Integrated Marketing Communication Strategy in Promoting the Corporate Image of NPO's Under Crisis

Abstract

Although many NPO's changed their corporate image in recent years, most of the research in this field has focused on profit organizations and tends to ignore the NPO sector. Many non-profit organizations find themselves managing their business under crisis conditions such as economic and budget shortages, new regulations and terror. These unconventional situations force management to cope with new challenges regarding the correct ways of communicating their image to internal and external stakeholders. The purpose of this study is twofold. First, to trace the corporate communication process implemented by two medical services NPOs under crisis to determine how they overcame them by using a strategy called IMC. Second, to find differences between managing corporate images in steady state situations versus under crisis.