Strategic Public Relations in Post-Gaddaffi Libya for Non-Profit Organizations: A Focus on the Rebuilding Efforts of Bokra and Attawasul

Abstract

This article focuses on understanding the strategic role Public Relations (PR) plays in positioning NGOs and helping them achieve their set out objectives in Libya- Post-Civil war era. The researchers analyzed two Non-Profit Organizations (NGOs) that operate in Libya - Bokra and Attawasul. NGOs like any other organization have publics they need to communicate and appeal to and as such it goes without saying that they channel their communication messages in such a way that their message is clear and resonates soundly with their intended audiences. This is even more pertinent in a country like Libya. Public Relations ensures that organizations are favorably looked upon by their publics by communicating in the right way. This study was premised on the Social Marketing Theory and dealt with understanding Public Relations and how it is used by NGOs in Libya. Based on the findings of this study, it was determined that Public Relations especially through social media, indeed plays a significant role in the process of getting donors and volunteers for NGOs in Libya. To arrive at this conclusion, questionnaires were distributed to staff and volunteers of the organizations under study and interviews were also conducted with top management staff of both organizations.