Public Relations

Fact sheets

No matter what story, event or issue you want to promote, you need to think of the ‘hook’ or ‘angle’ that will catch the attention of the media, and their listeners/readers. This is what will make your item newsworthy, relevant and interesting.
There can be several advantages to placing advertisements in, for example, a local newspaper. Buying advertising space allows you to control the message that people see or hear about your organisation. Another advantage is that relief from VAT is available for charity advertising which makes known the aims and objectives of the charity.
In 2002 the government produced a report ‘Private Action, Public Benefit’ which highlighted the benefits of charities playing the advocacy and campaigning role.
An event goes wrong, you feel you’ve got bad press or you have been associated with a negative story – it happens.
Journalists and researchers get most of their information and stories from talking to people and often they want to hear views and stories “from the horse’s mouth”. Interviews, therefore, form a large part of any media output.
Compile your own media contacts list and update it regularly. A company directory of such resources can prove to be invaluable.
This is when you invite journalists/reporters to find out more about your story. They can take a lot of time and effort to organise, so you have to be sure you have something more to offer than can be contained in a press release. At a well organised, tightly run press conference you will be able to get across a lot more information, have experts on hand for interviews and quotes and provide photo, film and recording opportunities.
Photographs are very important because they draw attention to your story. People want to see what actually happened, and visuals make the piece more interesting and captivating to the reader. Here are some tips to think about when taking your photographs:
When planning a conference it is important not to underestimate the detail that is needed to make the event a success. Below are some key points to take into account.
In the absence of large budgets for advertising, publicity and promotion, media coverage is probably the most effective channel for community organisations to communicate their message to the public.
The term 'media' is used to cover national and regional newspapers, magazines, radio, TV and the Internet.
The most common way to get information to your media contacts is in the form of a media or press release. A media release can be used to provide a ready-made story, alert the media to an event or launch, spark a feature or as an invitation.
An example of how you may want to release information regarding your organisations current news and events. A press release, whether online or in print, can be a very useful way of promoting your organisation.


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