Docstoc

HOW TO HELP PROMOTE ORGAN DONATION

Document Sample
HOW TO HELP PROMOTE ORGAN DONATION Powered By Docstoc
					HOW TO HELP PROMOTE
ORGAN DONATION
Publicity
Guide
Contents
                                                Page
        Introduction                                  1
        KeyMessages                                  2
    1   	 IdeasforPromotingOrganDonation	           3
    2   	 Materialswecanprovide	                     6
    3   	 PlanninganEvent	                            7
    4   	 UsingtheInternettoCampaign	           11
    5   	 WhyusetheMedia?	                       12
    6   	 GettingintheNews	                      14
    7   	 WritingaNewsRelease	                   17
    8   	 RespondingtotheMedia	                  19
    9   	 UsingPhotography	                        20
10 	     NHSBTBranding	                            22


                                                PRINT
Introduction
This	guide	has	been	written	by	NHS	Blood	and	       Promotingorgandonation–
Transplant	(NHSBT)	to	assist	anyone	interested	
in	promoting	and	raising	awareness	of	organ	
                                                    wheretostart?
and	tissue	donation.                                Our	website	www.organdonation.nhs.uk	
                                                    offers	lots	of	useful	information.	
There	should	be	something	in	the	guide	
for	everyone;	whether	you	are	already	a	            You	might	find	the	following	of	particular	
seasoned	campaigner	looking	for	guidance	           interest:
on	good	practice,	or	whether	you	just	want	         •	 Campaigns	section	–	find	out	about	our	
to	do	something	to	help	but	have	little	or	no	         current	campaigns.
experience	of	gaining	publicity.
                                                    •	 Fact	sheets	–	facts	and	figures	
NHSBT	is	not	able	to	accept	financial	donations	       about	organ	and	cornea	transplants	
but	we	are	grateful	to	anyone	who	offers	their	        including:	milestones	in	the	history	of	
support	in	any	way	to	raise	awareness	of	organ	        transplantation;	the	cost	benefits	of	
donation.	                                             transplantation;	and	background	to	the	
Do	let	us	know	about	your	campaign	plans	by	           NHS	Organ	Donor	Register		
emailing	us	at	campaigns@nhsbt.nhs.uk                  (via	the	‘Newsroom’	tab	on	the	website).
                                                    •	 Our	publications	–	a	list	of	all	our	
Aboutus                                               publications	with	pdf	downloads	available	
                                                       (via	the	‘Newsroom’	tab	of	the	website).
NHSBT	is	a	special	health	authority	within	the	
NHS.	We	are	the	organ	donation	organisation	        •	 Our	promo	catalogue	–	look	for	the	
for	the	UK	with	responsibility	for	matching	and	       promo	catalogue	on	the	home	page	of	
allocating	donated	organs.	We	promote	organ	           our	website	where	you	can	order	all	of	
donation	and	also	maintain	the	NHS	Organ	              our	promotional	items	free	of	charge.	See	
Donor	Register,	a	secure	database	that	records	        Section	3	of	this	guide	for	details.
the	details	of	people	who	have	registered	their	
wishes	to	be	an	organ	and/or	tissue	donor	after	
their	death.
Our	remit	also	includes	the	provision	of	a	safe,	
sufficient	supply	of	blood	and	plasma	to	the	
NHS.	To	find	out	more,	visit	www.blood.co.uk


                                                                                          PRINT     Page 1
KeyMessages
Foryoutocommunicateaspart
ofyourcampaignactivity
The	key	aim	in	promoting	organ	and	tissue	
donation	is	to	get	people	to	talk	about		
it	and	to	sign	on	to	the	NHS	Organ	Donor	
Register.	Whether	you	are	giving	out	leaflets		
in	a	shopping	centre	or	hosting	an	event,		
it	is	important	to	use	consistent	messages.	
To	be	effective	in	your	communications,	you	
will	need	to	repeat	the	same	simple	messages:
•	 An	average	of	three	people	die	every	day	in	
   the	UK	before	a	suitable	organ	can	be	found.	
•	 You	can	help	save	lives	after	your	death:	
   one	organ	donor	can	save	up	to	nine	lives.
•	 It	is	important	to	discuss	your	donation	
   wishes	with	those	closest	to	you	so	that	they	
   can	confirm	your	wishes	in	the	event	of	your	
   death.
•	 Anyone	can	register.	Age	isn’t	a	barrier;	
   neither	are	most	medical	conditions.
•	 Even	if	you	carry	a	donor	card	you	should	
   sign	onto	the	NHS	Organ	Donor	Register		
   to	make	a	lasting	record	of	your	wishes.
•	 To	register	or	find	out	more	call	the	Organ	
   Donor	Line	on	03001232323	or	visit	
   NHS	Blood	and	Transplant’s	website	–		
   www.organdonation.nhs.uk




                                                    PRINT   Page 2
                                                                                                                                                            1
SECTION1–IdeasforPromotingOrganDonation
Stuck	for	ideas	about	how	to	promote	organ	            Organiseastand                                    Puttheorgandonationlogoonsomething
donation?	Here’s	a	list	to	help	get	you	started:       Seek	permission	to	erect	a	small	stand	in	your	     unusual
                                                                                                                                                            2
                                                       local	shopping	centre,	supermarket,	cinema,	        Ask	your	friends,	families	and	local	contacts	
                                                       theatre	foyer,	school	fête,	staff	canteen	or	       to	help	by	putting	organ	donation	logos	on	
Whatyoucando                                        other	busy	area.	Make	sure	you	recruit	enough	      something	unusual	that	will	grab	people’s	
Putupstickers                                        volunteers	to	give	out	leaflets	and	answer	         attention.	Remember	to	discuss	your	plans	       3
Advertise	your	support	by	simply	putting	an	           questions	about	organ	donation.                     with	us	before	spending	money	on	printing	
organ	donation	sticker	in	your	car	or	window	                                                              or	artwork	as	this	would	be	at	your	own	cost.	
                                                       Makeaspeech
of	your	home.	See	Section	3	of	this	guide	on	                                                              You	will	need	permission	from	NHSBT	to	use	
                                                       There	are	many	thousands	of	organisations,	
how	to	order	our	stickers	and	other	
                                                       clubs	and	societies,	large	and	small,	which	        any	organ	donation	logos,	straplines	or	other	   4
promotional	items.                                                                                         branding.
                                                       meet	regularly.	Most	of	these	are	eager	to	
Mysteryshopping                                       attract	interesting	speakers.	Libraries	and	
Be	a	mystery	shopper!	Encourage	GPs	and	               parish,	district	and	county	councils	will	be	
pharmacists	to	stock	organ	donor	registration	         able	to	provide	details	of	local	groups.	Local	                                                      5
forms.	Call	in	at	a	doctors’	surgery	or	local	         newspapers,	particularly	weeklies,	are	another	
chemist	while	you	are	on	holiday	or	out	               good	source	of	information.	Contact	the	
shopping.	If	you	can’t	find	any	leaflets	on	           secretary	or	other	organiser	and	offer	yourself,	
display,	ask	an	assistant	if	they	stock	them.	         or	a	colleague,	as	a	speaker	about	organ	                                                            6
Once	staff	realise	there’s	a	demand	for	organ	         donation.
donor	forms	they’ll	be	more	likely	to	ensure	
                                                       Goorganic!
they’re	available.
                                                       Ask	a	local	organic	farmer	who	does	home	
Getneighbourhoodshopstohelp                        deliveries	to	insert	an	organ	donation	leaflet	                                                      7
Ask	shops	in	your	local	high	street	to	display	        with	every	box	of	fruit	and	vegetables.
posters	and/or	organ	donation	leaflets	in	
dispensers.	Ask	local	community	centres	and	
village	halls	to	do	the	same.                                                                                                                               8
Sharesomeone’smailing
Are	you	a	member	of	a	club	or	society	which	
sends	out	information	or	newsletters	to	
members?	See	if	the	club	would	be	willing	to	                                                                                                               9
include	information	about	organ	donation	with	
one	of	their	mailings.	Ask	your	local	town	council,	
parish	council,	youth	group	etc	to	do	the	same.

