The Helsinki Citizens’ Assembly Banja Luka, although it has existed for almost 30 years and has a respectable reputation, has received a Core Grant for the first time, which is very significant for this organization, primarily due to the personnel enhancement, which also led to the employment of a PR Manager.
The engagement of a professional in this position has been made even easier thanks to the SMART Balkan project, which is financially supported by the Ministry of Foreign Affairs of the Kingdom of Norway. This project has been provided a Core Grant, i.e. a basic grant, given that one of the goals is to strengthen the capacities of the organization and staff.
Non-government organizations play a key role in promoting human and democratic rights, social and socially responsible goals, providing support to citizens, communities and fighting for just and positive social changes. However, in order for their work to be more effective and recognized, it is of utmost importance that their activities are clearly and timely transferred to the public, media, donors and institutions. Hiring a PR manager in an NGO is an important step towards improving the professional image, building additional trust and increasing the visibility of the organization itself.
The new member of the HCA team is PR Manager Vesna Iliktarević, a MA in communication studies and a PhD. in media studies, and she finds working in an NGO to be a unique and extremely valuable work experience.
“The role of a PR manager in the NGO sector involves much more than classic public relations – it is about creating trust in the work of the organization, building an even better reputation and enabling the community to recognize the importance of our activities. The Helsinki Citizens’ Assembly has had truly notable and significant activities over the years of its existence, and despite the challenges that are pressing the entire NGO sector, we will continue to direct all our capacities to strengthening human rights, a culture of dialogue and reducing discrimination”, says Vesna Iliktarević, PR Manager.
Unfortunately, due to limited resources and capacity, many organizations cannot afford a PR manager position. This means that they often do not have a person who is focused on communications (internal and external), which significantly make it difficult to transfer their messages, goals and results.
“Engaging a PR manager for our organization represents a step forward in improving our work and image. Our mission and projects now have professional support that helps us to better present them to users, the public, and expand their understanding and support in the community. A PR manager is a person who strategically designs and implements communication, and the result is that our goals and achievements are more visible,” says Aleksandar Žolja, Executive Director of the Helsinki Citizens’ Assembly Banja Luka.
In addition to increasing visibility, thanks to the PR manager, Žolja states that communication with the media is significantly more efficient.
“We now have a basis that supports timely sending press releases, calls, organizing events and ensuring that our voices and activities reach those who need them. The PR manager helps us build even better relationships with journalists and media outlets, which contributes to better presentation of our activities and brings greater support for our work. Until we did not have a person in this position, these activities had to be carried out by my colleagues and me, which was not always easy”, states Žolja.
Also, given the increasing influence of social networks, the PR manager helps HCA use digital channels so that the organization communicates more directly with citizens and donors.
“A quality presence on social networks allows us to share stories about our activities, our users, but also to share the challenges we face. A good PR manager uses various channels – from traditional media to social networks, events and meetings. In this way, the organization becomes even more recognizable”, says Vesna Iliktarević.
One of the tasks of a PR manager is to ensure that information about projects, campaigns, and other activities reaches the general public as quickly as possible and is clearly communicated.
“Hiring a PR manager has strengthened our organization in every sense – we have improved, above all, the way we communicate”, say colleagues from HCA.
According to Vesna Iliktarevic, working in the NGO sector provides an opportunity for continuous learning and professional development.
“Given the specificity of the job and the challenges that NGOs face, a PR manager can acquire skills in crisis communication, organizing events with limited resources, as well as in strategic planning and implementing campaigns that have a clear social goal. Also, close cooperation with other colleagues from the team allows me to gain knowledge in areas such as project management, law, budgeting… Working in the NGO sector implies a high level of empathy, assertiveness and commitment, and a PR manager has the opportunity to learn from her/his colleagues about the importance of social engagement and how our work can directly impact the community and improve human rights”, says Vesna Iliktarevic.
These grants, such as this one within the SMART Balkans project, financially supported by the Ministry of Foreign Affairs of the Kingdom of Norway, are intended for civil society organizations that have achieved significant impact in the areas of security and stability and/or management and have the potential for even greater impact in the community, which HCA undoubtedly has.
