Clever Communications is packed with articles from journalists,

programme makers and charities from across the country.

 olly Toynbee from The Guardian reveals the contents of her contacts
n P
book and the truth about who makes a good charity contact

Clever Communications Edited by Flora Jenkins, Voluntary Action Media Unit

 hami Chakrabarti of Liberty on the relationship between
n S
campaigners and the media

 ikki Cook, Executive Producer at Sky News, dishes the dirt about
n V
who does and doesn’t make a good charity spokesperson

 orothea Arndt from British Red Cross on how they’ve turned to

n D

Clever
Bebo and the online world to reach young audiences

 os Wynne-Jones, Senior Feature Writer at the Daily Mirror, writes

n R
about how she worked in partnership with Oxfam to produce an
award-winning campaign

 nna Ridout of World Vision on how they worked with a TV

n A

Communications
production company and Channel 4 on a prime-time TV series

 ophie Hutchinson describes a day in the life of a

n S
BBC News correspondent

n Alastair Campbell on how to use the media to fundraise

The askCHARITY guide for
... and many, many more e
charities who want to know mor
about working wit h the med ia.

directory
Plus the Clever Communications
dre ds of med ia con tact s and
features hun
mun icat ors.
useful resources for charity com

This book has been produced by the Voluntary Action Media Unit (VAMU).
VAMU is a three-year Big Lottery funded project. TimeBank’s partners in the
project are the Media Trust and the Institute for Volunteering Research.
Reg charity number: 1073831. Printed in 2008.

This book is available to any charity free of charge.

To receive a free copy please e-mail your name and address to: book@vamu.org.uk
Edited by Flora Jenkins, Voluntary Action Media Unit
Book designed by: Harrison + Co Creative | www.harrisonandco.com
Includes a directory featuring hundreds of media contacts
Printed by: Generation Press | www.generationpress.co.uk and useful resources for charity communicators.
askCHARITY is a free online service for any charity Do you want to improve your
interested in being contacted more often by charity’s communications?
journalists and programme makers.
CharityComms is the professional membership body for all non-profit
Go to askCHARITY.org.uk and… and charity communicators. We are doing a range of activities to make
n Add your charity’s contact details to the searchable online directory; sure that inspiring communications are at the heart of charities:
over 1,600 media professionals across the country search the
askCHARITY directory to find key charity contacts for their stories We run free monthly seminars in London
n 
n Register to start receiving requests from journalists straight to We have a website full of information, case studies,
n 
your e-mail inbox articles and latest news
n Join the askCHARITY Messageboard to network, get support and We are developing a network of special interest groups
n 
share advice with hundreds of other charity PRs and press officers We have networking events where charity
n 
n Use the askCHARITY Media Directory to get insider information on communicators can meet
who to contact at media outlets across the country Members get discounts on conferences and services
n 
We now run the askCHARITY service
n 
It’s a totally free resource designed to support any charity that We have a regular newsletter that will keep you in
n 
wants more media coverage. Over 2,500 charities are already registered touch with all that we are doing
on askCHARITY. We are also launching a jobs e-mail in spring 2008
n 

And we have lots more planned for 2008 and beyond...

Sign up at www.askCHARITY.org.uk
If you want to keep in touch please go to: www.CharityComms.org.uk
For more information contact: emma@askcharity.org.uk and sign up for the newsletter or call the director Norma Johnston
askCHARITY is operated by CharityComms www.CharityComms.org.uk on 07917 768517.
 Clever
Communications
The askCHARITY guide for
e
charities who want to know mor
about working with the media.

Edited by Flora Jenkins, Voluntary Action Media Unit

Clever Communications directory compiled by Emma Wickenden, askCHARITY.

This book has been produced by the Voluntary Action Media Unit (VAMU). VAMU is a
three-year Big Lottery funded project. TimeBank’s partners in the project are the Media
Trust and the Institute for Volunteering Research. Registered charity number: 1073831.

3
 dgements
Acknowle

VAMU would like to thank all those people who have supported our project
over the last three years. Special thanks to all our contributors without whom this
book would not have been possible. Thank you to everyone at TimeBank for their
support and help. Thank you to Penelope Gibbs, Emma Wickenden, Jane Dawson,
Moira Swinbank, Andrew Dick, the askCHARITY Messageboard, CharityComms,
Max Crisfield, Chris Harrison and Robert Holmes.

4
 A tale of two worlds

C harities need the media and journalists need charities. Yet too often this vital relationship
is interrupted by annoyances and misunderstandings. This book aims to inspire more
charities to be confident, creative, strategic and bold in their media work. It aims to give
them a glimpse of how the media works and provide examples of how some charities
are successfully working with the media to shout about their campaigns, change public
attitudes, raise money and increase their profile.
Half the articles in this book come from journalists, reporters and programme makers.
Many write frankly about what they really want from charities. The other half come from
inside UK charities. They have written candidly about how they manage to work with the
media, what can go sadly wrong, what can go brilliantly right and what they get out of it.
In 2005 VAMU produced a research report called ‘Culture Clash?’, which looked at the
relationship between charities and journalists. Many of the charities we spoke to were fearful
and even suspicious of working with the media. The charities felt that journalists didn’t
understand the work that they do and the way they do it. Yet the journalists we spoke to had
no idea that charities had such negative feelings towards them. It was clear that journalists
and charities simply weren’t speaking to each other enough.
With this book, we wanted to bring the two worlds together. Many of the articles talk
about the need for charity communicators to build relationships with journalists. Journalists
and programme makers want charities to be more forthright about their opinions and give
them more access to their projects and clients. But for this to work, the media needs to
reciprocate such an open-door policy and become more transparent about its working
processes. Hopefully this book is a small step in the right direction.

Flora Jenkins
Voluntary Action Media Unit

You can read and download VAMU’s research reports at www.vamu.org.uk

A quick note: At the back of this book is a directory of useful resources for charity
communicators, listing hundreds of contacts at national media outlets. It is not a
comprehensive directory of all UK media. It does, however, give charities some top tips
about who to approach at which media outlets with what kind of stories.

5
Contents 21 Protecting your reputation
Sue Stapely, Sue Stapely Consulting
and Quiller Consultants
5 A tale of two worlds Flora Jenkins,
22 Behind the scenes at the Daily
Voluntary Action Media Unit Mirror Vicky Smith, Shelter

8 Make friends, not enemies 23 A day in the life of a

Enver Solomon, The Centre for TV news correspondent
Crime and Justice Studies Sophie Hutchinson, BBC News

9 Who makes a good contact? 24 Working with case studies

and the media Katie Harvey,
Polly Toynbee, The Guardian
Beating Bowel Cancer
10 Using the wires David Bootle,
25 The rise and rise of the real
National Energy Action
life story Natasha Courtenay-Smith,
11 Death of the press release? Freelance Journalist

Penelope Gibbs, askCHARITY 26 Making TV work for a charity

Anna Ridout, World Vision
12 Building a media strategy
Rosalind Freeborn, Jeans for Genes 28 Raw Cuts: the story of a TV
partnership Louis Haywood, NSPCC
13 Don’t get lost in the media jungle
29 Working with television
Julia Hobsbawm, Editorial Intelligence
Roy Ackerman, Diverse Production
14 The relationship between
30 Working with radio shows
campaigners and journalists
Andrew Thorp, The Scout Association
Shami Chakrabarti, Liberty
31 Make the most of your radio
15 The truth about media interview Chris Wilson,
spokespeople Vikki Cook, Sky News BBC Network Radio

16 Working with celebrities 32 Tapping into the news agenda

Mark Waddington, War Child Claire Ashby, Mind

33 What makes the news?

17 Recruiting celebrities
Jane Flynn, FIVE News
Paul Jackson, ITV
34 Working with a TV drama
18 Using the media to fundraise
Mary George, beat
Alastair Campbell, Leukaemia Research
35 How to get a documentary idea
20 Handling a media crisis on screen Charlotte Moore,
Kirstine Dunhill, Send a Cow BBC Documentaries

6
36 Regional media at the heart of a 51 Use the power of the media to
national profile Betty McBride, recruit volunteers
British Heart Foundation Flora Jenkins, VolunteerGenie

37 Internal communications 52 The power of a photo story

Trina Wallace, Freelance Journalist Hannah Crabtree, The Institute
of Cancer Research
38 Regional media on a shoestring
Patrick Cox, Male Cancer 53 Publicity stunts – what works?
Awareness Campaign Sally Durcan, Hotcow

39 Securing local media coverage 54 Reaching the next generation

Peter Orme, Telegraph & Dorothea Arndt, British Red Cross
Argus, Bradford 55 Viral campaigns Iain Tait, Poke
40  Village of Hope: a unique 56 The strength of a media
partnership between a newspaper, partnership Nick Stanhope,
a village and an NGO We Are What We Do
Ros Wynne-Jones, Daily Mirror
57 The future of online social action
42 Winning newspaper appeals Jamie Kantrowitz, MySpace.com
Jane Eason, Practical Action
58 Making a big noise with audio
43 The truth about Christmas Jude Habib, sounddelivery, and John
appeals Trina Wallace, McDonald, Family Holiday Association
Freelance Journalist
59 Blog on Trina Wallace,
44 Don’t moan, do something Freelance Journalist
Martin Moore, Media Standards Trust
60 Creativity against climate change
45 Right to reply Ellie Levenson, Andy Hobsbawm, Green Thing
Freelance Journalist 61 Citizen journalism Ellie Levenson,
46 Working with a freelance Freelance Journalist
journalist Emma Stone, Group B 62 The story of a campaign:
Strep Support Dangerous Ground
47 Responding to a journalist’s Becky Maynard, No More Landmines
request Fiona Fountain, PR Consultant 63 Online campaigns
48 There’s no harm in a bit of Adil Abrar, Sidekick Consultancy
controversy Rosie McIntosh, 64 What’s media evaluation worth?
ENABLE Scotland Emma Kenly, Zoological Society
of London
49 How to get a namecheck
Ellie Levenson, Freelance Journalist 65 Did it work? Trina Wallace,
Freelance Journalist
50 Countering stereotypes
Sarah Arnold, TimeBank 67 Clever Communications Directory

7
 Make friends, not en
emies
stice Studies
Ce ntre for Crime and Ju
Enver Solomon, The

I never cease to be amazed by the

hostility reserved for the media by
elements of the voluntary sector. The be counter-productive especially if it leads
media is seen as the irresponsible to inaccuracies or distortions.
bogeyman that fails to report the facts The most productive relationship I
and is hell-bent on whipping up fear with have is with a journalist in the national
sensationalist reporting. It is blamed for media. I provide bits of background
misinforming the public, for oversimplifying information; in return he provides me with
complex issues and for endlessly focusing valuable insights into the choreography
on bad news. Far more time seems to be of government policy. It is a two-way
spent condemning journalists than working information flow that serves both parties
with them. extremely well. Of course, it is important
Why bother supping with the Devil? to exercise your judgment about who you
Okay, some journalists would frankly sell can and can’t trust, and like colleagues in
their mother to get a front page splash, the office, if the personal chemistry is right,
but the majority are decent folk simply it helps.
doing their job. They need help. The vast Journalists should be seen as part of
majority of journalists are generalists. In a our working family; building productive
24-hour news culture there is little time to relationships with them is just as important
do detailed background reading. Therefore, as having a good relationship with
finding somebody on the end of the phone colleagues or partner organisations. The
who is prepared to give you some time to voluntary sector should complain less and
provide a background briefing is invaluable. engage more so that we make friends, not
enemies with today’s media professionals.
Journalists often do not know
where to find relevant statistics Enver Solomon worked for
or how complex policy works in nearly ten years as a BBC
practice. They need to be guided journalist before joining
and informed. the Prison Reform Trust
in 2003. He is currently
It is therefore vital to engage with them the deputy director of criminal justice think
rather than hustle them off the phone. tank, The Centre for Crime and Justice
Ultimately choosing not to cooperate can Studies. www.crimeandjustice.org.uk

8
 m a k e s a g o o d c o n tact?
Wh o
Polly Toynbee, The Guardian

M y contact book is not a pretty

sight. At least 20 years old, stuck
together with yellowing Sellotape, it is full lobby groups would have clients available
of crossed-out names of the long dead, who were willing and eager to tell their
organisations long gone or politicians now story. The others, we stopped calling.
ancient history. Yet it is my most important
working document. What I need most are fast and
Inside are the experts, academics, press accurate facts, sensible judgments,
officers, special advisers, think tanks and and a realistic grasp of the politics.
charities that I rely on most. My twice-
weekly Guardian columns range over a Websites that provide these are
wide variety of social and political issues. I important, but a sharp, on-the-ball press
can’t hope to keep absolutely up-to-date officer is worth as much again.
on every subject, so I rely greatly on a There is a wide gap between charities
handful of people and organisations that I that do this really well and those that take
trust on a particular issue. too long to respond or are not up to speed
Charities form an important backbone with the day’s news. Too many charities
for much of my information network. waste their efforts on useless straight-to-
What makes a charity most useful? First, the-bin press releases and e-mails with no
up-to-date, concise and absolutely reliable grasp of news values, which can harm an
facts and statistics. Shelter, for example, organisation’s reputation.
will always give me what I need on latest But I am grateful to the many charities
housing figures. I will check with the that make my job easier – and I hope
relevant government press office, and if I give good value in return. I never
the figures tally, I’ll be satisfied they are deceive them about what I am writing:
accurate enough to use. If there is doubt, I just as I trust those I use frequently,
will turn to academics. Often I need a more they trust me not to write something
political conversation with a charity CEO gratuitously unhelpful to them.
willing to give an honest assessment of the
current situation. (I credit the information Polly Toynbee is a political
sources I use.) and social commentator
When I was for seven years the BBC’s for The Guardian
social affairs editor, I needed real life cases newspaper. Her columns
to film, as examples of the particular issue appear on Tuesdays and
of the day. The most alert charities and Fridays. www.guardian.co.uk

9
 Using the wires
n
Officer, National Energy Actio
David Bootle, Press

B eing a former journalist helps when

dealing with the media. Knowing the
deadline pressures, the need for brevity,
accuracy, simplicity all helps. I joined NEA
in January 2006 and at the end of that
same month I had a story hit several of the
nationals via the wires. This is how I got my As soon as the national desks picked it
story on the PA wires. up, the phone was ringing all afternoon for
First, have a good/strong story. In this more background, depth and reaction. I
case the story was a reaction piece. An made some useful contacts to whom I now
energy supplier (won’t name names) had speak regularly about stories.
previously put their prices up and then The way the story was written up
announced high profits. That was the story. by PA differed slightly from my press
We had been pretty active in responding release but the quote stayed exactly
to the prior story – the price rise – so it the same and it was that and the
helped already having our name out there. introduction they were essentially after.
The story was not difficult to write. We
expressed concern at the price rises. Then My advice when dealing with
we called for more money from the profits PA and journalists in general
to help people struggling to heat their is don’t be overawed.
homes. Simple messages with
strong quotes. They are human; they just happen to
I called PA to ask what the best e-mail work in a pressure pot that is not entirely
address was to send the release to. I sent ‘humane’. I know – I’ve been there.
it to the main editors/news e-mail address.
And to their social affairs correspondent National Energy Action
who dealt with issues of this nature. (NEA) works in partnership
with central and local
The story hit the PA wires the government and
afternoon it was sent. It made the contractors to promote
national press the next morning energy efficiency services to tackle the
including the Daily Express, Daily Mail, heating and insulation problems of low-
Daily Mirror and Evening Standard. income households. www.nea.org.uk

10
 le ase?
Death of the press re
Penelope Gibbs, askCHARITY

A s the press release has got easier to

distribute, so its power has waned. local story and I’ve pretty much written the
article for the local paper. Other than that, I
Now that spreadsheet lists can be think you have to face up to the slog of the
bought online and a press release direct approach and nurturing contacts.’
multi e-mailed at the press of a So will the press release die, killed by its
button, journalists receive hundreds own popularity? Not yet – journalists still
in their inbox every day and most often want something on paper to remind
remain unread. them of the story. But many organisations
will cease to rely on it as a means of getting
Claire Hallam has recently moved coverage, preferring to offer stories or case
from the Royal College of Nursing to the studies direct to individual journalists.
Prostate Cancer Research Centre:
‘The press release can work well when Top tips on press releases:
you work for a major player in the field and • Make the headline/subject line arresting –
you provide juicy quotes which journalists it may be all they read
can lift into an article. Now I work for a • Avoid attachments – include all extra
small charity I find my press releases rarely material on a weblink
get picked up or responded to.’ • No press release should be longer than
Occasionally charity press releases hit one A4 sheet
the big time, generating mass coverage. • Include all your contact details including a
But the media is becoming more mobile phone number
diversified, and outlets increasingly want • Avoid embargoes – many journalists are
to run exclusive stories. If a magazine or irritated by them
programme wants to run exclusives, the • With follow-up calls, engage the journalist
generic press release gives out all the in a conversation about the story
wrong signals. Vivienne Parry, a features • Make sure your contacts list is up-to-date
writer, hates releases: • Use the wires so that all news desks
‘They are full of detail I don’t want, light have access
on stuff I might want and stuffed with
ridiculous quotes from chief executives Penelope Gibbs is one
that I can’t use. Charities should shun of the founders of
the press release and go for one-to-one www.askCHARITY.org.uk.
communication.’ She now runs a campaign
Ros Freeborn of Jeans for Genes to reduce child and youth
agrees: ‘I use press releases only when imprisonment for the Prison Reform Trust.
there is hard news or when there’s a strong www.prisonreformtrust.org.uk

11
 tegy
Building a media stra
Rosalind Freeborn, He
ad of Communicatio
ns, Jeans for Genes

J eans for Genes, the charity that helps

children with genetic disorders, was set
up by four separate charities to develop millions of people. The marketing campaign
a new fundraising mechanism. With the reaches 80% of UK schools and thousands
establishment of ‘Jeans for Genes Day’ in of UK businesses. To complement the
1996, we then had the task of taking a very marketing materials, the PR strategy has to
simple but effective idea into the national keep pace and maintain awareness levels.
arena and making it work on a grand scale. Jeans for Genes Day is always on the
Pilot schemes had shown it to be popular first Friday in October. The PR campaign
and successful, and the concept of ‘dress kicks off in the spring with information and
down Friday’ was gathering momentum. stories for the long lead media, and the
But, as most managers of charity summer months are spent in a frenzy of
appeals will know, when you do something communications activity.
for the first time it is news. However, We keep the media strategy relatively
thereafter, it does not automatically attract simple. At its heart is a call to action to
the same attention. So the Jeans for Genes wear jeans – we tell the media when,
media team has to keep the strategy why and who it helps. It is always great
simple yet fresh. when we have a really strong medical
research story to illustrate the work; our
The main fundraising element great strength is access to amazing case
– wear your jeans instead of your studies (provided by our partner and guest
usual clothes – remains integral, charities and adored by the media). Each
but each year the campaign team year, we attract celebrity support and,
comes up with a new ‘spin’ or when possible, set up a stunt or eye-
theme to encourage participation catching event to attract media attention.
and provide the media with
those all important ‘hooks’. Jeans for Genes is a national charity that
raises funds for medical research into
Jeans for Genes Day is all about genetic disorders affecting children. The
communication. The charity has to plant highlight of the charity’s year is Jeans for
the idea of participation into the minds of Genes Day. www.jeansforgenes.com

12
Don’t get lost in the
media jungle
lligence
Julia Hobsbawm, Editorial Inte

O ne of my favourite novels is Los

Angeles Without a Map by Geoff Dyer.
The title drips with the ironic inference that and reach your public. You must appreciate
trying to find your way around downtown that some media coverage is more equal
L.A. unassisted by some kind of route- than others in terms of its impact and
finder is odd at the least and possibly how it gets picked up by other media
dangerous at worst. By the same token and the political and policy influencers
any charity wishing to communicate who you may really be aiming at. I left the
effectively in 2008 needs its own kind of world of public relations in 2005 to start
media roadmap to avoid ending up in cul- a media information business, Editorial
de-sacs, or lost in a maze of media outlets, Intelligence, to help organisations identify a
which may generate coverage more very particular media phenomenon, which
hazardous than helpful to your message. is crucial to influencing ‘the debate’ about
In fact, having pinpoint precision in key issues. Namely the army of columnists
your knowledge of media is an essential and well-known bloggers who write
cornerstone of any media strategy, hundreds of thousands of words each day
something I discovered myself during two and who we call ‘the Commentariat’. By
of the fastest moving decades in media publishing distilled profiles and summaries
history – the 1980s and 1990s – during of who they are and what they write,
which 24-hour TV, multi-channel broadcast and daily newsletters of the top stories
and the Internet arrived. If the British and issues, we provide one of the new
media scene was a manageable district navigation services that are providing you
comprising a handful of newspapers, three with your ‘media map’. So you need not
television stations and four national radio get lost after all.
stations before the early 1980s, the media
landscape today is more like a sprawling Julia Hobsbawm is a
city. You need navigation or you will simply Fellow of the Chartered
get lost. Institute of Public Relations
and Visiting Professor of
Today’s media isn’t just 24/7: it’s 24 Public Relations at the
nanosecond. Blink and you miss it. London College of Communication. In
photo © Linda Nylind

2005 Julia launched the media monitoring

So how do you stay on top? Well, first and networking firm Editorial Intelligence.
you develop a media strategy to pinpoint www.editorialintelligence.com

13
 The relationship betw
campaigners and jo een
urnalists
Director, Liberty
Shami Chakrabarti,

I n my time in campaigning, I have

noticed three types of attitudes towards
journalists and the media. facilitating confidence and communication
There is the cocky approach of some between our expert lawyers and policy
press officers who are a little too wedded staff and the widest range of print and
to the mobile phone and microphone broadcast journalists. Jen is a fully
and think that getting any quote in a paid-up member of our multi-disciplinary
newspaper is more important than the management team and therefore shares
message or values of the organisation the organisation’s values and priorities.
they represent. These individuals are
often more personally ambitious than Ultimately the relationship
professionally committed and are a between campaigners and journalists
menace to their employers. They often has to be a symbiotic one built on
have very little substantive policy expertise mutual benefit and trust.
but are loved by some lazy journalists for
their trigger-happy sensationalist sound Journalists benefit from your substantive
bites on any and every subject. Do not knowledge of law, science, political
recruit them or allow them to represent machinery, etc. and potential stories.
your cherished cause. They will let you However, you have to earn their respect,
down in catastrophic ways. They are even to the extent of being honest about
a nightmare to manage and work as points against your case. In return comes
rugged individualists rather than members access and exposure that doesn’t force
of a joined-up campaigning team. you to rent-a-quote, but which allows you
Then there are perhaps some to build a brand based on your values,
substantive experts in your team who are priorities and expertise.
overly nervous about dealing with
the media. Liberty has been
They are far easier to deal with by protecting civil liberties
a process of gradual exposure and and promoting human
confidence building, with support and rights since 1934. Liberty
encouragement. campaigns to protect
The third approach is the one that basic rights and freedoms through
Liberty’s media director Jen Corlew has the courts, in Parliament and in the
perfected to a fine art. She and press wider community.
office colleagues see their role as one of www.liberty-human-rights.org.uk

14
 o u t m e d ia spokesp eople
Th e tr u th a b
Vikki Cook, Executive Produc
er, Sky News

Y ou don’t forget early career blunders.

