Dolphin Slaughter & PR

To communicate a campaign for a Non-profit organization Public Relation tools are an important facility to create a successful campaign.

  1. Non-profit organizations need to create a key message for their campaign.
  2.  It is important to know your target audiences and the analyze their target group, for example the donators and supporters.
  3. The campaign should be related to cause. This is giving the target group a reason to donate or to participate within this campaign. This can be done by using Social Media. These platform give NPO’s the chance to easily communicate the key message to the audience.These PR tools need time investment and need to be planned carefully.
  4. The company needs to develop a communication strategy to inspire their target audience to donate. Elements like videos or pictures are a great tool to visualize the key message.
  5. In addition, the company should publish press releases about the event and use the own website and blogs to announce or advertise for the campaign.

The organization should always be in contact with the target audience and show affection towards them. Furthermore, the company should be clear about their expectations. (Gregory, 2004)

Furthermore, PR can demonstrate to the target group that their money would be spent appropriately and that they have a real impact. It needs to give the target audience the feeling they and their money would have a real impact in the specific cause and that they have power to change something and be part of something meaningful. And that’s a feeling they’ll probably want to repeat, encouraging them to raise money again and again. (Sriramesh, Rivera-Sánchez, Soriano, 2013)

At the end the the organization should evaluate the campaign and keep the relationship to the target group. (Levy, 2007)

An example of a campaign of a NPO is the campaign from Ric O’Barry’s Dolphin project.10712822_845862892113892_4847115381843849837_n

This campaign is something continuous. With different PR tools the NPO is trying to get the peoples attention for the unnecessary slaughter of dolphins in Taiji, Japan.

Quick overview of the organization:

  • 1970 the Ric O’Barry’s Dolphin project symbolically began by releasing the captured dolphin Bimini
  • since then he released or readapted over 20 dolphins back to the wild
  • wrote two books about
  • published an Academic Award-winning documentary “The Cove”
  • Animal planet television series “Blood Dolphin$”

Their main campaign is to stop the dolphin slaughter in Taiji in Japan. This year there were 884 dolphins slaughtered in the cove of Taiji. The campaign is trying to stop this unnecessary slaughter.

To stop this the NPO is using different communication strategies to reach their target audience. Furthermore, the company uses mostly all of the Social Media platforms: Facebook, Twitter, Instagram, Pinterest, Vimeo, Google+, LinkedIn, tumblr.

They regularly publish several messages every day to keep their target audience updated on the current situation. Furthermore they have a live stream on their website about the dolphins called the Cove monitor. Weekly, they publish an update about the cove an the current situation. In addition, they publish blog posts to convince the public that this slaughter needs to be stopped.

They have their own social media platforms for this special campaign. Furthermore, they never stop using it. They keep on reaching towards their target group and public. With publishing articles and blogs they keep an regularly update. Using elements like videos, pictures they reach the emotional side of the target group and general public.

Furthermore, the documentary “The Cove” is about the slaughter in Taiji. The documentary is probably the best campaign tool to reach the public and to change the reality.

This NPO campaign is a good example how to communicate your campaign throughout PR tools. Building a relationship with the target audience, general public and donators. The campaign keeps the public updated and visualizes their campaign throughout several social media channels.



Krishnamurthy SrirameshMilagros Rivera‐SánchezCheryll Soriano, (2013) Websites for stakeholder relations by corporations and non‐profits: A time‐lag study in Singapore, Journal of Communication Management, Vol. 17 Iss: 2, pp.122 – 139

Levy, Stuart, (2007) Public Relations and Integrated Communications, New Delhi,

Gregory, A. (2004). Public relations in practice. London: Kogan Page






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  1. Very useful insights Shannon!


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