MSF and Public Relations

Doctors Without Borders The organization that I am writing about is Doctors without Borders. This organization is comprised of physicians and other health care practitioners who donate their time to serve the victims of conflict, people in refugee camps, and others who would otherwise not have access to medical care. This organization has a few campaigns ongoing at the present time.

They are seeking to raise funds over the Christmas season, and they are also seeking people to sign petitions, for example signing petitions directed at pharmaceutical companies to reduce the price of drugs that are in frequent use in developing countries, but which cost too much for the people in those countries (DoctorsWithoutBorders.org, 2015). The organization's website is professional in terms of its layout, with ample visuals and efficient copy.

The site makes it easy for people to understand the key issues and geographic regions in which Doctors without Borders operates. There is, however, not emphasis on any one campaign -- several campaigns are given space on the website, but this distracts and possibly dilutes the core message that the company is trying to project. The clearest message is the aggregate one, in which the organization conveys there is tremendous need.

In outlining the different areas afflicted by conflict where it is deploying its resources (Central African Republic, Yemen, Congo, South Sudan, etc.) it highlights that it does a lot of work around the world, and that there is a substantial need to continue to be able to fund its activities. Missing from the core message, however, is the direct call to action.

The message that comes cross spurs the desire to help, without question, because there are many thousands of people who benefit from the operations of MSF, but ultimately there is not a strong link created between the point where the organization creates motivation and the part where it calls to action. The main publics that MSF is trying to reach with its website is the potential donor.

This audience is older, in part because older people have more money, but also because they are more aware of the world, its conflicts and likely have a higher awareness of MSF that would lead them to the website. The key for the organization is to convince visitors to the website to make a contribution to the efforts of the organization.

By presenting a case for need, and a direct link between the need and the work that the organization does, MSF makes a case for donations with this target market. The material on the site is quite specifically not targeted at other stakeholders -- it is aimed at people who want to learn about the organization and potentially to donate to it. As a public relations exercise the site is effective, enhancing the reputation of the organization by way of highlighting the work that it does around the world.

Technology is a tool by which MSF can get its story out to the world. The organization was little known before its Peace Prize, but the Internet provides a means by which MSF can tell its story to the world. This is powerful, and allows.