I remember being elated when I
secured my first ever contributor for a BBC to fielding spokespeople. Sadly, apart from
news hour almost 20 years ago. I had a handful of well-known charities, smaller
spoken to a very helpful press officer, who groups are falling way behind when it
had arranged for his spokesman to come comes to getting their message across. I’m
on to the programme. It was only when my often asked why the same people are used
editor asked me if I’d actually spoken to time and time again. Simple – because
the interviewee that I panicked – and lied. they’re good. They’re reliable, they’re
The guest was dreadful. I perhaps enthusiastic and they can perform well in a
could’ve overlooked his inarticulacy if he’d pressured environment. A good interviewee
actually had a point to make, but sadly will be quoted in news bulletins and articles
he failed on both counts. I only made that hours after their ‘live’ contribution.
mistake once.
Charities feel very passionately
So what makes a top-notch about their cause, but too often that
interviewee? A good grasp of your doesn’t translate into good television.
subject matter is an excellent start,
and being able to turn that into A charity’s causes are often complex, but
media-friendly bite-size chunks. they must be broken down and simplified.
A charity will have been working on a
It may seem clichéd to talk about campaign for months, but it’s probably the
‘sound bites’, but in the world of 24-hour first anyone else will have heard about it.
news, you must get your point across as As a spokesperson for a charity, you must
eloquently, precisely and succinctly as begin by working out what you want to
possible. say and how to make it relevant to a fact-
hungry audience – if you can crack that,
If you’re prone to a mumble, a then you will make news.
stumble and ... er ... forgetfulness, a
career as a media spokesperson is Sky News is available on
perhaps not for you. Sky Channel 501
www.news.sky.com
Media-savvy companies have, by and
large, got their act together when it comes

15
 Working with celeb
riti es
O, War Child
Mark Waddington, CE

E nrolling the help of celebrities is not

beyond the means of most charities,
and it can prove to be incredibly useful. As involvement, it’s in their interests to pursue
long as you follow a few guidelines: it. War Child approached and won Keane
as charity patrons in this way. Also, putting
Define your purpose on good events – that are enjoyable in their
To maximise celebrity endorsement, be own right – is another good hook.
clear from the outset what your purpose Keeping them on board
is. Fundraising? Increasing awareness? OK, you’ve won them over. Now, in order
Campaigning for attitude or policy to maximise their involvement, a Press
change? Or simply building endorsement? and PR plan is vital. You must be clear
Consequently what qualities are you about the hook you are using for the press.
looking for in a celebrity? What sort of Without this planning, the celebrity will
image and associations do you need from become the story, and your purpose will be
them? And what level of press attention? eclipsed. Thorough briefing of the celebrity
Based on these considerations you can will be essential.
compile your prospect list of celebrities. Building the brand
The art of persuasion Branding your celebrity is the key to
So how do you persuade a prospective success. Brand everything with your
celebrity to support you? You should not logo, including the damn lens of the press
assume that your cause – on its own – is a photographer. But remember, branding is
compelling enough reason. Research into not just about logos. It is as much about
what floats their particular boat is crucial. what celebrities say and what they are
War Child recently worked in partnership known for/associated with. It is crucial that
with HMV to retail dog tags throughout they understand your relevant brand values
its stores as a fundraising initiative. In order and the significant level of responsibility you
to promote sales we asked artists who are investing in them.
were releasing albums to have pictures Finally, through events, contact with
taken holding the dog tags. The artists PR agencies and the development
benefited by association with the resulting of a relationship with a celebrity, new
in-store promotion. We benefited through opportunities will emerge. Anticipate them,
their endorsement. and be ready to claim them.
Ask away
Placing the ask is always a challenge. If War Child is an award-
the ‘three degrees of separation’ method winning international child
proves unfruitful check out selected protection agency working
celebrity websites for their management to protect children in war-
and/or PR agency details, then ring them torn countries across the
up. If they can see a good reason for world. www.warchild.org.uk

16
 r u i t i n g c e l e b r i t i e s
Rec
Paul Jackson, Director of Enterta
inment and Comedy, ITV

One little tip: because of the

A s you might guess, anyone with any

sort of public profile gets a pretty
regular flow of requests for help with
constant demand, most celebrities
tend to focus their charity work
around a particular project, issue or
charity endeavours. organisation.

To be fair, most ‘celebrities’ are This is very often driven by personal

fairly willing to help where they can. history or interest. So it is always worth
trying to identify somebody who you know
They do, on the other hand, have to to be interested in the area with which you
have some sort of system to deal with are working. For example, Lenny Henry
these approaches to prevent them from with African relief work or Cat Deeley with
becoming inundated and double booked. children’s hospitals.
So in virtually every case (unless you have Finally, make your ask reasonable.
a genuine route to personal access) you Donating a signed photo or a simple taped
should make the approach via an agent message is pretty doable even in the
or, often as good, the publicist. Celebrities busiest celebrity life. Opening a fete might
employ these people to manage their be a bit more involving; starring in a two-
diaries, their business and, of course, their hour documentary may be beyond even
public profile. the most dedicated supporter.
There is always the danger that the
agents themselves become overwhelmed, ITV is the biggest commercial television
and part of their job really is to act as a filter network in the UK. www.itv.com
for their clients. So undoubtedly sometimes Paul Jackson is also the
it is true that your request will not be Chair of Trustees for the
passed on. But in that event it is quite likely national volunteering
that the answer would have been no in charity TimeBank.
any event. www.TimeBank.org.uk

17
Using the media to fundraise
Alastair Campbell, Chairman
of Fundraising, Leukaemia Res
earch

W hether we like it or not – and most of

the time I don’t – we live in a media
age and one in which a celebrity culture
We have done well in promoting City
partnerships. We have taken the lead in
triathlon and now have the biggest triathlon
has become a dominant feature. team in the country. In the five years I have
Charities, like any other organisations, been associated with the charity, I’ve raised
would love it if they could simply focus on over two million pounds.
their issues, put out their core messages, But that amount is dwarfed by the
and then see the media profile grow £10 million Sir Ian Botham has raised for
and the money from fundraising come Leukaemia Research with his walks, which
pouring in. But life is not like that. always attract huge media attention. Any
quote Ian makes in relation to his work
There may be more media space for Leukaemia Research is valuable. And
than ever in the age of 24-hour news with Ian walking again in 2008, doubtless
and the Internet, but if anything dragging me along for a couple of legs
it has become harder for charities as he did last year, the charity stands to
to attract attention to the work benefit further.
that they do – essential if they are But the reason the Press reports his
to maintain a link with existing charity work is that they know he is
financial supporters, and even more prepared to make a very real effort. Since
so to attract new ones. his first walk in 1985, he has walked
around 6,000 miles for Leukaemia
So it is, for example, that I came to make Research. It’s a good story – the
a fool of myself on Celebrity Who Wants ingredients are a compelling cause, a
to be a Millionaire?, lured by the promise national hero, a fundraiser with a difference.
of £1 million for Leukaemia Research, the Put together, how could the media resist?
UK’s leading blood cancer charity. So it In Botham’s case, he was moved to
was too that I ended up on a Comic Relief help Leukaemia Research when he came
‘Apprentice’ special, way out of my comfort across children with leukaemia on the
zone, trying to run a fairground. And so children’s ward at a hospital in Taunton,
it is that I run, cycle and swim to raise where he was being treated for an injury.
profile and funds for a charity very dear to I too have witnessed the cruelty of this
my heart. disease when I lost first my best friend
I am now chairman of fundraising, and John Merritt and then his daughter Ellie to
so I know how hard it is to keep finding leukaemia. Every time I do something for
the new streams of money, and to keep the charity, I feel I am keeping their
coming up with the ideas and the contacts. memory alive.

18
 Since 2002, when I started running awareness and much-needed funds. This
for Leukaemia Research, I have written is vital, as Leukaemia Research is aiming to
numerous articles or been interviewed raise over £100 million in the next five years
about my work for the charity by most to fund top-level research into leukaemia,
national titles and by dozens of local media Hodgkin’s and other lymphomas and
outlets, which all helps build profile. myeloma.
And don’t forget the value of a good As Ed Victor said to me: ‘I literally owe
photo. Gary Lineker, whose son George my life to Leukaemia Research. If I had
survived leukaemia, is featured on all the been diagnosed 20 years ago I would not
charity’s Bikeathon literature and lends have survived. The research produced the
his name to PR for these events. With so new drugs that kept me going.’ But while
many charities targeting the same sporting Ed has been lucky, there are so many
events this helps these events stand out. others left mourning friends and relatives
Leukaemia Research has a fantastic they have lost to blood cancer.
celebrity running team, all wearing the The charity receives no funding from
charity’s distinctive yellow T-shirt (which government, and I know that having a
gives rise to the sports team’s Banana range of well-known newsworthy faces
Army moniker). The Banana Army is involved can make a difference. So I’ll keep
led by former Olympic champion Liz on pushing and plugging to help raise the
McColgan and supported by TV stars from funds we need to beat this disease.
BBC’s Holby City and Spooks, and ITV’s
Emmerdale, Coronation Street and The Leukaemia Research is the only charity
Bill. Our shirts dominate marathons, half in the UK dedicated exclusively to
marathons and 10k runs all over the UK. researching blood cancers and disorders
With so many well-known names including leukaemia, Hodgkin’s and other
involved, the Press are attracted and lymphomas, and myeloma. www.lrf.org.uk
the subsequent media coverage raises

19
 Handling a media cr
isis
er, Send a Cow
mmunications Offic
Kirstine Dunhill, Co

I t is what every communications officer

dreads. That Friday evening call asking
for comment on a potentially damaging claims made in the article.
article appearing that very weekend. For us From the outset we knew our main
it was the Mail on Sunday. The article: priority was our existing supporters. And
‘The great “give a goat” delusion.’ we quickly shared the information from
The article attacked ethical catalogues Lesotho with them. The response was
offering virtual gifts of livestock as a way of amazing. Donations came pouring in and
raising funds for agricultural programmes letters of indignation were sent to the
in developing countries. It singled out Mail on Sunday on our behalf.
our programme in Lesotho, claiming that This reinforced in our minds the
providing livestock was a burden on importance of having a well-informed
poor people and detrimental to the supporter base. We began to think that
environment. It appeared at the height of the Mail on Sunday had done us a favour.
our Christmas campaign. It had given us the opportunity to engage
with our supporters on a deeper level, plus
Fortunately we’d been monitoring a platform to debate the associated issues
the media throughout the year and with a wider audience.
knew the issues that could be used Ultimately the whole organisation
against us. embraced the debate. It helped us build
new partnerships, recruit high profile
We’d prepared solid rebuttals, based on patrons and gather evidence of the true
almost 20 years’ experience in agricultural impact our work was having (including an
development in Africa, and ensured that environmental assessment).
everyone in the organisation knew what It was a rollercoaster of a journey. But it
they were. We also had regular meetings looks like that old phrase ‘no news is bad
with our programmes team, so the news’ might be true after all.
right hand generally knew what the left
was doing. In the immediate aftermath, Send a Cow is a charity
this meant we were light on our feet in that enables poor farmers
responding. in Africa to become self-
Within days the team in Lesotho reliant by providing them
provided a full report, backed up with with livestock, training and
photographic evidence, countering the advice. www.sendacow.org.uk

20
 tation
Protecting your repu
Sue Stapely, Sue Stapely Consul
ting and Quiller Consultants

H ow, in the face of a crisis or challenge

to your reputation, can you ensure it is
robustly defended and rebuilt?
to ensure you are familiar with your
organisation’s full media profile to date
First, identify the challenge or crisis. • Consider ‘seeding’ blogs and
Once identified (a financial difficulty, an contributing messages to comment
employment spat, a press nightmare) the sections
challenge must be managed with careful • Check any relevant Wikipedia entries and
communications targeted at donors, other correct if fallacious
critical audiences and the media. • Track media coverage frequently and
Second, assemble the appropriate team ensure all those who have written about
to handle the crisis. You will need: or reported on the case are fully briefed
• A small crisis management group • Compile a press list in case you want to
comprising senior managers and put out a statement at short notice
communications professionals, with • Communicate regularly with: staff,
(if appropriate) lawyers and external donors, government departments,
consultants/advisors quangos, clients, stakeholders, suppliers
• Support without interference from your • Ensure databases are clean for rapid
organisation’s governing body and chair despatch of e-mails or letters
• Cooperation and collaboration • Prepare regular holding statements to
throughout your organisation counter pre-emptive media enquiries
• Implement a comprehensive Q & A
It is always best to notify a critical process to minimise embarrassing
audience of a potential problem or questions
impending crisis. When in doubt, • HOLD YOUR NERVE – mistakes are
communicate. made when stress levels rise
Third, put together your action plan for
crisis management and prevention. Try to: Fourth, review thoroughly every part of
• Identify, prepare and coach the key the process and learn from it.
spokesperson for the organisation –
above all, choose the best communicator Sue Stapely is a solicitor
• Get to grips with the details of the issue – and an independent
this is no time for bluffers – and prepare a communications
brief summary consultant, specialising
• Carry out relevant and regular research in reputation, crises and
(Google News, blogs, chat rooms) issues management. www.suestapely.com

21
 Behind the scenes a
t the Daily Mirror
Officer, Shelter
Vicky Smith, Media

C utthroat journalism, boozy lunches and

an obsession with sleaze: just some
of my preconceptions about the world of
tabloid journalism. So while I was back in the charity world as I read their
delighted to be awarded a place with the postbag, full of distressing letters about
Daily Mirror on the Media Connections financial crises and poverty from some of
scheme, it was with some trepidation that I the most vulnerable people in society. Yes,
made my way to Canary Wharf to discover many went unread or unacknowledged,
the reality of working on one of Britain’s but there were lots of cards and letters
biggest tabloids. thanking the committed journalists for
I’m happy to say my prejudices were getting money returned or exposing the
misplaced and I was pleasantly surprised injustices they had suffered.
to experience an organisation committed
to representing its readers’ voices. I was amazed that so many readers
Whether it was paranoia that I was an sought help and advice from the
undercover reporter or just a keenness newspaper, demonstrating the trust
not to upset my charitable sensibility, I they have in the Mirror brand.
was impressed at the news desk’s patient
handling of calls from readers. Throughout Celebrity obsession is still a massive part
the day, they listened to stories – covering of the paper, but from what I could see,
anything from cats up trees to struggles behind the headlines and celebrity gossip
with disability. Of course amongst these is an organisation loyal to its readers and
‘non-stories’, one call can provide a scoop dedicated to keeping them at the heart of
journalists only dream of. Let something the newspaper.
major slip through the net and you live to
regret not picking up the phone or cutting Find out more about
someone off. the scheme that gives
The investigative column produced by charity people
Andrew Penman and Nick Sommerlad placements at top media
embodies this Mirror ‘ethos’. It champions organisations at
readers’ consumer rights and stands up www.mediaconnections.org.uk
to the big boys who have ripped them Shelter is the national charity campaigning
off – think timeshare, dodgy landlords, on housing and homelessness across
telephone companies, etc. I almost felt Great Britain. www.shelter.org.uk

22
 d a y in t h e li fe o f a TV
A
news correspondent
Sophie Hutchinson, BBC New
s

I t probably won’t surprise you to know

that deadlines are everything. Each
day feels like the great race against time.
by nine. Pretty good when you only
discovered the story at eight that morning.
The best possible scenario for a story is
that you: Such tight turnarounds mean we
• Know about it a couple of days before rely heavily on organisations that can
the broadcast respond at a lightning pace.
• Have plenty of time to research it
• Are fully briefed by the charity or In a perfect world, we need charities
government department behind it that have:
• Find the best interviewees • A mobile number that is always answered
• Get a location to do a ‘piece to camera’ • Spokespeople close to major cities,
who, at the drop of a hat, can
With these conditions met you can give interviews that demonstrate
leave a report for Breakfast News the night passionately-held beliefs
before and possibly also write a short • Contacts for reliable, eloquent and
radio piece. The next day you can re-craft pertinent case studies
reports for the One O’clock News, the Six
and the Ten. Bingo! It is impossible to overstate the
Needless to say it doesn’t always importance of the latter. Case studies are
happen like that. Working backwards from priceless; those families or individuals who
the unforgiving deadline, once you have all illustrate your story are the key to getting
your material it will ideally take two to three it on air. A strong case study can be the
hours to edit a two minute TV report. difference between a lead or a middle
An hour and a half means you’ve got story; a story being trailed in the headlines
to get a move on; an hour means it’s or simply being dropped.
very tight; half an hour is verging on the
impossible. This means for a programme Sophie Hutchinson
like the One O’clock News, filming needs is a correspondent for
to arrive in the edit suite by midday at BBC News.
the latest. Therefore interviews MUST BE www.bbc.co.uk/news
finished by eleven; started at ten; arranged

23
 ca se st udies and th e media
Wor k in g w it h
Katie Harvey, Press
Officer, Beating Bowe
l Cancer

W orking as the point of contact for

Beating Bowel Cancer between
patients and members of the Press carries
with it responsibilities to all parties. From
the point of view of the charity, a consistent their concerns echo our own, and there
level of press coverage is important to are stories for which we cannot put
maintain public awareness. patients forward. There may be various
reasons. Recently, a patient had to decline
Members of the Press call upon us an opportunity to appear in a national
for suitable case studies with some newspaper once she understood the
frequency, and their needs have implications: by telling her story, her
to be fulfilled as well as resources medical history would effectively be in the
allow. But the patients’ concerns and public domain, thus raising difficult issues
welfare remain paramount. for her at work.
Patients have been known to be
Before ‘offering’ a case study to a disappointed by their appearances in
journalist, we always check that the the media, where their words have been
patient is well briefed: on the interviewer sensationalised, or taken far too literally.
in question; and about the relevant media, I remember one patient saying, ‘That
bearing in mind possible angles a specific journalist just quoted me word for word, I
title/broadcaster might take. Only by thought she’d at least tidy up the English!’
ensuring the patient is completely aware of Others have felt disappointed by their first
these factors can we be comfortable that efforts in talking to their local radio station;
they understand how their words are likely they need to be reminded that they are not
to be used. expected to sound expert – indeed that is
part of their appeal.
Some of the patients’ concerns
about speaking to journalists derive Beating Bowel Cancer
from a lack of awareness of how the is the UK’s leading
media operates. charity for bowel cancer
patients, working to raise
By demystifying the processes (and awareness of symptoms,
reminding them that journalists are only promote early diagnosis and encourage
human too) we are usually able to put open access to treatment.
our case studies at ease. Sometimes www.beatingbowelcancer.org

24
The rise and rise of
the real life story
elance Journalist
Natasha Courtenay-Smith, Fre

T en years ago, I rarely used the term

‘real life case study’; there simply
wasn’t the demand. Today, I spend most
publications, earning them occasionally in
excess of £2,000.

of my time looking for and writing up such What makes a good case study?
stories. As a freelancer, I write for many Generally speaking, the more
publications, from broadsheets to glossy unusual, extreme, inspirational and
magazines. The majority want a number of interesting the story, the better.
real life stories in every issue.
Likewise, even when I am writing a Also, keep an eye on what is happening
‘trend’ piece, a real life case study is in the news for the latest hot topic. And
indispensable. For instance, I recently remember, what publications are looking
wrote a report for the Sunday Telegraph for changes like the wind. One week,
magazine about middle-class women they only want moving and emotional
who drink too much. I could have got all testimonials, the next it’s all ‘happy ever
the quotes I wanted from experts, trend- after’ stories.
watchers and government statisticians, Charities are obviously great sources of
but without a real life case study the article case studies. By the very nature of your
would never have been published. work, you will encounter interesting and
On a single day, I might be sourcing moving personal stories. And don’t forget,
case studies for various publications. At references, credits and/or copy lines are
the time of writing, for instance, I am on the all possible. Finally, don’t worry about
hunt for women who have decided not to packaging up the story: if you’ve got a
have children to protect the environment, red-hot case study then just make that call
serial bridesmaids and a single woman or send that e-mail. Remember, as long as
who is trying to get pregnant using donor a story meets certain criteria, it should be
insemination. possible to find it a home and in so doing
And this is just what commissioning raise your charity’s profile.
editors have asked me to find. Sometimes
I need to source and place interesting Natasha Courtenay-Smith
case studies myself. How do I do this? is a freelance journalist.
Often, PRs phone me up and tell me about
individuals they have just taken on. Or I
put out requests. My website solicits good
stories; I act on the case study’s behalf www.natashacourtenaysmith.com
and broker their story into a number of www.talktothepress.com

