Getting media coverage

Media coverage

Media coverage is always worth seeking to assist in your fundraising drive and to publicise the work of the Society. The following is a basic overview of what sort of press and PR activities you could become involved in.

Local newspapers rely heavily on events within their own community to fill their pages but they are often overwhelmed with stories and it may take several attempts and follow up phone calls to get anything published. Give yourself plenty of time to plan publicity around your event. Start promotion well in advance and build as the date of your event nears.

If there is a link or particular reason that is motivating you to take part in an event then this will create more interest. Features need to be positive, fairly light-hearted, yet at the same time putting across the Society's message.

Generally a good media story involves a combination of four factors: 

• Local angle 
• New information - new facts and figures, statistics, something interesting 
• Good human story - about people readers can identify with. A tragedy, a triumph, heroes battling against all odds 
• Good photo opportunity - dignitaries or celebrities, unusual things happening in local places, children, animals, dare devils.

Local Newspapers

Once you have decided on your event contact your local newspaper and see if they will run a story. You may also be able to arrange for a photograph to be taken of you in your t-shirt. If a company has agreed to sponsor you, you can use the media attention to mention and thank your sponsors. If your newspaper decides not to run a feature, try writing to the letters page and get a letter published advertising your event.

After the event, you can contact the newspaper with any photographs taken of your fundraising drive and a press release about what you achieved. You can also write a letter for the letters page thanking your supporters.

Local Radio

It is also worth contacting your local radio station for coverage if you are organising a fundraising event in the local community - especially local BBC radio. They might be interested in doing an interview before the big day and then following up the story afterwards.

Newsletters

If your company/ club/ organisation you belong to has its own newsletter you may be able to get them to include a piece of editorial and they may even insert a sponsorship form in each copy too - there is no harm in asking!

Word of mouth

Don't underestimate word of mouth. Become a self-publicist - make sure all your friends and families know about what you are doing and get them to help out in promoting your event. Remember the more people that know about what you are doing the more potential sponsors you have.

Press Releases

Within your pack you will find sample press releases to help you. If you decide to write your own press releases here are some useful tips. You can also download the sample press releases

• Make sure the headline is eye-catching 
• The first paragraph should contain the key points of the story 
• Always type and double space a press release 
• Always include a quote from someone involved in the event 
• Keep it short - one side of A4 is best 
• Always include local facts and figures if possible 
• Make sure you send it to the right person and follow it up with a phone call 
• Always include the following Alzheimer's Society Notes for Editors at the end of a press release:

'Alzheimer's Society is the UK's leading care and research charity for people with all forms of dementia, their families and carers. Over 700,000 people in the UK have dementia - more than half have Alzheimer's disease. Alzheimer's disease is a disease of the brain that causes memory loss, personality changes and physical disability. Dementia affects one in 14 people over the age of 65 and one in six over the age of 80.