The publicity/ advertising debate has had a long run. For non-profits, PR is often more important than actual advertising, as PR is accepted by the ‘audience’ as legitimate, while advertising has been paid for, which is a two-fold problem. Firstly, non-profit organisations often have limited funds. Secondly, the public are less likely to take the message in as ‘fact’, as it has not been researched and elected as ‘worthy’ by the editorial team – it simply appears in the paper as the advertising space was booked. Foundation Smile The benefits from philanthropy and the power of positive PR By Leigh Andrews 49 AUGUST 2010 COUP