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/

We're delighted to announce that Amazon has been appointed by Secured by Design, part of the Association of Chief Police Officers (ACPO), to help raise consumer awareness of the organisation.

Secured by Design is a flagship UK police initiative to help 'design out' crime through the use of high-quality innovative products and processes. Its principles have been proven to reduce the risk of crime and the fear of crime.

Amazon will support Secured by Design throughout 2012, gaining mainstream attention for its security advice and a range of accredited products, while also maintaining and extending the brand's position among professionals.

For more information about Secured by Design please visit www.securedbydesign.com

I spoke at a CharityComms seminar last week about making the business case for communications. My slot there was off the back of 'Get Heard', a piece of research Amazon PR conducted with the CIPR in the spring, to explore the extent to which communications is valued within charities. It was a fascinating project, which threw up many issues - which is why we're still talking about it now.

One of the big themes from the research, and which formed a focus for discussions at the seminar, was the need for communications professionals to prove their worth by becoming better at sharing their successes internally. This might sound simple - and to some degree it is, for big charities with big budgets and big teams, able to generate major campaigns and to spend time entering awards that will win them recognition. But for smaller organisations, the need to tell other departments what you've been doing and the value your work is adding to the organisation is often overlooked.

It can seem even more difficult to shout about successes that are built over a long period, through a steady flow of activity, as opposed to huge campaigns and news splashes. But as we all know, sustained communications at a lower level can be just as effective, and sometimes even more so.

So how can charity communications professionals do more to make sure the value of their work is seen by others?

Well, to a large extent this boils down to a need to do more communications, but with a different focus. Naturally, your time and energy is centred on communicating with your primary audiences - usually those outside the organisation, including current and potential service users, stakeholders and influencers. But internal audiences are also crucial, and deserve just as much consideration in terms of when and where you approach them, and what you say. As my fellow speaker Kevin Baughen explained, you can't expect to talk to the senior management team in the same way you'd talk to someone within the communications team, and you can't assume everyone in the policy department has an in-depth understanding of what PR and communications involves, and how it can best contribute to their own objectives.

There's no substitute for getting out there and speaking to people. Don't rely on them reading coverage round-ups on email and understanding how hard you worked to achieve those pieces, or the value they add to the profile of the charity. Get away from your desk and go and have a real conversation. Zoe Amar talked at the seminar about how impactful this was for her. Find out what priorities different teams have, and take time to talk to them about how communications can help (and how it can't!). Try to get time allocated to communications presentations in senior management team meetings, and make sure you speak their language - not the language of comms.

It's also important to find the right way to share successes resulting from a joint effort. If you have worked closely with the fundraising team on a project that has delivered real benefits, avoid falling into the trap of over-claiming for your own role. It can be easy to do when you're trying to make the case for your share of the budgets, but joint successes must be shared in a true spirit of collaboration. By doing so, you can help other departments understand that communications is intrinsically linked to every aspect of the organisation.

There are more tips, both for senior management teams and for communications professionals, in the 'Get Heard' report. It's free to download at www.amazonpr.co.uk/resources

Louise Morriss, Managing Director

This article appeared on the askCHARITY blog on 16 December 2011. View it here.

Follow Amazon on Twitter at @amzpr

Follow Kevin Baughen at @kevbaughen and Zoe Amar at @zoeamar

If you fail to prepare, you prepare to fail - a well-worn phrase but it's certainly true if you're a spokesperson for your organisation.

Talking to the media can be a daunting task for even the most confident, but with a bit of homework beforehand you can make it a positive experience. Even if the subject matter is contentious, a good interview can make a significant difference to the way your organisation is seen by readers or listeners.

While the Leveson Inquiry continues to examine the behaviour of some national media journalists, it's important to remember that in the majority of situations journalists are fair, professional, and genuinely want to hear your view on things. They are looking for information and insight, not salacious gossip.

Knowing who you're talking to and why they want to interview you is crucial. Have a look at some of the articles the journalist has written in the past, or listen to or watch previous episodes of the programme you'll be on, to gain a sense of their style.

It's easy to recognise a spokesperson who knows their subject, has a set of clear and concise messages they want to get across, and is confident in the face of questioning. Interviews with those people have real impact, whether you agree with the content of what they're saying or not, and the points they make can stay with you for a long time.

Our latest free guide looks at how to prepare for interviews. It offers advice on planning your responses, anticipating difficult questions and managing the interview once it's underway.

