A importância do profissional de relações públicas na captação de recursos para o terceiro setor

Abstract

In Brazil, part of the essential services such as education, sport and health are offered by non-profit entities. The universe of Non-Governmental Organizations is wide and diversified. However, those that develop social projects share the characteristic of depending on subsidies from the private sector, which are granted through tax incentive laws. This concession is not free of charge, it is carried out through the offer of advertising and volunteering compensation. To attract companies interested in their causes and develop projects aligned with the values and aspirations of the private sector, NGOs need to establish communication strategies focused on building a fruitful relationship with companies. The aim of this study was to investigate how the action of institutional relations can contribute to the relationship between NGOs and their stakeholders. Therefore, a narrative literature review was carried out. The results indicate that, in Brazil, the action of international relations in NGOs is still incipient, as many NGOs do not have the resources to finance such actions. However, it appears that public relations can enhance the action of NGOs through strategic communication with companies and society.