Media Guide
How to issue a press release and generate positive publicity
1 Image courtesy of The Newspaper Society
How to issue a press release and generate positive publicity Contents What is the value of local media relations?
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What makes a good media story?
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How to write a press release
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Example press release
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How to refer to Lloyds TSB Foundation
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How to issue your press release
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Case studies
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Photographs
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Further information
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What is the value of local media relations? We have produced this guide to help funded charities to make the best use of the media to promote their work and how it benefits the local community. Many charities find that publicising a grant is a good opportunity to raise public awareness of their work. If you are planning to contact the media, here are some basic guidelines for writing a press release and negotiating media coverage, which we hope you will find helpful. Also included are guidelines on how to refer to the Lloyds TSB Foundation for England and Wales, should you wish to do so.
The different types of media – you are most likely to deal with: Regional, daily & evening newspapers
– Highly influential in the community, wide circulation – The news editor would be the right person to contact about a news story
Local weekly newspapers
– Limited circulation covering a specific town or district interested in human interest news stories relating to villages or towns they cover – The news or features editor would be your main contact – There are also local free weekly mass distribution newspapers
Specialist local publications
– Limited circulation to a selective readership – The editor would be your main contact
Local radio
– Target the news desk – CSV Action Network on BBC local radio – BBC local radio news desks often share information with the TV news desk
What makes a good story? Before contacting the media with a story you need to think carefully about what is the most interesting news angle or selling point of your story. It’s best to focus on how your news will help the local community. The type of ‘news’ they are interested in are things that are out of the ordinary, exciting and dramatic that will be of interest to their readers or humorous or quirky. It could be a fundraising appeal, a call for volunteers, a new appointment, a charity event, the extension of a service, or the launch of a new project or information campaign. Or it could be that other local or national topical events provide you with an opportunity to highlight your charity’s work e.g. get involved during National Volunteers Week. 3
How to write a press release If a paper decides to use your press release, they may only use parts of it and will cut from the end – so try to make sure that you have the basic points of the story in the first paragraph. You need to include in your press release: Name of organisation Date/embargo details Embargoed means you don’t want the story to run before a certain date. Headline Keep this short and punchy and summarising the story but don’t worry too much as most journalists write their own. First paragraph The golden rule for an effective opening paragraph is to make sure that it tells the story in two or three sentences and why it’s an interesting news story. Remember to use ‘newsy’ words such as; ‘cash boost, launch of appeal, reprieved from closure, extended or improved service or cash injection’. Second paragraph Use the second paragraph to explain the key elements of your story. Make sure you cover off the who, what, why, when, where and how. Third paragraph Your press release should also include quotes from one or two people involved in your story, perhaps the main contact at your charity and another person who is key to the project your story is about. Quotes need to be lively and concise for the journalist to be able to use them in their article. If you would like to include a quote from a Lloyds TSB Foundation’s spokesperson contact the Media and PR Manager on 020 7398 1726 – or media@lloydstsbfoundations.org.uk. Ends Put the word ‘ends’ at the end of your press release to let journalists know they have all of the text. If your press release is longer than one page, insert the words ‘more’ at the bottom of the first page. Notes for Editors At the end of your press release include a ‘notes to editors’ section with any additional background information about your organisation (including website address) which might be useful to them. This allows you to keep the press release as short and punchy as possible. Contact details Also make sure you include contact details, with the name and phone number of someone at your organisation who can be contacted outside of office hours. Do make sure that the listed contact and spokespeople will be around when the release is issued and not about to disappear on holiday. How to refer to Lloyds TSB Foundation for England and Wales If you would like to acknowledge a Lloyds TSB Foundation for England and Wales grant please use one of the following phrases: ‘supported by’, ‘funded by’ or ‘received a grant from’. Please note we do not ‘sponsor’ projects. 4
Organisation name/logo
(EXAMPLE TEMPLATE) PRESS RELEASE
(INSERT DATE)
NORTH LONDON SUPPORT CENTRE RECEIVES FUNDING LIFELINE
The North London Support Centre, based in Palmers Green, is celebrating having received vital funds from one of the UK’s largest grant-making trusts which will ensure the centre continues to provide volunteer support. The Lloyds TSB Foundation for England and Wales has donated £x,xxx to the centre which will cover the salary costs of two part-time volunteer co-ordinators.
HEADLINE should be uppercase and bold
BODYTEXT should be 1.5 line spacing
The North London Support Centre supports more than 450 people, enabling them to remain independent in their own homes. They include people with physical and learning disabilities who are linked with a volunteer who spends between one to five hours per week helping the individuals. Support could be anything from helping buy birthday presents to cutting the lawn.