The guide is free to download here, or at www.amazonpr.co.uk/resources

If you'd like more support, or need an opportunity to practice what you read in the guide, we can organise bespoke media training for you or your team. Email Kirsty Kitchen at kirsty@amazonpr.co.uk for more information.

Events have always been a well-used tool in the communications kit. Over the years, we have organised countless conferences, receptions and briefings for not-for-profits wanting to launch new research or services, influence stakeholders or develop supporter networks.

It takes a fair amount of time and money to put on an event. So when funds are tight, the value of traditional events is worth questioning. Think about what you're trying to achieve; can you meet your objectives another way? Don't just stage an event because that's what you usually do. Or, even worse, because your Trustees expect you to.

Of course, there are some occasions when an event is the right answer. In which case, you need to make it work really hard, propelling your organisation or cause forward. Maybe you need a new approach.

We recently helped launch People Can, a charity strengthening communities and supporting individuals affected by homelessness, domestic abuse and offending.

People Can is driven by a strong 'can do' ethos, based on the belief that solutions exist when you focus on what people can do, not what they can't do. This applies both to services and to the way People Can operates as an organisation. Which means being open - to new ideas, opportunities, approaches and partnerships.

Not many are brave enough to walk this talk. But People Can took a leap of faith with its launch events, side-stepping the usual format and opening up completely. Rather than presentations about People Can, there was discussion about issues affecting the sector. Using Open Space and World Cafe techniques, everyone who came participated.

This was about engagement, not a one-way stream of key messages. People went away inspired, energised, enlightened and heartened. Priorities were identified; solutions were found; collaborations were born; actions were agreed.

It's not easy to do things differently. But in doing so, People Can made a bold statement about who they are and how they operate. Even more importantly, they changed the way others think and work. That's an event worth doing.


[Contact us to find out more about participation and engagement. And check back soon for news about The Participation Agency.]

Voluntary sector specialists Amazon PR have been appointed by WRVS to lead a major campaign to engage further with communities across the nation.

WRVS, the charity that works to make Britain a great place to grow old, selected Amazon after a competitive pitch process. Details of the project are currently under wraps, with a launch being planned for early 2012.

Amazon will support WRVS in shaping the initiative, developing the identity and marketing materials, recruiting delivery partners and undertaking a national media campaign.

Verity Haines, WRVS Executive Director of Fundraising and Engagement, said:

'This is an important and timely initiative that will extend WRVS's impact and reach, while making a tangible difference within communities.'

Amazon's Managing Director Louise Morriss said:

'We'll be working closely with the WRVS team to develop and deliver what will be a long-term programme for the charity.'

We attended the ClearlySo Social Business Conference yesterday - a fascinating day, full of enthusiasm and excitement. Many of the highlights came from a range of 45 seconds pitches from organisations looking to secure a ?2,000 prize in the Social Business of the Year Live Award. There were some amazing ideas in the mix - one of our personal favourites being Made By Young People, an initiative founded and run by 19 year old Jamie Dunn. His explanation of the project, which develops responsibility and entrepreneurial spirit in teenagers, was a truly inspirational vision of the power that lies within the social business sector.

Getting down to the practicalities, however, one of the strongest themes to come out of the day was the need for social enterprises of all forms to get better at communicating their purpose and their impact. This is a point close to our own hearts, and one of the biggest challenges we see in this space, which is still finding its feet and trying to decide how best to talk about itself. A lack of clarity can quickly undermine all the passion and purpose of even the best ideas. As Sinclair Beecham, co-founder of Pret a Manger said, you need to be a successful and sustainable business, in order to deliver a real social impact. Good communications is at the very heart of that - not something to try and bolt on at a later stage.

Find out more about the event on ClearlySo's website

According to a recent investigation conducted by Community Care Magazine, one in 10 councils went ahead with their proposed changes to adult care services on the day they finished their consultation period, or in some cases even before that point. In response, commentators and legal specialists have suggested that these councils may have breached equality laws.

The results, published last week, are certainly shocking, but are they surprising? We all know how much box-ticking takes place. Some of the consultation periods run by councils have been as short as two weeks, meaning that there can have been little opportunity to harness the views of a truly representative mix of the local population. Some have justified the swiftness of their decisions by citing tight timescales and stating that it is normal for councils to set budgets in principle, allowing them to be changed after consultation. This misses the mark. Meaningful consultation is about more than asking questions - it's about taking part in active dialogue, truly listening and responding in order to ensure people feel they have played a real part in the process.