                                                                                              PRINT                                               Page 3    10
                                                                                                                                                              1

Schools                                             Gettingthemessageacross                        Providealinkfromyourwebsite
                                                                                                                                                              2
Approach	your	local	secondary	school	to	                                                                Find	out	if	your	employer	will	host	a	link	from	
ask	whether	they	would	be	interested	in	
                                                    atwork                                             their	website	or	intranet	to	NHSBT’s	web	
promoting	organ	donation	to	students.	NHSBT	        There	are	a	whole	range	of	activities	you	can	      pages.	We	can	provide	you	with	some	text	
has	produced	a	teachers	tool	kit	‘Give	and	Let	     initiate	if	you	can	get	the	support	of	your	        about	organ	donation	and	a	unique	code.	
Live’	aimed	at	students	aged	14-17	to	prompt	       employer	to	help	promote	organ	donation.	           Through	this	we	can	track	the	number	of	your	         3
discussion	in	the	classroom	about	organ,	blood	     Whatever	your	employer	agrees	to	do,	suggest	       colleagues	who	access	our	site	and	give	you	the	
and	bone	marrow	donation.	Why	not	check	if	         they	tip	off	their	local	media	–	that	way	          figures	for	follow-up	publicity.
teachers	at	your	local	school	are	aware	of	this	    everyone	wins.	Here	are	just	a	few	ideas	and	do	
                                                                                                        Payslipflyer
resource	tool	and	encourage	them	to	order	it	       let	us	know	what	you	are	planning	by	emailing	
                                                                                                        Would	your	employer	consider	inserting	an	            4
via	www.giveandletlive.co.uk	You	could	also	        us	at	partnerships@nhsbt.nhs.uk
                                                                                                        organ	donation	flyer	in	staff	payslips?	–	it’s	the	
offer	to	give	a	talk	to	a	group	of	pupils	in	the	   Awarenessday/weekatwork                          one	thing	you	can	guarantee	staff	will	open!	
classroom	or	during	assembly.                       Ask	your	employer	if	you	can	organise	an	organ	 We	can	provide	artwork	for	different	sized	
As	well	as	working	with	local	schools,	you	         donation	awareness	day	or	week	at	work.	This	 flyers	to	fit	into	payslip	envelopes	–	contact	             5
could	approach	clubs	aimed	at	young	people	         could	include	putting	up	posters;	giving	out	       partnerships@nhsbt.nhs.uk	for	details.
such	as	Guides	or	Scouts.	Let	us	know	what	         leaflets;	supplying	stickers	for	staff	to	put	onto	
                                                                                                        CorporatePartnerships
you’re	planning	at	campaigns@nhsbt.nhs.uk           their	mail;	devising	a	“transplant	quiz”	(with	
                                                                                                        If	you	are	a	company	or	organisation	with	a	
                                                    facts	and	figures	from	our	website)	with	a	prize	
                                                                                                        large	staff	and/or	customer	base,	we	would	           6
                                                    for	the	winner,	and	encouraging	colleagues	to	
                                                                                                        be	interested	in	developing	a	long-term	and	
                                                    wear	organ	donation	ribbons.
                                                                                                        sustainable	partnership	with	you.	We	work	
                                                    Writeanarticleinyourstaffnewsletter           with	partners	such	as	Boots	and	the	DVLA,	and	
                                                    Ask	if	you	can	put	some	information	into	your	      through	internal	and	external	awareness	raising	      7
                                                    staff	newsletter	if	you	have	one.	This	could	       activity,	they	help	us	to	increase	the	number	of	
                                                    include	an	organ	donor	registration	form.	          donors	in	the	UK.	For	more	information	please	
                                                    We	can	supply	you	with	artwork	for	this.            email	partnerships@nhsbt.nhs.uk	for	a	copy	
                                                    Sendanemailatwork                               of	our	Partnerships	Pack.                             8
                                                    Ask	your	employer	for	permission	to	send	out	
                                                    the	organ	donation	email	(see	Section	4	–	
                                                    Electronic	Marketing	of	this	guide)	to	all	staff.
                                                                                                                                                              9


                                                                                           PRINT                                                   Page 4     10
                                                                          1

Teamingupwithpartners                                                  2
You	may	be	able	to	persuade	other	local	
employers	or	your	local	authority	to	help	with	
a	local	campaign,	through	your	contacts	and	
friends.	Perhaps	they	would	be	willing	to	                                3
display	leaflets	and	posters,	or	include	an	
article	in	their	newsletters.	Again,	do	let	
us	know	your	plans	by	contacting	us	at	
partnerships@nhsbt.nhs.uk                                                 4


                                                                          5


                                                                          6


                                                                          7


                                                                          8


                                                                          9
  Sian Sweet, NHSBT’s Partnership Development Officer,
      with the Mayor of Newham Sir Robin Wales at the
                                       Newham Show

                                                         PRINT   Page 5   10
                                                                                                                                                          1
SECTION2–Materialswecanprovide
To	support	any	awareness-raising	campaigns	
and	events	–	big	and	small	–	NHSBT	can	
                                                    Promoitems                                         PublicisingtheNHSBTWebsite
                                                                                                        andDonorHelplinenumber
                                                                                                                                                          2
provide	a	range	of	leaflets	and	promotional	        Our	promo	items	are	designed	to	attract	
items	free	of	charge.	We	are	constantly	            attention,	be	a	“conversation	starter”	and	raise	   Wherever	possible	we	try	to	promote	our	web	
updating	our	range	of	materials	–	you	can	          awareness	of	organ	donation	and	the	organ	          address	and	phone	line	which	people	can	use	
check	for	the	latest	items	in	the	Promo	            donor	register.	They	should	be	used	where	they	     to	join	the	Organ	Donor	Register.                 3
Catalogue	on	our	website		                          are	highly	visible	eg	stalls,	exhibition	stands,	
                                                    company	events,	festivals,	country	fairs	etc.	      www.organdonation.nhs.uk
www.organdonation.nhs.uk
                                                    Again,	check	our	website	for	full	details.          03001232323
Leaflets                                            Our	items	are	not	to	be	sold	on	by	individuals,	    If	you	are	organising	a	high	profile	campaign	    4
                                                    organisations	or	charities	to	raise	funds.          and	the	NHSBT	website	address	or	Donor	Line	
Most	of	our	leaflets	are	standard	DL	(one	third	
                                                                                                        number	is	going	to	be	given	out	on	TV	or	radio	
of	A4)	size	and	fit	into	our	leaflet	dispensers	
                                                    Howtoorder                                       please	make	sure	you	alert	us	in	advance.
which	are	also	available	to	order	free	of	charge.
                                                    Ordering	is	quick	and	easy.	You	can	order	what	
                                                                                                                                                          5
                                                    you	need	–	free	of	charge	–	directly	from	our	
Posters                                             promo	catalogue:	
All	our	posters	are	A3	size	and	in	full	colour.	    www.organdonation.nhs.uk
They	are	suitable	for	displaying	at	events,	in	                                                                                                           6
                                                    Or	from	our	OrganDonorLine:
workplaces,	shops,	GP	surgeries,	pharmacies,	
                                                    03001232323.
hospitals	etc.
                                                    Or	via	email	campaigns@nhsbt.nhs.uk	
Stickers                                            (please	supply	your	full	address	and	postcode).                                                       7
                                                    Please	note	there	is	a	maximum	order	level	on	
Our	colour	stickers	come	in	a	range	of	formats	
                                                    each	of	our	items.
–	some	are	available	on	sheets	and	others	are	
suitable	for	car	windows.	Check	our	website	                                                                                                              8
for	details.



