image or use the media to publicise your work it can be difficult to obtain funds.

Another thing, in many organizations, communicating is often job-related. Development staff will connect with donors and programme staff with clients. Only your communications staff can help weave together all the messages and voices and ensure that in every facet of the organization, the overall vision is being communicated.

Communication plays a role in every area of your organization. Whether communication is taking place online or in-person, your organization must communicate effectively. While not every organization will need a full-time PRO, it is definitely worth considering.