‘Why do they always hate us?’
‘It’s not you. They hate everyone.’
This is an abbreviated version of a conversation about the media I must have had with every client and boss in my time in public relations practice.
Any purveyor of ‘good news’ faces similar frustration when banging their head against the wall of media indifference. Is it any easier for charities? It’s even harder according to this report in a supplement on charities with The Guardian today.
PR Studies 
Richard, I wonder if some of the negativity towards charities in the media is the result of the superficiality of most of the activities mentioned here – the focus on press agentry/marketing PR: armbands, awareness days, celebrity campaigns. Often the PRs seem more interested in generating coverage for its own sake rather than achieving a real strategic objective of the charity. If charities are only promoting Cows for Christmas as a marketing initiative, then they can’t be any more surprised at criticism than McDonalds and its high fat salads. Perhaps they should stop puffing out the press releases and start engaging with their volunteers and supporters more effectively.
That must be right: there is a downside to amateurism. That’s where the admirable Media Trust can help – but linking communications and media professionals to charitable causes.