For any non-for-profit it’s absolutely important to properly use mas media and marketing technologies to be able to present themselves and their services. Mass media agenda, slowly but surely, becomes more and more socially oriented, even despite rather limited collaboration with NGOs. Social networks, listservs, and websites help NGOs sometime present themselves as a mass medium, and they often refer to their clients and supporters as to an audience.
Through developing their own media projects and collaborating with regular mass media, an NGO has a chance to become an important stakeholder seen by community, government, journalists and experts as a player that can significantly influence the area of their expertise. It’s important for an NGO to wider use media tools and resources to be able to more efficiently tell others about their projects, goals and objectives, and about the people who are benefiting from these activities – in general, these beneficiaries should be considered the key newsmakers, with their unique experience, needs, and expectations.