Resource Center Foundation

A creation of a positive public image of NGO's

Project background

The establishment of the civil society and its structures NGOs started with the beginning of the democratic changes in 1989. Unfortunately NGOs havent been able to create a positive public image although their positive trends of development and strengthening. Some negative attitudes towards the activities of foundations and associations have been set up by the society because of the several cases of obvious abuses in some organizations, connected with the ruling circles. Most of the people believe that different foundations and associations are connected only with negative phenomena such as corruption, money laundering or with illegal fundraising and illegal expenses of funds.

The results of an inquiry, carried out by NETINFO are staggering. The inquired participants have given the following answers to the question: - If NGOs stop implementing their activities tomorrow? :

- No one will notice it 109 participants

- Thrown away-money will not be spent 44 participants

- The tradition of charity will be lost only 16 participants

These facts give a real reason to believe that most of the people are not familiar with the structures, the nature and the way of work of NGOs. Most of them have a negative attitude towards these organizations because of the several scandals, revealed by the media, concerning some organizations and their activities, which dont have anything in common with the way of working in the NGOs. This lack of trust doesnt allow people to understand the potential of the civil organizations as a controlling mechanism of the state and local bodies and as an instrument for solving local and national problems. The citizens dont see themselves as a factor for establishing public policy.

Project purpose:

  1. To improve the visibility of the NGO sector

Project objectives:

  1. NGO sector capacity development for communication with media;

  2. A creation of a positive public image of the NGOs and increasing of the public trust in the NGOs;

  3. Establishment of an active partnership between NGOs and the media.


  1. Sociological survey to determine the public attitudes (investigation of media, citizens, local authorities);

  2.  Make recommendations regarding best practices for communication and work with media;

  3. Identify needs for strengthening the communication capacity of the NGOs (organize questionnaires, round tables with NGOs, media, etc);

  4. Prepare training program and materials (brochure, guidelines on communication with media);

  5. Deliver training (train the trainers of resource centers for instance and possibly trained trainers to deliver training to NGOs);

  6. Develop a strategy to increase visibility of the NGO sector;

  7. Organize campaign to improve the image of NGOs and to increase visibility thereof (publications, press conferences, round-tables for promotion with media, etc).

Main results:

  1. Improved facilities for training to develop communication;

  2. NGO & NGO resource centers` improved capacity for communication with media;

  3. Improved tools for communication (web-site at national and or regional level);

  4. Increased visibility of the NGO sector;

  5. Increased support from, and cooperation with the citizens and authorities


NGOs will also benefit by the implementation of the project. They will become popular and will gain trust and support. The organizations will be trained in a work-cooperation with the media so that their activities and messages will reach the society. Through the improvement of the NGOs image, some preconditions for attracting new members and volunteers will be created in the Third sector. The project will perform its activities under the full observation of the principal for gender equality. During the project implementation, a team, whose members will be selected on the basis of the rule for gender equality, will take the decisions.

At the end we can generalize that together with the project realization and with the changes in the attitude towards the non-governmental sector, our whole society will benefit citizens, NGOs, the media, the State and local authorities.  

The project is joint venture with Resource Center Foundation and BEVA Foundation and with financial support of Canadian Embassy.


For more information, please write us to