Case studies, or 'media volunteers', offer journalists, stakeholders and potential supporters what is effectively a third-party endorsement of your organisation, adding credibility and first-hand experience.

But it can be difficult and time-consuming to find people willing and able to talk to the media on your behalf. Many don't want to discuss issues that are personal to them, or are daunted by the thought of putting themselves at the mercy of a journalist. The problem is, without them you'll face a tougher job getting media coverage, your newsletters and website may lack human interest, and your events will risk being two-dimensional.

In our experience, even the largest organisations often lack a proactively built and carefully maintained case study library, as well as the processes to help manage these individuals responsibly. Stories are captured on an ad hoc basis by an array of different people, with varying forms of consent, and written up in long, rambling documents that are filed away and forgotten. The result is a mad scramble when opportunities arise, and a host of supporters who want to help out but quickly feel forgotten.

Given their importance, there's no reason for case study handling to be any less planned and strategic than any other area of your communications work. The good news is that some straightforward principles can help you develop a useful, effective library that will quickly start showing results.

1) Proactively approach people at every opportunity - go to them with a clear outline of what being a media volunteer involves and how it will help you keep up your good work. Make sure you have clear requests for people's stories on all the most popular areas of your website, and in your mailings to supporters and beneficiaries.

2) Ask your existing case studies if they know other people who might be able to help. Their friends, family or colleagues may share similar characteristics or experiences and will probably be more willing to take part if they know someone that has already shared their story.

3) It's not enough to have a list of names and addresses on file. Take the time to interview each individual and gain an in-depth understanding of their story, before condensing it into a standardised profile.

4) Get a full range of contact details from the start, and an idea of days/times that are best for getting in touch.

5) Categorise your media volunteers according to relevant criteria such as age, key message, issue, region, and the type of media they'd be most suitable for, to help you identify the right person for the right job as quickly as possible.

6) If you get a strong story, don't waste it - look at all the ways you might be able to use it and where it will add the most value.

7) Remain sensitive to the needs of each individual volunteer at all times. They aren't as used to dealing with media as you are, and they don't understand the workings of the industry in the same way you do. If they aren't made to feel supported and valued at all times, they won't be there for you when you need them most.

8) Provide anonymity where necessary. Although pseudonyms limit the range of use for a case study, an anonymous quote in direct marketing or on your website can still add value. This also allows your more reluctant media volunteers the chance to be involved in a way they feel comfortable with.

9) If you don't have the time to do it, find someone who does, either in house or externally. Cutting corners will only create more work for you further down the line.

10) If you're working with a PR agency, make sure they have extensive experience of dealing with sensitive case studies, so you can feel confident in their approach. Look at creating an online case study library which can be shared and managed by both teams.

Kirsty Kitchen, Amazon PR