                                                                                                                                                          9


                                                                                          PRINT                                                 Page 6    10
                                                                                                                                                                   1
 SECTION3–PlanninganEvent
 Special	events	are	a	great	way	of	attracting	        Thegoldenrule                                       Costs                                                  2
 publicity	about	organ	donation	and	for	
 educating	people.	An	event	can	range	from	           Allow	yourself	plenty	of	time	to	prepare	for	         Whatever	the	event	you	decide	on,	it	doesn’t	
 distributing	leaflets	in	your	local	high	street	     your	event.	This	is	one	of	the	most	common	           have	to	cost	a	fortune.	To	keep	your	costs	
 or	hosting	a	coffee	morning,	to	organising	a	        and	most	serious	mistakes.	Successful	events	         down	try	to	have	any	prizes,	goods	and	services	
 sponsored	walk	or	holding	an	outdoor	event	          are	months	in	the	making.	Many	start	six	
                                                      months	to	a	year	ahead.	It	is	essential	to	plan	
                                                                                                            donated	in	kind.	You	may	well	be	surprised	how	
                                                                                                            many	local	companies	are	prepared	to	donate	
                                                                                                                                                                   3
 for	thousands	of	people.	The	sky	really	is	the	
 limit	and	your	imagination	is	the	key.	Please	       everything	out	beforehand.                            goods	in	return	for	some	publicity	from	your	
 note	that	NHSBT	cannot	provide	any	financial	                                                              event.	It’s	just	a	matter	of	asking	for	their	help.	
 assistance	towards	events,	but	see	Section	3	        Developyourideasintoa                                                                                   4
 of	this	guide	for	details	on	free	promotional	       theme                                                 Asafe,successfulevent
 literature	and	items	for	use	at	events.
                                                      The	best	way	to	develop	a	theme	is	to	look	at	        So	you’ve	got	your	idea	–	that’s	the	easy	
 The	idea	of	staging	a	large	event	is	exciting	but	   the	resources	you	have	around	you.	There	are	         part!	Now	you	have	to	get	your	event	up	and	
 it’s	easy	to	underestimate	the	amount	of	work	       thousands	of	event	ideas	but	which	one	is	for	        running.	The	following	tips	will	help	you	put	         5
 involved.	Everyone	wants	to	run	an	enjoyable,	       you?	The	right	idea	will	fit	in	with	your:            together	a	safe,	successful	event.
 successful	event	so	here	are	some	useful	ideas	
                                                      •	 human	resources	(volunteers	and	staff)             Workinggroups–getbywithalittlehelp
                            and	guidelines	to	
                                                                                                            fromyourfriends
                                 help	get	you	                                                                                                                     6
   pen Break
                                                      •	 talents,	time	available,	interests	and	contacts    It	is	important	to	have	reliable	people	who	can	
                                     started:
                                                      •	 financial	resources                                help	you	organise	your	event.	Try	to	involve	
  O                                                   •	 organisational	image
                                                                                                            a	range	of	ages	and	backgrounds	in	your	
                                                                                                            team	who	can	give	you	different	knowledge	
                                                                                                                                                                   7
                            fa




                                                         p
                                                      •	 	 rofile,	message	to	communicate,	                 and	ideas.	Appoint	an	event	manager	and	
                                                         seriousness/fun	style
                              st




                                                                                                            establish	a	central	working	group	who	can	
                                                      •	 target	audience                                    make	decisions	and	get	things	done.	Keep	the	
                                                                                                            working	group	small,	focused	and	under	the	
                                                      •	 	nterests,	availability,	ability	to	pay/donate,	
                                                         i
                                                         long-term	connection,	age,	gender
                                                                                                            direction	of	the	event	manager.	Draw	up	and	           8
                                                                                                            distribute	a	site	plan	to	all	involved	parties.	
                                                         t
                                                      •	 	 iming,	advanced	planning	time,	competing	
                                                         events,	seasonal	suitability.
Yo                                                                                                                                                                 9
               ite
                         d




   u   ’re Inv
                                                                                                PRINT                                                   Page 7     10
                                                                                                                                                              1

Here	are	some	basic	points	to	follow	in	your	       Venue                                                                                          	
                                                                                                                                                              2
working	group:
•	 don’t	set	a	date	until	you	have	analysed	the	
                                                    You	need	to	consider	
                                                    the	best	type	of	venue	             are there adequate facilities?                             	
                                                                                                                                                   	
   time	required                                    to	suit	your	event.	                                                                           	
                                                    This	list	will	help	you	decide	what	is	best	for	     For	indoor	venues	check	your	local	area	for	
•	 draw	up	a	list	of	tasks	and	estimate	the	time	
   required	for	each	task
                                                    you:                                                 youth	centres	or	church	halls	available	free	        3
                                                    •	 is	the	event	suited	to	an	outdoor	or	indoor	      of	charge.	For	outdoor	venues	look	into	the	
•	 determine	inter-dependent	or	essential	tasks        venue?                                            availability	of	local	park	spaces,	school	grounds	
                                                                                                         and	sports	centres.
•	 assign	personal	responsibility	for	the	tasks     •	 how	many	people	are	you	expecting	to	
                                                                                                         Large	outdoor	events	can	be	great	fun	but	can	       4
•	 anticipate	the	follow	up	work,	eg	thank	you	        attend,	therefore	what	size	venue	will	you	
                                                       need?                                             also	be	costly	due	to	the	need	to	provide	site	
   letters	and	site	cleansing.                                                                           services	such	as	toilets,	waste	management,	
Entertainment                                       •	 is	there	adequate	transport	to	the	venue?	Is	     catering	and	changing	facilities	etc.	If	you	
Choose	entertainment	to	suit	your	target	              there	adequate	parking	at	the	venue?              provide	tickets	for	your	event	you	will	also	have	   5
audience.	There’s	no	point	in	having	face-          •	 will	you	charge	an	entry	or	ticket	fee?	If	so,	   to	secure	and	steward	the	site.	
painters	if	your	audience	consists	mainly	of	          you	need	to	think	about	controlling	access	ie	    Stewards
retired	people!	If	you	are	planning	a	family	fun	      fencing,	stewards                                 If	you	are	charging	an	entry	fee	or	running	a	
day	or	something	similar	make	sure	you	have	
                                                    •	 are	there	adequate	facilities?	Eg	toilets,	       car	park,	you	will	need	stewards	and	possibly	       6
a	good,	varied	programme	of	entertainment	                                                               trained	security.	It	is	best	to	check	with	a	
throughout	the	whole	event.                            changing	rooms,	power,	water,	staging,	
                                                       disabled	access                                   friendly	local	security	company	if	you	are	not	
Celebrities	and	top	                                                                                     sure.	
line	musicians	can	                                                                                                                                           7
attract	a	lot	of	people	
and	it	is	possible	to	
                                     how many people                                                     Firstaidandfiresafetyequipment
                                                                                                         Arrange	to	have	medical	cover	at	your	event	in	
get	them	to	appear	                    are you expecting?                                                case	of	an	accident.	Depending	on	the	event	
                                                                                                         size	and	nature	this	can	range	from	a	trained	
and	perform	for	free	                                                                                    first	aider	to	St	John’s	Ambulance	or	the	Red	       8
–	the	easiest	way	is	to	look	for	someone	who	                                                            Cross	who	will	provide	cover	in	return	for	a	
will	be	in	the	area	at	the	time	of	your	event.	     •	 does	the	venue	organise	litter	clearance	or	is	   donation.	Also	check	that	there	is	suitable	fire	
However,	be	careful.	It	may	be	great	to	have	          it	your	responsibility?                           safety	equipment	on	site	–	if	not,	as	the	event	
them	perform	but	they	may	require	huge	
amounts	of	equipment,	lighting	and	entourage	
                                                    •	 how	will	people	move	between	the	                 organiser,	you	are	responsible	for	providing	it.     9
                                                       entertainment	and	facilities,	and	from	the	
which	could	cost	you	a	lot	of	money.	                  entrance	and	exit	routes?


                                                                                            PRINT                                                   Page 8    10
                                                                                                                                                              1