Poor consultation is damaging in so many ways. It undermines credibility, breaks down trust and severs links with the community that are vital for future development and engagement, as well as running the risk of being challenged in the courts. Good consultation isn't a luxury that only applies when times are good - it's essential. Now, more than ever, those responsible for providing or funding services must make sure they are taking part in real conversations - not ticking boxes.

Let us know what you think - tweet us @amzpr.

Click here to find out more about the Community Care investigation

The latest in our series of free resources for not-for-profit organisations are now available to download.

'The Amazon intro to developing case studies' has been designed to share some top tips on developing strong people-based case studies, built on informed consent and a 'duty of care'.

Download the Amazon intro to developing case studies

'The Amazon intro to reputation management' provides a guide to planning for, and dealing with, situations that may present a risk to an organisation's reputation.

Download the Amazon intro to reputation management

Our full range of handy guides can be downloaded from the Resources page.

They roll around every year, but of course we only mark the big ones. Charity anniversaries - the 5th, the 10th, 25th, 50th, 100th, and often many others in between - are frequently seized upon by trustees, senior management and communications teams as major opportunities to raise the organisation's profile. But take a moment to question - how important is it to tell people how old you are? Yes, it adds credibility and gives you the nice weighty feel of experience. It suggests that in some way you must be sustainable. But in the current climate being old doesn't necessarily equate with being good at what you do. In some people's minds it could suggest being 'stuck in your ways', conservative (note the small c), and risk averse. A lot of focus is now on creativity, flexibility and responsiveness in a changing environment.

None of this means that we shouldn't be celebrating impressive milestones and marking important dates, of course. But it does pay to take a moment to reflect on the value of an anniversary-linked campaign. A 25th year may well present an opportunity, but it must be an opportunity that has real significance beyond the number. You need to be saying something that brings to life the achievements of those years, that showcases your wisdom and credibility, but that also powerfully demonstrates how you have adapted and are continuing to adapt. You need to be telling people what knowledge you've gained, how services have developed and become sustainable, and how you will continue to adapt to meet changing needs.

Really it boils down to the age old 'so what?' test. It's not the fact that you're 25/50/100 years old. It's about what you've achieved, what you're doing now, and most importantly what you're going to be doing in the future. It's about the difference you've made and the difference you'll make. People won't donate their time or money, and policy won't be influenced, by the fact that you are celebrating a birthday and staging a PR stunt to do it. But if you're talking sense and using your experience to offer up solutions to current problems, then they'll sit up and take notice.

Amazon has worked with youth charity the Jack Petchey Foundation for the second year running to find out the views of young people on a range of issues affecting them, including education and employment as well as the Big Society and the impact of public spending cuts on youth services.

The 'Listen Up! 2011' report, based on a survey of more than 5,000 young people aged 11-25, found that almost three quarters of young people do not feel enough is being done to help them into employment

Despite facing the most challenging economic situation in 30 years, it is encouraging to hear that more than a third of young people say that their ambitions for the future haven't changed in the last 12 months but that they will have to work harder to give themselves the best chance of success. Young people are using their initiative and taking courses to improve their skills, volunteering and doing unpaid work to gain employment experience.

In light of the findings, the Jack Petchey Foundation is calling on the government and businesses to provide more help for young people to find work and will facilitate a summit between decision makers, key influencers and young people themselves later in the year.

Please click here to download a free copy of the report.

The latest in our series of free resources for not-for-profit organisations is now available to download.

'The Amazon intro to dealing with the media' has been designed to share some top tips on dealing with the media, which applies to the worlds of print, broadcast and online.

Download the Amazon intro to dealing with the media

Our full range of handy guides can be downloaded from the Resources page.

We have watched the News of The World phone hacking scandal with interest - especially Steve Coogan's brilliant turn on Friday's Newsnight, which helped boost the programme's ratings to the highest they have been this year. The full implications are only just being realised but The Sun and The Times readerships took a hit over the weekend as they were caught up in the mess and News Corp's BSkyB bid is looking decidedly less likely this week following its referral to the Competition Commission.

All this raises plenty of questions around the future of the media landscape and corporate social responsibility, which are unlikely to be answered in the short term.

A pressing question for charities over the weekend was 'do you take the money?' - after Rupert Murdoch announced that the profits from the final newspaper would go to charity. In response to the debate within the sector, the Institute of Fundraising is to publish new advice on accepting donations - I'm sure it will be interesting reading.