25
Making TV work for a charity
Anna Ridout, Press Officer, Wo
rld Vision

A t the start of 2006 an international

NGO teamed up with a UK
production company to make a
not bring together entrepreneurs from
the UK and the developing world?
four-part series about the Around this time an e-mail popped into
complexities of development. my inbox from a producer at independent
Millionaires’ Mission made it on to production company Silver River with a
prime-time Channel 4. World Vision’s very similar idea.
Anna Ridout explains how the There were wide eyes throughout
seemingly impossible happened. World Vision when it was suggested we
The UK public, at the time, was find a village where we work, where there
glued to programmes such as The was still a broad range of need, where
Apprentice and Dragons’ Den. We at a camera crew and team of millionaires
World Vision regularly work with poor could stay and where they could do
people in the developing world who something meaningful in three weeks.
face constant barriers to opportunity Any good development person knows
yet frequently break them down with that change takes time and there are no
lateral thinking and bold business. Why quick fixes to poverty.

photo © World Vision

Rudo explains the complexities of poverty to camera

26
 photo © World Vision
Rudo and millionaire Tony share photos of home with local children

We also know the damage outsiders There was the constant knowledge
can do. The proposal, on the surface, that World Vision had no editorial
was ludicrous. But this was an control but had a platform to voice
opportunity to expose the complexities the importance of sustainability,
of development work and open a community participation and global
small window on the realities faced by partnership.
poor communities.
We took development expert And the result? It produced sustainable
Rudo Kwaramba and Silver River to the projects in Uganda, a new perspective for
south-west of Uganda where we had many of the UK visitors and a great deal
been working for more than a decade. of debate. Entertaining TV needs to show
We identified two villages that were in the a tangible change has occurred; as an aid
early stages of World Vision’s long-term agency change is what we’re about. This
development programme and met with small area of common ground turned an
local leaders, farmers, voluntary groups unlikely project into four hours of prime-time
and teachers. television about international development.
With their nod of enthusiasm the
project was on. The year ahead would World Vision is a Christian international
mostly involve balancing the line relief, development and advocacy
between the reality on the ground in organisation empowering communities to
Uganda and what would work for a UK tackle poverty and the causes of poverty.
television audience. www.worldvision.org.uk

27
 of a TV partnership
Raw Cuts: the story
Louis Haywood, Seni
or Advertising and
Communications De
velopment Officer, NS
PCC

T he ‘Raw Cuts’ short story initiative

was initially discussed and developed
in 2004 after negotiations between the
NSPCC and Channel 4’s strategic sales
and 4Talent teams.
The NSPCC’s communication objectives
were threefold: to elicit the stories and
issues that affect young people; to enable filmmaking process works – from concept
the NSPCC to better understand the needs to completion – and worked with talented
of and proactively engage with its 13- to industry professionals along the way. A
18-year-old audience; and to tailor future distribution deal for all four films is now
activity and communications to address under negotiation with a short film distributor.
any such issues. The films have also been screened on the
For ‘Raw Cuts 1’, 13- to18-year-olds were Raw Cuts website and YouTube, with links
invited to submit a 500-word story on the from leading youth social networking sites
theme of vulnerability, and the nationwide including MySpace and Bebo.
call-out for entries started in October 2005. John Grounds, director of communications
Over 1,500 young people responded at NSPCC, says, ‘There is a lot of talk about
and after a week-long series of script what teenagers are like, how they feel and
development workshops for 20 of the how they behave. We felt it was important
writers, four winners were selected to for them to have the opportunity to say
spend the summer working with filmmaking something themselves, get their voices heard
professionals to turn their stories into and share their stories.’
a series of short films for the Channel Raw Cuts 1 was a massive success with
4 prime-time broadcast slot 3 Minute the films attracting an audience in excess
Wonder, which aired in November 2006. of 3.2 million over the 3 Minute Wonder
James Estill, senior producer of Channel series, and has lead to Raw Cuts 2, which
4’s 4Talent, said: ‘The quality of the is in production at time of writing. This
submissions was incredibly impressive. We time, the subject of teenagers’ identity is
did expect some strong stories to emerge, being explored and the four films will be
but we were blown away by the sheer broadcast in the same prime-time slot on
number and diverse range of ideas. Raw Channel 4 in February 2008.
Cuts has been an exciting opportunity for
us to engage with and empower the next The NSPCC’s purpose is to end cruelty to
generation of creative minds.’ children. FULL STOP. www.nspcc.org.uk
The final four aspiring teenage filmmakers Find out more about Raw Cuts at
got the opportunity to see first hand how the www.channel4.com/rawcuts

28
 Working with televis
io n
or, Diverse Production
Roy Ackerman, Creative Direct

C harities are often nervous of giving

access to the media, particularly
television, but TV remains the best way
• Get the producers to agree a protocol:
set the ground rules on what can and
cannot be filmed
to reach a large audience and raise • Do not hamstring the producers
awareness. too much or you may end up with a
So can you trust the media? My TV programme that has no character or life
production company Diverse has been • Broadcasters retain editorial control
working in public service projects for 25 but, in some cases, you can get an
years and has collaborated with a wide agreement to see the film before
range of development and domestic transmission and comment on factual
charities. I believe that if you provide some inaccuracies, etc
basic safeguards, you can benefit your
charity by embracing television. To that In short: Be engaging. Be careful. Be
end, I recommend the following guidelines: thorough. Be open.
• Be realistic: think about whether your
project could offer viewers something Two good case studies to follow:
that is highly engaging to watch on a Mission Africa, BBC 1
busy evening A 12-part series following 15 trainees
• Find a trustworthy producer or from the building trade, embarking on a
company. Ask around, check out challenging conservation mission in the
their credentials. Submit, by e-mail, African Bush. www.missionafrica.co.uk
your most exciting project idea; can
they place it with a network? Ballet Changed My Life, Channel 4
Documenting the Ballet-hoo scheme led by
The TV business is ratings-driven and charity Youth at Risk. A strong multi-partner
producers have to offer something project that became the now thriving Leaps
that can pull an audience – a catchy and Bounds Trust in the West Midlands.
title; compelling real life characters. www.youthatrisk.org.uk/latest_news/
BalletHoo.htm
They may want to ‘format’ it, which can
be very successful, but think through the Diverse is an independent
premise of the construction carefully. factual television company
• Ensure that you are aware of what the with a 25-year-long
photo © Joe Ackerman

producer is actually pitching to the reputation for making

broadcaster. Be clear about what you want intelligent, stylish and
and any caveats you have about access emotionally compelling TV. www.diverse.tv

29
 Working with radio
sh ows
Association
a Officer, The Scout
Andrew Thorp, Medi

How we got coverage on a

Radio Five Live talk show
In February 2007, our centenary year, I
responded to an askCHARITY request from Radio raises our profile: we get increased
a producer of the Radio Five Live Anita membership enquiries and because people
Anand Show, looking for relevant charity listen at work, in the kitchen, car or wherever,
representatives to debate whether we’re Scouting comes up in everyday conversation.
too protective of our children. The request What did we learn from
came through at lunchtime. I replied and the experience?
got the call in the afternoon to say I’d be I did the interview via our ISDN line so
on the show at 10.30pm. didn’t go into the studio. Charities definitely
How did I prepare? need an ISDN line for doing radio but, for
I was to debate a report, published this show, it was sometimes difficult not to
that day, into health and safety and the be able to see other guests to judge their
‘cotton-wool culture’ as it affects young reactions.
people. I spent about two hours reading How does The Scout Association
analysis of the report from that day’s news pursue other radio opportunities?
and anticipating what the other guests We’re proactive in approaching
(the Confederation of British Industry; the radio stations with case studies
Minister of State for Trade and Investment; and spokespeople and we seize all
a mother and daughter) might say about opportunities that come our way.
it. You’re always a little nervous before As a media officer, I read lots of
these interviews but nerves help get you newspapers, listen to a range of radio
through them. stations and keep an eye on their
How did the show promote schedules. Our members will call in to
The Scout Association? radio phone-in shows or they’ll alert us to
It lasted for about 20 minutes and I had ones that are happening so we can decide
the opportunity to come back on other whether to add to the debate.
guests’ points. My aim was to put across
The Scout Association’s key messages The Scout Association
on the issue. I argued that scouting has is a charity that provides
offered adventurous, challenging activities ‘adventurous activities and
to young people for 100 years. Through personal development
that experience we’re in a position to offer opportunities’ for 400,000
a whole range of exciting activities in a safe young people aged 6-25.
environment. www.scouts.org.uk

30
 ur ra dio interview
Make the most of yo
Chris Wilson, BBC Network Rad
io

L ive or recorded, treat your interview

preparation with the same diligence.
Be absolutely clear about what you want
Radio is about stories – the more
potent, heartrending or inspirational,
to say. Be succinct in your answers and the better
don’t let yourself be led astray. Be dogged Get a personal angle – can
about what sort of publicity you want to someone directly involved take part
achieve, and focused on your end goal. Is in the interview? Good radio is about
there a difficult issue that might come up? passion not press releases.
If so, be prepared. Be aware of context, Have a bundle of good statistics or
potential controversy, agenda and current facts at hand
issues. And if you can’t answer a question If you’re doing a news interview you’ll
say so and offer follow-up. need to marshal your argument quickly. If
it’s more discursive, you’ll have more time;
Do your research you’ll need to be more conversational but
Find out about the programme/presenter just as focused.
in question plus interviews/interviewers Get in on the decision-making process
across a broad spread of radio networks. Help the programme makers pre-
What do you like and why, what works and interview by offering suggestions or ideas.
what doesn’t? A few golden rules
Who is your audience? For local radio a strong local angle is
Think context: perhaps avoid discussing essential. Don’t use acronyms, but if you
‘protective monitoring’ and ‘compliance must, explain them. If you’re dropped,
gateway’ if you’re on Radio Kool addressing don’t get angry: it happens. Be passionate
a young urban audience. Equally, don’t try but don’t appear too emotional. Get some
to be down with the kids – unless by some valuable interview training.
unaccountable marvel you are. Be open, In short: prepare, relax and try to enjoy
be honest, be transparent, speak in plain the experience. It can be good fun.
English and – dreadful cliché – be yourself.
Who is the right person to Chris Wilson has worked
do the interview? for almost 20 years as
Cold editorial hearts sink when someone producer, senior producer,
from the press office or public affairs is executive producer,
offered up. Unfair perhaps, but make sure adviser and director
the right person is put forward and that across BBC network radio. He is currently
they are able to talk in detail around a story on secondment to The Reading Agency as
and not in corporate lingo. director of the BBC/Library Partnership.

31
 Tapping into the ne
w s agenda
Mind
of Media Relations,
Claire Ashby, Head

I n Mind’s press team, we’re always trying

to increase control over our ‘responsive’
work – trying to ensure we are best placed
may become of news interest. At Mind, this
tends to be our Policy team, or perhaps
our Legal team, who know when certain
to maximise any opportunities the media cases are coming up in court.
agenda throws our way. Mental health is not We try and have a forward planner that
the easiest subject to get media coverage works months, sometimes a year ahead
on, so we need to use the chances that so we know roughly when to expect major
there are to get our messages across. developments or announcements that may
attract media interest. Perhaps these might
How do we do this? be the publishing of NICE recommendations,
Well first, I’d recommend a good forward or a report, or the day an issue is next due to
planning system. If you have the budget, be debated in Parliament.
then you might consider using an event
planner such as AMIplan (Advanced Other essential tools:
Media Information). But it’s very important • Out-of-office phone/Internet access
to ensure that your best and cheapest • Trained spokespeople who can be
resources are working well – external available at short notice
relations and internal communications. • Briefings and key messages decided in
advance on key issues wherever possible
Begin with your team. How good • Up-to-date statistics on key issues
are your media relationships? • Strong on-message (where appropriate)
Naturally, those who work in the case studies
news may often get wind of a story
before you do. Importantly, get in there first. It’s very
useful to have some sort of out-of-hours
Have you got contacts with key press media monitoring. Often a heads-up from
representatives in organisations that create a staff member of something on News
news, so that they can give you advance at Ten or early on BBC Radio 4’s Today
information where relevant? Very often, it Programme can make all the difference on a
may assist these organisations to have you busy media day.
on board in advance – either to add to the
media buzz around their announcement, Mind is the leading mental
or because you may be able to highlight health charity in England
specific issues more easily or want to and Wales. It works to
endorse their activity. create a better life for
Use all your staff who have their finger everyone with experience
on the pulse (or could do) on areas that of mental distress. www.mind.org.uk

32
 a t m a k e s t h e n e w s ?
Wh
Jane Flynn, News Editor, FIVE
News

W ith an hour and a half of programming

to fill each day we’re constantly
looking for important new stories that will
interest and engage our viewers. It’s all in the timing
When providing spokespeople, think
‘Newsing’ not schmoozing about timings. Remember that rolling news
Strength of content is at the heart of any is more flexible than half-hour programmes
story selection process. Schmoozing over that have very specific timing requirements.
lavish lunches for stories is a bit of a PR At lunchtime, we may well need to take
myth; the reality of modern newsrooms guests live, and the slot will often be rigid.
is quite different, and at FIVE News, we Keep it simple
certainly aren’t flattered into coverage. ‘Stunts’ rarely work for national news.
Short and sweet Try not to hide an average story with
The news editor often acts as a kind of something wacky. And always be honest
filter, the first point of contact. It’s a role about the strength of a case study; if it’s
that has periods of intense pressure. only half relevant we’ll realise sooner or
My advice is get straight to the point and later and the item will be dropped.
keep pleasantries to a minimum if you’re Go with the flow
cold calling. Finally, flexibility is key. The news day
is constantly changing and resources are
When it’s five minutes to air and always being shuffled. Having worked on
a live cross from Washington goes the other side of the fence briefly, I know
down, there’s little time for chitchat how frustrating newsrooms can be if you’re
and we may forget to be as polite as trying to place a story. We want it all: a
we should be. speedy response to implausible requests,
and depth of understanding when things
Be prepared are dropped at the last minute.
Case studies are very important: bear
in mind that television news is about FIVE’S flagship weekday
presenting a story with words AND news programme airs
pictures, so we’ll need something we can at 11.30am, 5pm and
film. And remember, a weak story has 7pm. Regular bulletins are
much more chance of being picked up if broadcast throughout the
the case study is strong. Human interest is evening from Monday to Friday.
a big deal, as is access to celebrities. www.news.five.tv

33
 ra ma
Working with a TV d
Mary George, Media
and Press Officer, be
at

T he Hollyoaks production office

contacted beat (formerly Eating
Disorders Association) 18 months before
considerable debate and controversy.
The producer staunchly defended the
introducing a new eating disorders story- script, saying, ‘We are telling a tough
line. We were, of course, delighted, but story and showing the consequences in
at the same time apprehensive: we had every episode. I defy anyone to say we are
previously worked with the BBC Radio 4 glamorising it.’ Although our charity did not
The Archers production office, but get an on-screen credit, we were frequently
television was another dimension. asked for comment – our media mentions
Our past experience with the BBC had soared over that period and a great deal of
been, on the whole, a positive one. They awareness was raised.
consulted and listened to us and in the Channel 4 also asked for our help in
main portrayed the issues accurately. producing a survey for the Hollyoaks
The conclusion, however, presented an website, asking viewers for their opinions
unrealistic scenario, giving the impression on the story-line and their own feelings and
that local treatment was widely available. experiences around eating disorders.
This, coupled with the sudden recovery of beat was featured alongside the
the character, sent our respective message survey, and the results gave us valuable
boards buzzing with incredulity. information for the future.
All in all it was a positive experience. beat
When we were approached by was fortunate to be approached in the first
Hollyoaks, we were naturally instance and to be given the opportunity
cautious. But, they were keen to to contribute throughout the scriptwriting
consult us at every stage: every process. The production teams were keen
programme’s script was sent to us to portray the issues accurately and in a
for comment and our opinions were responsible manner.
listened to throughout. At the time of writing, the EastEnders
props department has requested our
The production team took a very brave literature for use in a future episode.
decision to portray a fatality – the first
time anorexia had been presented as a beat is a UK-wide charity providing
fatal illness. information, help and support for people
As a result, the issues received a affected by eating disorders.
great deal of media coverage and raised www.b-eat.co.uk

34
How to get a docum
entary idea on screen

ducer, Docum entaries,

Charlotte Moore, Executive Pro
BBC Knowledge Commissioning

B BC Knowledge commissions factual

programmes in-house and from
outside independent production companies.
are informative as well as entertaining and
which show intelligence. Whether you’re
pitching a single film, a series or format,
Whichever channel you’re aiming for, it’s crucial that the idea has a strong
all proposals have to be submitted to narrative line.
the genre commissioning editors (i.e. How long does it take from pitch to
for Documentaries, Specialist Factual, commission to screen?
Current Affairs, Arts, Music and Religion, Depending on the nature of the project,
or Factual Features and Formats) via the it could take anything from a few months
e-commissioning system. to a couple of years to take an idea from
You might be an individual with a great commission to the screen.
story or a charitable organisation with How do themed seasons come about?
extraordinary access, but either way, you There is no one way. They can come
can only submit ideas on e-commissioning out of a channel’s scheduling needs or a
through an independent production company commissioning editor’s personal interests.
or a BBC production department. So the It’s often hard to find out about seasons
first step to getting your idea commissioned until they have already been commissioned.
is to find the right production company or BBC Learning works closely with the BBC
in-house producer to develop your idea into Knowledge commissioning team, developing
an exciting programme proposal. campaigns across all platforms. These range
Getting an idea on screen is a complex from ambitious, mass appeal pan-BBC
process and the majority of proposals never projects, such as Breathing Places to the
make it. So look for a company or producer targeted campaigns based on great content
with a good track record in the sort of such as Stephen Fry: The Secret Life of the
programming you want to make, and a good Manic Depressive. They want ideas that
track record with the BBC. You can find out will inspire people to act or think differently
what the commissioners are looking for at any or learn something new, and they want
given time on www.bbc.co.uk/commissioning. programming that will motivate an audience
But of course nobody knows exactly what to participate.
they want until it lands on their desk. The BBC Knowledge
What makes a pitch or proposal commissioning team
stand out? is based at BBC TV
In Documentaries, we’re looking for fresh Centre and commissions
ideas that explore modern life in all its programmes for BBC 1,
variety. We want to avoid being worthy or BBC 2, BBC 3 and BBC 4.
educational. We’re looking for proposals that www.bbc.co.uk/commissioning

35
 Regional media at th
e
heart of a national p
ro file
ctor of Policy and
Betty McBride, Dire n
itish Heart Foundatio
Communications, Br

C ommunication is fast becoming the

key weapon in the fight against heart
disease – the UK’s biggest killer. Whether
well-crafted template press release is all
that’s needed. Our communications network
communicating heart attack symptoms or then ‘tweaks ’ the release in order to secure
helping patients fight for cardiac services, great coverage. We also engage key staff,
we target those media channels that take volunteers and patients in contacting their
our messages to the right people. regional media, supported by a regional
media toolkit (including press release
Although national coverage can’t templates), a media training programme and
be beaten for sheer extent of reach, a named local press officer.
regional media is still the most Clearly with such a diverse team, internal
trusted, and considered most relevant communications is critical in keeping
by the general public. messaging on track, monitoring for issues
and evaluating which tactics work best.
It is critical to our media relations mix. Simple tools and processes, alongside
It’s clear to me that to be most effective, regular face-to-face contact, are what help
our national and regional media profiles make the most of our work locally.
need to fit together seamlessly. Our Some of our most compelling coverage
approach to media relations is designed to is delivered by the people we’re here to
help us achieve just that. The BHF press support. Most recently this came from
team consists of a national press office heart attack patient Alec Keep who called
and a UK-wide regional communications us to say that a BHF poster about heart
network. Each press officer has a distinct attacks had saved his life. He has since
geographical or specialist ‘media turf’, gone on to champion the cause across
allowing them to build contacts and regional and national media. There is
develop expert knowledge in their area. simply no one better at communicating
This structure means that our how important it is to call 999 immediately
communications can be tailored for when you experience central chest pain.
different media outlets. For campaigns
such as ‘Food4Thought’, which The British Heart
encourages young people to think about Foundation (BHF) is the
healthy eating, the whole team worked nation’s heart charity,
together at the planning stage to establish dedicated to saving
‘must-have’ content and PR tactics. Our lives through pioneering
regional officers then tailored their approach research, patient care and campaigning for
to suit their local media. At other times, a change. www.bhf.org.uk