Healthandsafety                                 Riskassessment                                          Licences
                                                                                                                                                              2
                                                  You	may	be	required	to	carry	out	a	risk	                 To	meet	legal	requirements	you	may	have	
Might	sound	dull,	but	you	can’t	ignore	it!	There	 assessment	for	your	event.	This	involves:                to	apply	for	a	licence	to	hold	your	event.	
are	a	number	of	tasks	you	need	to	undertake	                                                               Under	the	Licensing	Act	(2003)	it	has	become	
to	ensure	that	the	event	takes	place	safely	and	 •	 looking	for	the	hazards                                the	responsibility	of	local	council	licensing	
that	you	are	meeting	legal	requirements:          •	 deciding	who	might	be	at	risk                         departments	to	administer	licensing.	Your	first	   3
•	 contact	and	consult	with	the	local	authority’s	   •	 considering	how	likely	it	is	that	somebody	        port	of	call	to	find	out	information	should	
   Environmental	Health	Services                        will	be	injured	and	deciding	whether	further	      be	your	council.	The	licensing	department	
                                                        steps	need	to	be	taken	to	reduce	the	risk          are	there	to	offer	you	help	and	assistance	in	
•	 carry	out	risk	assessments
                                                     •	 writing	down	your	findings
                                                                                                           deciding	whether	you	will	require	a	licence	for	   4
•	 apply	for	appropriate	licences                                                                          your	event.	It	is	worth	talking	to	them	at	the	
•	 inform	the	emergency	services                     •	 carrying	out	all	of	your	recommendations.          earliest	possible	opportunity	to	allow	time	to	
                                                     Risks	fall	into	three	main	categories:                complete	the	process.
•	 check	that	you	have	the	correct	public	
   liability	insurance	cover	in	place.               •	 those	associated	with	the	site	eg	steep	
                                                                                                                                                              5
EnvironmentalHealthServices                           banks,	slippery	pathways,	busy	roads
All	events	are	subject	to	inspection	by	the	         •	 those	associated	with	the	nature	of	activity	at	
officers	of	the	local	authority’s	Environmental	
Health	Services.	Although	their	prime	activity	is	
                                                        the	event	eg	fireworks,	bungee	jumping                                                                6
enforcement,	they	will	offer	free	advice	on:         •	 those	associated	with	large	crowds	of	people	
                                                        in	restricted	areas.
•	 general	safety	of	the	event
•	 the	effect	of	noise	on	surrounding	                                                                                                                        7
   neighbourhoods
•	 food	hygiene	and	catering	facilities.
They	also	have	the	power	to	stop	an	event	
should	they	consider	it	unsafe,	so	it’s	a	good	
                                                                                                                                                              8
idea	to	talk	to	them	early	in	your	planning	
stages.
                                                                                                                                                              9


                                                                                              PRINT                                                  Page 9   10
                                                                                                                      1

Emergencyservices                                    Sitemeeting
Always	let	the	police	know	if	you	are	organising	     Prior	to	the	event	arrange	a	site	meeting	with	
                                                                                                                      2
an	event.	If	your	event	is	for	more	than	1,000	       all	of	the	relevant	parties,	eg	licensing	officer,	
people	or	contains	high-risk	activities	such	as	      environmental	health	and	event	manager,	
bungee	jumping,	you	should	also	contact	the	          fire	officer.	Walk	the	site	with	them	and	talk	
ambulance	service.	If	the	event	involves	a	road	      through	your	plans	–	they	will	offer	invaluable	                3
closure	or	a	high	fire	risk,	you	should	consult	      advice	which	will	help	ensure	your	event	runs	
the	Fire	Brigade	Safety	Officer.                      smoothly.	
Insurance                                             Debrief
Your	event	will	have	to	have	Public	Liability	        It’s	really	worthwhile	to	have	a	proper	debrief	                4
Insurance.	Sometimes	the	local	authorities’	          with	the	key	people	involved	a	few	weeks	after	
insurance	policy	will	cover	you	if	you	hire	a	park	   your	event.	Share	what	you’ve	learnt.	What	
or	a	venue	from	them.	Otherwise	the	Licensing	        went	well,	what	didn’t	go	so	well.	Keep	a	
Officer	will	direct	you	to	a	suitable	specialist	     record	of	what’s	been	discussed	–	this	will	help	               5
broker.	It	is	not	advisable	to	try	and	get	this	      make	your	next	event	even	more	successful!
kind	of	insurance	from	a	non-specialist.              Hopefully	you’ll	find	these	tips	and	guidelines	
                                                      useful	as	you	plan	your	event.	Enjoy	it	and	
                                                      good	luck!                                                      6


                                                                                                                      7


                                                                                                                      8


                                                                                                                      9


                                                                                              PRINT         Page 10   10
                                                                                                                                                           1
SECTION4–UsingtheInternettoCampaign
There’s	lots	you	can	do	to	help	promote	organ	      Emailcampaigns                                     If	you	would	like	us	to	send	you	details	for	
                                                                                                                                                           2
donation	via	the	internet.	We	can	provide	a	                                                            setting	up	a	weblink	or	are	planning	an	
range	of	digital	tools	to	help	with	a	web-based	    We	have	designed	different	emailable	letters	       e-mail	campaign,	please	contact	us	at	
campaign	or	maybe	you	would	like	to	join	and	       for	employers	and	individuals	to	use.	They	         campaigns@nhsbt.nhs.uk
spread	the	word	about	our	online	community	         all	contain	direct	links	to	the	organ	donation	
of	supporters	on	Facebook	and	Twitter.              website	for	more	information	and	to	join	the	                                                          3
                                                    NHS	Organ	Donor	Register	online.                    Ouronlinecommunities
We’re	always	interested	to	hear	new	ideas	
                                                 Emailcampaignforemployers                           NHSBT	has	a	flourishing	community	of	over	
for	using	the	web	and	digital	tools	for	raising	
                                                                                                        30,000	supporters	on	our	NHS	Organ	
awareness	about	organ	donation	–	get	in	touch	 Why	not	use	our	specially	designed	email	for	
by	emailing	campaigns@nhsbt.nhs.uk               employers	to	send	to	staff?	It’s	a	great	way	to	
                                                 get	colleagues	involved	and	it	will	only	take	a	
                                                                                                        Donation	Campaign	Facebook	group	page.	
                                                                                                        Add	your	comments	and	join	the	discussion.	
                                                                                                                                                           4
                                                 few	minutes	of	their	time	to	sign	up	online.           We	also	have	a	twitter	newsfeed	set	up	at	
Createaweblink                                    The	email	can	be	easily	loaded	onto	any	email	
                                                                                                        twitter.com/nhsbt
Increasingly	people	are	choosing	to	sign	up	to	     or	intranet	system.	Organisations	can	add	their	    Become	a	friend	and	follower	and	get	short,	       5
the	NHS	Organ	Donor	Register	online	because	        own	logo	and	a	message	to	staff.	We	can	then	       timely	messages	from	us	about	our	campaign	
it’s	quick	and	easy.	If	you	have	a	website	you	     track	the	number	of	staff	who	join	the	register	    activity.
could	help	to	publicise	this	online	registration	   through	the	campaign	and	feed	these	figures	
facility	with	a	weblink.	Or	maybe	you	know	         back	to	your	organisation.                                                                             6
an	organisation,	such	as	your	workplace,	that	
                                                    E-letterforfriendsandcolleagues
would	be	receptive	to	adding	a	link	on	their	
                                                    Alternatively,	you	can	use	our	personal	e-letter	
site?
                                                    to	encourage	friends,	family	and	workmates	to	
We	provide	a	standard	logo	and	a	url	for	the	       join	the	NHS	Organ	Donor	Register.	Simply	mail	                                                        7
link	to	the	registration	section	of	the	organ	      this	as	a	link	to	people	in	your	address	book	
donation	website.	We	can	also	supply	a	unique	      who	can	choose	to	click	on	the	link	and	sign	
code	through	which	we	can	record	the	number	        up.	They	may	even	mail	the	e-letter	on	to	their	
of	visitors	generated	by	the	link	and	how	many	     contacts.                                                                                              8
of	these	visitors	register	online.
                                                    Unlike	the	company	email	campaign,	we	would	
                                                    not	be	able	to	tell	you	how	many	people	have	
                                                    signed	up	as	a	result,	but	this	is	a	quick	and	
                                                    easy	way	to	spread	the	word.                                                                           9


