Organizational Communication in the Third Sector - Management ...

Peruzzo / Organizational Communication in the Third Sector 3
away from drug traffic and forced labor and to guarantee this child a comfortable
bed and the right to play and attend school. In addition to helping
children, third sector associations strive to end all forms of violence, to
preserve or restore the environment, to respect the rights of each and every
human being, and to help human beings achieve their potential through
being involved in active intervention for change. According to Pedro Demo
(1988), citizenship is an accomplishment. It is never a concession by the
rulers. Only social pressure causes its quality to increase, and third sector
organizations focus on exerting this social pressure.
even though third sector organizations are not homogeneous (Peruzzo,
2007), they share a goal, which is to promote changes that place a premium
on human development. Therefore, their strategies also change, based on
what the organization wants to accomplish. In the process of promoting
social transformations, third sector organizations use certain tactics to
stimulate active participation of citizens and facilitate personal involvement
and self-emancipation aimed at building a more egalitarian society. Citizen
participation in the role of the protagonists is fundamental in achieving the
proposed changes.
The modus operandi of organizational communication, public relations,
journalism, and other communication specialties also changes during this
transformation. Professional practice requires a facilitation approach and a
commitment to participative processes that extend beyond empowering
citizens with technical abilities, which are usually under the authority of
specialists. Mobilizing communication, such as forming relationships with
the beneficiary public, is developed from the group’s demands and presupposes
respect for the movement’s internal and collective dynamics as well
as for the public in question. It is not simply about listening to the public to
better adapt to their interests in the way that companies do, but it focuses
on meeting the public’s needs. In contrast, institutional communication,
directed to external publics, aims to influence the public’s impressions and
to shape a favorable organizational reputation. Moreover, traditional institutional
communication does not just serve an organization’s interests;
rather, it occupies a political space in developing the collective cultural and
societal hegemony.
Therefore, with this new model, a communication professional who
serves foundations, business corporations, governmental institutions, or
philanthropic agencies and has an interest in promoting change will move
beyond creating marketing strategies and will develop skills in listening and
incorporating citizen input in this social change effort. In working as a professional
or a voluntary member of a social movement, the communication
Downloaded from
mcq.sagepub.com by guest on January 31, 2013