From the PR fields of activity, corporate communications is still the most visible and praised, as is media relations. But it is really non-profit organizations that have been innovating in the field and they have been making an impact, in the world and on the profession. The reasons for NGO communications success are multiple: from the way their values resonate with those of the people joining them, from their generally assumed lack of resources or from the expectation that they do different and that they do better.
For a communicator, the move from corporate to non-profit is still unusual. Doing it out of passion is almost unheard of.
Which is why we’re heading to Estonia today (virtually, as usual) to meet with Anneli Ohvril, the CEO of Let’s Do it World, an NGO focused on engaging leaders and organizations around the world on environmental issues. World Cleanup Day is their biggest event, one day, uniting millions of people around the world with the mission to clean places around them – parks, walkways, lakes… in 2020, in the middle of the pandemic, 11 million people joined the day - some outdoors, some online, some alone and some socially distanced.
So today we’ll speak about purpose and values and passion for a cleaner future and cleaner PR.
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