                                                                                          PRINT                                                  Page 11   10
                                                                                                                                                            1
SECTION5–WhyusetheMedia?
Media	coverage	offers	the	most	affordable	           HowdoIstart?                                    Does	your	local	radio	station	offer	a	“thought	
                                                                                                                                                            2
communications	activity	for	non-profit	                                                                 for	the	day”?	Longer	feature	programmes	
organisations	and	charities.	TV	and	radio	           Watch	the	TV,	listen	to	the	radio	and	read	        may	be	interested	in	covering	a	topic	in	depth.	
stations,	newspapers	and	magazines	offer	us	         magazines	and	newspapers	–	the	better	you	         Studio	discussions	can	focus	on	issues	such	
countless	opportunities	to	increase	awareness	       understand	what	makes	news	and	how	it’s	put	 as	how	to	increase	organ	donation.	Phone-in	
and	understanding	of	organ	donation	and	             together,	the	more	likely	you	will	be	able	to	     programmes	are	very	popular	and	might	be	           3
transplantation.	While	we	cannot	involve	            provide	information	in	a	way	that	suits	different	 interested	in	an	“expert”	answering	listeners’	
everyone	in	local	events	and	activities,	many	       media.                                             questions.
thousands	will	read	or	hear	about	what	you	are	      Work	out	the	type	of	audience	they	are	looking	 Gettogetheralistofcontacts
saying	or	doing	if	it	gets	good	media	coverage.      to	attract	and	at	the	style	of	programme/	         Start	by	putting	together	a	list	of	contacts	for	   4
No	one	can	claim	dealing	with	the	media	is	          writing.	Look	out	for	any	regular	slots	           the	media	you	want	to	cover	your	story.	Most	
always	easy.	The	media	has	no	responsibility	        such	as	health,	which	might	be	relevant.	          broadcast	organisations	and	newspapers	now	
to	promote	organ	donation	and	will	only	do	          News	bulletins,	for	instance,	may	cover	           have	their	own	websites	which	will	usually	give	
so	if	it	is	of	interest	to	their	readers,	viewers	   announcements,	events	and	activities.	             details	of	how	best	to	contact	them.                5
or	listeners.	On	the	one	hand,	we	know	that	
stories	in	the	media	can	encourage	people	
to	talk	about	organ	donation	and	join	the	
NHS	Organ	Donor	Register.	On	the	other,	the	                                                                                                                6
tendency	to	sensationalise	means	that	the	
negative,	sensational	and	emotional	often	gets	
prominence.
The	key	is	to	give	them	what	they	need	–	in	a	                                                                                                              7
form	they	can	use.	A	newspaper	story	will	be	
used	more	prominently	if	you	can	offer	them	
a	suitable	picture,	while	TV	stations	will	need	
something	to	film	and	radio	stations	someone	                                                                                                               8
to	interview.	Local	media	will	want	a	local	angle	
or	a	local	patient,	nurse	or	campaigner.

                                                                                                                                                            9


                                                                                           PRINT                                                 Page 12    10
                                                                                                                                                             1

Makingyourapproach                                Deadlines                                           Calltoaction
A	bit	of	time	on	the	phone	discussing	your	         Timing	is	crucial	for	some	stories.	Find	out	the	   The	key	to	any	media	coverage	is	thinking	
                                                                                                                                                             2
story	with	a	few	key	journalists	may	be	            copy	deadlines	for	the	newspapers,	and	radio	       about	what	you	want	the	person	reading/
more	effective	than	sending	a	news	release.	        and	TV	programmes	you	want	to	target.	It	may	       watching/listening	to	do	next.	For	organ	
Most	reporters	are	generalists	and	while	           make	the	difference	between	whether	or	not	         donation	the	obvious	call	to	action	is	for	
they	are	likely	to	have	personal	experience	        your	material	is	used.	Something	may	only	have	     people	to	sign	up	to	the	Organ	Donor		               3
of	the	NHS,	they	are	unlikely	to	have	an	in-        happened	yesterday	but	that’s	still	old	news	to	    Register	and	tell	those	close	to	them	their	
depth	knowledge	of	organ	donation	and	              24-hour	channels,	while	weekly	and	monthly	         wishes.	However	people	might	not	know	
transplantation.	                                   publications	are	more	tolerant	of	older	stories.	   how	to	go	about	signing	up	so	it	is	also		
Be	brief	–	journalists	are	busy	people.	Give	       Working	around	media	deadlines	increases	your	      vital	to	include	the	website	address	                4
them	a	call,	tell	them	the	key	points	of	your	      chances	of	getting	in	the	news.                     www.organdonation.nhs.uk	and	the
story	and	what	you	are	offering.	                                                                       phone	number	03001232323	in	anything	
Be	prepared	to	put	something	in	                                                                        you	send	and	to	ask	the	journalist	to	include	
writing.	Ask	how	they	want	it	sent	
                                                    timing is crucial
                                                                                                        them.
                                                                                                                                                             5
to	them.	The	most	popular	form	of	
contact	with	the	media	is	in	the	form	
of	a	news	release	or	letter	to	the	editor.          Timing
                                                    If	you	are	able	to	target	certain	times	of	the	
                                                                                                              cultivate a                                    6
TVandradio
If	you	have	an	idea	for	a	particular	programme,	    week	and	year	the	chances	of	getting	your	
                                                    story	used	improve	considerably.	During	what	
                                                                                                          relationship with
telephone	in	the	first	instance,	rather	than	
write.	Remember	that	TV	stations	in	particular	     reporters	dub	the	“silly	season”	from	mid-July	               the media
can	be	inundated	with	requests	for	coverage	        to	the	end	of	August	when	Parliament	is	in	
                                                    recess,	schools	have	broken	up	and	there	are	       Relationship
                                                                                                                                                             7
so	your	story	has	to	stand	out	from	the	rest.	
Why	is	what	you	have	to	say	of	interest	to	their	   few	if	any	council	meetings	to	cover,	there	is	a	   You	may	well	experience	ups	and	downs	in	
audiences?	Is	it	news?	Is	it	relevant?	Can	you	     shortage	of	news	so	“soft”	news	stories	receive	    your	relationship	with	the	media.	Stories	will	
                                                    more	coverage	than	would	normally	be	given.
offer	filming	opportunities?	Who	can	you	offer	                                                         get	cut	or	dropped	if	a	stronger	story	comes	        8
for	interview?	Patients?	An	expert?	Someone	        Friday	is	a	poor	time	to	target	newspapers,	as	     along.	The	media	don’t	have	to	accept	your	
to	take	part	in	a	radio	phone-in?	Are	your	         papers	tend	to	be	smaller	on	Saturdays	with	        point	of	view	or	even	that	what	you	say	is	right.	
interviewees	going	to	be	available	at	a	time	       less	space	for	news.	Fewer	journalists	(unless	     But	cultivate	the	relationship	and	always	ring	
and	a	place	to	suit	the	TV	or	radio	station?	Be	    of	course	it’s	a	Sunday	newspaper)	work	on	         them	back,	even	if	you	can’t	help	or	don’t	have	
prepared	to	put	the	idea	in	writing	after	the	      Saturdays	and	they	welcome	help	in	the	form	        the	information	they	require.	Suggest	someone	
                                                                                                                                                             9
phone	call.                                         of	stories	for	the	Monday	paper.                    else	they	can	try	if	you	are	unable	to	help.	


                                                                                          PRINT                                                  Page 13     10
                                                                                                                                                                1
SECTION6–GettingintheNews
To	create	news	you	have	to	“start”	something	          Anniversaries,landmarks,datesand                  Awarenessdaysandweeks
or	find	a	link	to	a	person	or	event	which	is	          numbers                                               Many	charities	and	organisations	have	
                                                                                                                                                                2
already	news.	This	isn’t	an	exhaustive	list,	but	it	   Is	there	a	milestone	you	can	exploit?	                established	awareness	days	or	weeks	such	
should	help	you	get	started.                           •	 Suitable	landmarks	can	range	from	the	             as	National	Transplant	Week,	No	Smoking	
                                                                                                             Day,	Cystic	Fibrosis	Week	and	National	
Originality/novelty/uniqueness
•	 The	smallest	baby	to	have	a	transplant.
                                                          100th	transplant;	500th	transplant,	1,000th	
                                                          transplant	etc	for	a	unit,	or	individual	          Diabetes	Week.	Have	you	got	a	story	which	         3
                                                          surgeon.                                           will	complement	their	activities?	A	transplant	
•	 The	oldest	living	donor.                                                                                  recipient,	with	cystic	fibrosis,	for	example,	
•	 The	longest	surviving	recipient.                    •	 Anniversaries	can	range	from	a	charity	            might	be	willing	to	promote	transplantation	
•	 A	new	surgical	technique.
                                                          or	unit’s	fifth	year	of	operation	to	the	          during	National	Cystic	Fibrosis	Week	by	           4
                                                          anniversary	of	the	date	of	the	birth	or	death	     talking	about	their	lung.	Make	sure	you	let	the	
•	 A	new	drug.                                            of	a	famous	founder.                               “owner”	of	the	day/week	know	what	you	are	
•	 New	equipment.                                      •	 How	long	has	your	organisation	been	               planning	and	ensure	they	have	a	copy	of	your	

