CharityComms

PR gurus Max Clifford and George Pitcher recently debated whether “Public Relations has a duty to tell the truth.” Clifford argued that the primary duty was to the organisation, not the media. While Pitcher said being honest actually made the job of PR easier.
But what about the charity sector? Should charity press teams ever stretch the truth or even lie, to protect their organisation, fundraising and ultimately the people and cause they are established to support?

Kirstine Dunhill, Communications Manager, Send a Cow
"I agree that being honest makes the job of doing PR easier. The nature of the media, however, sometimes makes this seem like a difficult thing to do. Can your honest answer be turned into a negative story, for instance? As a charity, we believe that we owe it to our supporters to be transparent in all we do. We deal with some very sensitive issues - but have found that a consistent no-nonsense and honest approach eventually wins through."

Nick Cater, Consultant, speaker and writer
"Companies, celebrities, even governments may feel the compulsive need to lie because honesty is so often no part of their manipulative mission, but it is - or should be - different for charities. Only by honestly presenting its work, ideas, advocacy and appeals can the public relations of a charity fully serve the organisation and, more importantly, its beneficiaries or cause. Without integrity, trust and honesty, charities are nothing. That's not to say all charity PR people always tell the truth, but the issues at stake in most charities are so stark and strong - like cancer or children or art or poverty, faith or history or animals or environment - who needs to dissemble or embellish?"

Sue Levy, Public Relations Manager,Jewish Care
"Charities are accountable to the communities they serve and must be honest and transparent about the way in which they operate. However, they must be mindful not to breach confidentiality and should not disclose information about clients or donors without their permission. This can cause problems when the media ask questions which cannot be answered for such reasons – and charities should explain this."

Vivienne Parry, Journalist and broadcaster
"Lying to the media is always bad news. First because the media have an unerring ability to spot a lie, but primarily because a lie gives a story legs, transforming a dull story into one that is oh so much better. It will also prolong the life of a story, which is probably why Max Clifford is such an enthusiast. For the voluntary sector, a lie discovered (and they almost always are) is a sure way to wreck a carefully built reputation for years. On the other hand, there is a real art in the ‘not a lie but not quite the whole truth either’ which I counsel you to perfect."