Communication Conflicts In NGO: A Theoretical Approach

Solidarity is the firm and unshakeable conviction of the need to make an effort for the common good. It arises out of the conviction that all men are equal and although it is clearly the case that an emotional appeal has to exist for supportive action to be brought about, it is not alone enough to turn sporadic aid into a stable line of conduct. We believe that it is necessary for there to be an effective evolution of the communication practices of NGOs, especially in the case of advertising, so as to base it on more rational and positive arguments that highlight the way the organization stands out, the effectiveness of its methods of action and the transparency of its management.