Why charities need consistent, focussed PR - not just one-off stories

When I was working as head of news at the Media Trust—a brilliant charity that helps other charities get their voices heard—I saw something again and again. We’d help an organisation get into the press, often with great success. Many had incredible stories that deserved attention, and with the right support, those stories would land in newspapers, on radio, or online.

But whenever I followed up and asked, “What are you doing next week? What about next month?” there was rarely a clear answer.

It wasn’t that they didn’t have more to say—far from it. The problem was that most hadn’t thought beyond that one story. There was no plan to stay in the news, no strategy to build on the momentum. That experience stuck with me and ultimately led me to set up Goodwork twelve years ago (www.thisisgoodwork.org).

I wanted to help charities think differently about PR. Not as a one-off event or something to panic about when funding is running low or a campaign needs a push—but as a steady, planned presence in the public conversation. When done right, good PR isn’t just about getting noticed. It’s about staying relevant. It’s about making sure that, when a story breaks related to your cause, journalists already know who you are and why you matter.

This is especially important in today’s crowded media landscape. Journalists are constantly under pressure. They don’t have time to chase down new voices every time a story breaks. Instead, they turn to the people and organisations they already trust. If your charity has been visible, reliable, and thoughtful in how it communicates, you’re more likely to be the one they call.

Of course, this doesn’t mean firing out endless press releases. That’s the quickest way to be ignored. What works is focused, well-timed communication: real stories, told well, targeted to the right journalists at the right time. Stories written by people who understand what newsrooms need—often journalists themselves.

What is your strategy to build on the momentum?

At Goodwork, that’s exactly what we help charities do. We work with them to plan their PR across the year. We help identify which issues they can speak to, when those issues are likely to be in the news, and how to prepare stories and commentary that are ready when the moment comes. The goal is to keep them on the media’s radar—not just for coverage, but as trusted voices in their field.

So, if you’re part of a charity doing important work—and most are—don’t wait for lightning to strike before thinking about PR. Start planning. Look ahead. With a consistent, strategic approach, you won’t just break into the news cycle—you’ll become a regular part of it.

-Sean