Barnardo's is one of the charities that said yes and thanked the public who had bought the last issue on Sunday. According to Third Sector, The Forces Children's Trust and Queen Elizabeth Hospital Birmingham Charity will also receive equal shares of the issue's profits, highlighting the benefits the cash would bring to their beneficiaries. The charity Beatbullying declined the offer saying only that is was proud of its past partnership work with the newspaper.

It's expected that each of the three charities will receive around ?933,000 but many are asking whether it is worth the risk to reputation, even in these tough economic times? Or is it simply a pragmatic move that will help them deliver more services? Figures out this week suggesting that income to charities is down by ?70 million, only makes a moral decision even tougher.

Amazon was appointed by Lloyd Scott, fundraising director at charity Action for Kids, to coordinate a media campaign to support his 'Magic Marathon'.

Lloyd was planning to take part in the London Marathon, crawling along in a 'Brian the Snail' costume, one mile per day, to raise funds for Action for Kids. The concept was developed by Lloyd, with Magic Roundabout costumes being created. Lloyd had also formed partnerships with sponsors, including an agreement with Magic FM to raise money through their 'Cash for Kids' fundraising programme.

Amazon recommended a campaign that focused not just on Lloyd, but on the children and families that Action for Kids supports. The aim of the PR activity was to raise awareness of the charity as a provider of support, training and equipment for disabled children and young people, as well as to support Lloyd in his fundraising efforts.

We were given the go-ahead by Lloyd to start work in March 2011, at which point he was ready for the media campaign to launch. We worked closely together, making best use of Lloyd's own contacts and ideas as well as our own.

The campaign generated 149 pieces of coverage about the 'Magic Marathon', in national, regional and international print and broadcast media, including the Daily Express, The Sun, Metro online, BBC News 24, BBC 1, BBC London, BBC R4 and R5 Live. All coverage was positive and two thirds contained a link to a fundraising page or source of further information.

The media coverage stimulated considerable interest in Action for Kids. The launch coverage alone increased website traffic by over 100%. Visitors were especially interested in the Magic Marathon pages, with traffic increasing by over 7000%.

For the past few months we've been working with the CIPR's Fifth Estate group to find out whether charities value communications as a function, and whether comms professionals feel that their management teams and colleagues are listening to them. We published our findings yesterday evening.

The 'Get Heard' report, to which over 120 comms professionals contributed, highlights some great individuals who have worked hard to earn respect and understanding by demonstrating how their work makes all the difference to fundraising, campaigning and business development.

But it also includes too many examples of charities that are failing to recognise the value their communications team brings and as a result are making decisions without understanding the reputational implications.

Communications is about listening and engaging. An organisation which respects the communities it serves and understands the importance of good relationships with stakeholders, is a healthy, honest organisation, grounded in reality. Which means it is well positioned to secure maximum funding, increase levels of support, influence real change and benefit more people.

Within a struggling economy, it is hard to remain open and communicative. But it is even more vital. Over the next few years, charities will need to be more effective and efficient than ever. This will only happen if senior managers and communications teams listen to each other and work together, strategically and creatively.

The report is free to download here or from www.amazonpr.co.uk/resources

We recently heard about an interesting project in Brighton where one street has reduced its energy consumption by 15 per cent in just three weeks.

In March and April residents of Tidy Street were asked to review their electricity meters daily and enter the readings into a website that gave them feedback on their usage compared to the average for Brighton, and other UK regions. The results were then painted onto the road surface outside residents' homes, as part of a public chalk artwork by local artist Snub.

It is just one of the 'Change' initiatives, funded by the Engineering and Physical Sciences Research Council to explore how technology can be used to change human behaviour.

It is a fantastic example of engagement at community level, resulting in a fundamental change in behaviour. But it is the local approach and the simplicity of the idea that make this project, and its success, so compelling.

We all know that raising awareness is a very important element in encouraging people to change their behaviour - to take regular health checks or make a donation to a certain charitable cause, for example. However, we often need more than this to change the habits of a lifetime.

The Tidy Street Project has successfully engaged the local community with their energy usage and harnessed the persuasive power of social norms. But effective engagement isn't about pointing the finger at those who still need to catch up. What counts is that residents were also given the information they needed, when they needed it, in a way that resonated and inspired action.

The residents of Tidy Street are now champions for the cause and are passing information onto neighbours, friends and family, pushing the impact of the project way beyond the end of their street.

For more information see tidystreet.org

The latest in our series of free resources for not-for-profit organisations is now available to download.