Personalachievement
                                                          operating?	Can	you	celebrate	a	milestone	          release	–	they	may	well	be	asked	to	comment	       5
                                                          such	as	10,	21,	25	or	50	years’	work?              on	your	story	–	increased	coverage	means	
•	 Your	new	chairman,	president,	patron,	                                                                    increased	awareness	and	publicity	for	you,	and	
   committee	member.                                   Piggybacking                                          for	them.
                                                       One	of	the	best	ways	of	getting	the	media	
•	 Being	registered	for	a	transplant.                  interested	in	your	story	is	to	“piggyback”	           Mediastunts
                                                                                                             Media	stunts	are	events	which	are	designed	
                                                                                                                                                                6
•	 Getting	a	transplant.                               on	the	back	of	something	which	is	already	
                                                       attracting	media	attention	this	increases	the	        with	the	main	objective	of	attracting	media	
•	 Transplant	recipient’s	first	day	back	at	school/                                                          attention,	particularly	photographers	and	TV.	
                                                       chances	of	your	story	being	used.
   college/university/work.
                                                       Givelocalspintoanationalnewsstory
                                                                                                             The	key	is	to	find	a	link	between	the	visual	
                                                                                                             element	and	your	message.	Can	you	get	
                                                                                                                                                                7
•	 Transplant	recipient’s	first	Christmas/birthday	
                                                       If	a	strong	national	story	is	running,	local	         consent,	for	instance,	for	a	well-known	local	
   after	their	transplant.
                                                       media	will	be	grateful	for	a	local	angle.	Look	       statue	or	landmark	to	carry	a	giant	donor	card	
•	 Start	of	a	new	year	–	new	life.                     for	something	positive.	If	the	story	is	about	a	      to	publicise	a	local	campaign?	
                                                       decrease	in	heart	transplants,	do	you	have	a	                                                            8
                                                       local	recipient	who	is	willing	to	be	interviewed	
                                                       about	how	their	transplant	has	saved	and	
                                                       transformed	their	life?	Similarly,	if	the	national	
                                                       news	headlines	are	about	a	decrease	in	donors,	                                                          9
                                                       do	you	know	of	a	local	donor	family	who	
                                                       would	be	willing	to	talk	about	how	donation	
                                                       was	a	very	positive	experience	for	them?

                                                                                              PRINT                                                  Page 14    10
                                                                                                                    1

Surveys                                              Awards
Surveys	and	research	reports	are	a	simple	and	       Virtually	every	newspaper	you	read	will	carry	at	
                                                                                                                    2
very	popular	tactic	to	achieve	editorial	coverage	   least	one	story,	generally	with	a	picture,	about	
and	raise	the	profile	of	your	organisation.	If	      someone	who	has	won	a	sporting,	academic	
you’re	carrying	out	your	survey	or	research	         or	other	award.	Local	newspapers	will	be	
purely	to	gain	editorial	coverage	bear	in	mind	      delighted	to	give	publicity	to	local	patients	who	             3
that	coverage	can	never	be	guaranteed.	              have	won	medals	at	the	Transplant	Games.	
Choose	a	subject	that’s	likely	to	appeal	to	the	     If	you	present	your	own	awards	to	patients,	
media	and	try	to	add	something	to	existing	          medical	staff	or	supporters,	don’t	forget	to	
knowledge	if	you	can.                                invite	the	local	media	to	the	ceremony	and/or	                 4
If	you	want	your	survey	to	be	used	it’s	             give	them	details	of	your	award	winners.
important	that	you	use	a	sufficiently	large	        Celebrities/photocalls
or	representative	sample	–	200	to	1,000	is	         Newspapers	and	magazines	love	pictures	
generally	thought	adequate.	Bear	in	mind	that	      and	celebrities	and	VIPs	have	the	power	to	                     5
the	press	may	not	want	to	use	research	unless	      attract	media	coverage	in	their	own	right.	You	
it	has	been	conducted	by	an	independent	            have	two	choices	–	you	can	either	supply	a	
body.	Look	for	different	angles	for	different	      photograph	yourself	–	or	invite	the	media	to	
publications	and	make	sure	the	angle	you	use	is	
supported	by	the	facts.
                                                    attend	a	photocall.	The	celebrity	or	VIP	has	to	
                                                    be	sufficiently	popular	or	high	profile	to	attract	
                                                                                                                    6
Mediavisitsandtrips                              the	media	in	the	first	place	and	you	may	well	
Press	visits	can	be	an	excellent	way	to	provide	    need	to	pay	a	fee	to	ensure	their	attendance	
journalists	with	first	hand	experience	of	what	     at	a	photocall.	Even	if	your	celebrity	turns	up	                7
happens	in	a	transplant	or	dialysis	unit,	research	 there’s	no	guarantee	the	media	will.	The	more	
laboratory,	operating	theatre	or	at	a	charitable	   creative	the	shot	the	more	likely	the	media	will	
project.	If	you	want	media	coverage	of	the	visit	 attend	and	it	will	be	used	–	but	be	sure	you’re	
                                                    prepared	to	take	the	risk.
make	sure	you	can	offer	them	a	real	news	or	                                                                        8
feature	story	and	always	check	with	the	venue	
owners	that	they	are	happy	for	the	media	to	be	
on	their	premises.
                                                                                                                    9


                                                                                            PRINT         Page 15   10
                                                                                                                                                              1


Otherkindsofcoverage                              Advertisement                                       Advertorial
                                                                                                                                                              2
                                                     Buying	advertising	space	is	the	only	way	you	       An	advertorial	is	a	cross	between	an	
Communityaction                                     can	be	confident	that	the	newspaper	will	           advertisement	and	a	news	story.	The	space	
Most	local	newspapers	pride	themselves	on	the	       print	exactly	what	you	want	to	say.	Buying	         is	bought	as	for	an	advertisement,	but	the	
special	relationship	they	have	with	their	readers	   advertising	space	in	the	media	is	not	cheap	so	     advertiser	writes	or	approves	the	copy.	They	are	
and	want	to	be	seen	as	a	force	for	good	within	      define	your	objectives	and	plan	carefully.	When	    generally	used	when	you	want	to	guarantee	           3
the	community.	They	may	well	be	willing	to	run	      you	place	an	advertisement,	whether	it’s	for	a	     the	use	of	your	pictures	and	copy	in	a	particular	
a	campaign	and	print	organ	donor	registration	       meeting	or	fundraising	event,	try	also	to	obtain	   newspaper	or	magazine	at	a	particular	date	
forms	to	encourage	their	readers	to	help.	NHS	       editorial	coverage	in	the	same	publication.	        or	time.	All	advertorials	have	to	make	it	clear	
Blood	and	Transplant	can	provide	artwork	for	
registration	forms.
                                                     Whenever	possible,	PR	and	advertising	should	       to	the	reader	that	the	space	has	been	paid	for	      4
                                                     complement	each	other	to	give	you	the	best	         by	displaying	the	words	“advertisement”	or	
Lettersandopinions                                 value	for	money.                                    “promotion”	somewhere	on	the	page,	usually	
Most	newspapers	carry	a	section	for	readers’	                                                            at	the	top.	
letters	for	the	simple	reason	that	it’s	one	of	                                                                                                               5
the	most	well	read	parts	of	the	paper.	They	
particularly	want	interesting	and	emotive	letters	
on	topics	of	interest	to	their	readers.	A	letter	
to	the	press	can	be	a	powerful	communication	
tool.	Keep	your	letter	short,	to	the	point	and	                                                                                                               6
well	reasoned.	If	you	email	your	letter,	ensure	
you	include	your	home	phone	number	and	
address	so	the	newspaper	can	check	your	letter	
is	genuine.                                                                                                                                                   7
Don’t	forget	the	internet.	If	you’re	aware	of	an	
online	bulletin	board	discussing	organ	donation	
and	transplantation,	you	may	want	to	add	
something	or	set	the	record	straight.                                                                                                                         8


