be a world vision ambassador
and a media star
sponsor visits overseas, fundraising events and the publicity created will also make it easier to engage people with
campaigning efforts can make great local news. world Vision child sponsorship or encourage more people to attend
or be aware of your event or campaign – as well as helping to raise the
Your regional media will always be keen to hear profile of the work of world Vision.
stories of people from their area doing something
different or to make a difference, which will engage
“Be the change that you wish to see in the world.”
if you have any requests or questions regarding media coverage
please contact Kathryn richards on (0)1908 244418/
+44 (0)7786916896, e-mail: firstname.lastname@example.org
developing Your publicitY plan
spread the word do your research
decide: why do you want publicity? who is your target audience? read the local paper(s) to identify useful sections: every week there may
Put these together and you should have a clear publicity aim! be a community events section in which your fundraiser could be featured.
Keep any relevant articles you find and note the author’s name so you can
if you are a large group, it might be useful to appoint someone among drop them a line directly.
you to be the media liaison person. this doesn’t mean that they also have
to be the spokesperson when an interview is requested. it’s just helpful you should be contacting the following regional media:
to have one point of contact that the media can call upon.
• Daily and/or weekly Newspaper
remember that you are the story. your local media is more interested • Local radio (in particular the Sunday morning Religious show,
in your story because you are a local person/group. this is an effective if you are a church group)
medium to impact and reach your local community and in turn raise • Local TV News
awareness about the world Vision project you are supporting. • Local BBC website
• Local community newsletters, e.g. matchday programmes
for your local football team.
• Religious press (if you are a church group)
• Trade press (if you are a particular company)
producing a press release
press releases alert the media to your story.
Here are some tips from the world vision
1. give it a date and a snappy headline that tells the story in brief.
2. ‘world Vision’ needs to be in the first few sentences - the first sentence
if possible.your headline should contain less than ten words and your
first paragraph no more than 30 words.
3. type it but keep it short, simple and preferably on a single sheet –
maximum two sheets.
use approximately three sentences per paragraph.
4. use gill sans, size 11-point font size and 1.5 line spacing.
5. get all the crucial information in the opening paragraph or two -
including who, what, when, where, why/how.
sum up your news angle in the very first paragraph. if you can’t sum it
up in the first paragraph, chances are you don’t have an interesting story.
you have to capture the attention of editors at almost first glance.
6. include a ‘quote’ from an identified spokesperson that adds some colour
it will humanise the story. if writing a quote for somebody else, get their
approval before using it. remember to give the person’s full name and
7. use “said” for quotes – not “say” or “commented” or “added”.
8. write in the third person. Press releases need to be written objectively
and without personal opinion.
Personal opinion should be restricted to quotes and sentences beginning
with ‘world Vision says that….’
9. Provide contact name/s and ‘phone number/s - make sure all your key
people have a copy, and that at least one person is available outside office don’ts
hours (with a copy of the release and any useful background information).
10. if the story is photogenic, give details of what, when and where 1. assume the reader will know all about your concerns.
photographs can be taken. 2. ramble – keep to the important points.
11. add brief extra background information in a ‘notes to editors’ section 3. never make claims you cannot prove, and avoid exaggeration -
if necessary. overstating your case is more likely to wreck than to win your argument.
12. check deadlines in advance - make sure your release arrives in time for 4. sloppy presentation, mistakes and bad grammar damage credibility -
journalists to follow it up. get someone to check for sense, accuracy, and spelling.
13. style or brand tips:
• HIV/Aids is written just like that; HIV in caps, Aids in lower case.
• World Vision is a collective unit, so should be referred to in the singular,
not the plural; i.e. World Vision has today announced… not World Vision
have today announced…
• We work with children orphaned by Aids, not Aids orphans.
• Numbers one to nine are in words, then 10 up to 999,999 in numerals.
then a crowd becomes one million people (not 1 million or 1m or
• When referring to child sponsorship it needs to be written as
world Vision child sponsorship.
• Percent is written as a word, not a % sign.