36
 tions
Internal communica
Trina Wallace, Freelance Journa
list

C harities are devoting more staff than

ever to internal communications.
To reflect this, internal communicators
team in head office to keep track of how
campaigns are going in the regions.
now have their own network: the Internal But there are challenges to having good
Communicators for the Voluntary Sector internal communications. It is essential
Network (ICVSN). Member Rebecca to build staff engagement: internal
Crosby, internal communications manager communications should not be corporate
at children’s charity NCH, says: communications handed down from the
‘Your staff are your brand advocates. senior management team. As Simone Davies
Internal comms is vital to make sure people explains, internal communicators need to
understand your strategy, vision and values.’ develop a hard shell because the better your
At NCH, short notes on payslips are used organisation’s internal communications, the
to communicate brief messages to staff. more channels people have to complain.
The charity also has a network of devolved
publishers, people within different teams, Lyn Smith’s internal communications
trained to upload copy to the intranet. top five tips
Internal communications is also about 1. Establish ways of feeding back
ensuring staff are ‘on message’. Lyn Smith, responses to senior management and
author of Effective Internal Communication, vice versa.
thinks face-to-face briefings are the least 2. Be consistent. Don’t produce a flashy
costly way of doing this. ‘Opportunities document and follow it up with a
to feed back comments can be given scrappy one because money is tight.
through intranets, publication letters pages, 3. Establish exactly what is needed in
satisfaction surveys or suggestion boxes.’ terms of your communication vehicle.
At East Thames Housing, the Cost it out not just in money, but also in
communications team has built an time and expertise required.
online team briefing system. ‘Out of our 4. Plan for times of crisis and ensure good
directors’ monthly meeting come three communications with staff as well as the
key messages, which get filtered down the mass media.
organisation. Staff discuss them and feed 5. Build good relationships with all senior
back comments,’ explains Simone Davies, managers as well as the chief executive
head of marketing and communications. and trustees.
Good internal communications can
help charities work better with regional Trina Wallace is a freelance
offices. At NCH, every week one internal charity sector journalist.
communicator calls each regional office www.ngomedia.org.uk
to keep up-to-date with their media work.
This allows the external communications

37
Regional media on a
shoestring
aign
ncer Awareness Camp
Patrick Cox, Male Ca

W ith no media experience and little or

no resources, from day one Male
Cancer Awareness Campaign had to be days, media interviews, hitchhike in
innovative. More people had to see us, costume to the next destination, seek out
and if they liked us, they would support a new local media angle, eat, update the
us. This recently translated into a UK-wide blog, sleep and start again. We recruited
charity awareness/fundraising escapade support en route, whipped up the press
with a difference: a 28-day hitchhike from machinery and learned valuable lessons
Land’s End to John O’Groats, dressed along the way:
as our charity mascot, Mr Testicles – you • Key messages are vital: ours got mixed
guessed it: a giant pair of testicles. Town to up and failed to raise all the funds we
town, city to city, increasing awareness of needed, but we raised the profile of the
male cancer and raising vital funds for the charity to a completely new level
charity. How could it fail? • Keep it simple-ish: the media loves a
A marketing/PR company quoted us tough story but make it achievable
£25,000 to achieve the aims of the challenge. • Keep track of your media coverage
(seriously tricky with no resources and
We only had £1,000 to cover fuel, no funding). We found retracing our
food, accommodation and a month- steps and using family and friends to
long media campaign. investigate helped
• Resourcefulness, stubbornness,
We had a small but determined, frugality and invention can triumph over
energetic team of five: my good self and funding shortages
four trusty volunteers; plus team support
from Community Newswire The response was overwhelming and we
(www.communitynewswire.org) who helped completed the challenge within our £1,000
construct our regional press campaign. budget. The challenge was seen by over
We only had three weeks to plan, and three million people via local and national
one pressure-filled month to achieve our newspapers and radio. We built up strong
goal. The campaign planning was simple: media relationships and the effects are still
contact our list of local media in the hope growing and being tracked. The results
that a giant hairy testicle begging for a lift, secured the charity’s future.
food and bed for the night would capture
people’s imagination. Male Cancer Awareness Campaign is a
The whole adventure was a serious young UK charity dedicated to increasing
vertical learning curve and each day’s awareness of prostate, bowel and
agenda was gruelling. Seventeen-hour testicular cancer. www.mrtesticles.com

38
 co verage
Securing local media
Peter Orme, Managing Editor,
Telegraph & Argus, Bradford

H ow can smaller charities secure local

media coverage to help raise their
profile? The first thing, and this may sound
Try to base releases on an event, such
as the launch of a new campaign, a VIP
blindingly obvious, is to make contact. visit or cheque presentation. In the case of
campaigns, where possible, provide case
It’s amazing how many charities studies in which the charity’s work has
think we are aware of their existence made a difference to people’s lives.
and just submit press releases
without following up. If something happens in the news
that relates to your charity’s work,
Provide your charity’s details and don’t be afraid to send in a comment.
contact numbers. Ask if your press release
has arrived and if further information But do it straight away; it’s no good
or pictures are needed. Get a contact submitting it two or three days later –
name, ask for that person every time, remember those deadlines.
and start building a relationship. The final thing is pictures. Try to think
So how do you make your press release outside the box. The old-fashioned ‘line-
stand out from the crowd? up’ picture has its place. But if you can
The most important thing is to get the provide a different angle, a quirky picture
local connection right at the top in bold opportunity or get local celebrities involved
letters: ‘Bradford Charity Fundraising it is more likely to attract media attention.
Event’. And, cover all the bases: What? To sum up: think local; keep in touch
Where? When? Which? Why? Who? with your media contacts; remember
Always bear in mind local press have deadlines; submit all your news items,
deadlines to meet. It’s no good letting them no matter how small; plan event timing
know about an event the day before. When carefully; think pictures; and, if you’re not
an event date is set, send the details; that sure, don’t be afraid to ring for advice.
way it can be entered in the news diary.
You can always send more later. Telegraph & Argus
When planning an event, check what is Bradford’s daily
else is happening in the area: if your date is newspaper, published
chock full of events already, pick a quieter six days a week.
time; that way there is more chance it will
be covered. www.thetelegraphandargus.co.uk

39
 ership
Village of Hope: A unique partn and an NGO
between a newspaper, a village
Ros Wynne-Jones, Senior Featur
e Writer, Daily Mirror

H ow do you make the problems and

strengths of Africa accessible to
tabloid readers? How do you
blighted by drought, HIV/AIDS, famine, lack
of education and access to healthcare.
Rebuilding the school (burned down
make a non-traditional audience during the genocide) seemed a potent
care about long-term development symbol of rebirth for the community.
instead of a short-term emergency? It was also an attainable and
These were the questions faced by photogenic objective.
the Daily Mirror in 2004 when Oxfam Every family in the village had lost
approached it to run a year-long someone; hundreds of orphans and
campaign on development issues widows lost their entire families. Yet as
as part of the Make Poverty History well as the ghosts, it was vibrantly full of
project. Ros Wynne-Jones, Senior the living too – people who had refused to
Feature Writer, explains... allow tragedy to destroy their futures.
Mirror Editor Richard Wallace was That was why we decided to call the
adamant that if we were to do the appeal ‘Village of Hope’. We began with a
project we must fully engage the Christmas appeal introduced by the editor,
readers. None of us wanted to run a who also made the trip out to Rwanda to
worthy but little read campaign. meet the villagers. The appeal provided a
We decided the answer would concentrated burst of articles and a focus
be to find an individual village that for the launch.
could act as a microcosm. A place We introduced our characters: the
afflicted by the continent’s problems children, the soldier, the shopkeeper, the
and imbued with its strengths. farm labourers, the expectant mums.

Having introduced the backdrop, We tried to show how much the

we would run the project like a people of Nyamikamba and Mirror
soap opera – full of characters and readers actually had in common;
story-lines, hopes and tears, births, that Rwandans were not pathetic or
deaths and marriages. helpless, but in the process of altering
their own destinies.
First, we asked Oxfam to find a village. It
needed to have a fairly simple objective in We invited readers to care, and they did:
which readers could see tangible results. swamping the Mirror offices with letters
Oxfam chose Nyamikamba in north-east and offers of help. We explained how
Rwanda – a community still suffering the every penny would be spent – aiming for
after-effects of the 1994 genocide, and a transparent relationship between donors

40
 photos © John Ferguson, Daily Mirror
(readers) and beneficiaries (villagers). understand the miracle of Rwanda – that
Oxfam Rwanda spent the money we every day, despite the horrors of a shared
raised (£200,000) carefully, benefiting past, villagers carry on with their daily lives.
several different communities. We Back in London, we used the village as a
finished the school, funded some brilliant campaigning tool for Make Poverty History.
development projects from goat-sharing We won a One World Media Award, and
to buying a dozen sewing machines, and were shortlisted for others.
helped set up a very basic health clinic in Wonderfully, the campaign even has
the nearby village of Kabuga. imitators, with a broadsheet newspaper
There was an understandable wariness recently launching a similar partnership. Such
from the programme on the ground to relationships are to be encouraged, because
begin with. Not every NGO would have the benefits are extraordinary for villagers,
been courageous enough to take a red-top readers, NGOs and for reporters too.
newspaper into a year-long partnership (or We spend so much of our lives covering
vice versa). But Oxfam’s Sam Barratt and horrific stories that we never see any follow-
Katie Abbotts understood that a project like up to. Our exit point from a humanitarian
Village of Hope could actually be bedrock disaster is usually just after it has peaked.
stuff for a paper with a campaigning history Journalistically, this was the opposite, and
like the Daily Mirror’s. In the event, we all the personal satisfaction from effecting real
learned from each other. change and building lasting friendships in a
remote mountain village has been a great
Staff on the ground began to privilege. Building a school turned out to be
understand that engaging ordinary only a fraction of the hope made possible by
people means stepping outside of the people of Nyamikamba.
NGO language and away from the
assumption that people will care Oxfam is an international development,
simply because they should. advocacy and relief agency working to put
an end to poverty world-wide.
For our part, photographer John www.oxfam.org.uk
Ferguson and I started to see the setbacks Daily Mirror is Britain’s third biggest
as part of the process. selling daily newspaper.
Most importantly, we came to www.mirror.co.uk

41
 Winning newspaper
a ppeals
al Action
Media Officer, Practic
Jane Eason, Press &

P ractical Action won consecutive

Independent and Guardian Christmas
appeals, raising £246,000 and £345,000
with alternative technologies to alleviate
poverty and climate change was case in
respectively. Having a Christmas appeal is point, matching the special focus of The
a huge boost for staff and supporters. It is Guardian’s 2006 appeal.
also a great way to attract new donors and How did we generate enthusiasm?
campaigners. But be prepared for months It is vital to get everyone excited about
of hard work. applying for Christmas appeals, particularly,
in our case, staff in our international offices.
How did we attract initial interest? For us, these are the key to a successful
Putting together a simple yet concise appeal: they have relationships within the
brief showcasing how project work benefits projects and, without their commitment,
real people in real communities clearly had the whole process would fall down.
an impact. Journalists were impressed by What is the secret to maintaining a
the scope of Practical Action’s work and successful relationship?
the relationships with the communities we It is vital to make sure both parties are
worked with. aware of who is providing what and where
What made us stand out from responsibility lies. Also, as the appeal goes
the crowd? on, if you are not entirely happy with the
After 40 years of working in way it is progressing, let the paper know.
development, Practical Action has a And don’t be afraid to pull out the big guns
wealth of experience, projects and, most to secure that front page story.
importantly, case studies to share. Lastly, don’t forget to follow up with
thank yous to everyone involved; if
It was the real life stories managed correctly, the appeal is just the
from our project work across the start of a fantastic relationship.
world that journalists valued more
than anything. Practical Action is an
international development
Finding a niche and being creative is charity that works with
also essential when starting to apply for communities in developing
appeals; what does the organisation have countries to help them
that is unique? choose and use technology to improve
Practical Action’s experience of working their lives. www.practicalaction.org

42
 stmas appeals
The truth about Chri
Trina Wallace, Freelance Journa
list

A charity once decorated all the trees

on Farringdon Road in London to
convince The Guardian, which resides
there, that they should be the beneficiary of online material: for example, videos of
the paper’s Christmas appeal. celebrity endorsers. ‘It’s something for our
‘It’s certainly competitive,’ confirms Leigh younger online audience,’ she says.
Daynes, head of media and PR at the Understanding a newspaper’s readership
British Red Cross. ‘Critically, the fact that is also vital. Bennett says she looks for
your charity needs money is irrelevant. All charities that fit with the demographic
charities need cash. What charities need of Times readers. So in 2007, when she
to be able to demonstrate is relevant, lively, presented her shortlist of charities, they
compelling, topical content that can sustain chose TreeHouse, an autism charity, and
the length of an appeal.’ Riders for Health. The latter is a social
Daynes believes the British Red Cross enterprise providing health workers in
was chosen to be the sole beneficiary of Africa with transport to get to isolated
the 2006 Times Christmas appeal because communities. ‘We felt this was an untold
it spent a year building relationships with story, something Times readers wouldn’t
journalists leading on the project. ‘Build know much about but would love to know
personal relationships with the decision more,’ says Bennett.
makers at the media outlet,’ he advises.
That’s one tactic but many newspapers Your charity will also need the
have formal application processes for resources to put together around ten
potential appeal charities. ‘We submitted different feature length stories.
our applications in July, providing a short
summary about the charity and why we ‘It’s challenging for single issue charities,’
needed the funding,’ says Sally-Anne says Daynes at the British Red Cross. ‘But
Murray at the Chailey Heritage School, think about what news journalists want and
the Daily Telegraph’s 2006 Christmas show you have the stories with a strong
appeal. ‘Keep it short and to the point and human interest that they need.’
demonstrate your ability to provide plenty
of story material.’ Trina Wallace is a freelance
Times journalist Rosemary Bennett, charity sector journalist.
who leads on the charity appeal at the www.ngomedia.org.uk
newspaper, says it’s also important that
charities show they’re able to provide

43
 Don’t moan, do som
ething
ust
r, Media Standards Tr
Martin Moore, Directo

F or those who missed 2007, it was the

year mainstream media realised they
were in the midst of a revolution – that if
has been set up explicitly to find ways to
promote accuracy and good reporting –
they didn’t embrace change it would particularly by fostering transparency and
engulf them. accountability. And despite just launching
The upshot? You have much greater in 2007 it is already making headway. Take
opportunity to challenge mainstream media a look at www.journa-list.com, a website
than you ever did. that gives the public information about
Unhappy about an article? Leave a journalists rather than vice versa – sort of
comment beneath it. Too indirect? Then freedom of information in reverse.
e-mail the journalist directly. The BBC, But misrepresentation still happens –
Daily Mirror and other news organisations frequently. Last October The Sunday Times
regularly print e-mail addresses below accompanied a big article about unhygienic
articles, and if they don’t it doesn’t take a conditions at Maidstone NHS Trust with a
genius to guess them (for The Times try photograph of a nurse in a shockingly dirty
firstname.lastname@thetimes.co.uk). uniform. Yet it subsequently turned out the
Response not published? Publish it nurse did not work at Maidstone. Nor was
yourself. Blog about it, link to the offending her uniform dirty. The newspaper had used
article and refer to the news organisation Photoshop to splatter grime over her clean
and journalist. apron to give the story more impact.
Manipulating images, misusing data,
Better yet, prevent bad reporting exaggerating stereotypes – none of these
from happening in the first place will disappear in this brave new media
by giving news organisations world. Indeed, they will almost certainly
the information they need before get worse. But this makes it all the more
they publish. necessary that charities not only realise
they have the opportunity to encourage
Most journalists are under so much time accurate reporting, but that they now have
and money pressure these days they’ll a responsibility to.
gladly talk to someone who really knows
about a subject – or look at a piece of Dr Martin Moore is director
well-written research into a topic. The of the Media Standards
Independent would be half the size it is Trust, a new independent
without its many articles based on research not-for-profit organisation
conducted by NGOs or PR companies. that promotes high
There is still an awfully long way to standards in news.
go. Indeed the Media Standards Trust www.mediastandardstrust.org

44
 Right to reply
Ellie Levenson, Freelance Jou
rnalist

A sk any journalist about receiving

complaints and they will say that if
everybody is happy with their articles they
probably haven’t done their job properly. available). The Guardian, for example,
This may be true but it doesn’t mean you publishes a daily corrections and
just have to grin and bear it. clarifications column on the Leader page.
Once you have decided you are Or you might decide you’d be better
unhappy, there are three things you must served writing a letter for publication. If so,
work out. it should be short, to the point and prompt.
If you want to take things further, the
First, what is your complaint: a Press Complaints Commission
factual error or the general tone of the (www.pcc.org.uk) deals with complaints
article? If the latter, then complaining from individuals and organisations about
is harder – journalists are under no the editorial content of newspapers and
obligation, unless they work for the magazines. They only consider complaints
BBC, to give a balanced view. that claim a breach of the Editors’ Code
of Conduct, and complaints should be
Second, what result are you after? Will received within two months of publication.
an acknowledgement suffice or do you Ofcom (www.ofcom.org.uk) performs the
want a published apology? This has to same role for broadcasters, using the
be realistic – you may have been working Broadcasting Code.
on a campaign for several months but Whatever you may have heard about
remember this is just one story amongst government spin doctors complaining to
many that day. journalists about coverage, wading in and
Third, how to complain? If you want to yelling at the journalist or researcher is not
belittle a journalist you might choose to necessarily the best solution. Their copy
complain to their editor. But remember, this may have been radically edited and they
won’t ingratiate you to that journalist who may be as pissed off as you about it.
will be disinclined to give you coverage
in the future, unless you don’t want it of Ellie Levenson is a
course, in which case watch this space. freelance journalist.
If you just want a correction or www.ellielevenson.co.uk
clarification to be published, you should
go through the readers’ editor (where

45
 h a fr e e lance journ alist
Wo rk in g w it
Emma Stone, Publici
ty Officer, Group B St
rep Support

I n December 2007, Group B Strep

Awareness Week kicked off with a
double page spread in the Daily Mirror – e-mail and phone, and I kept in touch with
impressive coverage for a small charity. both to see how things were going.
The feature came about thanks to an Dawn negotiated a great contract with
askCHARITY request that appeared in my the Daily Mirror – I was given a couple
inbox three months earlier. of publication dates to choose from and
Dawn Doherty, a freelance writer, was could offer the story elsewhere as long
looking for Christmas baby stories. I knew as it was published after the Mirror. She
of a case study that I thought might interest then contacted several national women’s
her and replied with an outline of Suzi magazines and placed the story in Full
Rudd’s story. Suzi’s second daughter was House. Before filing the story, Dawn read
born on Christmas Eve 2005 but died on Suzi the finished article to make sure she
Boxing Day from a Group B Streptococcal was happy with it. It was an emotional
(GBS) infection. The following December phone call, but Suzi hoped that by sharing
Suzi had a healthy baby girl, and she’d just her tragic experience with so many readers
found out she was expecting again. she might save other babies’ lives.
Dawn was keen to do the interview, so I
talked to her about the national coverage Working with a freelance journalist
I hoped to achieve. I wanted the story to was easier, less time-consuming
run during Group B Strep Awareness Week and more productive than if I had
and contact details of the charity to be approached the media myself.
included. I asked Dawn to send me some
cuttings and she sent examples of similar She handled the interview and the
stories she’d covered for various national relationship with Suzi with great sensitivity.
titles. Having spoken to Dawn and seen Her articles were moving, informative and
her work I was happy that she was the timely, and full contact details for the charity
right person to write Suzi’s story. were included. I was very impressed.
Any interview would obviously be very
traumatic for Suzi, and I had to be sure she Group B Strep Support
wanted to go ahead before putting Dawn provides information on
in touch. I also explained about exclusivity GBS for families and health
and that she would have to sign a contract. professionals.
Dawn then dealt directly with Suzi, by www.gbss.org.uk

46
Responding to a jou
rnalist’s request
t
Fiona Fountain, PR Consultan

J ournalists’ requests pop up as

askCHARITY.org.uk ‘alerts’ on my
e-mail system so, as they come in, I look
through them and decide whether or not
to respond. A request from a journalist for story for another two weeks.
inspirational stories for the health pages of We then heard nothing for about a
Love It magazine meant I was hot on the month and I began to worry that something
case back to her. had gone wrong. Indeed it had. Deborah’s
I explained I was working with Epilepsy son had been taken seriously ill and
Research UK and asked exactly what she she wasn’t able to do anything – deeply
meant by an ‘inspirational story’. disappointing but there would have been
no point in pushing. We sent our best
We’ve put together a database of wishes then sat back and waited.
information about people who are A couple of months down the line
willing to be interviewed on the Deborah got in touch. The interview took
charity’s behalf so I included a couple place and, shortly after that, the article
of bare outline case studies and also appeared with a fact box on epilepsy and
some basic facts about epilepsy, in full contact details for the charity.
case she wasn’t aware of the effects Responding to this request enabled us
of the condition. to place a story that reached a younger
audience and allowed us to put across
Deborah, the journalist in question, was the facts of epilepsy in a way that they
interested. As health editor for Love It, she might not have previously considered. The
was keen that the case study should be of Epilepsy Research UK website is always
a young woman, that the story shouldn’t busy but it certainly seemed to get more
be too negative and that she would be hits in the days after Love It was published.
happy to be photographed. Deborah
also wanted us to explain exactly what Epilepsy Research UK promotes and
the magazine was like: Love It can be supports basic and clinical scientific
sensationalist and she was worried about a research into the causes, treatment and
case study pulling out on her. prevention of epilepsy.
We identified Cath as someone who www.epilepsyresearch.org.uk
we thought would fit Deborah’s bill and
contacted her to see if she’d be willing. Fiona Fountain is a PR
After explaining exactly what was involved, consultant working for a
Cath agreed and we then passed contact number of charities.
details on to Deborah. She was delighted www.fionafountain.co.uk
but said that she wouldn’t be doing the

