According to a recent Guardian Voluntary Sector Network poll, 62 per cent of charities believe a merger would make them more efficient and better able to compete to deliver public services.

This follows news that the Shaw Trust and the Careers Development Group are considering a merger. They aren't the first and they won't be the last.

When organisations join together, there is scope for significant positive change and innovation. But there is also plenty of room for things to go wrong, not least as a result of the way the change is communicated.

Good internal communications are of course essential. It sounds like common sense, but when senior managers are under immense pressure and are having to make difficult decisions, it is all too easy to let rumours and speculation get out of hand.

Having to think about external stakeholders adds a whole other dimension. Understandably, service users may be very concerned. Commissioners, funders, supporters and partners may also lose confidence.

For all audiences, you need a very clear and detailed plan. You need to know exactly what you're going to say and when, you need to find ways to listen, and you need to make sure both partners are working jointly to deliver consistent communications.

At the planning stage, there are two options. For some, the right strategic decision will be to keep things steady, take people on the journey with you, reassure that it's business as usual and emerge as a safe, stable organisation.

For others, where there is a desire for the merger to be a springboard into new or different territory, the communications plan needs to be about transforming, ramping up and innovating. This becomes an opportunity to think creatively and ensure your comms pushes you towards your new goals.

We've worked with organisations that have done just that. For them, merger communications has resulted in renewal: great profile, increased support, new service developments, fresh partnerships and real culture change.

No two mergers are the same so there is no standard approach or set of answers. It is always a time for hard work, objectivity and sound decisions. It can also be a time for ground-breaking ideas and pioneering developments.

If you're thinking about a merger, our latest free guide provides an introduction to merger communications: www.amazonpr.co.uk/resources.

If you'd like us to help you with your comms, please get in touch.

In a tough funding climate, many charities are being forced to focus their communications efforts on protecting current funding arrangements, making the case for future funding decisions, and seeking out new income streams. But this necessary shift can trigger some important and often difficult conversations, particularly if there is a conflict between appealing to funders, and representing the best interests of those you work to support.

How, for instance, can you work on building connections with government departments on the one hand, while criticising elements of that same department's policy on the other? Can you forge a partnership with a major corporate brand to secure valuable unrestricted funding, whilst staying true to the principles at the heart of your organisation?

The answers to these questions are never going to be straightforward, but there are ways to resolve the tensions posed. By focusing on constructive criticism, responsible and reasonable funders should see value in your stance, rather than dismissing you as a thorn in their side. Make sure you are proposing solutions, not just highlighting problems, and that your arguments have real credibility.

Decisions on these issues need to be reached through careful and collaborative dialogue. They are not things to be addressed and concluded upon after a snatched conversation behind closed doors. They are certainly not decisions that should be confined to the communications team. Rather, you should take time to seek input from a wide range of perspectives across the organisation - people working on the frontline, volunteers, senior management and of course trustees. Whatever you decide, you'll need to have their support and buy-in.

Family Rights Group - the charity advising families whose children are involved with or need children's services because of welfare needs or concerns - has appointed Amazon to help raise its profile.

We'll be working with the charity to develop a new strategic plan for communications and to promote the organisation and its work to professionals, opinion formers and mainstream audiences.

For more information about Family Rights Group please visit http://www.frg.org.uk/