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      <image:title>Our Thoughts - What we’ve learned from Dolly Parton about the power of authenticity - and good work - Make it stand out</image:title>
      <image:caption>Dolly Parton in London in the 1980’s. Image shot by Goodwork photographer Peter van den Berg.</image:caption>
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      <image:title>Our Thoughts - What we’ve learned from Dolly Parton about the power of authenticity - and good work - Make it stand out</image:title>
      <image:caption>Image: Dolly Parton’s Imagination Library</image:caption>
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      <image:title>Our Thoughts - What we’ve learned from Dolly Parton about the power of authenticity - and good work - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
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      <image:title>Our Thoughts - Why News Matters Again - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
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    <loc>https://www.thisisgoodwork.org/our-thoughts/why-the-future-of-pr-will-always-depend-on-humans</loc>
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    <lastmod>2026-05-22</lastmod>
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      <image:title>Our Thoughts - Why the future of PR will always depend on humans. - Make it stand out</image:title>
      <image:caption>Not so fast, bots.</image:caption>
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      <image:title>Our Thoughts - Why the future of PR will always depend on humans. - Make it stand out</image:title>
      <image:caption>Sean and Stef at the dedication of the world’s first humanitarian memorial at Gunnersbury Park.</image:caption>
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      <image:title>Our Thoughts - Why the future of PR will always depend on humans. - Make it stand out</image:title>
      <image:caption>Charlie Big Wags.</image:caption>
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    <lastmod>2025-12-18</lastmod>
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      <image:title>Our Thoughts - Shining a light during the darkest time of year - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
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      <image:title>Our Thoughts - Shining a light during the darkest time of year - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
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    <lastmod>2025-10-27</lastmod>
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      <image:title>Our Thoughts - “A good deed in a naughty world” - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
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    <loc>https://www.thisisgoodwork.org/our-thoughts/guinness-is-no-good-for-you-unless-you-drink-it</loc>
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    <lastmod>2025-07-03</lastmod>
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      <image:title>Our Thoughts - “Guinness is no good for you — unless you drink it.” - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
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    <loc>https://www.thisisgoodwork.org/our-thoughts/why-charities-need-consistent-focussed-pr-not-just-one-off-stories</loc>
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    <lastmod>2025-05-12</lastmod>
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      <image:title>Our Thoughts - Why charities need consistent, focussed PR - not just one-off stories - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
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      <image:title>Our Thoughts - Why charities need consistent, focussed PR - not just one-off stories - Make it stand out</image:title>
      <image:caption>What is your strategy to build on the momentum?</image:caption>
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    <lastmod>2025-04-25</lastmod>
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      <image:title>Our Thoughts - Crisis—what crisis? - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
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    <lastmod>2025-04-24</lastmod>
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      <image:title>Our Thoughts - One way to beat the doom and gloom? Get involved in your community. - Make it stand out</image:title>
      <image:caption>Constant bad news at the tip of your fingers.</image:caption>
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      <image:title>Our Thoughts - One way to beat the doom and gloom? Get involved in your community. - Make it stand out</image:title>
      <image:caption>As a newly emerging behavior, doomscrolling has only been the subject of a small number of studies so far.</image:caption>
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      <image:title>Our Thoughts - One way to beat the doom and gloom? Get involved in your community. - Make it stand out</image:title>
      <image:caption>Two volunteers engaging in local community work.</image:caption>
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    <priority>0.5</priority>
    <lastmod>2024-11-12</lastmod>
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    <changefreq>monthly</changefreq>
    <priority>0.5</priority>
    <lastmod>2024-11-12</lastmod>
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    <lastmod>2024-11-12</lastmod>
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    <lastmod>2024-11-12</lastmod>
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    <lastmod>2026-04-24</lastmod>
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      <image:title>The Goodwork Organisation</image:title>
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      <image:caption>Sistah Space's It's Just (Life-Saving) Training campaign</image:caption>
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      <image:caption>Aspergillosis Trust World Aspergillosis Day</image:caption>
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      <image:caption>The Royal Navy and Royal Marines Charity</image:caption>
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      <image:caption>The ADHD Foundation the Neurodiversity Charity</image:caption>
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      <image:caption>Alzheimer's Disease International Global Media Campaign</image:caption>
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      <image:caption>Gunnersbury Park &amp; Museum in West London</image:caption>
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