BTCV Handbooks Online

Book:	Local Action
Chapter:	Publicity
Section:	Handling the press
Metadata:	Details	Buy this book

An effective way to get publicity is to use the existing media - the local press, radio and even television, along with other group's newsletters and community papers.

No one will report on your work unless you tell the press what you're doing, so an organised publicity plan is essential, including press releases going out to all the local media to highlight key activities.

Before you do this, there is always one critical question: Why do you want press coverage? It may be to get more volunteers, to publicise a fundraising event, or to show your sponsor that you mean business. Whatever the purpose, you should always remember it and make sure that each press release reflects the reason for putting it out.

Never put press releases out just because you haven't had much press interest lately. Give the press real news and they'll probably cover it.

Radio and television

You'll be lucky to get TV coverage, but then every day people do get lucky. Don't be afraid to send them your press release, especially if you have got a good visual story. You will only get coverage if they know what you are doing.

Radio is very different - local radio is always short of good features. The problem here is getting across what you're doing without photographs or cameras. The way forward is to think about how you can present your story in a way that will appeal to your radio station. This means listening to some of their programmes and hearing how they handle such stories. Find out, if possible, when you will be on the air.

Five steps to good press coverage:

1) Know who your local press are.

Make a full list of all the local newspapers, radio stations and TV companies. Remember the commercial radio stations and the free papers. Get the list set up so that it can be copied on to sticky labels for the envelopes. Keep an eye on the papers and get the names of the journalists who are writing environmental stories. Then ring them up and develop a good relationship with them.

2) Have a good press angle.

The media likes local interest, clear stories and a good photo opportunity. The mayor planting the first tree in your new woodland is almost bound to get coverage, whereas a group of volunteers doing routine scrub clearance in a rather inaccessible place is unlikely to attract as much interest.

3) Make your press releases clear and short.

A press release can be very simple, but it always needs five key pieces of information: Who, What, Where, Why, When. Every press release should say what you (who) are doing at the project site (where), why it is important and when the action is taking place. It should also state the best time for the press to send a photographer/cameraman and reporter. The format illustrated will normally get you coverage.

4) Get your press release out in good time.

Find out when your local papers go to press and make sure that you get your press release there before the deadline for the one you want your story to appear in.

5) Follow up your press releases.

Journalists are busy. They may ignore your press release or it may not have reached them. Ring them up and remind them about it and ask them whether they will be covering the event. You may need to send them another copy, so access to a fax machine or e-mail can be a big help.