14. include a link to worldvision.org.uk at the end of your release.
selling in a press release
You’ve written it – now make sure it gets picked up! For radio, don’t call for five minutes either side of the hour, when the news
do not assume that sending out a bulk email to all team will be doing their news bulletins.
your contacts will guarantee you coverage.
organising a photocall
Follow up releases with calls, prioritising the most important
outlets. often the person who is covering the story will not have seen a good photograph often more than doubles the amount of editorial
your release and will ask you to re-send. if you send a press release to space given to a news item.
a generic ‘newsroom’ email address, it’s likely to get lost in the masses
of releases received. newsdesks may well just send a photographer to see you after seeing
your press release. alternatively you can set up a photocall yourself.
try to get a named contact who you think would be interested in what if you do:
you have to say. it’s fine to ring up first to ask who the news editor or
producer of a particular radio show is. • Make sure there is sufficient branding (display of the current
world Vision logo) – if necessary we can provide world Vision t-shirts.
be persistent and confident – but remember to be polite and • Choose an outside location if possible, one that’s easy to get to,
respect the fact that people may be on deadline. it often helps to have the where there’s space for a group of photographers to gather without
two or three most important points written down in front of you before causing problems.
you make any calls. a good site for finding general contact numbers for • Write a Photocall Notice to send to picture editors. This will
local media is www.mediauk.com. be shorter than a news release but must include the five w’s
(who, what, where, when and why).
For a daily paper or radio show, it’s best to call a couple of days • 11am is usually a good time, meeting the needs of both morning
beforehand, following up the day before you want the piece to appear and evening papers.
to check whether the release has been read and if it is of interest. For • Phone picture desks a day or two beforehand, to make sure the
weeklies, call the week before. make sure you know when the press day event is in everyone’s diaries.
is for a weekly paper, and don’t call them then! • Arrange for your own photographer to take pictures, so you have
a record of the event.
try to avoid calling from mid-afternoon onwards, as most (daily print)
journalists will then be on deadline and unreceptive to new stories.
many media outlets also have a planning meeting mid-morning,
when they discuss and decide what will be featured over the next day
or week – it’s a good idea to get in earlier than that so your story can
be part of the planning meeting.
For sponsor visit press
• Two weeks prior to leaving, phone local media (radio, press and • During your trip it’s always useful to keep a journal of your time in the
television). in the case of newspapers, ask to be put through to the project. you may think you’ll remember everything but there will be so
newsroom and in the case of radio ask to be put through to Forward much to take in. it’s useful to make a note at the end of the day. record
Planning. if you have the name of the show ask to be put through to the how you feel when you arrive. what are your first impressions? talk to
producer of the show itself. newspapers ‘go to press’ on certain days the people that you meet and find out what you can about their lives
and have no time for any callers. and the work that world Vision is doing there. take pictures (read film/
photography protocols prior to travel). remember to take pictures of
with this in mind always check with whom you’re talking to and yourself with local people in the community as this is what your local
whether this is a good time to call. if it is then inform them of your newspaper will most be interested in
• On your return, contact the newspaper/radio as soon as you can –
tell them: preferably within two weeks. you could offer to write an article for them
where you are going or ask them if they would like to interview you on your visit. in the case
why you are going of newspapers tell them you have lots of pictures.
when you are going
what the trip is about • Don’t forget community newsletters – are you a regular football
who you are going with supporter? tell your fellow fans about your trip in the next match
it is highly likely that they will be interested in doing an interview
BeFore you go. Be prepared to be available for an interview and always remember to give the journalist or whoever is interviewing
photo opportunity. they will ask you the above what, where, why, you the details of how the reader, listener or viewer can help.
when, who questions. they’ll ask how you feel about going, what Provide contact information.
the purpose of the trip is, are you nervous etc. Be prepared to answer
their questions. read up on the project you are visiting as well as the use the press release template on page 6, inserting your own details
country you are going to and world Vision. and quotes where the text is underlined.
press release example
January 1 2009
Birmingham man makes life-changing Visit to meet sponsored child
local man, Joe Bloggs has travelled to Vietnam to meet the child he
sponsors through international relief, development and advocacy agency
the week-long visit was also a chance for Joe, aged 34 from Bournville
to see the charity’s work in communities affected by poverty.
Father of two, Joe – who works in it– describes the trip as ‘a real
eye-opener’ and was particularly impressed with how world Vision
was helping communities to become independent.
