Humanitarian NGOs: winning back public trust

07/04/2015

For a number of years, the humanitarian sector has been the target of criticism from the public and donors. In order to win back their trust, NGOs need to rethink their communication, which is almost obsessively focused on the donor, in a radical way (in the etymological sense of the word). The media are a crucial ally in the battle to win back public opinion, which could, in the long run, turn its back on the humanitarian sector. But in order to establish new practices, it is necessary to consider the changes which the press (in all formats) has gone through and the current state of public opinion.