Inadequate communications training is hindering the development of the sector, according to new research published by the Media Trust today.

Communicate – A Study Investigating Communications Skills Capacity Building in the Voluntary and Community Sector found that despite successful communications being crucial for brand awareness, fundraising and recruitment, very little is invested in this area, with a third of those who work in voluntary and community organisations receiving no training at all.

Caroline Black, who led the Home Office-funded study, said that it was mainly smaller charities that experienced problems due to the belief among funders and trustees that communications are not important. However, she warned that this shouldn’t discourage people from applying for funding specifically for this area as “a good enough argument may be successful”.

Caroline Diehl, chief executive of the Media Trust, said: “In an age where success is measured by public image and perception as much as by actual performance, voluntary organisations, whatever their size, cannot afford to get it wrong.

“We have a responsibility to provide a voice for users and beneficiaries. Our greatest challenge must be to increase the visibility of the sector, and of the people in communities across the world who underpin this sector and our society.”