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Step By Step > Step 3: Communicate
Approaching the Media may seem intimidating, but journalists are always on the lookout for good stories. But before you make the first phone call, here are some pointers:- Identify journalists who might be interested in your story
Cold calling the newsroom of your daily paper will probably only end in frustration. Find out the names of reporters who cover similar types of stories to yours and contact them directly. - Does your local daily newspaper have a human interest or travel section?
Is there a reporter in your community with an interest in international development? Has your placement country been in the news lately? If so, which reporter has been covering the story? - What do you want to say?
Journalists from regional and local papers want to know what’s happening in their area. Let them know about your fundraising activities and when they are happening. Tell them why you are raising money, how much you hope to raise and that you need public support. Usually the journalist will ask for this information in a press release. Take a camera to fundraising events, as photos are a great way to get your message across in the media. - Keep it regional; keep us informed
We need all the coverage we can get. However, coverage in national media needs to be well coordinated and often involves harder or more controversial issues. Our press office is in constant negotiations with national journalists, so please talk to us before making any direct approaches. In any event, please keep us up to date. If you are getting great results, it’s helpful for us to be able to pass on best practice to other fundraisers.
The interview
If the media approaches you for an interview don’t be afraid to ask what the main questions will be. If it’s a radio or television interview, find out whether it is live or recorded. Then, choose three or four key messages you want to convey and try to focus the conversation on your fundraising activities and, if applicable, on your placement or your motivation for becoming a VSO volunteer. Avoid speculation and political comments and keep your answers short (particularly for broadcast interviews) avoiding unecessary jargon. The ‘VSO Facts’ section can provide you with facts and figures about VSO.
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Gillian Bradley organised an afternoon tea and BBQ. This was publicised locally and led to a £100 donation from a local company. Gillian raised over £1200.
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