The Importance Of Promotional Culture

Well, for starters, it means that whatever the organizations under the non-profit sector aim to accomplish, they will have to do so while adapting to the new social culture as a matter of maintaining their visibility and efforts to progress as an organization. Of course, there will be advantages and disadvantages with media’s influence and impact on the non-profit sector, but despite the challenges, in order to distinguish the authenticity of organizations, we as individual entities need to be educated in terms of how we can identify organizations that have become vulnerable to the idea that media has shaped them, in comparison to using media as a tool and, rather, shaping media. In his book titled, Promotional Culture: The Rise and Spread of Advertising, Public Relations, Marketing and Branding, Aeron Davis emphasizes the existence of promotional culture and its role in marketing socially and politically. He uses the example of public journalism and

It enables folks to engage on a mental and physical level. For instance, if we consider campaigns or movements that are solely done online and through social media, society can freely choose to engage by either sharing/reposting a status on Facebook or Twitter, taking a photograph and using a hashtag in its caption, making a donation, posting your own ideals on a particular cause and allowing for interaction with other folks that may or may not agree, or by simply purchasing goods that have been branded in association to a specific organization and/or purpose. This is how media allows for, as Guo references, a “bottom-up participatory” experience. Media is an outlet to conduct outreach in terms of both spreading awareness and getting involved. Furthermore, Guo expresses that a “greater emphasis on the public’s attention may also benefit the vitality of the nonprofit sector by concentrating its focus on external constituents”