HOW TO HELP PROMOTE
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
This guide has been written by NHS Blood and Promotingorgandonation–
Transplant (NHSBT) to assist anyone interested
in promoting and raising awareness of organ
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 firstname.lastname@example.org (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
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
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
• 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 –
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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
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.
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
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
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.
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Schools Gettingthemessageacross Providealinkfromyourwebsite
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
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 email@example.com
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 firstname.lastname@example.org for details.
such as Guides or Scouts. Let us know what leaflets; supplying stickers for staff to put onto
you’re planning at email@example.com 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 firstname.lastname@example.org 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.
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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
Sian Sweet, NHSBT’s Partnership Development Officer,
with the Mayor of Newham Sir Robin Wales at the
PRINT Page 5 10
To support any awareness-raising campaigns
and events – big and small – NHSBT can
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
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
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,
Or via email email@example.com
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
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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
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
help get you 6
• talents, time available, interests and contacts It is important to have reliable people who can
• 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
• rofile, message to communicate, and ideas. Appoint an event manager and
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,
long-term connection, age, gender
direction of the event manager. Draw up and 8
distribute a site plan to all involved parties.
• iming, advanced planning time, competing
events, seasonal suitability.
u ’re Inv
PRINT Page 7 10
Here are some basic points to follow in your Venue
• 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?
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Healthandsafety Riskassessment Licences
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
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
• food hygiene and catering facilities.
They also have the power to stop an event
should they consider it unsafe, so it’s a good
idea to talk to them early in your planning
PRINT Page 9 10
Always let the police know if you are organising Prior to the event arrange a site meeting with
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.
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
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There’s lots you can do to help promote organ Emailcampaigns If you would like us to send you details for
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 firstname.lastname@example.org
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 email@example.com 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.
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
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
would be receptive to adding a link on their
Alternatively, you can use our personal e-letter
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
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Media coverage offers the most affordable HowdoIstart? Does your local radio station offer a “thought
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
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.
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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
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
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
If you have an idea for a particular programme, week and year the chances of getting your
story used improve considerably. During what
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
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
phone call. of stories for the Monday paper. else they can try if you are unable to help.
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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
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
• 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
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
• 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.
The key is to find a link between the visual
element and your message. Can you get
• 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?
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Surveys and research reports are a simple and Virtually every newspaper you read will carry at
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
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.
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Otherkindsofcoverage Advertisement Advertorial
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
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
PRINT Page 16 10
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
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
• 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
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
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
• Name of organisation (or logo/headed
• Date of release.
• TITLEFORRELEASE Our Charity
Ou r Ch arity 3
• Cover the five “Ws” in the first paragraph: Release Date: XX/XX/20
what, who, where, when, why. Title: Fancy Dress Fundr
• 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
Ourtown’s Community at
sentence for each paragraph. Hospital.
• Include a quote, even if it’s from you. “Following the success o
f last year’s musical even
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
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
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
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.
• 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
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
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
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
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
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.
• Think about the background, make sure it’s 7
• Always take pictures with the light behind
• Use colourful props, such as balloons, leaflets
or posters. These will help liven up the
picture as well as putting it into context for
PRINT Page 20 10
If you are taking or commissioning photos to A clear caption should be attached to each
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
If you take your own photographs make sure
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
pass the copyright on to you.
PRINT Page 21 10
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
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
artwork contact: firstname.lastname@example.org 5
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
PRINT Page 22 10