Be creative to get your story into the press, Campbell advises charities

Charities trying to raise awareness of the impact of their work must battle against a "culture of negativity" according to former number 10 spin doctor Alastair Campbell.

Campbell yesterday empathised with delegates at the Charity Communications Conference 2007 who sought his advice on how to boost coverage of their achievements.

“In 1974 a survey was carried out that showed the ratio of positive to negative stories was 1:3, now it’s 1:18, even though the world is actually a much better place now,” he said. “People are as interested in good news as bad news, but it’s much harder to get the media to accept the former.”

Tony Blair’s former director of communications advised charities to think outside the box in order to overcome the obstacle. “There’s always somewhere you can go with a story if you are creative, too many organisations are trapped into traditional ways of thinking,” he said.

Campbell also warned charities against being too negative themselves. “The easiest way to get coverage is to slag off the Government, but don’t confuse coverage with influence,” he said.

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