Creating a large profile for a small charity

Some of the bigger charities have large professional press offices that are great at churning out stories, press releases and feature ideas. However, sometimes it is much more impressive to see what smaller organisations can achieve. The Amos trust is a UK based NGO that works with partner projects around the world promoting human rights and addressing the causes of poverty. They are running the Street Child world cup taking place in South Africa next week.

With no press permanent press team they have managed to achieve coverage in The Sun, on Blue Peter and the BBC as as garnering celebrity support from the likes of David Beckham. So how have they done it?

Firstly they have known their own weaknesses and by teaming up with a big corporate player Deloitte they have raised their profile and their resrouces. Secondly they have a strong project which translates into an engaging story at a strategic time - leading up to the world cup. And finally, they have known who to target, had case studies readily available and played on their celebrity endorsements.

This project is a great example of what working with partners, creating a great project at the right time, and being targeted with media opportunites, can achieve. Amos trust is a relatively unknown charity but after this event will have a much bigger profile and great links to support their work.