Media tips for community fundraisers

This is a basic guide to some of the fundamental things you’ll need to bear in mind when approaching local media for your Oxfam fundraiser. It covers the basics for writing press releases and contacting media to sell in your story.

Charity fundraisers are a big hit with regional media and can really help get people along to your event or add to your sponsorship total.

The main question to ask yourself is ‘why will these readers/listeners be interested in my fundraisers?’

Here are some ideas – an Oxfam fundraiser:

• Inspires local people to do something interesting in the local area: a strong human interest angle;
• Links with something bigger going on nationally: your local community is part of something much wider;
• Asks local people to get involved and do their bit;
• Hosts unusual and innovative events, sponsored toilet sits to giant cake bakes: great stories and photo opportunities in one;
• Raises funds for a good cause too. Can you challenge people in your area to raise a certain amount for Oxfam?

How do I get my event out there?

Know your media

It’s really important to know your local media well so you know what angles and stories appeal to them.

Read it:

• Read a week’s worth of the local paper(s) to identify useful sections: every week there may be a community events section in which your fundraiser could be featured.
• Keep any relevant articles you find and note the author’s name so you can drop them a line directly.
• Don’t neglect your local BBC website – these usually have a huge readership and are very keen on interesting local events.
• What other local listings publications are there?

Listen to it:

• Listen to local radio at different times to see where your story would best fit. Is there a local community show?
• Find out who the presenters are so you sound knowledgeable. Listen in, ring the radio station or look on the website to find out.

Producing a press release

Dos and don’ts

Dos

1. Give it a date and a snappy headline that tells the story in brief.
2. Type it but keep it short, simple and preferably on a single sheet. Use approximately three sentences per paragraph. Double space the entire release so it’s easier to read.
3. Number the pages; end the first with 'more follows'; start the second with a new paragraph; on the final page finish off with 'ends'.
4. Try to get all the crucial information in the opening paragraph or two - including who, what, when, where, why/how.
5. Include a sensible, interesting 'quote' from an identified spokesperson.
6. Provide contact name/s and 'phone number/s - make sure all your key people have a copy, and that at least one person is available outside office hours (with a copy of the release and any useful background information).
7. If the story is photogenic, give details of what, when and where photographs can be taken.
8. Add brief extra background information in a 'Notes to Editors' section if necessary.
9. Check deadlines in advance - make sure your release arrives in time for journalists to follow it up.
10. Follow up with a phone call - if it hasn't been received, send over another copy at once.

DON'Ts

1. Never assume the reader will know all about your concerns.
2. Rambling prose and irrelevant details detract from the impact.
3. Don’t pad out your release with unnecessary details – keep to the important points.
4. Avoid repetition, clichés, jargon, and abbreviations. Don’t try to write the journalist’s headline for them with clever puns – just tell the facts simply.
5. Never make claims you cannot prove, and avoid exaggeration - overstating your case is more likely to wreck than to win your argument.
6. Sloppy presentation, mistakes and bad grammar damage credibility - get someone to check for sense, accuracy, and spelling.
7. Ignore media interest in your press release at your peril - you sought their attention, so return their calls.

General guidelines for writing a press release

Heading:
The heading should be typed in bold and centred. Keep it short, snappy and to the point.

First paragraph:
Start with a bang. Get the five W’s in straight away – Who, When, What, Where, Why.

Following paragraphs:
Make your points in order of importance. The second paragraph should elaborate on the first one. You are essentially telling a story, so you must give the reader the full picture. Spell out the facts, give statistics, quote names and numbers of people involved.

Quotes:
Include a direct quote from the most relevant person involved, it will humanise the story. Keep the quote brief, providing an overview of the event. If writing a quote for somebody else, get their approval before using it. Remember to give the person’s full name and job title.

More follows...
If the press release goes onto a second page, type "more follows" at the bottom right hand corner and "continued" at the top of the second page. Never split paragraphs or sentences.

ENDS
Make sure it is clear where your story ends.

Contact: Give names and telephone numbers of people a journalist can contact for further information.

Notes to Editors: This is your last chance to give journalists details of how they can get copies of a report, photograph or any other information.

An example of how an Oxfam press release is laid out (pdf 15kb)

Related links

• Organising a photocall
• Developing your publicity plan
• Understanding the media
• Back to 'World Change starts here' toolkit