There are many good reasons to change the name of a charity. It may that the name no longer reflects what you do, sounds old-fashioned, or needs an overhaul to create a better ‘fit’ with your supporters, Even in these straitened times, no charity should think that a rebrand might not be for them.

However, as Alex Goldup writes in the latest edition of Charities Management, the magazine for senior sector professionals, it is PR that can make the difference between a successful, well-received rebrand that resonates with and engages supporters, and one is hobbled from the start by controversy and hostility.

In the article, Alex considers some of the key PR ingredients that can make or break a charity rebrand, from putting the basics in place – right audiences, right messaging and right channels – to anticipating the pitfalls and getting the all-important timing right.

Read the article on Charities Management’s website: http://www.charitiesmanagement.com/Magazine-No108/sub-6500/page-9.php