47
There’s no harm in a
bit of controversy
Rosie McIntosh, PR
and Marketing
Coordinator, ENABLE
Scotland

E NABLE Scotland’s vision is of a society

where children and adults with learning
disabilities are full and active members of
their communities. Not the most media or
donor friendly cause, I know. Research has
shown that animal charities receive almost
double the donations of those in our sector.
In an increasingly crowded market, where
we are up against big budgets and big
names, it was essential that our first national
campaign courted media controversy
to make a splash. Traditional charity Our campaign reached journalists
adverts rely on provoking an emotional who would never have seen learning
response. ENABLE wanted to take a more disability as their remit.
intelligent approach.
Our ads were bold, provocative, and just Some enjoyed playing us off against
a bit cheeky. They featured taglines such as animal charities; others welcomed the
Do you want me to sit up and beg? and If chance to have a rant about old ladies
I ate out of a dog bowl would you like me leaving their life savings to the cat and dog
more? They were displayed on buses and home. While some may have disagreed
trains (using space donated by FirstGroup). with the message, they were all delighted
And despite low official exposure, the to have a good bold story from the
big ideas that the campaign embodied voluntary sector. What’s more, some of
meant it reached a far wider audience. The the most fruitful relationships we have
media coverage generated far exceeded developed are with journalists who wrote
expectations including television news, about the campaign unfavourably.
radio bulletins and unprecedented column Our campaign has raised the profile
inches. The campaign took off on blogs and of ENABLE Scotland. It has placed the
chatrooms, generating debate from Inverurie organisation and the issues we fight for
to Indonesia. firmly on the public agenda and given us a
Our main spokespeople were our bulging address book of media contacts.
president John Spence, one of our vice- Ultimately, it has given us what we need to
presidents, a Scottish celebrity and Paula improve people’s lives.
Sage, an actor with learning disabilities.
They were all briefed thoroughly beforehand ENABLE Scotland is Scotland’s leading
including Q & A prompts, which I think charity for children and adults with learning
covered most of what came up. disabilities. www.enable.org.uk

48
 t o g e t a n a m e c h e ck
How
Ellie Levenson, Freelance Jou
rnalist

M ost journalists understand that

charities do not just help us out of
the goodness of their hearts but because
they want something too: normally a ensure it is broadcast before you are cut
namecheck. off. In pre-recorded interviews try to make
There are several ways to maximize your the name an integral part of each answer
chances of securing this. The first, and you give.
most obvious, is just to ask for it. Many Never be afraid to let journalists know
publications will also include a website that you are unhappy about the lack of a
address at the end of an article, so ask for namecheck – they might be able to rectify
this too. this by mentioning your charity in another
Publications also often want to look context, as happened to the Alzheimer’s
visually attractive by using fact boxes Research Trust after failing to get a mention
and illustrations. If you can provide these, in a major current affairs series.
weaving your organisation’s name into the ‘After several months of attempted
content, then you maximize your chances communication with the programme
of a mention. makers in order to make it clear that we
Where charities provide case studies, it is funded the research they were featuring,
often harder to get a namecheck because we ended up giving them substantial
they are often written up in the first person. last-minute support to corroborate
certain facts. We asked directly if the
You should brief your case Alzheimer’s Research Trust would be
studies to mention your charity’s credited but were told it was regrettably
name as often as possible in too late. The reporter said he regretted
relation to their story. the omission and offered to credit us
on related press communications.’
It is often easier to control namechecks Harriet Millward, deputy chief executive,
when helping out broadcasters. If you the Alzheimer’s Research Trust.
are being filmed in your offices make sure
you use backdrops with your name and Ellie Levenson is a
logo. You may want to go a step further by freelance journalist.
wearing branded T-shirts. www.ellielevenson.co.uk
In live interviews you should mention
your organisation’s name very early on to

49
 Countering stereoty
pes
of Projects, TimeBank
Sarah Arnold, Head

T imeBank’s ‘Time Together’ project

has to date matched 2,000 refugees
with local people in one-on-one mentoring
a rapport with the journalist to help
ensure they present a positive angle.
relationships. The project operates in 24 Though it is relatively easy to gain
locations nationwide. In order to recruit coverage (immigration is a hot topic!), there
volunteer mentors, break down prejudice is a definite stereotype about refugees,
and promote positive images of refugees which often attracts negative press. ‘Time
we need a good reciprocal relationship Together’ challenges this by showcasing
with local media. By placing stories in local stories of individuals with whom the reader
newspapers and local radio and providing or listener can empathise. For example,
refugee spokespeople on request, we have we’ve had several stories about refugee
signed up over 4,000 mentors and we’ve doctors who have requalified in the UK
received almost £2.5 million of editorial with support from their mentor, and a
coverage in five years. really inspiring story about an Iraqi who
To help effect this we need a range lost both legs in the Gulf War taking part in
of local case studies at the ready. We the London marathon. Such stories help
put these on our website so media and reverse popular misconceptions.
potential mentors can see and hear
different perspectives. We are very careful Nevertheless, you must always be
to explain to mentors and refugees what prepared to answer challenging or
being a case study for the project means negative questions: I keep a handy
and to get their written permission. sheet of statistics and facts at my
Some refugees, rightly, are very wary of side when giving an interview.
the media; others are incredibly brave
and want to get their stories out there to And remember, if you sound passionate
promote more positive images. and positive and can paint a picture that
Sometimes, even if they are willing inspires people or makes them question
to talk to the media, a refugee might their views – that’s a good day’s work.
not want to disclose the reasons they
sought refuge and that too needs to be TimeBank is the national
respected. We’re careful at all times to volunteering charity that
manage the expectations of journalists tackles social issues by
and to protect those giving the interviews: finding inspiring ways for
we always ‘vet’ journalists in advance people to give their time.
and accompany them to the interview. www.timebank.org.uk
Whenever possible it helps to build www.timetogether.org.uk

50
 media
Use the power of the
to recruit volunteers
Flora Jenkins, VolunteerGenie

H ow do you inspire people to give up

time in their busy lives to volunteer
for your charity? The media can be any As do stories of people doing amazing
charity’s most powerful recruitment tool. things, triumphing over adversity; people
Editorial coverage about volunteering who are local heroes, stories about people
needs to catch people’s attention and give changing things for the better – and any
them a passionate reason to get involved charity that works with volunteers is sitting
with your charity. You have to capture their on a goldmine of stories like these.
imagination and their hearts. If you’re struggling to get journalists
As with all media work, it pays to be interested in a volunteering story:
strategic. Think of who you want to • Invite the journalist to do a day’s
recruit as volunteers and then target the volunteering for your charity. If you
media they’re most likely to read, listen to manage to get the journo involved you’re
or watch. likely to get some great media coverage
What works best? out of it
• Local volunteering campaigns using local • Don’t mention ‘volunteering’ when you
media aimed at local people pitch a story to a journalist. Pitch instead
• A clear ‘call to action’ in your campaign the ‘real life’ story of a local person
media coverage • If you can’t get traditional media to run
• A strong real life story about someone stories about volunteers then tap into
who’s been helped by a volunteer or is a rapidly expanding online social networks.
volunteer will always help people engage Let the millions of people who are part
with your campaign. Make sure the case of online communities know about your
study appeals to your target volunteers volunteering opportunities. Get your
• Media coverage that describes and current volunteers to spread the word for
gives the details of an actual volunteering you on sites such as www.bebo.com,
opportunity on offer. This helps people Facebook, www.myspace.com/impactuk
visualise what’s involved and whether it’s
something they want to do Flora Jenkins is the
creator of
Many charities find it hard to get media VolunteerGenie. The
coverage for their volunteering campaigns. website helps charities
create successful media
The truth is volunteering simply campaigns to recruit the volunteers
isn’t an issue that gets journalists they want. www.VolunteerGenie.org.uk
wildly excited – but strong human VolunteerGenie was set up by Voluntary
interest stories do. Action Media Unit. www.vamu.org.uk

51
The power of a phot
o story

mmunications Ma nager,
Hannah Crabtree, Co
er Research
The Institute of Canc

G etting 24 men to lie down in Leicester

Square during the morning rush
hour was never going to be easy, but this
was the challenge I took on as part of the
Prostrate for Prostate campaign. The idea
was to find a visual way to highlight the fact be sent out straight after the event.
that 24 men die every day from prostate Doing a stunt is always a nail-biting affair.
cancer and that more money is desperately Whatever any photo desk tells you, another
needed to fund research into the disease. big story could come along and spoil all
Spread out on the pavement, the men your hard work.
were, quite literally, crowd stoppers. In one
morning they visited Leicester Square, the One London paper picture editor
Southbank and St Paul’s Cathedral. told me he gets sent over 1,000
The event was covered by the Press photos a day.
Association, with photographs appearing
in thelondonpaper and The Independent. To increase your odds, it is always
Prostate cancer survivor Paul Mendelson, good to get someone with photographic
writer of the sitcom My Hero, appeared on expertise to advise you on what they
BBC’s Breakfast supporting the campaign see as the newsworthy shot. Timing is
and we also got coverage on the BBC One also crucial. It is usually best to go early,
O’clock News. certainly if you want to make London’s
It was advertising agency, DLKW, evening papers.
working on a pro bono basis, who came So would I advise other charities to do
up with the idea, complemented by an stunts? I have to say, I shy away from even
advertising campaign featuring Laurence using the word, as journalists have grown
Llewellyn-Bowen and Simon Callow. weary of set-up shots, preferring more
Once we had decided to do an genuine events and protests. That said, if
event we had to work out the logistics. you fancy taking a risk, there is nothing like
Candour, an event marketing company, seeing something you’ve set up making it
helped come up with locations and into the papers.
get permission from the police and the
relevant councils. A diary notice let the The Institute of Cancer Research is
media know what was happening and Europe’s leading cancer research centre.
a press release was written ready to www.icr.ac.uk/everyman

52
 tu n ts – w h at works ?
Pu b li c it y s
Sally Durcan, Hotcow

I t’s rare to find a charity with a healthy

advertising or public relations budget.
And raising public awareness with
traditional methods like advertising about for weeks prior to its execution.
campaigns doesn’t come cheap. Editorial When the day came crowds of spectators
inches too can be hard to come by. and media arrived to find a barge complete
How then do you, as a charity, create a with elephant and stewards passing
story that has enough immediate impact serenely under the bridge. Simple, cheap,
and media-friendly content to catapult but priceless.
you into the glare of the spotlight without The list goes on: Houdini (strapped
astronomical outlay? into a straitjacket and dangled from a tall
A well structured, targeted and executed building); The Beatles (with their Apple
publicity stunt can be as valuable as weeks rooftop gig); Marilyn Monroe (standing on
if not months of PR work. a street grate expelling hot air); Gail Porter
(projected on to the Houses of Parliament
Publicity stunts do not have to for FHM magazine). Each used the publicity
be complex or expensive; they just stunt to great effect.
need to be newsworthy, well planned Before you set about organising your
and memorable. own stunt remember the three golden rules:
1. Organise a long-lead whispering
In March 2007 the New South Wales campaign to ensure large attendance.
government famously turned off the lights Identify the locations you wish to target,
in Sydney to raise awareness of global assign helpers and spread the word.
warming in an hour-long stunt called 2. Keep the Press informed. No outlet is
‘Earth Hour’. Articles about the event were small enough to ignore. Invite everyone.
published as far away as London. In this 3. Make it as easy as possible for the Press
case massive organisation was required to run the story by employing your own
but the stunt itself actually saved money accredited cameraman – remember, a
whilst highlighting an issue of global picture paints a thousand words.
importance.
Staying in Sydney, an airline company Hotcow is a London-
famously phoned a local DJ to make a based experiential
bet that they could make a jumbo pass marketing and brand
underneath the Harbour Bridge. The DJ awareness agency.
accepted the bet and the event was talked www.hotcow.co.uk

53
 Reaching the next g
eneration
d Cross
Medi a Manager, British Re
Dorothea Arndt, New

T hirty-three million people are living with

the HIV virus today. More than half of
all new infections affect those aged under
their lives. The stories are intercut with
characters from South Africa, Ethiopia and
25, while more than 15 million children Kyrgyzstan, telling their very similar stories.
have been orphaned. All the stories told are based on real
Efforts to respond to this pandemic need experiences. The videos were scripted by
to be continued by the next generation, Hazel Grian, one of the writers for Bebo-
both in developed and developing based online drama Kate Modern, who
countries. So for World AIDS Day 2007, clearly has an understanding of how to
we decided to launch a campaign to raise write for our audience.
awareness of HIV among young people in The Bebo and Facebook groups allow
the UK and give a voice to young people users to become ‘friends’ of the campaign
around the world whose lives have been and contain quizzes, polls, message
affected by HIV. boards and other ways for users to interact
We not only wanted to reach and with the campaign.
inform young people with the ‘HIV: What’s As well as the social networking sites,
the story?’ campaign, but also to get we also created a dedicated microsite.
them to engage with it and discuss the In addition to the soap opera videos, it
issues among themselves. We decided also included real life video clips from
to run the campaign on existing social British Red Cross HIV projects in Ethiopia,
networks, like Facebook and Bebo, Kyrgyzstan and the UK, plus links to short
where our target audience already written case studies on our main website
spends time – rather than try and bring for those three countries and South Africa.
them to any networking site or forum The campaign was a great success –
specifically designed for the campaign. we had 39,000 social networking profile
Bebo’s users best fit our target views, 2,755 unique visits to the microsite
audience’s profile and they agreed that and 3,832 to the HIV section on our main
HIV was a topic that would engage their website, as well as a lot of favourable
audience, so they became our major media coverage, including the front page
partner for the campaign. The campaign of Metro.
also had a presence on Facebook,
YouTube and MySpace. British Red Cross helps
The campaign revolves around a mini- people in crisis, whoever
soap opera, featuring videos of three and wherever they are.
fictional young British characters and their www.redcrosshiv.org
interrelated stories of how HIV has affected

54
 Viral campaigns
Iain Tait, Poke

A few years ago it was the next big

thing in marketing. Why? Because
viral = free. The first wave of funny video up to bloggers in search of campaign,
clips got sent round by e-mail from person product or service coverage. Making viral a
to person. One would send it to ten friends, meaningless term.
then on to ten more. And so on. And So why is this relevant to charities? Viral
the total media cost? A big zero. Pretty marketing was great for charities. Your
compelling. In theory. message had a good cause attached to it
Sometimes those things that people so people were more likely to pass it on.
were sending round were ads. To There was less cynicism around charity
capitalise, marketers looked at the funny campaigns. And less competition too.
things that folk were sending and tried to Now, every company is doing a green
extract the juice out of them. Let’s make it or CSR thing, that’s no longer true. It’s
funny, racy, something that looks like we great that everyone’s doing their bit. But
weren’t meant to see it. All the tricks were at the same time it’s making it incredibly
tried, and sometimes they even worked. difficult to get your message out there in
But then the viral ‘sneezers’ (the unwitting a crowded marketplace. Being a charity
e-mailers) caught on; and their willingness still counts for something, especially with
to send on marketers’ messages dwindled. your core supporters. So don’t be afraid to
It still happens from time to time, but your use them as a place to ignite a campaign,
‘thing’ has to be fantastic: better than all but don’t expect it to spread like wildfire.
the competing content in cyberspace. A You’ve got to make sure the ground is
tall order. prepared properly and the wind is blowing
in the right direction too…
Likewise, the channels for ‘viral’
distribution have changed. Before Iain Tait is founder of
it was e-mail, now blogs and social digital agency Poke
networks have taken over. who’ve worked on online
campaigns with Jamie
So marketers have started to pay Oliver’s charity and the
to ‘seed’ messages in these spaces: recent Get on Board campaign for WWF.
infiltrating conversations and sucking www.pokelondon.com

55
 The strength of a
media partnership
Nick Stanhope, Head
of Education,
We Are What We Do

W hen we launched a nationwide

challenge to school-goers to
come up with the next generation
of simple, world changing actions in to senior editors who worked across the
October 2007, we were working from paper’s departments. Their interest in all
a strong platform: our book Change aspects of the project was exciting and
the World for a Fiver was coming up to reassuring; they wanted to know more
its millionth copy sold worldwide, and about how we’d work with schools and
our I’m Not a Plastic Bag collaboration what the long-term impact would be.
with designer Anya Hindmarch had
unleashed an eco-fashion frenzy. Convinced and on board, The Times
However, our recognition amongst became the project’s major partner,
children and young people was only launching it to a massive audience of
just starting to grow, and as teachers parents and teachers.
took cover for the annual ‘new initiative’
bombardment, we knew we had to try and A weekly showcase of the best of the
be as fresh and personal as we could with actions in Body and Soul magazine and
our communications. announcements of the winners gave the
Leaflets and mass mail-out weren’t competition a high profile home.
allowed anywhere near the strategy. Alongside the national partnership
Instead we used a combination of three with The Times, the regional media
main angles: personalised and relevant work focused on tailored and targeted
approaches through trusted networks; releases. A regular stream of local
a high profile media campaign; and a press and radio interviews/slots kept
bottom-up approach through pupils. interest up across the country.
Of the three, we knew the media This project is just the beginning of our
campaign would play the biggest role in work to inspire a new audience in schools.
getting the competition into classrooms.
To get across our broad set of messages, We Are What We Do is a global social
we needed to find a committed, long-term change movement inspiring people to use
media partner. their everyday actions to change the world.
Some previous success working with www.wearewhatwedo.org
The Times gave us an opportunity to talk www.smallactionsbigchange.org.uk

56
 so cial action
The future of online
Jamie Kantrowitz, Senior Vice
President, Content
and Marketing, International,
MySpace.com

T he social web is constantly evolving,

bringing together people, content and
culture, and enabling them to connect not
to discover these organisations, we have
partnered with the Media Trust to build a
just with the friends they care about, but toolkit and best practice guide for groups or
increasingly the issues and campaigns that organisations who currently aren’t harnessing
are important to them. the power of social networking and want to
Group organisation and people build a campaign. This might be by starting
mobilisation have always been intrinsic to the their own campaign, giving viral campaign
MySpace community. Issues ranging from support, or even raising money for their
Tsunami relief to local hunger campaigns to chosen cause directly from their profile.
political elections and beyond have brought From Project RED (www.myspace.
people together on the site and been the com/joinred) to Global Youth Project
catalyst for action. (www.myspace.com/globalyouthproject),
MySpace Impact is a destination we thousands of individuals, charities, issue-
created to give a more prominent home to based groups and politicians are already
this campaigning, and we see it as one of using MySpace Impact to campaign and
the most important ways that people use our gain support.
site. We know our members are passionate Charities wanting to get involved can go
and energetic and have therefore made it to the dedicated ‘How To’ MySpace profile
easier for them to discover, learn about and at www.myspace.com/mediatrust, which
connect with the issues that are important in guides charities through the process of how
their lives, empowering them with tools that to set up their profile. There’s also a viral
can help them make an impact. donation tool, developed with Justgiving,
MySpace Impact connects our users with available at www.myspace.com/justgiving.
the organisations, campaigns and non- As the social web continues to blur online
profit groups that use the site’s vast tools to and offline worlds, MySpace Impact will
organise, educate and connect to people continue to grow and empower charities and
interested in particular causes. Millions of individuals to generate a buzz and make a
people are helping to make a difference huge difference.
by using tools such as blogging, bulletins,
video, photo sharing and fundraising plug- MySpace is an international
ins to build communities that educate and online social network that
raise awareness, particularly to a younger offers e-mail, a forum,
generation that might normally be missed communities, videos, blog
through more traditional offline channels. space and more.
Whilst the channel provides an easy way www.myspace.com

57
 with audio
Making a big noise

photo © Family Holiday Association

Jude Habib, soundd
elivery, and John
McDonald, Family Ho
liday Association

J ohn McDonald, director of the Family

Holiday Association charity, and Jude
Habib, director of media production was hardly a dry eye in the room. Audio
company sounddelivery, recently worked is a highly effective and economic way of
together to tell the stories of families granted conveying your message.
holidays through the charity’s scheme. Jude: The time has never been better
Jude: I have always loved working in to get your stories out more widely.
radio. It’s personal, emotive and powerful. National newspapers are becoming online
Strong storytelling should be at the heart of broadcasters in their own right and 24-hour
any awareness-raising campaign. news cries out for user-generated content.
John: A holiday provides a family John: I was very impressed that our
with a wealth of stories. These stories investment in great photography and
work because they have such personal compelling audio struck a chord with the
significance. If you want to convince people Guardian Society web team (they created
that holidays make a difference, listening an online audio slideshow), and Radio
to a six-year-old expressing what it is like Hull (we had listeners phoning our London
to walk on wet sand for the first time has a office offering to volunteer).
power far greater than dry statistics. Using Jude: If you record audio content for
audio stories has brought our website your charity you need to think about how
to life, added piquancy to our media you can use it beyond your website or
coverage, and made our forums/receptions podcast. The national and local press and
more informative and effective. radio are all interested in compelling audio
Jude: The case studies were put content. When you’ve got something you
forward by the team at the FHA. think deserves a wider audience don’t
sounddelivery either recorded their stories forget these other places – you’ve got
or trained the families to use recording nothing to lose.
equipment to tell the stories themselves.
The results have been fantastic. Strong, Family Holiday Association is a charity that
compelling stories from people whose provides breaks for disadvantaged families.
voices you rarely hear. www.fhaonline.org.uk
John: I played a clip of a little boy talking sounddelivery is a media production and
about his first holiday and the ‘fun-ness’ training company.
of it all at a recent trustee meeting – there www.sounddelivery.org.uk

58
 Blog on Trina Wallace, Freelance Journa
list

T he word ‘blog’ comes from ‘weblog’.

