“Guinness is no good for you — unless you drink it.”

That was the line my lovely Irish grandmother, June Aylward — a smart and wise businesswoman who opened the first registered antique shop on Portobello Road in the 1930s, once sent to Guinness’s ad agency.

In the 1960s, Guinness had been running its iconic “Guinness is good for you” campaign for decades. Her twist on it? Brilliant. Memorable. Just a little too edgy for them, apparently.

But she was right. And the same principle holds true for charity PR. PR is no good for you — unless you do it.

Not occasionally. Not just when there’s a funding announcement, a new initiative or a visit from royalty. If you want to be recognised as experts in your field, you need to be visible — regularly. You need to be part of the conversation before the story breaks.

Too many charities go quiet between press releases. Then wonder why no one listens when they finally speak.

Good PR isn’t about making noise. It’s about building presence, profile and trust — over time.

That’s what we do at Goodwork. We help charities be seen and heard — not just in moments, but consistently.

Because like Guinness, PR only works when you actually drink it in.

Thanks, Nan.