Opinion: From our Readers - Working together to achieve greater good

Many organisations are now clubbing together as 'coalitions' to give themselves more of a voice in their campaigning (News, 24 September).

My eternal challenge is to continue the branding of an organisation that is paying me, as well as giving full PR support to the campaign aims. It is a danger that campaigns can be started willy-nilly by external parties under what are effectively new 'brand names' and this proves challenging for the PR professional.

When one starts to look into the aims of a large campaign compared with the aims of one organisation, one begins to question the need for charities at all. Aren't we all individuals who need to work together to achieve the greater good? But this is a question too big for me in my role as a PR officer.

I continue to strive for a balance, using diplomacy with other stakeholders and well-crafted messaging that will achieve both aims: a campaign win and a recognisable brand for the client.

Keren Burney, founder, Compege

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