THE ROLE AND IMPORTANCE OF CORPORATE COMMUNICATION IN NON-GOVERNMENTAL ORGANIZATIONS: A STUDY OF ANIMALS ASIA VIETNAM

Abstract

Together with the globalization process and the immerse of global issues, the role of non-governmental organizations has increased significantly. Non-governmental organizations have been regarded as development factors to support democracy, protect wildlife and the environment, improve human welfare. In countries where governments have not been successful in doing their duties and responsibility. Different from profit business in term of economic driving force, non-governmental organizations are often task-oriented, supporting for a charitable cause toward a better society rather than benefit themselves. However, like other types of corporations, they still deal with various stakeholders, including government agencies, sponsors, channel partners, general public, as well as their employees. Because of their various unique characteristics, a number of theories applied for profit entities cannot be applied for non-profit organizations. While there remains limited academic research on this type of organization, the purpose of this thesis is to explore and analyze the role and importance of corporate communication in the non-governmental organizations sector, with a focus on external communication. The study was conducted in Animals Asia Vietnam, which was used as the case study. The study employs qualitative methods as a tool to analyze data gathered from various sources, such as interviews, papers, and relevant studies.