                                                                                                                                                              9


                                                                                           PRINT                                                  Page 16     10
                                                                                                                                                                   1
SECTION7–WritingaNewsRelease
News	releases	are	a	very	effective	way	of	                                                                  Presenting	the	release	in	the	correct	way	will	
getting	your	story	into	newspapers,	magazines,	         A	simple	rule	to	writing	a	news	release	to	         greatly	improve	your	chances	of	getting	it	into	
                                                                                                                                                                   2
on	radio	or	television.	Writing	a	release	is	not	       cover	the	five	“Ws”	in	the	first	paragraph:         print:
difficult.	However	it	requires	some	imagination	        •	 What	is	happening?                               •	 The	name	of	your	organisation	and	date	of	
and	the	application	of	a	few	basic	rules.
Releases	should	be	clear,conciseandfactual.	
                                                        •	 Who	is	doing	it?                                    the	release	must	be	clearly	shown	at	the	top	
                                                                                                               of	the	page	so	the	news	editor	knows	that	it	
                                                                                                                                                                   3
                                                        •	 Where	is	it	happening?
They	should	be	written	in	a	simple,	direct	way.	                                                               is	not	stale	news.
Keep	sentences	short,	no	more	than	25	to	30	            •	 When	is	it	happening?
                                                                                                            •	 The	word	“ENDS”	should	appear	after	the	
words,	and	avoid	convoluted	language,	jargon	           •	 Why	is	it	happening?
and	clichés.	The	whole	release	should	be	no	
                                                                                                               final	line	of	the	release	to	show	the	journalist	   4
                                                                                                               they	have	the	entire	release.
longer	than	two	typed	pages	of	A4	including	           Subsequent	paragraphs	should	expand	
any	notes	to	editors.                                                                                       •	 At	the	foot	of	the	final	page	give	the	names	
                                                       on	these	points	and	provide	background	
                                                                                                               and	contact	details	of	at	least	one	person	
Remember	news	editors	can	receive	hundreds	            information.	Organise	the	paragraphs	so	the	
of	releases	every	day	so	it	is	worth	taking	time	      most	newsworthy	are	at	the	top	and	they	go	
                                                                                                               who	can	be	contacted	for	any	further	               5
                                                                                                               information.	Try	to	include	a	contact	number	
to	ensure	that	your	release	is	one	they	print.	        down	in	descending	order	of	importance.	If	
                                                                                                               that	enables	a	journalist	to	reach	them	out-
Busy	editors	don’t	have	time	to	rewrite	and	           there	is	not	enough	room	to	print	the	whole	of	
                                                                                                               of-hours.
won’t	bother.	The	release	will	go	into	the	bin.	       your	release,	it	will	be	cut	from	the	bottom.
                                                       People	are	more	interesting	than	things.	Try	to	
                                                                                                            •	 Promote	the	Organ	Donor	Line                        6
If	your	story	is	to	grab	attention,	the	first	                                                                 (03001232323)	and	website
paragraph	or	the	“intro”	is	crucial.	It	should	        personalise	your	story,	journalists	are	always	
                                                                                                               (www.organdonation.nhs.uk)	wherever	
contain	the	main	facts	of	the	story.	It	should	tell	   looking	for	the	human	angle	in	stories.	Also	
                                                                                                               possible,	so	that	it	can	be	printed	or	
                                                       look	for	a	strong	local	angle	and	use	it	high	up	
the	news	editor,	at	first	glance,	what	the	story	
is	about	and	whether	it	is	of	interest.                in	the	release.	Including	a	quote	in	your	release	
                                                                                                               broadcast	at	every	opportunity.                     7
                                                       is	an	excellent	way	of	reinforcing	the	story.	
                                                       Although	the	release	is	a	statement	from	your	
                                                       organisation,	it	should	be	presented	so	it	can	
                                                       be	printed	with	minimum	of	editing.                                                                         8
                                                       Comment,	observation	or	speculation	should	
                                                       only	be	included	in	quotes	or	footnotes.	Write	
                                                       a	first	draft	of	the	release	and	then	go	through	
                                                       it	to	tighten,	edit	and	improve,	check	spellings	                                                           9
                                                       and	punctuation.	It’s	a	good	idea	to	get	
                                                       someone	else	to	read	it	before	it	goes	out.

                                                                                              PRINT                                                    Page 17     10
                                                                                                                                                      1

Howtolayoutanewsrelease
•	 Name	of	organisation	(or	logo/headed	
                                                                                                                                                      2
   paper).
•	 Date	of	release.
•	 TITLEFORRELEASE                                   Our	Charity
                                                                                                                      Ou r Ch arity                   3
•	 Cover	the	five	“Ws”	in	the	first	paragraph:	        Release	Date:	XX/XX/20
                                                                                  XX
   what,	who,	where,	when,	why.                        Title:	Fancy	Dress	Fundr
                                                                               aiser
•	 Use	subsequent	paragraphs	to	expand	               Local	celebrity	Matt	Vin
                                                                               yl	will	be	opening	our	3r                                              4
   on	these	points	and	provide	background	            Fundraiser	at	The	Venue                           d	annual	Fancy	Dress	
                                                                               ,	Ourtown,	this	Saturday	
                                                                                                         at	2.30pm.	This	year	we
   information.	Most	newspapers	prefer	one	           to	raise	£700	towards	n
                                                                              ew	play	equipment	for
                                                                                                      	the	Cystic	Fibrosis	Ward
                                                                                                                                   	plan	
                                                      Ourtown’s	Community                                                       	at	
   sentence	for	each	paragraph.                                              	Hospital.
                                                     Quote:	
•	 Include	a	quote,	even	if	it’s	from	you.           “Following	the	success	o
                                                                               f	last	year’s	musical	even
                                                                                                                                                      5
                                                                                                          t	the	theme	will	be	Pop	
•	 Add	the	word	“ENDS”	after	the	final	line	of	      Performers,	with	particul
                                                                               ar	reference	to	popular	
                                                    prize	categories	for	childr                         talent	shows,	and	will	fe
   the	main	text.                                                              en,	teenagers	and	adul
                                                                                                        ts...’	ENDS
                                                                                                                                  ature	

                                                    Contact	Details:	Xxxxxx
•	 Give	contact	details	of	someone	who	can	                                 xxx	xxxxxx,	xxxxxxxx	XX

   be	contacted	by	a	journalist	if	they	want	to	    Editors:	Xxxxxxx,	xxxxxxxx
                                                                               x
                                                                                                      XXXX
                                                                                                                                                      6
   arrange	an	interview	or	have	further	queries.	   Organ	Donor	Line	num
                                                                          ber	03001232323	an
                                                                                                  d	website	address
   Include	name,	telephone	numbers,	email.          www.organdonation
                                                                          .nhs.uk	for	further	info
                                                    and	joining	the	NHS	Org                        rmation	about	organ	don
                                                                                                                           ation	

                                                                                                                                                      7
                                                                            an	Donor	Register.
•	 Notesforeditors	–	for	adding	further	
                                                    Any	further	background
   detail,	for	example:	Time	and	place	of	a	                              	information	about	your	o
                                                                                                     rganisation	or	campaign.
   photocall.
•	 Organ	Donor	Line	number
   03001232323	and	website	address                                                                                                                 8
   www.organdonation.nhs.uk	for	further	
   information	about	organ	donation	and	
   joining	the	NHS	Organ	Donor	Register.
•	 Any	further	background	information	about	                                                                                                          9
   your	organisation	or	campaign.



                                                                                                   PRINT                                    Page 18   10
                                                                                                                 1
SECTION8–RespondingtotheMedia
Once	you	have	contacted	the	media	to	                It	is	important	that	any	information	given	is	
publicise	the	activities	of	your	organisation	       accurate	and	clear.	It	helps	to	keep	a	copy	of	
                                                                                                                 2
some	journalists	will	keep	your	contacts	details	    what	you	said	in	case	you	are	misquoted	or,	
on	file	in	case	they	want	to	get	your	opinion	or	    better	still,	to	email	your	comments	to	the	
any	information	at	a	later	date	on	the	subject	      journalist	so	you	have	an	electronic	record	of	
you	have	raised	with	them.                           sending	them.                                               3
This	is	an	excellent	opportunity	to	get	wider	
public	awareness	of	your	organisation,	its	role	
and	aims.	It	could	also	help	build	a	rapport	with	
a	journalist	which	will	help	when	you	want	                                                                      4
to	publicise	future	events.	However	don’t	feel	
pressured	into	giving	an	off-the-cuff	response.	
Ask	about	their	deadline.	A	journalist	who	
needs	a	quote	or	information	“urgently”	can	                                                                     5
usually	wait	a	few	minutes	for	you	to	prepare	
what	you	want	to	say	and	ring	back.
If	you	are	going	to	be	quoted	you	should	
check	the	context	or	angle	of	the	story	they	are	                                                                6
preparing,	ask	for	full	details	of	the	story	on	
which	they	want	a	comment	or	information.	
What	was	the	source?	Has	it	already	been	on	
radio/TV,	appeared	in	another	newspaper,	or	                                                                     7
the	internet?	If	either	of	the	latter,	you	may	be	
able	to	get	a	copy	of	the	original.
Ask	yourself	whether	you	are	actually	the	right	
person	to	answer	their	particular	query.	Is	there	                                                               8
someone	else	in	your	organisation	or	elsewhere	
who	is	more	knowledgeable	on	the	subject?	If	
so	ask	them	to	speak	to	the	journalist	but	make	
sure	they	are	fully	briefed,	and	will	get	back	to	                                                               9
the	journalist	within	the	set	deadline.



