Bright future for volunteer PR communications agency

A volunteer-run communications agency for the third sector celebrated its first anniversary last week by announcing four new industry-leading ambassadors who will help broaden its scope and offer PR services to even more charities.
 
Non-profit agency Bright One provides low-cost communications services for third sector organisations, while giving those interested in PR and communications careers the skills and mentoring they need from seasoned professionals.
 
Building on the expertise of around 25 professional volunteers recruited in the first year, Bright One announced four new ambassadors at its first ‘birthday party’: Edelman UK chief executive Robert Phillips; Andrew Bloch, founder and managing director of Frank PR; Neville Hobson, prominent consultant and blogger; and Kristin Syltevik, managing director of Hotwire.
 
Ben Matthews, founder of Bright One, tells Philanthropy UK, “Not only do [the ambassadors] add credibility to our organisation but they also help support us by getting the word out and passing on contacts they think are appropriate.”
 
The agency has moved on from Matthews’ original idea of setting up a communications agency run by students and graduates. “When I first started getting the word out about it, I quickly realised that there was a lot of interest within the industry, but there weren’t many opportunities for professionals to get involved,” he says.
 
Bright One has seen an increase in volunteers recently as experienced professionals who want to “give something back” are “finding themselves without work or with reduced hours” because of the recession, says Matthews.

At the same time, small charities are looking to make budgets stretch further. Many are particularly interested in digital PR, Matthews says. Because Bright One works with smaller organisations and provides them with “a service they would otherwise not be able to afford,” the recession hasn’t “significantly changed the size of the market we’re interesting in supporting,” he continues.
 
Bright One will measure its success using social return on investment analysis, which puts a financial value on the impact achieved. Several volunteers have already found jobs in the industry says Matthews. They will also measure the impact of their services on clients’ charities including growth in awareness of the charity, and funds raised.
 
Professional volunteer Jaz Cummins, who has worked in the digital PR sector, used Bright One to gain non-sector experience, and starts a new role as web and new media manager with Amnesty International this month.

As well as offering experience of the sector, “the work itself boosted my confidence, leadership and campaign management skills,” she says.
 
Cummins recommends Bright One as an  “enjoyable and professional volunteering experience.”