In their quest for funds, NPOs have had to change their ways. They no longer avoid the spotlight while quietly doing good deeds. Instead, public relations staffers are now playing an important role in their media relations and fundraising.
為了爭取資源，NPO 已不再是過去默默行善不欲人知的組織，負責與媒體聯繫及募款工作的公關人才，近年在 NPO 組織中成為要角。