Joe Bloggs, director of the North London Support Centre said, “Without this funding we simply wouldn’t have been able to continue the level of volunteer support. Many friendships have been born out of the volunteer and client partnerships; it would have been a real shame to see this disappear.” John Smith, a local resident who uses the centre regularly said, “It’s fantastic that the centre will still be able to match volunteers to my needs. Over the last year they have helped me to keep my independence and Gill, the volunteer has introduced me to the book club in the local library.” - ends For further information: Joe Bloggs, Tel: 020 0000 0000; email:joe.bloggs@northlondonsupport.org.uk; mobile: 0700 000000 Notes to Editors: North London Support Centre was founded in 1986 by Joe Bloggs For further information about North London Support Centre visit our website www. northlondonsupport.org.uk The Lloyds TSB Foundation for England and Wales supports charities that help disadvantaged people to play a fuller role in the community The four Lloyds TSB Foundations receive one per cent of Lloyds TSB Group’s pre-tax profits, averaged over three years, in lieu of their shareholder dividend For further information on the Lloyds TSB Foundation, visit www.lloydstsbfoundations.org.uk
INFORMATION AND NOTES TO EDITORS should be single line spacing 5
How to issue your press release Once you’ve identified a story you need to do the following:
Decide when to issue the press release. Different papers have different deadlines and you should try and find out the best time to send a release. If the paper is a weekly, then this is usually a couple of days before publication.
Decide which publications the press release should be sent to. You need to make the story relevant to the publication - local media want local stories.
Decide how to issue the press release. It’s best to talk to the journalist about your story to get their interest and then email or fax the press release for their attention. If you send via email, send the release within the body of the email. Most newspapers will block unsolicited email attachments including photographs.
Case studies and personal stories Journalists often want to speak to a ‘real person’ who has benefited from your charity’s work. This can need some time to arrange if you are dealing with sensitive issues. If you have a beneficiary who is willing to be interviewed make sure it would be appropriate for them to do so and that they understand what is involved – set up the interview yourself and always avoid giving the journalist the individual’s contact details. If someone is prepared to be interviewed anonymously make sure the journalist is very clear on this – and be present at the interview. You may wish to produce anonymous case studies – be careful to make sure they are anonymous.
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Photographs Newspapers are always looking for pictures to liven up their pages and having a good picture to accompany your story increases its chances of being used. Look at the media you want to target to see what kind of photographs they tend to use. Most newspapers no longer use ‘grip and grin’ presentation pictures. If you can afford it, you can pay for a professional photographer to take pictures for you. Bear in mind that the press may not use them, so if your budget is tight we wouldn’t recommend doing this unless you can use the pictures for other purposes, such as a newsletter. It’s always a good idea to take some pictures yourself but remember it needs to be a good quality high resolution picture. If you work with children and vulnerable adults, ensure written permission is obtained for their photographs to be taken either by yourselves or the media.
Picture captions If you send a picture to your local media remember to include a picture caption for each image sent. Captions need to include are names of the people in the picture (left to right or clockwise) and their job title/why they are relevant to the story, where they are and a very brief outline of what they are doing. The whole caption should be no more than two short sentences.
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Further information If you have any queries or wish to chat through an idea that you are planning on targeting your local media with, do call our media & PR manager on 020 7398 1726. There are a number of useful organisations and websites which have advice and local media contact details as follows: AskCharity
www.askcharity.org.uk
CIPR
www.cipr.co.uk
Community Newswire
www.communitynewswire.press.net
CSV
www.csv.org.uk/services/media
Fifth Estate
www.cipr.co.uk/fifthestate
Institute of Fundraising
www.institute-of-fundraising.org.uk/network
Media Trust
www.mediatrust.org
NCVO
www.ncvo-vol.org.uk
The Newspaper Society
www.newspapersoc.org.uk
Voluntary Action Media Unit www.vamu.org.uk
The Lloyds TSB Foundation for England and Wales Pentagon House, 52-54 Southwark Street, London SE1 1UN Phone: Fax: Email: Website:
0870 411 1223 0870 411 1224 josh.harris@lloydstsbfoundations.org.uk www.lloydstsbfoundations.org.uk
The company is limited by guarantee Registered in England and Wales: number 1971242 Registered charity number 327114 Registered Office Pentagon House, 52-54 Southwark Street, London SE1 1UN
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