Are NGOs becoming media outlets in their own right?

More and more NGOs and journalists are advocating for structured collaboration between the non-profit sector and the media. Photo: AFP

Collaboration between the media and non-governmental organisations is often described as a win-win relationship. But in an age when everyone's battling for attention, many NGOs are producing their own journalistic content to grab public attention.

So what's going on? For a long time, non-governmental organisations have tried to publicise their work by sending press releases and field investigations to the media.