                                                                                           PRINT       Page 19   10
                                                                                                                                                                  1
SECTION9–UsingPhotography
Using	photos	can	be	a	good	way	of	gaining	            Arrangingaphotocall–	see	previous	‘getting	        Aclearbrief
publicity,	particularly	in	local	papers	that	want	    in	the	news’	section.                                 If	you	are	commissioning	a	freelance	
                                                                                                                                                                  2
to	show	the	people	behind	the	story.	You	can	         Sendinginyourownphotos                            photographer	or	having	a	photocall	you	will	
either	send	your	own	photos	to	a	paper	or	you	        You	cannot	guarantee	that	a	newspaper	                need	to	brief	the	photographer	to	include	the	
can	arrange	a	photocall	to	invite	newspaper	                                                                following	details:
photographers	along	to	an	event.	The	best	way	
                                                      photographer/s	will	turn	up	to	your	photocall,	
                                                      so	taking	your	own	photos	is	a	good	back	up.	         •	 Schedule,	location,	contact	details	of	subjects	
                                                                                                                                                                  3
to	do	this	is	with	a	news	release	so	that	the	        If	you	have	funding	available,	commissioning	            if	you	are	not	going	to	be	there.
newspaper	has	all	the	details	about	the	story	        a	freelance	photographer	can	be	a	good	
and	your	contact	information.                                                                               •	 What	the	photograph	is	for	and	how	
                                                      investment.	If	not,	you	can	still	get	good	results	
Makingitinteresting                                 from	your	own	digital	camera.
                                                                                                               it	is	likely	to	be	used.	This	will	help	the	       4
                                                                                                               photographer	to	think	creatively	about	the	
Whether	you	decide	to	take	your	own	photos	           Commissioningaphotographer                             style	of	photography	to	be	used.
or	arrange	a	photocall	you	will	need	to	make	         When	you	commission	photography,	you	
your	pictures	interesting.	You	cannot	guarantee	                                                            •	 Who	is	going	to	be	in	the	picture/s.
                                                      can	use	the	photos	from	that	shoot	as	many	
that	a	paper	will	use	your	photo,	but	you	can	        times	as	you	like.	So,	if	you	are	setting	up	a	       •	 Whether	there	are	different	combinations	of	       5
find	ways	of	making	it	more	likely.                   photograph	to	go	with	a	news	release	about	a	            people	to	be	pictured.
The	composition	of	your	photo	is	important:           specific	event,	think	about	other	more	generic	
                                                      photos	you	may	want	to	get	at	the	same	time	
•	 Don’t	use	too	many	people.
                                                      which	could	be	used	in	the	future	eg	in	a	                                                                  6
•	 Get	them	to	smile	(if	appropriate)	readers	are	    newsletter,	a	report,	on	your	website	or	on	a	
   more	attracted	to	“friendly”	pictures	with	        poster.
   smiling	faces.
•	 Think	about	the	background,	make	sure	it’s	                                                                                                                    7
   “clutter”	free.
•	 Always	take	pictures	with	the	light	behind	
   you.
                                                                                                                                                                  8
•	 Use	colourful	props,	such	as	balloons,	leaflets	
   or	posters.	These	will	help	liven	up	the	
   picture	as	well	as	putting	it	into	context	for	
   the	reader.	
                                                                                                                                                                  9

                                                                                             PRINT                                                    Page 20     10
                                                                                                                   1

Permissionsandcopyright                            Captions
If	you	are	taking	or	commissioning	photos	to	        A	clear	caption	should	be	attached	to	each	
                                                                                                                   2
be	used	for	publicity	purposes,	whether	it’s	to	     image	that	you	submit	to	a	publication.	This	
send	to	a	paper	or	for	use	in	a	newsletter,	other	   should	include	names	and	job	titles,	if	relevant.
publication,	or	on	your	website,	it	is	important	
that	you	get	permission	from	each	of	the	
                                                     Yourowndigitalimages
                                                     If	you	take	your	own	photographs	make	sure	
                                                                                                                   3
people	being	photographed.                           you	set	your	camera	to	a	high	resolution	as	
If	you	intend	to	use	the	same	photograph	at	         they	can	always	be	reduced	later.	Usual	practice	
a	future	date	it	is	good	practice	to	contact	the	    is	to	email	the	photos	to	the	media	outlet	with	
subject	to	let	them	know.	Although	you	will	         your	release	but	some	journalists	cannot	receive	             4
already	have	had	their	permission	to	use	the	        large	files	so	it	is	worth	checking	that	they	
image,	their	circumstances	may	have	changed	         have	got	them.	Always	make	sure	you	have	
since	the	picture	was	taken.	Copyright	of	any	       permission	from	both	the	people	taking	part	
photos	you	commission	will	belong	to	the	            in	the	photo	and	the	premises/location	(eg	a	                 5
photographer,	most	will	sign	a	form	to	pass	         hospital	ward)	it	is	being	taken	at.	
the	copyright	on	to	you.	Others	may	not,	as	
copyright,	by	law,	belongs	to	them	as	the	
creator	of	the	work.	In	practice,	however,	the	                                                                    6
work	that	you	commission	will	be	so	specialised	
that	it	is	highly	unlikely	that	a	photographer	
would	offer	it	to	anyone	else	to	use.	However,	
if	having	copyright	is	important	to	you,	make	
sure	you	commission	a	photographer	who	will	
                                                                                                                   7
pass	the	copyright	on	to	you.


                                                                                                                   8


                                                                                                                   9

                                                                                            PRINT        Page 21   10
                                                                                                                      1
SECTION10–NHSBTBranding
NHSBT’s	branding	may	only	be	used	with	our	             Registrationformartwork                                     2
approval.	The	images,	logos	and	straplines	
associated	with	organ	donation	have	a	high	             If	you	are	producing	your	own	publicity	
national	profile	of	great	integrity.	It	is	important	   materials	you	may	want	to	consider	including	
that	this	integrity	is	maintained	across	any	           an	organ	donor	registration	form	and	we	can	
material	that	promotes	awareness	about	                 provide	this	for	you.	We	can	supply	artwork	for	              3
donation	and	we	protect	them	against	misuse.	           standard	registration	forms	of	various	sizes	for	
The	organ	donation	logo	and	associated	                 insertion	into	newsletters,	magazines,	payslip	
straplines	belong	to,	or	are	licensed	to,	NHSBT.        flyers,	leaflets,	newspapers.	By	supplying	you	

If	you	want	to	use	any	organ	donation	
                                                        with	a	unique	code,	NHSBT	can	track	how	
                                                        many	registrations	are	made	through	your	
                                                                                                                      4
branding	in	your	own	materials,	for	example	            campaign.
in	a	leaflet	or	on	a	website,	you	must	obtain	
permission	from	us	first.                               For	more	information	about	registration	form	

Contact	campaigns@nhsbt.nhs.uk
                                                        artwork	contact:	campaigns@nhsbt.nhs.uk                       5


                                                                                                                      6
ThankYou
We	hope	this	guide	has	helped	provide	you	                                                                            7
with	some	ideas	–	big	and	small	–	to	help	you	
promote	awareness	of	organ	donation.	We	very	
much	appreciate	your	interest	and	support;	all	
your	efforts	will	help	give	hope	to	the	8,000	                                                                        8
people	in	the	UK	currently	in	need	of	an	organ	
transplant.	Thank	you.
And	remember,	do	keep	us	informed	about	
your	activities	by	emailing	us	at		                                                                                   9
campaigns@nhsbt.nhs.uk


                                                                                              PRINT         Page 22   10

				
DOCUMENT INFO
Shared By:
Categories:
Tags:
Stats:
views:96
posted:4/13/2012
language:
pages:24