Contacting the Media
Contacting your local newspaper and radio station is an excellent way to get publicity for your event because they are always looking for local news. Don’t worry, it’s not as daunting as it sounds!
How do I start?
Make a list of all local papers that cover your area including the free press, the local radio stations and any free magazines that people get delivered to their homes. Also, if you are targeting a specific section of the community see if there are any papers, magazines or radio stations in your area specifically aimed at that community.
If you want a piece in the press before the event to help advertise it think about contacting the media about 2-3 weeks before the event. If you are trying to get local reporters and photographers to attend your event you should also work 2-3 weeks in advance. If you want to get a write up of your event afterwards you may be able to work a little closer to the event date, however you will still need to talk to them in advance.
Who do I contact?
Contact the news desk or editorial team by phone, letter or email to tell them about your event. It’s probably a good idea to phone them in the first instance. If it is a daily paper, do not call before 11am or after 3.30pm, or if it is a weekly paper which is published on, for example, a Thursday, do not call on a Wednesday as these are their busiest times.
Most journalists will be pleased to hear from you and will take down your details. If they are not it is usually because they are under pressure on a deadline for another story and do not have time to talk to you at the moment – please do not take it personally!
What do I say?
Make sure you have all the information you may need at your fingertips. You will want to have information about your group, information about your event and information about why the issue is important. You may want to have statistics about cancer rates or cancer incidence in ethnic minorities, anything that suggests people are less aware, or participate in screening less. (Cancer Research UK provide a range of statistics about cancer - http://info.cancerresearchuk.org/cancerstats/keyfacts/?a=5441)
If you are unsure about the facts we can provide you with the information you require.
Do I send a press release?
Once you have spoken to the reporter/journalist it is always helpful to follow up the call with something in writing which gives the details of your event and your contact details. The easiest way to do this is with a press release.
Again, this is not a daunting document just a simple, straightforward description of your event that answers the key questions a journalist/news reporter needs to know.
The main things a journalist needs to know are:
- Who you are – your name, age and where you live
- What you are doing and why you are supporting EMCAW
- When you are doing it
- Any interesting or quirky facts about you and your event, i.e. if an MP or local celebrity is attending
- Key facts and figures about EMCAW and about cancer in ethnic minorities
- Whether you are happy to have your picture taken
- When you are available to talk to newspaper journalists or on the radio and what are your daytime contact details.
What do I do then?
Wait for a few days and then ring your contact to find out if the press release has arrived and whether they need any more information. Quite often they will ask you to send it again which is frustrating but worth it if it means the paper/radio station is going to feature your group and your event.