Home is not where you live, but where they understand you

The third sector is facing an uncertain future as it plays its part in meeting the extreme demands of a global pandemic. Here, Solent University PR lecturer Rob Dalton argues that public relations practitioners are helping to shed light on the otherwise hidden problems they face.

I’ve never really subscribed to the notion that ‘charity begins at home’. Although not meant as such, the phrase provides too much of an excuse for the selfish and mean-spirited to do absolutely nothing at all to help others.

Nevertheless, that is exactly what we have been seeing in recent months as Covid-19 continues to restrict our freedoms … and, guess what, the result has been simply awesome. Fundraising efforts, from flats, bedrooms and garages, have not just been successful, Captain, now Colonel, Tom Moore has shown us too that they can be, frankly, inspiring.

Once more, it is public relations and communications work that is making this effort materialise. Fashioning content, connecting us socially and making it possible for us to spot, learn more about and support the causes we hold dear.

Whilst the cash generated during these troubled times is important, public relations is also helping us to understand and address the many other challenges now facing the third sector as a result of the Corona virus.

We are learning of the significant increases in demand for third sector services, from mental health counselling, and food banks, to advice and information centres helping those with financial and money worries.

Educational and youth charities are warning the government that, without help, the pandemic will burden a generation with ‘intolerable stress’ for years to come. Leading third-sector organisations are also calling for rapid and profound changes to tax and charity legislation so that those likely to be in the front line of helping the victims of economic collapse can themselves be helped to do what they know will need doing.

Times are already hard for those who rely on charities, social enterprises and voluntary organisations but, without help, they are likely to get far worse. For the third sector, making sure its communications ‘hits home’ has become an ironic but ultimately live saving metaphor. 

There is no magic information fairy at the bottom of the garden bringing these issues to our attention. Focused and case-specific arguments do not fall unaided from the sky! It is public relations which is making these issues apparent to us and especially to those in power, explaining problems to anyone who will listen and preparing us for the challenges of a post-covid era.

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© photographs: www.thirdsector.co.uk and www.goodreadbiography.com.