The charity sector is a gift to budding PR pros and content marketers. Unlike other “business” sectors where content might yield very little “human interest”, the content available to the charity sector almost writes itself. In fact, I would go as far as saying, if you work in the charity sector and you struggle to find anything to write about, your organisation is probably built on very shaky charitable foundations.
The very best PR and content marketing pros understand that comms work at their very best when they address and solve very real problems for their target audience. As most charities aim to alleviate a particular problem within their specific community – the inspiration for press releases, blog posts, social media and email marketing campaigns is everywhere. In fact, having too much to write about might be a bigger problem.
Online fundraising organisation JustGiving understand the potential PR opportunities just bubbling under the surface of their clients’ campaigns and have recently hired Rooster PR to “identify and amplify” human interest stories posted on their site.
Rooster’s MD, James Brooke, told journalists at PR Week: “JustGiving is an inspirational company that helps people raise money for a wide range of deserving causes. We’re proud to have been appointed to help them showcase what an incredible impact their crowdfunding pages can make on peoples’ lives.”
The agency has already worked on a number of high-profile campaigns, including the handling of the campaign for PC Keith Palmer, who was killed during the Westminster terror attack in April. The campaign to date has raised more than £736,000.
There are PR pros out there, reading this blog post who look after clients that manufacture all sorts dull, boring and uninspiring products (industrial widgets – anyone?). I’m sure they would love a few of the benefits afforded to those who work in the charity sector.
What advice would you give to PR professional in the charity sector? How much could a little more “human interest” aid your organisation’s PR output?