Speaking at Media Trust's Communications for a Big Society conference on 9 November, Joe Clift, Lloyds Banking Group's brand and customer marketing director, shifted the onus on to voluntary sector PR professionals.
'Big Society won't happen without an improvement in comms skills, tools and talents available to and within communities,' insisted Clift.
The Guardian's society, health and education editor Patrick Butler advised voluntary organisations not to 'spend too long on tackling what Big Society is. Own it and be it instead.' Groundwork UK head of policy and comms Fiona Taylor added that there was 'no point in viewing Big Society as a trick. We have to respond - it's an opportunity to get the spotlight on us.'
The event was chaired by BBC home editor Mark Easton.
