Whether in looking for resources or doing their work, voluntary and charitable organisations have always needed to publicise their existence. However, major changes in the role and funding of the sector in Britain have meant that the issue of publicity has gained particular salience. This article discusses these changes and provides preliminary findings from a large-scale investigation into media and public attitudes towards voluntary and charitable activity. It explores how voluntary activity is reported by mainstream news media, and how these presentations are framed by media professionals' perceptions of, and value judgements about, different types of voluntary action.