NGO & PURPOSE-LED
SENSITIVE STORIES, HANDLED WITH CARE.
Communicating clearly and responsibly for organisations whose work involves real people and real consequences.
What This Is
Purpose-led communication carries an obligation that commercial work does not: the people in the story are rarely there by choice, and how they are represented matters more than the coverage it earns.
The work covers narrative and messaging, media relations, campaign moments and issues management, with consent, dignity and accuracy built into the process rather than checked at the end.
It is also usually done on a tighter budget, which means being ruthless about what will actually move attention and funding.
Who I Work With
NGOs, charities, foundations and purpose-led businesses working on subjects where trust is the primary asset and a misjudged story does lasting damage.
How I Work
We agree the ethical boundaries first: whose story it is, what has been consented to, and what will not be used regardless of how well it would perform.
Delivery focuses on credible earned media with journalists who handle the subject responsibly, and, where there is a moment to build around, campaigns and brand activations.
Spokespeople in this sector often face difficult questioning, so media training and crisis communications planning are frequently part of the work. Related thinking is in my insights.
Explore Other Sectors
I work across several closely related sectors.
Frequently Asked Questions
- Can PR work on a small budget?
- Yes, if it is focused. A small number of well-chosen, well-prepared stories outperforms constant low-value activity.
- How do you handle case studies involving vulnerable people?
- With informed consent, a clear right to withdraw, and an agreed line on what will never be published — regardless of the coverage it might earn.
- Do you work with charities as well as NGOs?
- Yes, including foundations and purpose-led businesses.
- Can you support a fundraising moment?
- Yes. Campaigns built around an appeal or a milestone are a common shape for this work.
- What if the subject is contested?
- Then preparation matters more, not less. Agreed positions and prepared spokespeople are the difference between a fair hearing and a damaging one.
- Do you offer reduced rates for nonprofits?
- Scope is shaped around what the organisation can realistically fund — the honest conversation happens at the contact stage.