PUBLIC SECT0R: Charity CEOs to get 'charisma' boost

The Association of Chief Executives of Voluntary Organisations

(ACEVO) is to launch a campaign to raise its profile and improve the

communication skills of charity leaders.

As well as promoting the organisation to opinion-formers, the campaign

will see charity CEOs encouraged to take a higher profile on behalf of

their charity and given 'charisma training'.

Stephen Bubb, ACEVO chief executive, said the campaign would address the

view that charity CEOs had not been given the profile they deserved and

were missing an opportunity to put the message of their organisation


'We want to push the role of the charity chief executive. People do not

realise they run a £14bn business with 500,000 professional

workers. They are often the ambassadors for their charity and by being

good communicators themselves they can help the work of that charity,'

he said.

'Often the PR that the charities have done is for the cause itself - the

chief executives don't realise what they can do as leaders of the

charity. We will have a lunch seminar on developing charisma and could

also provide individual support,' he added.

The body handed its newly created PR account to Bell Pottinger Public

Relations. The agency team, under CEO Shimon Cohen, will work closely

with the ACEVO in-house communications team, and report to Bubb. It is

the first time the organisation has used a PR agency.

Cohen said: 'It is our job to help get leaders to communicate, not the

reverse. We will be providing advice to the members on leading their

organisations more effectively through better communications.

Additionally, the voluntary sector is a massive sector and ACEVO needs

to clarify its leadership position.'

ACEVO comprises CEOs from more than 1,100 charity organisations, such as

The Red Cross and Age Concern.

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