'The Amazon intro to public relations' has been designed to answer a few of the most common questions people have about PR and to explain what it can achieve.

Download the Amazon intro to public relations

Our full range of handy guides can be downloaded from the Resources page.

Amazon has been appointed to work with national charity Action for Kids on its 'Magic Marathon' project.

The Magic Marathon will see extraordinary fundraiser Lloyd Scott take on the London Marathon course face-down in a 9ft long costume of Brian the Snail, one of the characters in 70's TV series The Magic Roundabout. He'll be accompanied around the course, at a pace of a mile a day, by other characters including Dillon, Zebedee and Florence.

Action for Kids works with children and young people with physical and learning disabilities. It provides mobility aids, work-related learning and family support services. The Amazon team has been brought in to work specifically on this project.

Amazon's senior consultant, Lisa Pettifer, says "This is a very exciting campaign for us to be part of. Lloyd is a veteran of amazing fundraising challenges but this event is possibly his most difficult yet. We will be making sure the Magic Marathon captures the nation's interest and inspires people to make donations to this very worthy cause."

Here's Lloyd and the rest of the Magic Marathon team at today's photocall outside the Queen's House, Greenwich, London.

Amazon has been appointed to promote a new partnership between NCT, the UK's largest parenting charity, and Bepanthen nappy care ointment.

The Amazon team will work with both organisations to raise awareness of NCT's free local Bumps & Babies groups, which bring parents together to share advice and support, and are now sponsored by Bepanthen. The project will focus on generating national, regional and local coverage of Bumps & Babies groups across the country, highlighting the benefits they offer to new parents. It will also include a programme of social media engagement.


Kirsty Kitchen, Account Director at Amazon, said 'The partnership between NCT and Bepanthen is built on genuinely shared goals and a meaningful commitment to supporting new parents. Bumps & Babies groups offer a lifeline to those looking for a way to get out of the house, meet people and share advice and experiences in a supportive, non-judgemental environment. We're incredibly excited to be involved in making sure as many people know about them as possible.'

Many people, including charity trustees, Chief Executives and Finance Directors, think of PR and fundraising as intrinsically linked - that if you generate lots of media coverage, you will see a surge in donations.

If only things were that simple.

In reality, there are many stages between someone hearing about, or reading about, your organisation and its work, and them making a decision to support you with their precious time or money. The role of PR is to bridge that gap, in close partnership with the fundraising team.

That partnership is crucial, but too often PR and fundraising teams seem to misunderstand each other, or to work in their own separate worlds, avoiding rather than embracing opportunities to combine forces.

That's why the latest in our series of Amazon guides explores the role PR plays in fundraising, with an emphasis on how both sides can work in harmony together.

The guide is free to download here, or from www.amazonpr.co.uk/resources

As with all our guides, we'd be interested to hear your thoughts. We'd also like to know if there's a topic you'd particularly like us to produce a guide on. Just email Kirsty Kitchen at kirsty@amazonpr.co.uk.

Communications is never more important than at times of uncertainty and change, and the voluntary sector is currently facing some of its biggest challenges. Organisations may find themselves in a whole new environment as a result of funding cuts and policy changes, and PR will be key in preparing for and managing the impact of that change, both internally and externally.

But are charity management teams listening to their communications specialists?

Amazon is working with the CIPR's Fifth Estate group to find out if senior communications professionals in the voluntary sector are having their voices heard at the top levels of their organisations.

Fifth Estate, which supports PR professionals in the sector, believes the discipline's strategic role is undervalued. But it feels the importance senior management give to communications has the potential to make or break an organisation.

As specialists in the voluntary sector, the Amazon team has developed an online survey with Fifth Estate to find out just what input senior comms staff have in determining the direction of their organisation, if their voices are heard, how valued they feel, and the impact that has on them professionally.

We'll also be carrying out more in-depth telephone interviews. The resulting report, 'Get Heard', will be published in spring 2011 and will set out recommendations for best practice for the sector.

We want to know your views. Take part in the survey at www.surveymonkey.com/GetHeard

We'll bring you the findings of the report in the spring.

As specialists in the voluntary, social enterprise and public sectors we realise that times are hard and that everyone is being asked to do more with less. For many this is a daunting time, but it can also be an exciting one, so to help you explore and make the most of all the options, we offer 'On the House' sessions. These are free one-on-one communications consultancy meetings, where you can get advice and insight from our experienced team on creative concepts, forthcoming opportunities, reputation management or communications strategy - whatever you need!

