Publicity

Obviously if people don’t know about an event or meeting they won’t come! Get out and about in your area – visit other groups, forums, etc. and get your group known. The more you raise your profile the more single parents will hear that you exist. Imagine how delighted an isolated single parent will feel when she/he hears that there is a group not too far away.

You need a strong identity. Single parents have found themselves facing many prejudices over the years. Here’s your chance to be pro-active in generating a positive profile in the local media. Of course there may be times when you are asked to defend single parents or your group against criticism, but this will be easier if you have already done some work to promote positive images or the successes of your group.

Using the local media

You need to get your message across to a local audience. Local media will respond to local issues, news and events - that is their job so don’t be afraid of having a go at establishing and maintaining a good relationship with them. Local media includes all press and broadcasters who share a common purpose - to provide a platform for debate on local issues and report on news and events in the area. They are interested in local people who have done well at something, local issues/concerns/services etc.

Not only can local media advertise your fundraising events but they can also help to make your group a household name. So when you apply to the local council or charities for money they will already know your name and hopefully a bit about what you do to benefit the local community. Or, if you are planning to march up and down with placards outside the council offices, let the media know in advance so that a) more people come to join you and b) you have publicised your campaign.

Keep an up-to-date list of local media contacts, you may be able to get this from your local Council for Voluntary Service or Rural Community Council or you could just use Yellow Pages. Try to keep the contact person for the group down to one or two accessible members, who should be responsible for contacting the local media as well as being your media spokesperson. Write down a description of who your group is for, what it does and why, where it meets and when, plus any achievements. Different group members can then refer to this to ensure consistency. The whole group should be responsible for being as creative as possible in thinking up interesting news/stories for the local media. Be persistent - your stories will not always be picked up by TV, radio or the press. Don’t be disheartened – your name will get known so keep trying.

All television stations have regional centres that broadcast local special interest programmes. They usually have Community Units who respond to the needs of the communities they serve. Give them a ring and let them know who you are and what you do. They may then contact you in future to ask you to respond to an issue that relates to single parents. When you are having an event send them a press release and phone them to let them know what you are doing.

Research shows that 85% of UK adults listen to one or more radio station for an average of 20 hours per week. So it is worthwhile for your group to target local radio stations and try to enlist their support. Make sure they know about you and any events you are running.

Most people regularly read a local paper, so take a look at your local papers and suss out their style! What kind of stories do they like? How can you make what you’re group is doing appeal to a particular paper? Papers love pictures so make sure you have a camera with you at any events. You will often get a photograph into a paper with either a caption or just a couple of lines. If you spot another local voluntary organisation a few times in the papers why not give them a ring and ask their advice? They may share their media tips with you or point you in the direction of local media training courses.

Story types vary - is your item news, a feature, advertising or listings?

News is a forthcoming event, the opening of a group/facility, new research findings with relevance to the local area, local problems affecting your group, a celebrity visiting your group or you visiting them (this could be your Councillor/MP/Mayor/TV presenter/Pop Idol contestant). To help the media to understand how newsworthy your story is you will have to show that it is important to local people.

Features are not as date-specific as news and could be relevant at any time. They are often called ‘human interest’ and could be a personal/family story or a group story that audiences can relate to. Children are always popular as the focus of a feature (but get permission from parents before you take or send in their photos).

Advertising is where it gets tricky for self-help groups with limited financial resources. If a paper or local magazine offers exceptionally competitive rates it may be worth thinking about an advert. Free papers may offer free adverts to local voluntary groups.

Listings are how to get dates of your meetings and events into papers - most carry a “What’s On” type of page.