How to publicise your events and create media interest:
Why media coverage matters
Deaf Awareness Week offers excellent opportunities for member and affiliate
organisations to publicise and create media interest in deaf issues. You
can do this by organising events during the week involving the public
and giving the events the maximum possible coverage by informing the media.
Local newspapers, radio and television are particularly receptive to events
taking place in their area.
Getting media coverage
UK Council on Deafness supplies a Press Release which you can access
on www.look-at-me.org.uk/press.htm
and you can add your own organisation's contact details.
TV and radio stations, local and national newspapers and magazines are
more likely to respond to stories about deaf issues during Deaf Awareness
Week. This is an ideal opportunity for your organisation to benefit from
the extra attention from the media and you can use it to fundraise and
talk about the main services that your organisation can offer.
If you have case studies available of people who are willing to be interviewed
about their experiences or about events during Deaf Awareness Week, contact
the local media in plenty of time and give them contact details. The interview
normally consists of a short telephone, text or email conversation and
following this they may want a face to face interview or may need to photograph
the person or film the interview or event. The media are interested in
exciting, visual and newsworthy stories about deaf issues and your organisation,
that have not been featured before. Please note that sometimes the story
or interview will be required at very short notice.
If possible prepare a small selection of good quality digital photographs
to email to the publications. Having photographs available greatly increases
the chances of coverage. Or you may be able to set up a photo opportunity.
Most newspapers like eye-catching pictures and if you set one up for them,
they may use it. They may caption the picture or use it as a springboard
for a story. To set up a photo opportunity you can either take the picture
yourself or ask a freelance photographer to take it and then approach
the papers with it or you can send out a press release, putting the date
and time details. Send the press release to the Picture Desk or the Editor.
What should you do if being interviewed?
If you have specific communication needs make sure you let the newspaper
or broadcaster know in advance.
Below are examples of tips you can use to make sure you get your points
across and raise awareness of the important issues.
- Plan ahead. You have one brief chance to make your case. What is
it that you want to get across and try to summarise them into key points?
Think ahead of the interview about likely questions, and anticipate
and rehearse difficult questions. Your attitude is important. Television
and radio are personal media. Imagine you are talking to one person.
- Deliver your key points up front. If the interview is being taped
to be edited, repeat your key points several times; the editor will
use your best version.
In a taped interview.
- Keep your answers short and concise.
- Explain things to your audience. Do not use jargon. If you
must use complicated language to be precise, immediately explain what
it means.
- It is fine to take time to think. Pause, restate the question or
address the larger issue. Relate the question back to the key points
you want to make by using phrases such as "it's also important
to remember," "our primary concern," "for example,"
etc. If you don't know an answer, admit it and agree to get
back to the person asking the question.
- Assume cameras and microphones are on the whole time.
- Do not get into an argument with an interviewer no matter how confrontational
they may be. Do not appear to be defensive either.
Organising events.
You can hold events to raise awareness and funds. For example you could
get permission to take a space in a local shopping centre, library, railway
station or outside a supermarket. You could organise a Charity Auction,
Quiz Night, non-uniform days, sponsored walks, runs, bike rides, swims
etc. You may be able to involve the Police, the Fire Brigade, Guides,
Scouts, Brownies and Cubs, Youth Clubs, Pubs, Schools, Libraries, Museums
and Art Galleries in your events. You can advertise your events on the
Deaf Awareness Week website by emailing info@deafcouncil.org.uk
Make sure that your local newspapers know about your event in plenty
of time. Ensure that your organisation's contact details and website are
included in any articles that are published and mention Deaf Awareness
Week. Please send copies of any articles published to UK Council on Deafness
so that a record can be kept.
Local television and radio stations have regional news items. This is
an excellent way of announcing your events and activities and to raise
awareness about deaf issues. Again please let us have the details so that
we can keep a record of all the coverage given to Deaf Awareness Week.
For further ideas visit Event Ideas
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Deaf
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