It’s defined by the Oxford English
Dictionary as a personal website on which
Then there are video blogs. These can be
useful for communicating difficult issues.
someone regularly records their opinions or Moblogs, pictures taken from a mobile
experiences and creates links to other sites. phone posted online, are also useful for
‘I definitely think charities should be charities. ‘We have a presence on
entering the blogosphere,’ says Jan Yang, moblog.co.uk on which activists can
author of The Rough Guide to Blogging. post pictures from demonstrations,’ says
‘It’s an excellent way of personalising Tracy Frauzel, new media manager at
the cause.’ Greenpeace UK. Lastly, submit your blog to
Here are five ideas on how to make major search engines and technorati.com.
blogging work for your charity: 4. Update blogs regularly
1. Make use of sector blogging Robin Fisk, Third Sector columnist and
training managing director of software company
Jamsheed Din, communications officer Fisk Brett, says charity blogs are rarely kept
at Islamic Relief, has written blogs from up-to-date after the initial burst of activity.
Lebanon and Kashmir. He simply read notes ‘If you’re going to blog, do it frequently, do
from colleagues who attended a Media Trust it regularly and keep it interesting.’
seminar on blogging. Din phoned the BBC 5. Use blogs to make your website
to ask if they’d host his Lebanon blog for a more user-friendly
week while he was there with aid workers. It In April 2007, the Greenpeace UK online
was one of the most viewed blogs from the team started writing blogs instead of
2006 Lebanon War. journalist-written news updates on their
2. Use blogs to give people a voice website. Tracy Frauzel says the aim
In the run up to the 2005 general election, was to start having conversations with
Crisis supported homelessness campaigner supporters about environmental issues.
Jamie McCoy to blog. The site was And it’s worked. ‘People have to register
recommended in newspapers and became to comment and we moderate it,’ she
a permanent link on other blogs. ‘He may explains. ‘The two-way conversation is
not be someone who would necessarily toe working and the blog can be used as a
the Crisis policy line, but Jamie can write campaigning tool.’
naturally,’ said Mark Flanagan, director of
communications at Crisis. Trina Wallace is a freelance
3. Keep up-to-date with blogging charity sector journalist.
technology www.ngomedia.org.uk
blogger.com and wordPress.com offer
free space online for you to create a blog.

59
 Creativity against cl
imate change
g
-founder, Green Thin
Andy Hobsbawm, Co

A rising tide of green consciousness

means many people are now ready
to change their behaviour and live more
designers, directors and artists. The mantra
is ‘irresistible green action’.
sustainable lives. Research shows that the www.dothegreenthing.com collects each
majority of the UK population, 40 million person’s ‘green’ activities together so that
individuals, are ready to adopt a greener everyone can see the cumulative impact of
lifestyle. The problem is the same research the community. The website also includes
also shows that people aren’t getting a number of community features – a blog,
around to actually doing it – there is a gap a wiki, a ‘friends’ and community comment
between their intention and their action. All function and the ability to link to Green
of the campaigns and the mechanisms my Thing from existing online communities
creative partner and co-founder Naresh such as Facebook and Bebo. In addition
Ramchandani and I looked at seemed to Green Thing has built a multimedia ‘green
be missing something. They were either YouTube’ where people can upload their
too activist or too scary or too preachy or own creative content.
too complicated. All of this effort is to create an ever
Why is it that millions of us can catch growing inclusive community of people
iPhone frenzy but can’t remember to doing the Green Thing. And the sense of
turn off a light switch? The brief we gave community extends to the way we develop
ourselves was how to turn sustainable our technology.
behaviour from a chore to a pleasure Ultimately, Green Thing is about people
and mobilise the masses against climate power. If we all contribute to Green Thing,
change by making it effortless and fun. it will become as creative, as credible
The answer was Green Thing and as irresistible as it can be. If we all do
(www.dothegreenthing.com) – a free online the Green Thing, it will make the biggest
not-for-profit community that makes it easy impact it can.
and enjoyable to be green.
Every month we send community Green Thing is a
members a different and simple Green community that aims
Thing to do by e-mail. And because to help as many people
entertainment is inspiring, the monthly as possible in as many
Green Thing e-mails come with videos, countries as possible
podcasts, games – created by a growing to do the Green Thing.
community of brilliant writers, musicians, www.dothegreenthing.com

60
 Citizen journalism
Ellie Levenson, Freelance Jou
rnalist

C itizen journalism is a broad term used to

describe what happens when ordinary
citizens (anyone who is not a professional www.the-latest.com. ‘Many of these
journalist) contributes to collecting, groups complain that their good work
reporting, analysing and disseminating news is either not reported by the media or is
and information. This may be through blogs, marginalised. By using citizen journalism
comments on websites, photographs or they can immediately publicise their
video. Much citizen journalism is performed activities to the world. Recent examples
through mainstream media outlets – a include Brighton Animal Action’s campaign
viewer being invited to send a question to to free Lulu the turtle from captivity at a
put to an expert is citizen journalism, as is marine centre, The Big Issue’s launch of
sending a photograph for inclusion on a its new Bigger Movement pressure group
news website. against poverty, the Anti-Racist Alliance’s
successful campaign to get Scandinavia’s
The are limitless opportunities for largest confectionary manufacturer to
charities to be citizen journalists. remove a racist image from sweet packets,
and the World Development Movement’s
At a central level they can operate blogs, contribution to the 200th anniversary of the
make their own videos or voice recordings abolition of the slave trade.’
for the Internet. They can submit pictures To be a citizen journalist you need
and recordings to broadcasters and have nothing more than an Internet connection
an organised strategy of responding to to post comments and a basic digital
articles online and commenting on blog camera that also takes video if you want to
posts. For organisations able to harness contribute to sites such as YouTube.
a network of supporters, everyone can You should always submit your material
contribute: from commenting on web at the highest quality possible, though
articles to posting their own videos online be mindful of file size limitations for some
and alerting friends and contacts to the sites/broadcasters.
cause via e-mail.
‘Charities and other voluntary Ellie Levenson is a
organisations can improve their public freelance journalist.
profile by harnessing the power of www.ellielevenson.co.uk
citizen journalism,’ says Marc Wadsworth,
editor of citizen journalist website

61
 aign:
The story of a camp
Dangerous Ground
Becky Maynard, Head
of Fundraising,
No More Landmines

C harities are always looking for innovative

ways to raise awareness and funds.
The competition for supporters and funding
is fierce across the third sector. Ideas are
not the problem; but turning ideas into
projects requires hard work, funding and
effective partnerships.
‘Dangerous Ground’ was No More The decision to use a range of multi-
Landmines’ campaign for 2007 and was media and web technologies was key to
designed to reach the widest audience reaching a diverse audience and attracting
possible to make people aware of the global interest from online and print media who
mine crisis and the ongoing threat of cluster covered the Dangerous Ground story.
bombs and unexploded weapons. Much of the praise for the project was
The initial idea for a short film was put centred on the campaign’s accessibility to
forward by creative agency CHI&Partners people of all ages and the subtlety of the
who knew the charity through previous message about the global mine crisis.
interaction and gave generously of their One film achieved the accolades of
time, providing a range of services free of being YouTube’s ‘All Time Most Viewed’,
charge. Their commitment was critical and ‘Top Rated’ and ‘Top Favourites’ of all non-
enabled No More Landmines to keep its profit and activism films with over 500,000
financial investment minimal. hits. Television and cinema placements of
The short film and viral campaign idea the second film have reached hundreds of
developed to include a dedicated website, thousands more people.
two short films, television and cinema During 2008 Dangerous Ground will be
placement and a photographic exhibition. developed and the focus will be on the
With such belief in the project and photography competition and exhibition.
the growing understanding of the brand Alongside a donation page, an online
expansion of Dangerous Ground, it wasn’t auction is being planned, aimed at raising
too difficult to secure pro bono specialist brand awareness and funds to cover
services and support from a range of investment costs as well as funding
different organisations. clearance of unexploded weapons of war.
CHI&Partners took the lead on the filming
and post-production, including finding a No More Landmines helps and empowers
director and crew. No More Landmines communities around the world by removing
secured stuntmen and extras, police the threat of landmines and unexploded
presence to lock down filming locations and weapons. www.landmines.org.uk
local authority permissions at no cost. www.dangerousground.org

62
 Online campaigns
Adil Abrar, Sidekick Consultan
cy

I f you want to create a remarkable

campaign, here’s my advice: forget
online petitions. They are as common on
the Internet as cheap pies at a football
match. And just as unfulfilling. repress, we and our supporters would try
to spread – hence, Irrepressible.info.
The success of Amnesty We offered badges and buttons
International’s Irrepressible.info containing fragments of censored material
campaign was realising that people to our audience to put on their blogs, their
online want to do more than just fill MySpaces, their websites, and they did so,
in a box. They want to participate. in their droves. The beauty of the idea was
that not only did the user feel they were
They are looking for clever ideas. They doing something to combat censorship
are comfortable with technology. And they first-hand, but they were also advertising
want to feel as though they are making a the campaign to select friends and peers
real difference. on their own networks.
The brief – ironically enough – was to The campaign spread like wildfire –
gather signatories for a new campaign confounding any misconceptions that the
tackling Internet repression. Around the public only want to tick a box or don’t
world bloggers are locked up, websites understand technology – and within a
censored, Internet cafes raided, all in few weeks, over 3,000 blogs were linking
an attempt for states to restrict freedom to the site. The badge with the censored
of speech. content was served up 8 million times, over
Amnesty could have put a petition online a million people visited the site, and yes,
and then hoped the masses would find it. once we had their attention, we even got
But why would they? Instead we focused 70,000 people to sign that pesky petition,
on what the web is good at – the power of smashing Amnesty’s record ten-fold.
networks and peer-to-peer sharing.
Our solution was simple. Amnesty and Adil Abrar is Sidekick,
its partners knew what websites had a communications
been censored or blocked around the consultancy specialising in
world. Rather than just list them, why not lovely ideas.
invite the public to spread the content of www.sidekickstory.com
these sites for themselves? In effect, the Visit the Amnesty International campaign at
information the authorities had tried to www.irrepressible.info

63
 What’s media evalu
ation worth?
ciety of London
Officer, Zoological So
Emma Kenly, Press

H ow much is a penguin worth? How

many people can name our gorilla
enclosure? Who cares about frogs? At the
appreciation of the press office and our
contribution to the organisation.
The evaluations have also been a
Zoological Society of London (ZSL) these learning curve for the busy press team,
are some of the strange but important demonstrating the substantially higher AVE
questions that need answering regularly. of certain programmes and publications
Raising the profile of ZSL can be a tricky and allowing us to prioritise work according
business. Publicity needs to achieve the to value and potential audience.
varied goals of protecting and advancing The reports are qualitative as well
the reputation of our zoos, encouraging as quantitative, demonstrating which
tourists to visit, promoting credible science, key messages are being effectively
reminding people of our charitable status, communicated. They are an excellent
convincing web users to buy retail items or reminder of the need to be consistent with
donate money, and remaining true to our those messages and persistent with others.
mission to conserve animals. Every silver lining has a cloud and while
Historically, ZSL had been paying for print coverage is comprehensively monitored
clippings, which were sorted and bound and analysed, broadcast is only included
into monthly ‘coverage books’. The when expensive transcripts are purchased.
thickness of the books themselves tended So how much is a penguin worth? A story
to be the only gauge of a month’s success. about counting penguins for the annual
In October 2006 we began investing in stocktake generated £498,997 last year.
monthly media evaluation reports which, How many people can name the gorilla
although pricey, have proved to be a enclosure? Coverage around the Gorilla
valuable tool. Kingdom launch at ZSL London Zoo in
The change allowed the press team March reached a circulation of 108,344,600.
to fall in line with other departments in Who does care about frogs? Not enough
terms of proving budget-to-output value people, but we’re working on it!
and working to concrete targets. The
calculation of Advertising Value Equivalent The Zoological Society of
(AVE) has been one of our greatest allies London is the conservation
in demonstrating the importance of press charity behind ZSL London
coverage to senior management. Zoo, ZSL Whipsnade Zoo,
Putting a monetary value on coverage the Institute of Zoology
gives a clearer picture of achievements and wildlife conservation programmes in
to those less familiar with the media, and more than 30 countries.
at ZSL it has contributed to a greater www.zsl.org

64
Did it work?
Trina Wallace, Freelance Journa
list

E valuating media coverage gives

organisations an overview of the
efficacy of their own work and who it is well as that of MPs, peers, journalists and
reaching. It demonstrates what effect PR young people. The ‘monitors’ come at a
and media work is having and reveals to cost though. For the Charity Awareness
charities what works and what doesn’t in Monitor there’s an annual fee of £9,500
their media strategy. plus VAT for nine waves of data.
Media monitoring agencies collect
relevant cuttings from the printed press, the But evaluation on a very limited
Internet and from broadcast media. They budget is still possible.
also analyse the coverage to ascertain
the reach and audience; the effectiveness Help the Aged uses an agency to collate
of the charity’s key messages; and how national press clippings. At the end of each
positively the story reflects on the charity. week, the press team counts these up. The
Sally Burnell, media relations manager circulation figure of the national print media
at Nacro, the crime reducing charity, said is calculated and multiplied by three. This
media evaluation helps senior charity produces a total ‘Opportunities to See’
communicators work out strategies to rating. Figures are recorded and calculated
redress the balance if they’re not doing for reports to senior management teams.
well in one area. Many charities analyse Jim Coe, co-author of NCVO’s (National
their media coverage in-house, but obtain Council for Voluntary Organisations)
clippings from the market-leading agencies Monitoring and Evaluating Campaigns,
in media monitoring, Cision and Durrants. says the best way to evaluate whether
Many of these agencies will calculate you’ve increased public awareness is to
how a piece of coverage compares plan well.
to paid-for advertising (Advertising ‘Charities have to be very clear about
Value Equivalent or AVE). ‘Fundraising what they’re trying to do in order to see
departments use these figures to justify whether they are achieving it or not. Hold
campaigns to sponsors,’ explains Anwer focus groups, getting people to reflect on
Ismail, contracts manager at Durrants. the media coverage: find out which part
However, a study by Metrica, another of the public you’re trying to influence and
media evaluation agency, says the use of what messages you’re trying to get across.’
AVE is ‘widely flawed’.
Of course, media coverage is only part Trina Wallace is a freelance
of the picture. Third sector think-tank charity sector journalist.
nfpSynergy offers charities the opportunity www.ngomedia.org.uk
to monitor the general public’s awareness
and understanding of its organisation, as

65
Clever
Communications

Directory

67
 FreelanceUK MediaAtlas Celebrity Directories
01. Useful Resources
Online service that offers a free comprehensive Subscription based media directory offering
list of freelancers, including writers, editors, information about and contact details of UK Fanmailaddresses.com
proofreaders, journalists. media outlets, journalists and reporters. Offers the contact details of 12,000 celebrities.
Media Directories www.freelanceuk.com T: 020 7490 8111 Online subscription costs £24.99 for 12 months.
www.mediatlas.prnewswire.info www.fanmailaddresses.com
askCHARITY
Gorkana
A totally free online service that helps journalists
find and get in touch with charities. askCHARITY also A subscription service that offers a comprehensive MediaDisk Red Pages
offers registered access to a media directory with journalist database, daily e-mail alerts, Subscription based media directory offering Online directory of celebrities providing details of
insider contact information for charities interested networking events and breakfast briefings. information about and contact details of their agents, publicists and any charities they’re
in targeting particular media outlets. Charity users T: 020 7420 6808 the UK media and its journalists. Produced already involved with. Charities are offered a
can also get advice, contacts and support from other www.gorkana.com by Cision (formerly Romeike). reduced subscription rate of £765 for 12 months.
charity PRs on the askCHARITY Messageboard. T: 020 7190 7788
T: 0870 736 0010
T: 020 7415 7155 www.theredpages.co.uk
Guild of Health Writers www.mediadiskonline.co.uk
www.askcharity.org.uk
Offers a substantial directory of health journalists
(annual subscription £200 for charities). MediaGuardian Media Directory: Spotlight
Benn’s Media
T: 020 8941 2977 The Essential Handbook Produces a series of directories (published in
A printed UK media contacts directory (published
by Hollis) in four printed volumes in December April each year) listing the agents’ details for
www.healthwriters.com A guidebook published in February each year
each year. Costs £204 per volume. 30,000 performers. Each directory costs £75.
containing information about the UK media as well
T: 020 8973 3400 T: 020 7440 5026
Hold The Front Page as contact details for journalists and media outlets.
www.hollis-publishing.com www.spotlight.com
Free freelance journalist and photographer www.guardianbooks.co.uk
directory. Contains good regional press data.
Cision Journalist Request Services
Cision is the owner of the subscription www.holdthefrontpage.co.uk Media UK
directory service MediaDisk. It also offers Free searchable online local and regional
askCHARITY
media monitoring services to PRs, PR Journa-list.com media directory.
Charities can register free with askCHARITY
Planner, distribution services and more. Free website run by the Media Standards Trust. The www.mediauk.com
to receive e-mail requests from journalists
T: 0870 736 0010 site offers information about the work and interests
www.uk.cision.com seeking case studies and other information.
of UK national journalists, with a searchable database NUJ Freelance Directory
The ‘Answer Service’ is used by national
of news journalists. It aims to help people ‘find out Searchable online database offering NUJ freelancer
Durrants and regional journalists across the UK.
Alongside its media monitoring services, Durrants more about journalists and what they write about’. contact details. Includes writers, editors, designers, T: 020 7415 7155
also offer subscribers access to its directory www.journa-list.com photographers, broadcasters and more. www.askcharity.org.uk
of national and international journalists. www.freelancedirectory.org
T: 020 7674 0200 Journalism.co.uk ExpertSources
www.durrants.co.uk Offers a free online ‘find a freelancer’ directory. ResponseSource A directory of experts, which is marketed to the
www.journalism.co.uk Journalists send out requests to PRs using media. Charities can add their ‘experts’ to the
Editorial Intelligence
this online service. PRs must subscribe to directory, detailing their subject specialism (costs
Subscribers can access a database of commentators
JournoBiz access the service. Subscribers can also approx. £30 per year). Media professionals search the
from UK national print and blogosphere. Also
offers daily press summaries and digests. Free searchable media directory. access its directory of freelance journalists. directory for experts available for media interviews.
T: 020 7272 2905 E: janmurray@journobiz.com T: 0845 370 7777 T: 01462 633 884
www.editorialintelligence.com www.journobiz.com www.responsesource.com www.expertsources.co.uk
68 69
PressChoice Eventful Community Newswire Chartered Institute of Public Relations (CIPR)
Online directory of experts and commentators, Website offering free events listings for the UK. Web-based service run by the Media Trust, Offers one-day training workshops
mostly used by business and personal finance www.eventful.com which enables charities to get their press for PRs (costs vary).
releases distributed free via the Press
journalists. Charities are required to pay a 32 St James’s Square, London, SW1Y 4JR
Association’s wire service, reaching hundreds
subscription fee to join the directory. Foresight News T: 020 7766 3333
of newsrooms across the country.
T: 020 7209 3843 Run by the Profile Group UK; offers subscribers a www.cipr.co.uk
T: 020 7874 7610
www.presschoice.com news and current affairs forward planning diary. www.communitynewswire.org
www.foresightnews.co.uk Directory of Social Change (DSC)
ResponseSource PressBox.co.uk DSC offers information and support to voluntary
Offers a subscription service (approx £200 per Forthcoming Events Offers free press release distribution organisations. It provides communications
Owned by Cision, subscribers pay service on its website.
year) that allows PRs to receive story requests from training courses for charities, and its website
to access categories of future event www.pressbox.co.uk
journalists. It’s mostly used by consumer journalists. hosts a useful book store including titles
T: 0845 370 7777 information. Free trials are offered. such as The DIY Guide to Public Relations
Press Dispensary
www.responsesource.com www.forthcoming.co.uk for Charities published by DSC (£16.95).
Offers a press release distribution
service. Prices start at £150. T: 020 7391 4800
London & UK Datebook
Planning and T: 0845 430 4433 www.dsc.org.uk/charitybooks
Free online diary of UK social events with
Diary Services www.pressdispensary.co.uk
particular attention to the charity sector.
Marketing Handbook/Advertisers’ Annual
www.thedatebook.co.uk/calendar_events.php Press Port
Amiplan Published by Hollis, these books offer
Online press release distribution
Advanced media information service. Offers service. Prices start at £65. information on UK advertising agencies
UK Fundraising Calendar
subscribers advance information on current www.pressport.co.uk and media advertising contacts.
Offers advance news of key events for fundraisers.
affairs, business and political news and events. www.hollis-publishing.com
www.fundraising.co.uk/calendar.php
www.amiplan.com Realwire
Offers online distribution of press Media Team Australia
VolResource releases. Prices start at £150.
Count Me in Calendar Although based in Australia, Media Team’s website
Free website offering practical resources and www.webitpr.com
Offers information on awareness campaigns, offers useful free media guides including a
guides to charities including an events calendar.
charity events, charity challenges, multi-faith
www.volresource.org.uk Media Guides and Training communications audit and media strategy generator.
celebrations, national days, green events and more. for Charities www.mediateam.com.au
www.countmeincalendar.info The Year Ahead
askCHARITY Media Trust
Interactive forward planning event resource;
DeHavilland Free website supporting charities in their Media Trust helps charities communicate. It provides
shows subscribers what events will be
work with the media. Includes media
Political information service. Monitors happening on any particular day. free online media guides, training sessions (costs
directory, Messageboard, journalist contact
all parliamentary events and offers a www.yearahead.co.uk vary) and mentoring services. Media Trust runs
details and journalist request service.
forward planning service (subscription and T: 020 7415 7155 the Community Channel, Community Newswire
access can be purchased online). Press Release Distributors www.askcharity.org.uk and a media matching service, which links
www.dehavilland.co.uk professional PR/ media volunteers with charities.
AllmediaSCOTLAND.com CharityComms T: 020 7874 7600
ePolitix.com Membership organisation set up to promote www.mediatrust.org
A portal for people working in Scottish media.
best practice, effectiveness and integration for
Free comprehensive political information. Offers Charities can post and distribute their press
not-for-profit communications professionals.
gratis ‘Tomorrow’s Agenda’ e-mail service, releases using the site’s ‘allnewswire’ service. PressBox.co.uk
Offers frequent free seminars for charity
alerting subscribers to forthcoming policy Subscription costs £100 for 12 months. communicators (membership not required). This website offers free guides to
announcements and Westminster debates. T: 0131 624 9854 T: 020 7415 7199 writing press releases.
www.epolitix.com www.allmediascotland.com www.charitycomms.org.uk www.pressbox.co.uk