For more information download the flyer here, or email onthehouse@amazonpr.co.uk

We were thrilled to see all the energy and enthusiasm at the Guardian's Social Enterprise summit on Tuesday this week. Discussions were lively and well balanced, although all inevitably centred on the big issue - how do we build an internationally renowned social enterprise sector in an age of financial uncertainty and risk-aversion? Answers were offered from a range of perspectives, and acknowledgement made of the efforts that have got us this far. By no means are we starting from year zero on this, as was recognised by a number of speakers, but there is a long way to go before social enterprises, combining the best of the public, voluntary and private sectors, are in a position to play the role that the government wants them to.

One of the strongest themes of the day was the need for social enterprises to be able to provide clear and powerful evidence of their impact. Investment in this is crucial in attracting funding, building support and winning contracts. It can be a bit of a chicken and egg scenario of course - if you don't have the money to do the work, you can't demonstrate any outcomes, and if you can't demonstrate outcomes you will struggle to get the funding. But as was clear on Tuesday there is great work already happening, often on a small scale, and demonstrating the value of that work will be the only way to expand it and roll it out more widely.

Demonstrating impact isn't just about detailed evaluation reports and Social Return on Investment (SROI) models - it's about telling powerful stories and sharing experiences. This can be done in many ways - through written materials, video, audio, or photography - but it must be done in a way that will resonate with the target audience, be they commissioners, potential investors, customers, service users, partners or policy influencers. It's those stories that will drive the sector towards reaching its full potential.

It's almost a month since the Office for Civil Society's consultation on improving support for frontline organisations opened, with a view to gathering feedback and opinion on six key areas:

- Easier access to advice through online services

- Access to wider sources of support, particularly from the private sector

- Direct support to frontline organisations through bursaries

- Consolidation of support services through merger and collaboration

- Better local public sector partnerships

- Better partnerships between Central Government and national infrastructure

Over the last ten years the Amazon team has worked with a huge range of frontline organisations, support providers and public sector departments, so we can identify with the views of all three. There is no doubt that all are facing a period of unprecedented change and that the way they work together to help negotiate this will be crucial. For that reason, we would urge everyone to get involved and make their views heard through this consultation, which will play an important role in helping to define and shape a realistic, practical version of the 'Big Society'.

The consultation closes on 6 November 2011.

More information on how to take part, and on the proposals being explored, is available at http://www.strongercivilsociety.org.uk/

Recently we've been celebrating our tenth anniversary. While it was fantastic to see clients, friends and colleagues for a knees-up, what's been equally important for us is the chance to reflect and then to look ahead.

A decade ago, U2 were number one with 'Beautiful Day'. The voluntary sector was just starting to understand the benefits of working with communications agencies. The public sector was getting its head around meaningful, targeted engagement. Social entrepreneurs and enterprises were emerging. And corporate social responsibility was becoming increasingly mainstream.

We knew then that the best way an agency could deliver value to the not-for-profit sectors was to think much more broadly than media relations. So on behalf of our clients we got stuck in, developing attention-grabbing concepts, recruiting cause champions as ambassadors, organising truly interactive and memorable events, and creating networks that opened up new opportunities.

Much of this work was delivered in partnership, and we held hands with some amazing specialists - lawyers, enterprise advisers, designers, story-tellers, photographers, thinkers. We were united in wanting to effect positive social and environmental change.

Over the years, our markets evolved and we responded, which meant working in different ways. And thinking about it now, those ways became a bit less dynamic and a bit less collaborative. That's what happens when people become comfortable.

So now here we are. Bruno Mars is number one with 'Just The Way You Are (Amazing)' and the world is a different place. Which means responding to change again. For us, we know this involves reviving old relationships and finding new friends to work alongside us. It means going back to a more flexible approach, offering clients a full package of services from an assembled team of expert, committed associates. And it means remaining nimble and adaptable throughout.

We are eager and ready. And talking to friends at our birthday party, many others are too.

It was a beautiful day when Amazon was born. And it's been a great ten years. But now we are excited about new approaches and new partnerships, because the people around us are creative, gifted and inspired. To all of you, we look forward to working together because you are amazing, just the way you are.

We've just launched the latest in our series of free guides for not-for-profit organisations.

> Download 'The Amazon guide to writing a PR brief'

You can also get hold of 'The Amazon guide to writing a PR brief' on the Resources page. More guides coming soon!

