A human-centric approach to communication language and its impacts on stakeholders and brand image: Identifying how BRAC stands out in the development sector.

Abstract

Established in 1972 in post-war Bangladesh, BRAC has gone on to become the largest non-governmental organisations (NGO) in the world. It currently operates in 11 countries, covering much of the global south; targeting the regions’ unique needs and issues. This paper explores how BRAC has managed to stand out and stay relevant in the development sector through the lens of its human-centric communication tone, language, and style. Following qualitative and exploratory research design, this report examines the impacts of BRAC’s unique communication style and on its brand image and its stakeholders- which are the objectives of this report. Combining both primary, such as personal interviews with five employees of the Communications Department of BRAC, and secondary sources of data such as previously published research reports and BRAC’s published content- the report gives a deeper look into how communications play a greater role than just a supporting one- and it impacts aspects that go beyond just appealing to stakeholder interests, building brand image, etc. However, some gaps were also identified as a result of this research report, thus appropriate recommendations have been provided.