The British Red Cross is to give PR training to thousands of its UK
The move has been made after a review by the charity's head of PR, Beryl
Evans, and its five regional communications managers. This concluded
that more needed to be done on a regional basis to promote the
A communications handbook has been produced to go to volunteers at the
charity's 66 branches. The handbook includes advice on writing press
releases, issuing photocall notices, planning a PR campaign and handling
Advice on the branding of the charity is being given, to ensure a
nationally unified presentation of its logo and key messages.
Volunteers will also, for the first time, evaluate local PR
They will look at the tone of news coverage and liaise with the regional
communication managers on whether positive, neutral or negative images
of the charity have been given.
Evans, who edited the handbook, said: 'It was felt more could be done
locally to assist the work of the regional communications managers.
'There is a lot the volunteers can do to engage the media locally,
particularly in terms of fundraising. This initiative will provide us
with one voice across the organisation when dealing with the media.'
The communications manager roles were created three years ago and cover
Northern Ireland, Scotland, the Midlands, East Anglia and the south of
The 25-strong central press and information office remains in place.
In the UK Red Cross workers helped in the aftermath of emergencies such
as the 1998 Omagh bombing, the 1999 Ladbroke Grove rail crash and areas
affected by heavy rain and flooding last year. Globally it is part of
the international Red Cross and Red Crescent movement.