Informing parents of their rights, briefing businesses on equality regulations, telling voluntary groups about new opportunities, sharing good examples of sustainability to inspire more, encouraging communities to come together to tackle deprivation, helping families deal with difficult break-ups, and making vulnerable people aware of support that's available.

For us, that's what public sector communications is about. It's important stuff. And by engaging and listening, rather than just creating campaigns that are in effect one-way traffic, we hear the feedback, we understand the impact and we see the change. Which is what makes it so rewarding.

Perhaps because we're one of the smaller public sector agencies, we work on projects that demand strong
strategic roots and smart creativity. For us, it's not about big budgets and flashy stunts. And it's definitely not about spin.

Obviously times are changing and spending on communications should indeed be reduced. Here at Amazon, we won't miss the big budgets, big agencies and big campaigns of the past. But we will certainly be arguing for a continuation of meaningful, two-way, cost-effective engagement. Society will be pretty small without it.

CIPR President Jay O'Conner said in July: 'The CIPR wants to make the case for smart use of communications in the public sector to achieve Government policy. Public relations can be part of the solution as it can deliver new ways to engage and communicate. The way forward is not sweeping generalisations but considered discussions about how to best support policy objectives, based on a real understanding of what public relations can deliver.'

We couldn't agree more.

Click here for the CIPR's 'In defence of public sector communications'

When we start working with a new organisation, or we're discussing a new project, we always kick off by asking one question... "what will success look like?". This provides an opportunity to hear what people are looking for, to see if different people have different priorities, and to discuss how best to achieve that success.

It's surprising, though, how often we hear the answer: "Let's go for the Guardian, the Times, the Mail, and the Today programme", or similar.

This is, in fact, an answer to a different question. It focuses on a tool, rather than an outcome or an end result. The point is, why do you want to be in the Times or interviewed by Evan Davies? What do you want to achieve? Too often this can get overlooked in the clamour for coverage and 'profile'.

Mainstream news media are vitally important in highlighting key issues, raising public awareness and reaching key influencers. There's no disputing their power. However, they are still only one of a huge range of ways to get your message across, and too often other options, which may be more relevant to your end goal, can be overlooked.

That's obviously a big part of our job - to help our clients understand the other options. And we work hard to make sure people realise the role that direct engagement, social marketing and strategic partnerships, for example, can play. But when a Chair of Trustees, or a Chief Executive, is already certain that the best route is page four of the Daily Express, even if we can convince the communications team, they then face a difficult job selling our recommendations internally.

So this is just a reminder. There's more to good communications that mainstream media relations. Don't underestimate the value of face-to-face briefings, of publications, of relationship building and engagement. The media is a powerful tool, but in order to tap into the mainstream you'll often need to tailor your message to fit the news agenda, rather than your specific audiences, and you'll be running the risk of being bumped in favour of other news. So keep an open-mind and next time you try to picture what success looks like, you might find yourself offering a different answer.

We've just launched the latest in our series of free guides for not-for-profit organisations.

> Download 'The Amazon guide to working with a PR agency'

You can get hold of 'The Amazon guide to hiring a PR agency' on the Resources page. More guides coming soon.

An inspiring campaign for the Motor Neurone Disease Association has caught our attention.

Two years ago 37-year old Patrick Joyce was diagnosed with MND, an incurable disease which attacks the ability to send signals to and from the brain. Describing himself as an incurable optimist he has set out to paint 100 portraits of other inspirational people.

So far Patrick has painted 12 portraits, but as the disease progresses it will be become increasingly hard for him to continue.

Patrick's microsite emphasises the personal drive behind his challenge. A Facebook page and Twitter presence allow people to follow his efforts to remain positive despite his worsening condition.

The MND Association has generated media coverage to drive engagement.

On the BBC World Service Patrick said: 'I started this in the hope that I could show that behind the horrible statistics there are people fighting tooth and claw to stop this disease, people giving up their lives to care for the sufferers and people living with it, with dignity, fortitude and a sense of humour...I simply want to share my incurable optimism.'

The campaign is supported by advertising, with posters across the London underground and national rail network. One shows Patrick in a wheelchair playing with his child and laughing. Another shows him standing up, with his portraits behind him.

Weaved into Patrick's personal story is a call for increased funds for research and support, with links back to the MND Association website. This is a subtle and personal way of encouraging donations.

The combination of traditional and newer media channels has enabled Patrick's cause to rapidly reach diverse audiences. It will be interesting to see how the campaign develops as Patrick's illness progresses, but the use of social media channels will enable it to grow organically, and offers the possibility of continuing the challenge and raising awareness after Patrick's death.

