Use celebrities wisely, Professor urges charities
Celebrities working with international charities are at their most useful when they work behind the scenes speaking to movers and shakers, rather than filling column inches of newspapers, according to new research. Two surveys by Professor Dan Brockington from The University of Manchester reveals the public is, surprisingly, not good at noticing the charitable work of celebrities in his new book published this week. Instead, it’s the power brokers in world of business and Government who are more influenced by the famous. [