Promoting your project
The media always want exciting, local news stories, especially if your story has a human interest e.g. something that readers can relate to.
As a condition of your grant you are required to publicise that you’ve received a grant from us. This gives you a great opportunity to raise public awareness of your work, tell people who you are, what you are doing and how the community will benefit. Publicity can also lead to additional fundraising opportunities or people volunteering to help your project.
This guide gives you some basic hints and tips on how to write a press release and talk to the local media about promoting your story.
So what’s a good news story?
Before contacting the media with a story you must decide what you want to say. Make sure your news will be of interest to someone outside of your organisation. Editors are interested in news that will appeal to their readers and is, for example:
- Dramatic
- An appeal
- Humorous
- News of a Charity event
- Quirky
- New appointments
- Family or individual experiences
- Triumph over tragedy
- Out of the ordinary
- Information campaign
- Research news
- Extension of a service
- Launch/opening of a new project
- Opinion forming
Writing a press release
Editors receive hundreds of press releases on a daily basis. So make sure yours stands out from the crowd.
Decide on the key messages you want to communicate. Make sure the main message is in the first paragraph and use the remaining press release to back up your main message.
Press releases need to be produced on headed paper and include:
- Name of the organisation
- Date
- Headline – keep this short and summarising the story. Journalists will write their own fancy titles for the paper
- First paragraph – make sure that it tells the story in two or three sentences. Consider using phrases such as; cash boost, launch of appeal, reprieved from closure, new service launched etc
- Second paragraph – use this to explain the key elements of your story e.g. who, what, why, when, where and how
- Third paragraph – if possible, include short quotes from one or two people involved with your story. If you would like a quote from the Bedford Charity please contact Suzanne Sharp, Communication Manager on 01234 369500 or ssharp@harpur-trust.org.uk
- Ends – put the words ‘Ends’ at the end of your press release to indicate the main text of the story has finished
- Notes for Editors – in this section include background information on your organisation (including a web address) that journalists may find useful. Using this section for the detail on your organisation allows you to keep the press release short and snappy. Please also include information about the Bedford Charity (Harpur Trust) - see agreed text below.
- Contact details – include the name and phone number of someone who can be contacted outside of office hours and can answer journalist’s questions
- Referring to the Bedford Charity – please ensure the press release states we have supported your project. When referring to the Charity please use the Charity’s full name when you first refer to us i.e. The Bedford Charity (The Harpur Trust) and then in subsequent references you may simply use The Bedford Charity. When acknowledging we have supported your project please use phrases such as: ‘supported by’, ‘funded by’ or ‘received a grant from’.
Issuing your press release
Decide when to issue the press release. A story that’s too old, even if it’s a great story, won’t get used.
Decide which newspapers, radio or TV channels you want to send your press release to. Call them to check when their copy deadline is and to confirm which journalist will deal with a news story like yours. Try and get their direct phone line and email address.
Decide how to issue the release
- If possible talk to the journalist first and tell them about your story and then email the release for their attention. Send the release in the body of the email, not as an attachment as they may not bother to read it.
- Ensure that each journalist, at each publication receives an individual email; do not send out a group email to all of your media contacts
Check the journalist has received your email and if they need any more information.
Add a copy of the press release and photos to your organisation’s website making sure the story can be easily accessed from the home page.
Photographs
Eye‐catching and interesting photos are vital and increase the chances of your story being used. Make sure they’re interesting and good quality. If you don’t have a photo, tell journalists if there’s an opportunity for their photographer to take photos.
If you work with children and vulnerable groups, ensure that written permission is gained for their photographs to be taken and/or used.
Remember to include a picture caption for each photograph. Make sure it includes the names of people in the photo, why they are relevant to the story, where they are and what they are doing. Captions should be no longer than two short sentences.
Your contact details
Make sure you’re accessible once you’ve issued a press release. Include your name, phone number and email address. A mobile number also helps especially if a journalist wants to contact you when you’re not in the office.
Signing off press releases
Our Communications Manager, Suzanne Sharp is happy to offer you advice and guidance on generating publicity and she can be contacted on 01234 369500 or ssharp@harpur-trust.org.uk
Any press releases you plan on issuing to the media that either refer to us or use our logo must also be approved by Suzanne. Again please email her on ssharp@harpur-trust.org.uk
Further information
The Media Trust provides a host of information for Charities on PR, Communications and Marketing their project. For more information visit resources.mediatrust.org
You can download a PDF copy of this media guide, including an example press release template here.