Charity & Public Sector PR
PR for organisations that exist to make a difference — and deliver change at scale.
Purpose-led PR demands the highest standards of journalistic craft. When the story matters, the telling of it has to be exceptional. We helped one Nottingham charity go from a local workshop to a national policy conversation — with the Home Secretary as a result.
Why charity & purpose
The most important stories deserve the best PR.
Charities and purpose-led organisations often have the most powerful stories in PR — genuine human impact, real social change, passionate founders and people whose lives have been transformed. The challenge is translating that power into the kind of media coverage that changes the scale of an organisation.
Broadcast media is the gold standard for purpose-led campaigns. A BBC Breakfast lead item, an ITV National News feature, a Channel 4 investigation — these are the placements that shift public perception, attract funders and drive the kind of awareness that years of social media posting can’t achieve. Getting there requires understanding how broadcast journalists think — what they need, what they’ll reject, and what will make them give you their most valuable airtime.
We approach charity and purpose briefs with the same journalistic rigour we bring to everything — finding the story, developing it carefully, and placing it where it will have the most impact.
Broadcast-first. Impact-driven.
For purpose-led organisations, broadcast coverage is often the highest-value target. A BBC news item reaches millions of people and carries an implicit editorial endorsement that no paid media can match. We build strategies specifically designed to earn it.
Understanding what TV and radio journalists need — access, visual content, human stories, expert validation — and building the campaign around those requirements from the outset.
The beneficiary whose life has changed. The founder whose personal experience drove them to act. The community that’s been transformed. These are the stories that earn broadcast coverage.
Inviting journalists to experience the work directly — a taster session, a site visit, a meeting with beneficiaries — turns a pitch into a story they feel compelled to tell.
Developing the organisation’s leaders as credible voices in the policy conversation — earning the kind of profile that attracts government attention and influences decision-making at the highest level.
Real result
Charity & purpose case study.
The Communities Inc campaign is one of the strongest in the Motive portfolio — a masterclass in broadcast-first PR for a purpose-led organisation.
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A local workshop becomes a national movement.
Communities Inc ran Stand By Her — a Nottingham anti-misogyny programme recruiting men as mentors in the fight against violence against women. We took their work from a local workshop to BBC national news, ITV, Channel 4 and a Home Secretary visit — in a single campaign.
Results
Lead item on BBC national news bulletins
ITV National News and Channel 4 News coverage
Government initiative announced at Communities Inc — Home Secretary visit
Award recognition
Gold & Silver, CIPR PRide Midlands Awards 2022 — outstanding PR campaign
Got a purpose-led organisation with a story that matters?
We believe the most important work deserves the best PR. Tell us about your organisation and what you want to achieve.
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