With the Olympic flag now passed on to Rio we can certainly look back at a games which brought the best out of the country.

Two aspects in particular should resonate with the voluntary sector – the mobilisation of thousands of people as volunteers and the funding the games and individual athletes attracted from the private sector.

Both of these achievements were rooted in effective marketing and communication, and the way the “promise” of the games was sold to prospective sponsors and volunteers to get them involved.

Clearly most organisations don’t operate at the Olympic level, but like the thousands of Britons now taking to their bikes, spurred on by Team GB’s efforts in the velodrome, I belive many can find inspiration in how the games were delivered to help them attract support.

PR and marketing were never a bolt on extra for the Olympics – they were always central to the plan for success. Organisations hoping for growth and development in these straightened times could do no worse than follow the lead of the Olympics and set PR and marketing centrally in their operation.

Advertisements