Public relations in the non-commercial sector
When considering the application of public relations to non-commercial organizations, it is essential to remember the way in which they differ from commerce. The ratio of financial to human resources is different. The democratic process in non-commercial organizations means that the Public Relations Officer must often adopt a totally neutral role in a way that does not apply to commerce. Policy-making and executive roles are frequently divorced from one another and internal publics are far more important than in commercial organizations, because of the part members and supporters play in contributing to the success of the organization.