70 71
Press Dispensary National Readership Survey New Media Intelligence Outdoor Media Advertising
Offers free online guides to writing and sending press Provides estimates of the number and habits of An online/new media monitoring
releases, as well as PR training courses (costs vary). people reading newspapers and magazines. and evaluation service. CBS Outdoor
T: 0845 430 4433 T: 020 7242 8111 T: 020 7099 5945 Provides transport advertising space on
www.pressdispensary.co.uk www.nrs.co.uk www.newmediaintelligence.com London Underground, Docklands Light
Railway as well as stations, trams, National
The:101 Paperclip Partnership Rail, metros and buses across the UK.
Radio Joint Audience Research Limited (RAJAR)
PR training courses run by journalists across Monitors print, TV, radio and online sources. It also T: 020 7482 3000
Produces regular reports listing the
the country, including training on selling in provides evaluation services and back searches. Birmingham: 0121 788 5250
listening figures for 350 radio stations.
stories, pitching interviewees and writing T: 020 8549 4857 Bristol: 0117 964 9927
T: 020 7292 9040 www.paperclippartnership.co.uk
better press releases (costs vary). Leeds: 0113 242 2294
www.rajar.co.uk
T: 07926 190562 Manchester: 0161 877 7414
www.the101.com Precise Media www.cbsoutdoor.co.uk
Media Monitoring Offers evaluation and monitoring of
VolResource
and Evaluation UK and international media. Clear Channel UK
Useful website offering practical T: 020 7264 4700 Provides more than 70,000 advertising
resources to charities. It includes contacts, Cision www.precise-media.co.uk opportunities including 6-sheet posters,
information, events, advice and more. Offers online, broadcast and international media billboards, premium formats and taxi advertising.
www.volresource.org.uk monitoring and evaluation services. Also provides Press Data Downloadable rate card available online.
PR Planner, MediaDisk and Forthcoming Events. Evaluation, press/broadcast monitoring T: 020 7478 2200
T: 0870 736 0010 and consultancy. www.clearchannel.co.uk
VolunteerGenie
www.uk.cision.com T: 020 7234 0647
Set up by the charity TimeBank, VolunteerGenie
www.pressdata.co.uk JC Decaux
shows charities how to use the media to
recruit volunteers. Features free media Advertising opportunities include street furniture,
Clipability
PR Newswire billboards, transport, point-of-sale (Tesco),
guides, communications tips, links, contacts Provides media monitoring and evaluation
Offers a media monitoring service alongside its media airports and retail.
and advice. Users can also search through services (offers a charity rate card). directory (MediaAtlas) and news distribution services. T: 020 7298 8000
a directory of recent charity campaigns. T: 020 7264 4700 T: 020 7490 8111 Birmingham: 0121 423 3777
www.volunteergenie.org.uk www.clipability.co.uk www.prnewswire.co.uk Glasgow: 0141 891 8100
Manchester: 0161 873 6366
Media Readership, Durrants Prompt www.jcdecaux.co.uk
Audience and Circulation Offers media monitoring and evaluation. Also Offers a social media monitoring service
Information provides PR planner services including a journalist that tracks what bloggers are writing Primesight
database and press release distribution. about (Prompt Blog Monitor). Advertising space includes roadside posters,
Audit Bureau of Circulations (ABC) T: 020 8996 1656 billboards, Glasgow Subway and exclusive
T: 020 7674 0200
Produces regular circulation reports, including the www.prompt-communications.com contracts to advertise in private health
www.durrants.co.uk
circulation figures for printed publications (national clubs and multiplex cinema foyers.
and regional newspapers and magazines). TNS Media Intelligence T: 020 7882 1200
T: 01442 870800 IPCB
Offers global and domestic media www.primesight.co.uk
www.abc.org.uk Press cutting agency offering original and
monitoring and evaluation.
mounted press cuttings, analysis reports,
T: 020 7868 6100 Titan
The Broadcasters’ Audience express fax or e-mail services. www.tnsmi.co.uk Provides national and local roadside, billboards,
Research Board (BARB) T: 020 7708 2113 rail, retail and bus advertising space.
Provides estimates of the number of people www.ipcb.co.uk Vocus T: 020 7838 4000
watching television, including information Alongside its other public relations software Dublin: 00 353 1 29 5233
about which channels are being watched Media Evaluation Research services, Vocus operates ‘News On Demand’, which Glasgow: 0141 779 5250
at what time by what type of people. Offers a complete media evaluation service. monitors UK print, broadcast and Internet media. Leeds: 0113 244 2761
T: 020 7591 9610 T: 020 7549 2829 T: 020 7776 9769 Liverpool: 0151 236 5353
www.barb.co.uk www.meresearch.co.uk www.vocus.com www.titanoutdoor.co.uk
72 73
Useful Associations Directory of Social Change (DSC) Media Trust Ofcom (Office of Communications)
and Organisations DSC offers information and support Charity working to bring together the Riverside House, 2a Southwark
to voluntary organisations. Bridge Road, London, SE1 9HA
media industry and charities.
T: 020 7391 4800
Association of Freelance Writers T: 020 7874 7600 T: 020 7981 3000
www.dsc.org.uk
Sevendale House, 7 Dale Street, Manchester, M1 1JB www.ofcom.org.uk
www.mediatrust.org
T: 0161 228 2362
eCampaigning Forum
www.writersbureau.com Outdoor Advertising Association
Join this e-mail discussion list to connect MediaWise
with people interested in using the Internet Summit House, 27 Sale Place, London, W2 1YR
British Society of Magazine Editors This independent charity produces T: 020 7973 0315
and new technologies to campaign.
137 Hale Lane, Edgware, Middlesex, HA8 9QP research and useful guidelines for those www.oaa.org.uk
www.ecampaigningforum.com
T: 020 8906 4664 who work in and with the media.
www.bsme.com
The Foreign Press Association University of the West of England, Canon Kitson, Press Complaints Commission
11 Carlton House Terrace, London, SW1Y 5AJ Oldbury Court Road, Bristol, BS16 2JP Halton House, 20/23 Holborn, London, EC1N 2JD
CharityComms
T: 020 7930 0445 T: 0117 939 9333 T: 020 7831 0022
Membership organisation set up to promote
www.foreign-press.org.uk www.pcc.org.uk
best practice, effectiveness and integration for www.mediawise.org.uk
not-for-profit communications professionals.
Guild of Health Writers Society of Editors
Offers frequent free seminars for charity National Union of Journalists (NUJ)
Dale Lodge, 88 Wensleydale Road, University Centre, Granta Place, Mill
communicators (membership not required).
Hampton, Middlesex, TW12 2LX Acorn House, 308-312 Grays Inn
40 Bowling Green Lane, London, EC1R 0NE Lane, Cambridge, CB1 1RU
T: 020 8941 2977 Road, London, WC1X 8DP
T: 020 7415 7199 T: 01223 304080
www.healthwriters.com T: 020 7278 7916
www.charitycomms.org.uk www.societyofeditors.org
www.nuj.org.uk
Institute of Fundraising
Charity Communications Conference Thinkbox
Park Place, 12 Lawn Lane, London, SW8 1UD
Annual conference for charity communicators. Newspaper Marketing Agency Thinkbox is the television marketing body
T: 020 7840 1000
T: 020 8981 6523 for the main UK commercial broadcasters –
www.institute-of-fundraising.org.uk Empire House, 175 Piccadilly, London, W1J 9EN
www.charitycommunications.co.uk Channel 4, FIVE, GMTV, ITV, Sky Media, Turner
T: 020 7887 6112
Institute for Volunteering Research (IVR) Broadcasting and Viacom Brand Solutions.
Charity Web Forum www.nmauk.co.uk
Regent’s Wharf, 8 All Saints Street, London, N1 9RL Manning House, 22 Carlisle Place, London, SW1P 1JA
An online discussion forum (Yahoo Group)
T: 0845 305 6979 T: 020 7630 2320
for managers of charity websites. Also Newspaper Society
www.ivr.org.uk www.thinkbox.tv
holds regular meetings for charities. Bloomsbury House, 74-77 Great Russell
Subscribe: Street, London, WC1B 3DA
JournoBiz UKPress
charitywebforum-subscribe@yahoogroups.com
An online community of journalists T: 020 7636 7014 A busy online forum for PR and press professionals.
and media professionals. www.newspapersoc.org.uk www.ukpress.org
Chartered Institute of Public Relations (CIPR)
E: janmurray@journobiz.com
CIPR also runs Fifth Estate, a group
www.journobiz.com
dedicated to supporting PR professionals nfpSynergy Voluntary Action Media Unit (VAMU)
in the not-for-profit sector. Produces research reports, including its bi- Produces research into how charities and
Media Standards Trust
32 St James’s Square, London, SW1Y 4JR the media can and do work together.
A not-for-profit organisation that aims ‘to annual Charity Media Monitor, which records
T: 020 7766 3333 c/o TimeBank, 2nd Floor, Downstream Building,
find ways to foster the highest standards of journalists’ attitudes towards charities’
www.cipr.co.uk excellence in news journalism and ensure 1 London Bridge, London, SE1 9BG
media activities and campaigns.
public trust in news is nurtured’. www.vamu.org.uk
The Direct Marketing Association nfpSynergy, 40 Bowling Green
Ground Floor, Discovery House,
DMA House, 70 Margaret Street, London, W1W 8SS 28-42 Banner Street, London, EC1Y 8QE Lane, London, EC1R 0NE Women in Journalism
T: 020 7291 3300 T: 020 7608 8149 T: 020 7415 7155 T: 01323 483198
www.dma.org.uk www.mediastandardstrust.org www.nfpsynergy.net www.womeninjournalism.co.uk

74 75
 Daily Star
ers Daily Mail Daily Telegraph
02. National Newspap
Daily national tabloid
The Northern & Shell Building, 10 Lower Daily national tabloid Daily national broadsheet
Thames Street, London, EC3R 6EN Northcliffe House, 2 Derry
111 Buckingham Palace Road,
T: 0871 434 1010
National Daily Newspapers www.dailystar.co.uk
Street, London, W8 5TT
London, SW1W 0DT
T: 020 7938 6000
E: firstname.surname@dailystar.co.uk T: 020 7931 2000
Top 10 national daily newspapers www.dailymail.co.uk
Circulation: 771,197
1 The Sun: 3,078,388 www.telegraph.co.uk
Readership: 70% male, 30% female,
2 Daily Mail: 2,327,507 64% full-time employment Circulation: 2,353,807
3 Daily Mirror: 1,518,881 Copy deadlines: varies, early morning Readership: 52% female, 48% male, 33% Circulation: 882,413
4 Daily Telegraph: 882,873 best time for press releases 65+ yrs, 30% in London ITV region
5 Daily Express: 766,874 Readership: 55% male, 45% female
Supplements: Saturday – Star TV Copy deadlines: 10.30pm, 12am
6 Daily Star: 753,476 Copy deadlines: 10.30am, 6pm
7 The Times: 636,946 Supplements: Monday – Lifestyle; Tuesday
Financial Times – Health; Wednesday – Money; Thursday – Supplements: Thursday – Jobs; Saturday
8 Financial Times: 444,880
Daily national broadsheet Femail; Friday – Reviews; Saturday – Travel – Motoring, Your Money, Weekend, Property,
9 The Guardian: 356,789
10 The Independent: 233,423 1 Southwark Bridge, London, SE1 9HL Gardening, Travel, Review, Telegraph Magazine
T: 020 7873 3000
 ewspaper information taken from ABC: 29-Oct-2007 to
N Tips for charities
25-Nov-2007. Circulation figures are per issue.
www.ft.com
• Form relationships with the Daily Mail’s
E: firstname.surname@ft.com Tips for charities
team of specialists working in your area
Daily Express Circulation: 449,385
• Call in the morning to get your • News conferences happen at 10am and
Daily national tabloid Readership: 62% male, 38%
The Northern & Shell Building, 10 Lower story in the next day’s paper 4pm – do not call around these times
female, median age 52 yrs
Thames Street, London, EC3R 6EN • For soft news e-mail your stories to the • Telegraph journalists prefer you to call after
Copy deadlines: 10.30am, 5pm, 6pm
T: 0871 434 1010 forward planning desk as early as possible
Supplements: Monday – Funds Manager; and not before you send a press release
www.express.co.uk • Thursday is the best day to
E: firstname.surname@express.co.uk Wednesday – Digital Business; Thursday – Jobs; • Telegraph journalists like concise,
Saturday – House & Home, Life & Arts send stories to Femail
Circulation: 789,867 easily digestible press releases based
• The news editor has a preliminary
Readership: 70% male, 30% female, 86% 55+ yrs
The Guardian list of stories for the following on news values and not worthiness
Copy deadlines: 7.30pm
Supplements: Saturday Magazine Daily national broadsheet day’s paper by midday
119 Farringdon Road, London, EC1R 3ER E: firstname.surname@telegraph.co.uk
Daily Mirror T: 020 7278 2332 E: firstname.surname@dailymail.co.uk
Daily national tabloid www.guardian.co.uk
1 Canada Square, Canary Wharf, London, E14 5AP E: firstname.surname@guardian.co.uk Key contacts Key contacts
T: 020 7293 3000 News: stephen.adams@telegraph.co.uk,
Circulation: 364,275 Education: sarah.harris@dailymail.co.uk,
www.mirror.co.uk
Readership: 56% male, 44% female, laura.clark@dailymail.co.uk matthew.bayley@telegraph.co.uk
E: firstname.surname@mirror.co.uk
predominant reader occupation areas Health: jenny.hope@dailymail.co.uk
Circulation: 1,525,477 Features: serena.allott@telegraph.co.uk
include education, health and welfare Social affairs: steve.doughty@dailymail.co.uk
Readership: 55% male, 45% female Arts: louise.dowman@telegraph.co.uk
Copy deadlines: front page news – 7pm; other news Copy deadlines: 11am, 4pm, 5pm Transport: ray.massey@dailymail.co.uk
– 2pm; press releases – 10am Supplements: Monday – Media; Tuesday – Education; Health: tessa.boase@telegraph.co.uk
Crime: stephen.wright@dailymail.co.uk
Supplements: Monday – Mania; Tuesday – Your Life; Wednesday – Society; Thursday – Technology; Telegraph Magazine:
Femail health: anna.hodgekiss@dailymail.co.uk
Wednesday – Money; Thursday – Works; Friday – The Friday – Film; Saturday – Family, The Guide,
Forward planning: news@dailymail.co.uk isabel.albiston@telegraph.co.uk
Ticket; Saturday – We Love Telly, Racing Post Extra Money, Review, Travel, Weekend, Work
76 77
The Independent National Sunday News of the World
Daily national compact broadsheet Newspapers Tabloid Independent on Sunday
Independent House, 191 Marsh 1 Virginia Street, London, E98 1SN National broadsheet
Wall, London, E14 9RS T: 020 7782 4000 Independent House, 191 Marsh
T: 020 7005 2000 Top 10 national Sunday newspapers www.newsoftheworld.co.uk
1 News of The World: 3,280,972 Wall, London, E14 9RS
www.independent.co.uk E: firstname.surname@notw.co.uk
2 Mail on Sunday: 2,324,581 T: 020 7005 2000
E: firstletteroffirstname.surname@independent.co.uk Circulation: 3,351,827
3 Sunday Mirror: 1,358,370
Circulation: 242,685 Readership: 52% male, 48% female, www.independent.co.uk
4 Sunday Times: 1,213,878
Readership: 60% male, 40% 5 Sunday Express: 687,253 61% 15-44 yrs, 39% 45+ yrs
female, 80% home owners 6 People: 683,802 Copy deadlines: Saturday 9am,
Copy deadlines: 10am, 2.30pm Circulation: 210,922
7 Sunday Telegraph: 645,305 Mon-Fri best for press releases
Supplements: Monday – Media; Tuesday – Motoring; 8 The Observer: 454,374 Supplements: Sunday Magazine, Big on TV Readership: 58% male, 42% female
Wednesday – Property; Thursday – Education 9 Daily Star Sunday: 421,841
Copy deadlines: Saturday, 1pm
& Careers; Friday – Arts, Book Review 10 Sunday Sport: 90,501
The Observer Supplements: The New Review
Newspaper information taken from ABC: 29-Oct-2007 to
25-Nov-2007. Circulation figures are per issue.
Broadsheet
The Sun
3-7 Herbal Hill, London, EC1R 5EJ
Daily national tabloid Daily Star Sunday Tips for charities
T: 020 7278 2332
1 Virginia Street, London, E98 1SN
Tabloid www.observer.co.uk • Reporters don’t work Sundays/Mondays
T: 020 7782 4000
The Northern & Shell Building, 10 Lower E: firstname.surname@observer.co.uk • Contact early in the week
www.thesun.co.uk
Thames Street, London, EC3R 6EN Circulation: 487,216
E: firstname.surname@the-sun.co.uk (Tuesdays/Wednesdays best)
T: 0871 434 1010 Readership: 59% male, 41% female, 42%
Circulation: 3,126,866 • E-mail contact preferred (no time for general
www.dailystar.co.uk 35-45 yrs, 39% in London ITV region
Readership: 56% male, 44% female, 20% 15-24
E: firstname.surname@dailystar.co.uk Copy deadlines: most articles submitted by Friday chat); can be followed by a brief call
yrs, 18.6% 25-34 yrs, 14.9% 45-54 yrs
Circulation: 446,482 night, breaking news goes in until late Saturday night • Independent on Sunday journalists ask that
Copy deadlines: deadlines move, early
Readership: 65% male, 35% Supplements: Observer Magazine; every first Sunday
morning best time for contact charities send quantifiable stories based
female, median age 36 yrs – Sport; every second Sunday – Woman; every
Supplements: Monday – Sun Woman (main section);
third Sunday – Music; every fourth Sunday – Food on facts and not anecdotal evidence
Wednesday – Cashflow (monthly); Friday – Motors Copy deadlines: Saturday 5pm
Supplements: Take 5
The Times The People E: firstletteroffirstname.surname@independent.co.uk
Daily national compact broadsheet Tabloid
Mail on Sunday
1 Pennington Street, London, E98 1TT 1 Canada Square, Canary Wharf, London, E14 5AP
Tabloid Key contacts
T: 020 7782 5000 T: 020 7293 3000
Northcliffe House, 2 Derry Street, London, W8 5TT
www.thetimes.co.uk www.people.co.uk News desk: j.owen@independent.co.uk
T: 020 7938 6000
E: firstname.surname@thetimes.co.uk E: firstname.surname@people.co.uk or National/international news:
www.mailonsunday.co.uk firstname.surname@mgn.co.uk
Circulation: 642,895
E: firstname.surname@mailonsunday.co.uk s.boztas@independent.co.uk
Readership: reaches 339,000 business Circulation: 696,091
Circulation: 2,353,807 Readership: 53% male, 47% female, Features: r.armstrong@independent.co.uk
people, 46% under 45 yrs
Copy deadlines: 11am, 4pm Readership: 51% female, 49% male, 21% in Granada ITV region Arts: p.victor@independent.co.uk
Supplements: Monday – Sport; Tuesday – Law, 38% 35-45 yrs, 24% 65+ yrs Copy deadlines: varies but prefers to Transport: b.clement@independent.co.uk
Public Agenda; Thursday – Career; Friday – Copy deadlines: 10.30pm, 12am get charity stories by Tuesday
The New Review: k.laidlaw@independent.co.uk
Bricks and Mortar; Mon-Fri – Times2 Supplements: You, Live, Travel, Review Supplements: Take it Easy Magazine

