Common mistakes - five reasons why organisations don't get the coverage they deserve
1. Being too fearful
Don't let fear control you...
A lot of people's experience of the media is when something goes wrong – such as an accident, a bad report or for a comment on a national story.
This type of 'reactive' coverage is hard to control and can leave us fearful of any coverage.
However, this fear shouldn't put us off because:
This type of 'reactive' coverage is hard to control and can leave us fearful of any coverage.
However, this fear shouldn't put us off because:
- local press is less intimidating than national press. They are far more willing to cover smaller, 'diary' stories because they have a smaller pool of stories to choose from. They are willing to be critical when necessary but generally only when someone in a position of authority voices an opinion which others might disagree with.
- proactive work gives you more control. You are carefully selecting things that you want publicity for and are thinking about the messages that you want to put across. There will always be some 'reactive' enquiries, but this shouldn't put you off doing proactive work.
2. Using jargon
Too many organisations use internal slang when they are
talking to journalists which, quite frankly, some of their own staff don’t
even understand.
People who have never worked in the charity sector may not know the meaning of CSR (corporate social responsibility). People who don't work in your industry are unlikely to understand even your most commonly used acronyms. Keep your language simple, without being patronising.
People who have never worked in the charity sector may not know the meaning of CSR (corporate social responsibility). People who don't work in your industry are unlikely to understand even your most commonly used acronyms. Keep your language simple, without being patronising.
3. Offering
dull stories to journalists
Do your stories send people to sleep?
Learn to spot a story so that you know which of
your events are worth shouting about and which aren’t. Some deserve two lines on an email, some deserve a full press release.
Most important is that your event is ‘unusual’. It doesn’t need to be groundbreaking, just something slightly different. See the guide to spotting stories.
Most important is that your event is ‘unusual’. It doesn’t need to be groundbreaking, just something slightly different. See the guide to spotting stories.
4. Overlooking free ‘events guides’
Most newspapers, radio stations and village
magazines have a ‘What’s On’ section, which is free for non-profit organisations to promote
things like fetes, special services and concerts.
Yet many organisations never use them to promote their events. Just think about how much it would cost to print and distribute 20,000 flyers – why not do it for free through the local radio station or paper? See the guide to using What's On lists.
If you're a business you'll find it much harder to exploit this option - most journalists will see straight through a garden centre running a 'charity day' which involves giving 3p to the local cats home.
Yet many organisations never use them to promote their events. Just think about how much it would cost to print and distribute 20,000 flyers – why not do it for free through the local radio station or paper? See the guide to using What's On lists.
If you're a business you'll find it much harder to exploit this option - most journalists will see straight through a garden centre running a 'charity day' which involves giving 3p to the local cats home.
5. Ignoring Social Media
Facebook is your friend
Facebook and Twitter may well be
flash-in-the-pans or they may be here to stay but at the moment they are
powerful and free ways to promote your organisation.
Some use them well but others are either sceptical or just don’t know where to start. Setting up a Fan Page on Facebook or a Twitter feed are both free and easy and you can use them to gain a following. See the guide to social media.
Some use them well but others are either sceptical or just don’t know where to start. Setting up a Fan Page on Facebook or a Twitter feed are both free and easy and you can use them to gain a following. See the guide to social media.