We love the honesty and conviction behind this compelling and clever campaign and wish Patrick the best of luck in his search for more incurable optimists to paint.

www.patricktheoptimist.org

Follow @patrickoptimist on Twitter

You can download our free guide to hiring a PR agency from today.

> Download 'The Amazon guide to hiring a PR agency'

This is the first in a series of short guides covering many aspects of public relations. Others, including 'writing a PR brief' and 'working with a PR agency' will available soon from the Resources page on our website.

Our teenage years may be lost in the mists of time, but they are certainly not forgotten. It doesn't take much to bring it all back. Good times. We all had strong views, deep feelings and high hopes.

So why, as we reach our 'middle' years, do we feel so detached from today's young people? Are they really that different?

Youth charity the Jack Petchey Foundation has just launched a truly compelling report. Entitled 'Listen Up!', it's a rare chance to really hear young people. Almost 6,500 11-25 year olds took part in the research, which is both challenging and moving.

If you think all kids want is fame and fortune (without having to work too hard for it!), you might be surprised to learn that tiny numbers think becoming famous is important. Many more are impressed by determination and dedication than by wealth.

If you think all kids are rude and violent, you might be interested to know that almost half say a stable, loving family is their number one priority for the future. And the vast majority regularly volunteer or help other people.

The problem is that almost half say they are misunderstood by adults and think politicians do not genuinely care about them. Similar numbers believe a lack of self-confidence might prevent them achieving their goals.

Nirosa, a 15-year old who took part in the research, says: "I'm not deterred by the many negative views of young people floating around because, to me at least, they are not true and do not represent the reality of British youth...we are the future generation and everything will be shaped by us..."

If you can remember what it was like to be young, you'll know that most young people are compassionate, clever, motivated and generous. Many have Nirosa's determination. But not all. Society's negative perceptions and attitudes are in danger of undermining young people's ambitions and their ability to achieve them. That's the challenge for us all.

Get the Listen Up! report at www.jackpetcheyfoundation.org.uk .

We are delighted to announce that Amazon's 'Back After the Bump' campaign for parenting charity NCT has been shortlisted for a Third Sector Excellence Award.

The project, which highlighted the challenges mothers face when returning to work after maternity leave, is on the shortlist for the 'Communications Campaign' category.

The full shortlist for this and other categories can be viewed online. Winners will be announced at an awards ceremony in London on 23 September 2010. We'll be there with our fingers crossed!

In the White Paper issued earlier this week Health Secretary Andrew Lansley set out the Government's plans to reform the NHS and reduce health management costs by 45%. These reforms will have far-reaching implications for everyone connected to healthcare provision, and will fundamentally change the way in which many organisations communicate.

The reforms will see GPs acting as commissioners in charge of around ?80 billion worth of NHS budgets, all hospitals operated as social enterprise-style 'foundation trusts', and SHAs and PCTs abolished by 2013. Charities, social enterprises and private sector organisations will be able to sell their services to the NHS through these models - a move that some see as a major opportunity and others view as the first step towards privatisation.

Whatever your views on the pros and cons, the reforms will cast a new light on the charities and social enterprises who may be interested in helping advise on, or deliver, health services. Now is the time for all these organisations to think about the implications this has for the way they talk about what they do, how they get those messages across to those who will wield the purse strings, and the way they engage others in this competitive space.

Not-for-profit organisations will be able to offer an invaluable source of experience, specialist knowledge and independent counsel to GP consortia and foundation trusts, but they will have to be able to play the game in a pro-market agenda.

It won't be enough to keep telling the touching stories of people who've benefited from the organisation's work in the past (important as that is) - they will have to find a way to compete with the well-oiled promotional machines of their private sector rivals, to make sure their expertise can cut through the noise and grab the attention of a new breed of busy and inexperienced commissioners. Success will hinge on demonstrating creativity, capacity, efficiency and effectiveness, and in many cases a proven ability to work together with other organisations to deliver major services.

This is a new challenge, and one that many will be ill-prepared to tackle unless they invest time now in building their proposition, engaging potential partners and creating a new kind of clarity about what they can offer.

As the World Cup prepares to enter the knock-out stages and the remaining newspaper and magazine pages fill up with the faces of the final Big Brother intake, there's little escape from the world of 'celebrity' at the moment....

Read Kirsty Kitchen's latest AskCHARITY blog, exploring the role of celebrity managers within charity comms teams, at http://askcharity.org.uk/blog/