Fidest – Agenzia giornalistica/press agency

Quotidiano di informazione – Anno 34 n° 19

Effective Media Relations for Charities: What journalists want and how to deliver it

Posted by fidest press agency su martedì, 22 marzo 2016

Charity  media managers are finding it difficult to place stories in the media due to a lack of interest from the press in their stories, poor contacts, and a belief that the press is mostly interested in negative or sensationalist stories.These were some of the findings from a recent survey of 125 charities by CharityComms, which asked charity PRs to select their top three challenges when securing press coverage for their stories.The responses showed that lack of time and resources were the most common issues for charity media teams, with 59% and 44% of respondents admitting to these problems. However, following closely was a group of results that imply there is a disconnect between charities and journalists. These include:
· 38% of respondents said journalists weren’t interested in their stories.
· 25% said journalists only want negative stories, not positive news; many also cited a demand for “attractive” or “high profile” case studies or “dramatic, sensationalist, ridiculous” stories.
· One in five (20%) said they did not know whom to contact to get press coverage.
A new book, Effective Media Relations for Charities: What journalists want and how to deliver it, aims to provide solutions to these problems and provide a comprehensive guide to raising a charity’s media profile.
The book has been authored by Becky Slack, a social affairs journalist, and founder and managing director of Slack Communications. It has been produced in conjunction with CharityComms and is to be published by Social Partnership Marketing.
Becky Slack said: “Charities do not always receive the positive coverage they need and deserve. At the same time, the response to the recent media furore has shown that charities have found it very difficult to cope when coverage turns sour. This book aims to help address these challenges by helping charities to navigate their way around the complex media maze and strengthening their understanding of what it is journalists want so they can secure more and better coverage.”Vicky Browning, chief executive of CharityComms, said: “The UK charity sector provides a vast range of services which help improve the wellbeing of society. However, for a number of reasons, it has to be accepted that the sector as a whole is neither generally well understood by the public, nor is it always applauded for its work or its methods. This book will give charities a better understanding of how best to make the most of their resources to deliver a more effective media strategy.”
The book is to be launched at a panel discussion on 22 March at the offices of Berwin Leighton Paisner where charity sector leaders will be joined by a number of national journalists to learn more about what the media looks for in a story and how they can work more effectively with them.


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