Dimbleby urges PR to adopt new charity role

PR consultancies can play a vital role in creating relationships between companies and charities which are profitable for both sides, Jonathan Dimbleby told a briefing for PR practitioners last week.

PR consultancies can play a vital role in creating relationships

between companies and charities which are profitable for both sides,

Jonathan Dimbleby told a briefing for PR practitioners last week.



Dimbleby, in his role aspresident of Voluntary Service Overseas (VSO),

spoke about the mutual benefits for corporations and charities of

forming partnerships at a briefing for PR practitioners last week.



He said that just as companies can gain good publicity from linking up

with a charity, ’a joint promotion with a widely-known product offers

scope for reaching a mass audience that is otherwise beyond the scope of

charity advertising budgets’.



Dimbleby also pointed out that the charities were no longer grateful for

just any support and had to consider the PR implications of accepting

donations from companies with bad reputations.



’There may be a very high price to play in terms of morale of staff and

supporters if association with a company brings a reputation that

conflicts with the charity’s values,’ he said.



He added that the PR industry could also help organisations like VSO

become more flexible as working practices - by signing up to release

skilled staff for short-term assignments. The charity already has a

number of business partnerships of this kind, including one with

Anderson Consulting.



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