Effective Advertising and Public Relations

Effective advertising and public relations go hand-in-hand with successful fundraising. Advertising also serves to bring Against Breast Cancer’s work into the public eye, so that when people do decide to give charitable support they are more likely to choose ABC.

Advertising your event

1. Golden Rule Number One - boldly promote your event over a wide area, if people don’t know about your event they can’t come.
2. Golden Rule Number Two - give complete and accurate details of your event. Include the date, time and place, the cost of admission, how to buy tickets, and the ‘special attractions’ that will encourage people to attend your event rather than another.
3. Golden Rule Number Three - advertise and publicise well in advance.

It is useful to remind people of the aims and objectives of your group, why ABC needs the money, and what it will be used for. What you decide to call an event can be very important, for example a ‘Nearly New Sale’ sounds more worthy of a visit than a ‘Jumble Sale’.

Ways to advertise

• Adverts or letters in local papers
• Posters in public places (lots!)
• Public service announcements on local radio
• Diary pages in local newspapers
• Insert in local ‘freesheet’ newspapers
• Announcements at local meetings
• Leaflets delivered door-to-door
• Mail to known local supporters
• Each person give out five invitations

Using the media

Having good public relations is about having good communication with the public and supporters. They should know what you are up to, why, and how they can help. For organisers of local fundraising events, PR and advertising is about reaching the maximum number of people for the minimum cost.

Local media can be of great use when organising local fundraising events, or keeping the local area aware of the developments in ABC’s work. The media is usually more interested in personal stories or specific events, for example, a local woman’s experience, or a fundraising event with local celebrities, rather than just promoting Against Breast Cancer. Try to get a contact telephone number and address included in publications or broadcasts so that interested people can find out more. The best way to contact the media is in the form of a Press Release. You can contact the press both before and after an event - first to generate publicity, and then to acknowledge support, and to announce what was achieved.

In dealing with the media you should:

• Know all the facts and express them well.
• Present a consistent image of ABC and the kind of people who support it (you)!

Writing a press release

A press release is a short written statement summarising only the main points of an event or story.
A suggested layout might be:
Headline - describe the story in a title.
First paragraph - summarise who, what, where, when and why.
Subsequent paragraphs - fill out the details, getting more and more general towards the end.
Contact - include contact name (yourself), and your daytime and evening telephone number.
Date - the date should show that the story is new.

Top press release tips

1.Type on one side of paper only, using double spacing.
2. Don’t underline. Highlight a word in italics.
3. Write short sentences and paragraphs.

Radio

Most local radio stations broadcast a local events diary and will include forthcoming charity events. They usually prefer to receive details of the event in writing.

Hospital radio stations may only broadcast to a small audience, however they often run short of good material, and are likely to be interested in ABC’s work.

Phone Ins - these represent a good opportunity to plug your event. Write down your main points beforehand and check that any figures you quote are accurate.

Giving a radio interview - a few hints

• Arrive in good time so you are not rushed.
• Be ready in case you are not given time to prepare.
• Discuss with the presenter which topics will be covered.
• Write down telephone numbers, addresses or figures to be given out during the interview.
• Ask the presenter what the first question will be - a good start can help your confidence.
• Don’t allow yourself to be baited by provocative questions.
• Avoid ‘yes’ and ‘no’ answers, it is a missed opportunity to get your point across.
• Don’t feel pressured into answering personal or unfair questions - and say so politely.
• Bring in your own message with phrases such as ‘That’s interesting, but the point I really want to make is...’
• Speak clearly, concisely, and with enthusiasm!

Local newspapers

The local press can be a great medium in which to publicise an event. They tend to be more thoroughly read than national daily papers, and are likely to need you as much as you need them as there is often little local news. Local newspapers generally prefer good news, and stories showing that local people have a social conscience. Developing a good relationship with the local press is important. You may need to deal with them repeatedly over a long period, and there is the chance that they may choose to feature your work or event in a big way.

Letters to the editor

This is an easy way to communicate your message to large numbers of people. The letters page is one of the widest read in many newspapers, and editors of local papers are often keen to receive good letters.

A letter to the editor can serve many purposes; to ask for donations towards the research; to ask for help in organising an event; advertising or reporting on an event; raising an issue; giving thanks or support etc.

Keep these points in mind when writing a letter:

• The most widely read letters are one sentence long.
• The second most widely read are under 150 words.
• If several people write in about the same subject the editor is more likely to publish one of them, but make sure the letters are individual.
• Start the letter ‘Dear Madam’ or ‘Dear Sir’ and end ‘Yours faithfully

Dealing with journalists

Don’t be trapped into giving information you are uncertain about. If in doubt simply say “No” or “I don’t know” and then “But what I would like to say is..”