CharityComms

If the aim was to send delegates away brimming with ideas and creative thoughts then the team behind the third annual Charity Communications Conference succeeded brilliantly.

There is just too much to tell you about in this space - but we thought we’d give you some of the highlights.

The conference, which took place on 8th May at Friends House, London, kicked off with a welcome from the chair- BBC News 24 presenter Carrie Gracie.

The first session looked at whether high profile advertising and marketing campaigns can really change the way society thinks and behaves. Panellists included Clare Hutchinson, Head of Planning at advertising agency WCRS, Kate Stringer, Communications Officer at Moving People and Jean Collingwood, Chief Executive of The Drinkaware Trust.

All three panellists proved that it’s possible to change attitudes and behaviour through campaigns but also agreed that it can take time and perseverance. Advice from the panellists included: look at what’s worked before- including campaigns from abroad, back campaigns up with local activities, invest in good research, target the media as an audience to influence and look at what motivates people to change behaviour.

Perhaps the highlight of the day was listening to Camila Batmanghelidjh, award-winning campaigner and Director of Kids Company, speak candidly about how she used the media to lobby government and represent children whose voices would not otherwise be heard in the public arena.

Batmanghelidjh has been highly visible in the media where other CEOs sometimes struggle to be heard....so how does she do it? She revealed there is no large press office behind her...just a “Good team.” She said:

“I’m fat and I’m colourful...I think the key thing is that I’m prepared to be attacked as an individual...but I will not give up what I want to say. Too many other charities are scared to say what they think because of funding and so on and it’s made the voluntary sector a bit grovelling and apologetic...you have to get brave and refuse that equation...you have to find the truth in what you are doing...my best interests are for the children and I think people pick up on that”

By contrast Kelvin MacKenzie, former editor of the Sun and keynote speaker, was less inspiring yet highly controversial. His negative comments about the charity sector certainly caused a buzz over lunch and perhaps gave us all a reminder of the challenges that charity communicators face.

MacKenzie insisted: “There was no room for charity during my time at the Sun...but there is today. Rebecca Wade (current Sun editor) is friendlier than me and she has a much bigger paper to fill.”

His tips for using the media included: “Remember the world does not revolve around your charity,“ and “Write Rebecca a two paragraph email, followed by a snail mail - if she’s not interested... leave it for a few months. Alternatively try the same approach on head of news Chris Pharo - followed by a drink after work.”

But, he warned: if you get your piece in the Sun but the message is wrong “Don’t complain....because the chances of you having a good relationship with the Sun after that will be slim to none...”

To listen to this session and read comments from others - go to: www.ngomedia.org.uk

There was also a revealing session on how to survive a PR disaster and panellists included Media Manager Brendan Paddy from Age Concern, Solicitor Sue Stapely from Quiller Consultants and David Cowdrey, Head of Press at WWF.

The panellists offered the following advice to cope with a PR disaster: find out all of the facts from those involved and from senior staff dealing with the situation, find the best spokesperson to comment, don’t be mealy mouthed or over defensive, don’t make it personal, think in advance of all the worst and most difficult questions you’ll be asked, coordinate and align internal and external communications and act fast to fill the information vacuum before speculation does this for you.

The conference finished with political and social commentator of the Guardian Polly Toynbee, interviewing award winning journalist Nick Davies. The interview focused on how the voluntary sector can capitalise on what Nick Davies sees as the weakness of the media. They covered an impressive array of subjects including: what makes a good press officer, how to get into the minds of journalists and commentators, the pessimistic nature of the media and what makes an interesting international development story.

For more on this interview visit the askCHARITY blog at www.askcharity.org.uk/blog/

There were many other inspiring speakers who shared their stories and expertise throughout the day. To find out more go to: www.charitycommunications.co.uk