“the trip was fantastic and has changed the way i look at the world. we
saw everything from community groups who were making brooms to sell
at market, to families who had been provided with a cow which they can
use to breed calves. all of this was funded by world Vision,” said Joe.
Joe has been sponsoring eight-year-old Kim anh for eight years. he started
sponsoring after the birth of his child/after seeing a television advert. Joe’s
sponsorship ensures she can go to school and have access to clean water,
healthcare and other essentials.
Joe said: “i was very emotional when i met Kim anh. we had only ever
corresponded through letters and it was fantastic to actually meet her. i
bought her colouring pens and toys, and in return, she and classmates at
her school sang for us and then presented me with a picture they had
drawn. it was very rewarding to meet her and to see how my sponsorship
money helps not just her but the whole community too.” notes to editors
child sponsorship connects people to fight poverty enabling sponsors to world Vision is a christian charity and one of the world’s leading
make a positive and real difference to the life of a sponsored child within international relief and development agencies, currently helping more than
their family and community and gain an insight into the reality of life in 100 million people in nearly 100 countries in their struggle against poverty,
developing countries hunger and injustice, irrespective of their religious beliefs.
as a sponsor you have the opportunity to see how your support changes world Vision supporters currently sponsor 3.4 million children in almost
the life of child in a developing country for the better, share life stories, and 100 countries with over 120,000 children sponsored by uK supporters.
even arrange a sponsor visit like Joe.
world Vision works to make a significant and sustainable impact on
to sponsor a child and help make a difference to someone’s life today, or poverty and its causes, especially as they affect children. For as little as
to find out more about world Vision’s child sponsorship programme, visit 60p per day (£18 per month) you can sponsor a child with world Vision
www.worldvision.org.uk or call 0800 50 10 10. and give them a better chance in life. through child sponsorship, you can
personally reach out and connect with a child and their community and
ends follow their progress as they overcome incredible hardships and build for
For more information, interviews or photos of Joe’s visit
to vietnam, contact Joe on 00000 000000.
write a letter to editor
spotted something that makes you want to leap call to action…
out of your chair and talk abut world vision? where appropriate try and encourage others to join us in our battle
against poverty and injustice and include a call to action at the end of
your letter and encourage readers to visit www.worldvision.org.uk
write a letter to editor as a world vision or call 0800 50 10 10.
Keep it brief: and tailored
the purpose of letters pages in newspapers is to give everyday people letters to editor should be short, snappy and to the point – no more than
an opportunity to publish their views and respond to the issues of the day. 150 words.
this makes writing a letter to the editor one of the easiest ways to get
your message across to thousands of readers and opinion formers such take a look at previous letters pages and tailor your letter to the style of
as mP’s who monitor letters pages closely. that particular publication.
what’s the Hook? don’t Forget!
if you are responding to something that appeared in the newspaper, you it’s vital you include all your contact details. even if you only want to be
need to send your letter to the editor that very day or, at the latest, the known as a ‘world Vision supporter’ you still have to include a name and
next day – and reference the article in your letter. address/email address for the letter to be published.
if you are not responding to something, but writing off your own bat, think
about whether there have been any related issues in the paper or on the success!
news recently. if you can tie your letter into a current issue you will have a if your letter is published we would love to know about it.
better chance of getting it published.
For example… did you just receive a letter from your sponsored child
that made you want to scream when compared to the latest story
on childhood obesity in Britain? describe yourself as a world Vision
supporter/sponsor and let the world know!
Here are examples of successfully published letters
to editor for you to use as a template.
the latest findings on childhood obesity (daily mail) are hardly surprising
given a recent survey that almost two-thirds of British people are choosing
to spend as much or more on sweet treats as they did a year ago, despite
the economic crisis.
the icm omnibus research, commissioned by leading international
humanitarian and development organisation World Vision, found 63%
of men and women surveyed were increasingly turning to chocolate for
comfort. if that’s true of parents – then children stand little chance of
faring any better.
the obesity epidemic in Britain takes on a different look when you
consider that a child dies every five seconds from hunger in the
developing world and for the price of a large chocolate bar or soft drink
– just 60p a day - people can choose to sponsor a child and not only help
to change their life, but transform the community in which they live.
world Vision uK,