Nonprofit design 3606/3/2023 ![]() ![]() When attempting to earn the receiver’s approval, directors seek to generate short- and long-term engagement. When it comes to economic reasons, directors aim for a greater and larger presence of people in their digital spaces, thereby increasing ad revenue and obtaining big data. In this stage, in addition to combining traditional methods of communication with innovations, PR directors seek empathy with the receiver either for economic reasons or to win the receiver’s approval. During the last years, they have consolidated their digital communication model by incorporating technological innovations until reaching the current hybrid communication model (Chadwick 2013 Hamilton 2016 Taiminen et al. After an initial period in which they imported the offline strategies into the web, the organizations developed particular actions adapted to the logic of the Internet and to their circumstances (García-Orosa 2019). Public Relations (PR) began an important path in digital communication with their audiences about 25 years ago. With this objective, common to entities from other sectors, they could be moving towards an innovative conceptualization of engagement. NGOs may soon begin to understand long-term interactivity and engagement not just as action and reaction between organization and receiver (almost non-existent to date), but above all as the receiver’s behaviour, which they may strive to orient towards one of the organization’s end goals, depending on the communication strategy set by the organization’s director. Thus, putting the users in the shoes of “the other” seems to be the objective pursued. Through a content analysis and interviews, a specific use of the 360° video format for particular issues or campaigns in order to bring a distant reality to the organization’s audience has been detected. The article analyses 360° video production in international humanitarian aid nonprofit organizations from 2015 to 2019 as 360° video storytelling is one of the latest innovations in organizational digital communication. ![]()
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