CAREERS: WORTH A LOOK ..

You'd think it was hard enough working for a not-for-profit organisation or charity. What you do is important, but also stressful. And you're doing it with minimal resources. It requires pretty much all your attention.

Unfortunately, that's only half the job. The other half is about promoting your cause or charity, almost a full-time job in its own right.

The bigger organisations can and do employ communications specialists.

Smaller organisations have to find a way of doing it themselves. It's not easy. It requires hard work, attention to detail, charm, focus and, when it comes to dealing with the media, a combination of military-style strategic nous and the cunning of a fox.

This latest in the Directory of Social Change/CAF "How to

series, Promoting Your Cause is a primer for anyone faced with a communications task. Author Karen Gilchrist writes in an accessible jargon-free way. She not only explains why communications are important but how and where to make a start. It covers everything from identity creation to web sites, media relations, road shows and the all-too-often-forgotten matter of evaluation.

It's not meant, however, as the definitive textbook, merely a starter kit for those new to the area. But within those terms it succeeds admirably.

Promoting Your Cause ISBN 1 900360 95 0, £10.95

Promoting your Cause Directory of Social Change/CAF, £10.95.

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