78 79
Sunday Express Sunday Times Attitude
Tabloid Broadsheet 03. Magazines Monthly magazine
Northern & Shell Building, 10 Lower 1 Southwark Bridge, London, SE1 9HL Northern & Shell Tower, City
Thames Street, London, EC3R 6EN T: 020 7782 5000
T: 0871 434 1010 www.suntimes.co.za
National Magazines Harbour, London, E14 9GL
T: 020 7440 2536
www.express.co.uk E: firstname.surname@sunday-times.co.uk
E: firstname.surname@express.co.uk Top 10 women’s weekly magazines www.attitude.co.uk
Circulation: 1,274,400
Circulation: 716,656 1 Take a Break: 1,018,423 E: firstname.surname@attitudemag.co.uk
Readership: 54% male, 46% female, 21%
Readership: 50% female, 50% male, 31% 2 Closer: 570,239
35-44 yrs, 37% in London ITV region Circulation: 75,000
65+ yrs, 20% 55-64 yrs, 17% 45-54 Copy deadlines: vary, breaking news – Saturday 6pm 3 Heat: 558,365
Readership: aimed at gay men and ‘strays’
yrs,16% 35-44 yrs, 8% 25-34 yrs Supplements: Culture, The Sunday Times 4 OK! Magazine: 557,014
(straight men who hang out with gay men)
Copy deadlines: front page – Saturday 6pm; Magazine, Style, Home, In Gear, Appointments, 5 Chat: 511,510
6 Now: 494,229 Copy deadlines: seven weeks before publication
back and middle pages – Wednesday 5pm Money, Travel, News Review, Business, Sport
Supplements: S2, Sunday Express Magazine 7 Pick Me Up: 447,100
8 That’s Life: 443,604 Bella
Sunday Mirror 9 New!: 442,003 Weekly women’s interest magazine
Tabloid 10 Woman: 369,982. Academic House, 24-28 Oval Road, London, NW1 7DT
1 Canada Square, Canary Wharf, London, E14 5AP
Magazine information taken from ABC: 01-Jan-2007 to
T: 020 7241 8000
T: 020 7293 3000 30-Jun-2007. Circulation figures are per issue.

www.sundaymirror.co.uk www.bauer.co.uk
E: firstname.surname@sundaymirror.co.uk Arena E: firstname.surname@bauer.co.uk
Circulation: 1,393,184 Monthly men’s interest magazine Circulation: 247,390
Readership: 51% female, 49% male, Mappin House, Winsley Street, London, W1W 8HF Readership: 25-44 yrs, aimed at women with children
26% in London ITV region T: 020 7182 8000
Copy deadlines: different for each desk; news
Copy deadlines: most copy written by Friday www.arenamagazine.co.uk
night, breaking news Sunday 3am & features one month before publication
E: firstname.surname@emap.com
Supplements: Homes and Holidays, Celebs
Circulation: 30,886
Best
Readership: 74% male, 26% female, 81% 18-34 yrs
Sunday Telegraph Weekly women’s interest magazine
Copy deadlines: approx. 20th each month
Broadsheet
National Magazine House, 33 Broadwick
111 Buckingham Palace Road, London, SW1W 0DT
Asda Magazine Street, London, W1F ODQ
T: 020 7931 2000
Monthly customer magazine T: 020 7439 5000
www.telegraph.co.uk
23 Howland Street, London, W1A 1AQ
E: firstname.surname@telegraph.co.uk www.bestmagazine.co.uk
Circulation: 651,499 T: 020 7462 7777
E: firstname.surname@acp-natmag.co.uk
Readership: 56% male, 44% female, 35% 65+ yrs www.publicis-blueprint.co.uk
Circulation: 340,793
Copy deadlines: soft news – during the E: firstname.surname@publicis-blueprint.co.uk
Circulation: 2,805,052 Readership: 93% female, 7%
week; hard news – until Saturday
Supplements: Sport, Review, Travel, Money Readership: 72% female, 28% male male, median age 45 yrs
& Jobs, Business, House & Home Copy deadlines: three months before publication Copy deadlines: three weeks before publication

80 81
 Big Issue Candis Cosmopolitan
Bliss Weekly current affairs magazine Weekly women’s interest magazine Monthly women’s interest magazine
Monthly EMAP magazine covering health, 1-5 Wandsworth Road, London, SW8 2LN Newhall Lane, Hoylake, Wirral, CH47 4BQ National Magazine House, 72 Broadwick
T: 020 7526 3200 T: 0870 745 3002 Street, London, W1F 9EP
beauty, fashion, real life stories and celebrities
www.bigissue.com www.candis.co.uk T: 020 7439 5000
Coach & Horses Passage, The Pantiles, E: firstname.surname@candis.co.uk www.cosmopolitan.co.uk
E: firstname.surname@bigissue.com
Tunbridge Wells, TN2 5UJ Circulation: 302,377 E: firstname.surname@natmags.co.uk
Circulation: 79,053
Readership: 84% home owners, 44% Circulation: 450,952
T: 01892 500 100 ext 4603 Readership: 60% female, 40% male,
household income over £20k per annum, Readership: 87% female, 13% male, 42% 15-24 yrs
50% affluent professionals Copy deadlines: middle features two
www.mybliss.co.uk 41% have children under 16 yrs
Copy deadlines: two weeks before publication months before publication
Copy deadlines: minimum three
months before publication
Circulation: 120,506 Big Issue in Scotland The Economist
Readership: 95% female, 5% male, Weekly current affairs magazine Chat Weekly current affairs magazine
71 Oxford Street, Glasgow, G5 9EP Weekly women’s interest magazine 25 St James’s Street, London, SW1A 1HG
12-19 yrs, median age 15 yrs
T: 0141 352 7264 Room 5-06, The Blue Fin Building, 110 T: 020 7830 7000
Copy deadlines: two months www.bigissuescotland.com Southwark Street, London, SE1 0SU www.economist.com
before publication for features E: firstletteroffirstname.surname@bigissuescotland.com T: 020 3148 6145 E: firstnamesurname@economist.com
www.ipcmedia.com Circulation: 172,842, worldwide
Circulation: 27,756
E: firstname_surname@ipcmedia.com audience of 2.5 million
Readership: 66% female, 34% male,
Tips for charities Circulation: 511,510 Copy deadlines: Wednesdays
61% 20-34 yrs, 95% spend a minimum
• Approach editors early – real life features Readership: 90% female, 10% male
of 30 minutes reading each issue Elle
Copy deadlines: seven weeks before publication
have a three-month lead time Copy deadlines: two weeks before publication Monthly women’s interest magazine
• Find strong case studies representative Closer 64 North Row, London, W1K 7LL
Big Issue in the North T: 020 7150 7000
of current topics affecting teenagers Weekly women’s interest magazine
Weekly current affairs magazine Endeavour House, 189 Shaftesbury www.elleuk.com
• Call first then e-mail. Afternoons 10 Swan Street, Manchester, M4 5TN Avenue, London, WC2H 8JG E: firstname.surname@hf-uk.com
are the best time to call T: 0161 831 5550 T: 020 7437 9011 Circulation: 203,302
www.bigissueinthenorth.com www.closermag.co.uk Readership: aimed at women aged 16-34 yrs
• Mention any images you have Copy deadlines: three months before publication
E: firstname.surname@bigissueinthenorth.com E: firstname.surname@emap.com
• News lead time – one month. Stories Circulation: 29,414 Circulation: 570,239
are normally celebrity orientated Readership: 70% under 44 yrs, 65% interested in Readership: median age 26 yrs
Copy deadlines: Thursday before publication Top 10 women’s lifestyle magazines
finances, 40% interested in organic products
1 Glamour: 544,653
Copy deadlines: two weeks before publication
E: firstletteroffirstnamesurname@panini.co.uk Company 2 Cosmopolitan: 450,952
3 Good Housekeeping: 435,238
Monthly women’s interest magazine
Boots Health and Beauty 4 Yours: 344,438
National Magazine House, 33 Broadwick
Key contacts Monthly customer magazine 5 Marie Claire: 332,705
Street, London, W1F ODQ
Editor: lsinoway@panini.co.uk 7 St Martin’s Place, London, WC2N 4HA 6 Woman & Home: 320,934
T: 020 7439 5000
T: 020 7747 0700 7 Candis: 302,377
Commissioning features editor: www.company.co.uk
www.redwoodgroup.net 8 Prima: 300,025
E: firstname.surname@natmags.co.uk
amilburn@panini.co.uk E: firstname.surname@redwoodgroup.net 9 Company: 264,494
Circulation: 264,494
Circulation: 1,591,393 10 More!: 260,331
Features writer: rdavies@panini.co.uk Readership: 97% female, 54%
Magazine information taken from ABC: 01-Jan-2007 to
Readership: Boots customers, aimed at ABC1 women 15-24 yrs, 29% 25-34 yrs 30-Jun-2007. Circulation figures are per issue.
Fashion editor: lgrant@panini.co.uk
Copy deadlines: three months before publication Copy deadlines: three months before publication
82 83
 Esquire Hotline
Heat Magazine Monthly men’s interest magazine Top 10 men’s lifestyle magazines Quarterly Virgin train magazine
Celebrity focused, picture-led weekly National Magazine House, 72 Broadwick 1 FHM: 311,590 Victory House, 14 Leicester Place, London, WC2H 7BZ
Street, London, W1F 9EP 2 Nuts: 277,269 T: 020 7306 0304
magazine produced by EMAP
T: 020 7439 5000 3 Men’s Health: 238,980 www.therivergroup.co.uk/virgintrains
Endeavour House, 189 Shaftesbury www.esquire.co.uk 4 Zoo: 186,732 E: firstletteroffirstnamesurname@riverltd.co.uk
Avenue, London, WC2H 8JG E: firstname.surname@esquire.co.uk 5 GQ: 127,886
Circulation: 170,738
Circulation: 53,537 6 Loaded: 120,492
T: 020 7859 8657 Readership: passengers on cross-country trains
Readership: 86% male, 14% female, 41% 25-34 yrs 7 Maxim: 107,687
www.heatworld.com Copy deadlines: three months before publication
Copy deadlines: rolling deadlines, 8 Stuff: 92,793
three months before publication 9 Men’s Fitness: 65,366
Junior
10 Bizarre: 54,571
Circulation: 558,365 Monthly parenting magazine
First Magazine information taken from ABC: 01-Jan-2007 to
Readership: 18-34 yrs 30-Jun-2007. Circulation figures are per issue.
Magicalia Publishing, Berwick House,
Weekly women’s interest magazine
Copy deadlines: Friday afternoons 8-10 Knoll Rise, Orpington, BR6 0EL
Endeavour House, 189 Shaftesbury
GQ T: 01689 899026
Avenue, London, WC2H 8JG Monthly men’s interest magazine
T: 020 7437 9011 www.juniormagazine.co.uk
Tips for charities Vogue House, Hanover Square, London, W1S 1JU
www.emap.com E: firstname.surname@juniormagazine.co.uk
T: 020 7499 9080
• Put a celebrity forward for an interview or E: firstname.surname@emap.com Circulation: 17,622
www.gqmagazine.co.uk
if you’re publishing a book with celebrity Circulation: 106,961 Readership: aimed at parents
E: firstname.surname@condenast.co.uk
Readership: aimed at women aged Copy deadlines: two months before publication
photos send it to the review team Circulation: 127,886
35-45 yrs, median age 49 yrs Readership: aimed at men aged 18-35 yrs
• Tap into the current agenda (e.g. for national
Copy deadlines: two weeks before publication Copy deadlines: three months before publication Junior Pregnancy & Baby
milk week, suggest a feature on milk- Quarterly parenting magazine
based beauty products to the style team) Glamour Grazia 2 Balcombe Street, London, NW1 6NW
Monthly women’s interest magazine Weekly women’s interest magazine T: 01689 899200
• heatworld.com is one of the most
6-8 Old Bond Street, London, W1S 4PH Endeavour House, 189 Shaftesbury www.juniormagazine.co.uk
viewed websites in the country; it has a T: 020 7499 9080 Avenue, London, WC2H 8JG E: firstname.surname@juniormagazine.co.uk
constant need for stories and material www.glamourmagazine.co.uk T: 020 7437 9011 Circulation: 12,856
E: firstname.surname@condenast.co.uk www.graziamagazine.co.uk
• Avoid calling Monday mornings (team Readership: aimed at parents
Circulation: 544,653 E: firstname.surname@emap.com
meetings) and Friday afternoons Copy deadlines: at least four
Readership: aimed at women aged 25-34 yrs Readership: 25-45 yrs, with a high disposable income months before publication
(final changes to copy) Copy deadlines: three months before publication Copy deadlines: one week before publication

Marie Claire
Good Housekeeping High Life
E: firstname.surname@emap.com Monthly women’s interest magazine
Monthly consumer magazine Monthly British Airways in-flight magazine
National Magazine House, 72 Broadwick The Blue Fin Building, 7th Floor, 110
Pegasus House, 37-43 Sackville
Street, London, W1F 9EP Southwark Street, London, SE1 0SU
Key contacts Street, London, W1S 3EH
T: 020 7439 5000 T: 020 7534 2400 T: 020 3148 5000
News desk: hannah.perry@emap.com www.marieclaire.co.uk
www.goodhousekeeping.co.uk www.cedarcom.co.uk
Style desk: jo.hoare@emap.com E: firstname.surname@natmags.co.uk E: firstname.surname@cedarcom.co.uk E: firstname_surname@ipcmedia.com
Features desk: lucy.cave@emap.com Circulation: 435,238 Circulation: 196,100 Circulation: 332,705
Readership: 88% female, 12% male, 40% 55+ yrs Readership: British Airways customers Readership: median age 33 yrs
Review team: cameron.edwards@emap.com
Copy deadlines: four months before publication Copy deadlines: two months before publication Copy deadlines: three months before publication
84 85
 Mizz New Woman (NW)
Top 10 consumer magazines Monthly consumer magazine Monthly women’s interest magazine Reveal
Coach & Horses Passage, The Pantiles, Endeavour House, 189 Shaftesbury Women’s weekly magazine produced by
1 Sky The Magazine: 7,034,310
Tunbridge Wells, TN2 5UJ Avenue, London, WC2H 8JG
National Magazines. Covers celebrities,
2 Sky Sports Magazine (UK): 4,362,228 T: 01892 500105 T: 020 7437 9011
www.paninionline.com www.nwdaily.co.uk real lives, lifestyle and TV
3 Sky Movies Magazine (UK Edition): 3,767,906
E: firstletteroffirstnamesurname@panini.co.uk E: firstname.surname@emap.com National Magazine House, 33 Broadwick
4 Asda Magazine: 2,805,052
Circulation: 61,781 Circulation: 126,805
Street, London, W1F ODQ
5 Tesco Magazine: 1,943,767 Readership: aimed at teenage girls Readership: professional females
6 The National Trust Magazine: 1,709,112 Copy deadlines: five-six weeks before publication aged 25-35yrs, median age 31 T: 020 7439 5000
Copy deadlines: two months before publication www.revealblog.co.uk
7 Sainsbury’s Fresh Ideas: 1,507,766
M&S Magazine
8 What’s on TV 1,422,486 Quarterly customer magazine Pick Me Up
9 TV Choice 1,391,774 7 St Martin’s Place, London, WC2N 4HA Weekly women’s interest magazine Circulation: 347,257
T: 020 7747 0700 The Blue Fin Building, 110 Southwark Readership: 94% female, 6%
10 The Somerfield Magazine 1,201,700
www.redwoodgroup.net Street, London, SE1 0SU
Magazine information taken from ABC: 01-Jan-2007 to male, 54% 15-24 yrs
E: firstname.surname@redwoodgroup.net T: 020 3148 5000
30-Jun-2007. Circulation figures are per issue.
Circulation: 1,250,000 www.pickmeupmagazine.co.uk Copy deadlines: Thursday morning –
Readership: M&S customers E: firstname.surname@ipcmedia.com celebrities, Friday morning – real life stories
Men’s Fitness Copy deadlines: two months before publication Circulation: 447,100

Readership: median age 33 yrs, 47% have children
Monthly men’s interest magazine Tips for charities
My Weekly Copy deadlines: six weeks before publication
30 Cleveland Street, London, W1T 4JD Weekly women’s interest magazine • Call first to ask if/when you can pitch
T: 020 7907 6000 80 Kingsway East, Dundee, DD4 8SL Prima
a story; follow up with a concise
T: 01382 223131 Monthly women’s interest magazine
www.mensfitnessmagazine.co.uk
www.twns.co.uk National Magazine House, 72 Broadwick e-mail to the commissioning editor
E: firstname_surname@dennis.co.uk E: firstletteroffirstnamesurname@dcthomson.co.uk Street, London, W1F 9EP • Most receptive to real life stories on Fridays
Circulation: 65,366 Circulation: 171,392 T: 020 7439 5000
• Read the magazine – Reveal journalists hate
Readership: 63% ABC1 male, median age 33 yrs Readership: 90% female, 10% male, www.prima.co.uk
37% live in south east England E: firstname.surname@natmags.co.uk it when charities don’t do their research
Copy deadlines: three months before publication
Copy deadlines: two months before Circulation: 300,025
publication, later if more newsworthy Readership: predominantly ABC1/C2 women
E: firstname.surname@acp-natmag.co.uk
Men’s Health aged 25-54 yrs, median age 48 yrs
New Statesman Copy deadlines: three months before publication
Monthly men’s interest magazine
Weekly current affairs magazine Key contacts
National Magazine House, 33 Broadwick New Statesman, 3rd Floor, 52 Grosvenor Radio Times
Editor: michael.butcher@acp-natmag.co.uk
Street, London, W1F ODQ Gardens, London, SW1W 0AU Weekly TV/radio listings magazine
T: 020 7730 3444 80 Wood Lane, London, W12 0TT Lifestyle editor: wendy.rigg@acp-natmag.co.uk
T: 020 7439 5000
www.newstatesman.com T: 0870 608 4455 Health reporter:
www.menshealth.co.uk E: firstname@newstatesman.co.uk www.radiotimes.com
rachel.cocker@acp-natmag.co.uk
E: firstname.surname@natmag-rodale.co.uk Circulation: 29,041 E: firstname.surname@bbc.co.uk
Readership: 71% male, 29% female, Circulation: 1,046,601 Fashion editor:
Circulation: 238,980
28% 25-34 yrs, 75% hold a degree Readership: 51% female, 49% male, TV/ ashling.mccloy@acp-natmag.co.uk
Readership: 88% male, 12% female, 34% 25-34 yrs Copy deadlines: back half – radio listeners, aimed at families
TV editor: becky.howard@acp-natmag.co.uk
Copy deadlines: three months before publication Wednesday, front half – Friday Copy deadlines: twelve days before publication

86 87
Reader’s Digest Sainsbury’s Magazine That’s Life
Monthly general interest magazine Pride Magazine Monthly customer magazine Weekly women’s interest magazine
11 Westferry Circus, Canary Wharf, London, E14 4HE Monthly consumer magazine covering real Sea Containers House, 20 Upper 3rd Floor, Academic House, 24-28
T: 020 7715 8000 Ground, London, SE1 9PD Oval Road, London, NW1 7DT
lives, serious features, celebrities and beauty T: 020 7241 8000
www.readersdigest.co.uk T: 020 7633 0266
Pride House, 55 Battersea Bridge www.bauer.co.uk
E: firstname.surname@readersdigest.co.uk www.7publishing.co.uk
E: firstname.surname@bauer.co.uk
Circulation: 712,815 Road, London, SW11 3AX E: firstname.surname@7publishing.co.uk
Circulation: 443,604
Readership: published worldwide in T: 020 7228 3110 Circulation: 347,437
Readership: aimed at young, mass market
50 editions and 21 languages Readership: Sainsbury’s customers
www.pridemagazine.com women with children, median age 38 yrs
Copy deadlines: three-four months before publication Copy deadlines: three months before publication Copy deadlines: six weeks before publication

Real People Circulation: 40,000 Spectator Top Santé Health & Beauty
Weekly women’s interest magazine Weekly current affairs magazine Monthly women’s interest magazine
Readership: aimed at women of
National Magazine House, 33 Broadwick 22 Old Queen Street, London, SW1H 9HP Greater London House, Hampstead
colour, predominantly ABC1 and
T: 020 7405 1706 Road, London, NW1 7EJ
Street, London, W1F ODQ
25-45 yrs, 50% degree holders www.spectator.co.uk T: 020 7437 9011
T: 020 7439 5000
Copy deadlines: two months before publication E: firstname.surname@spectator.co.uk www.brandnewme.co.uk
www.realpeoplemagazine.co.uk
Circulation: 73,204 E: firstname.surname@emap.com
E: firstname.surname@natmags.co.uk Circulation: 110,053
Readership: aimed at British journalists,
Circulation: 309,477 Tips for charities Readership: 84% female, predominantly 25-54 yrs
critics, authors and cartoonists
Readership: 94% female, 6% male, 30% 15-24 yrs Copy deadlines: three months before publication
• Best to send a press release and Copy deadlines: Wednesday morning for hard news
Copy deadlines: two-three months before publication
follow up with a phone call TV Quick
Sugar
Red • The beginning of the month is the best Weekly TV listings magazine
Monthly consumer magazine Academic House, 24-28 Oval Road, London, NW1 7DT
Monthly women’s interest magazine time to approach the magazine before 64 North Row, London, W1K 7LL T: 020 7241 8000
64 North Row, London, W1K 7LL
it meets to discuss the next issue T: 020 7150 7087 www.bauer.co.uk
T: 020 7150 7000
• Charities offering strong case studies www.sugarmagazine.co.uk E: firstname.surname@bauer.co.uk
www.redmagazine.co.uk
E: firstname.surname@sugarmagazine.co.uk Circulation: 224,799
E: firstname.surname@hf-uk.com are more likely to be featured
Circulation: 187,059 Readership: predominantly female, median age 46 yrs
Circulation: 225,053 • Catch their attention with an unusual angle Readership: aimed at teenage girls Copy deadlines: one month before publication
Readership: aimed at women aged 30-45 yrs Copy deadlines: three months before publication
on a national story that will surprise readers
Copy deadlines: three months before publication Woman
Take a Break Weekly women’s interest magazine
Saga Magazine E: firstname@pridemagazine.com Room 5-06, The Blue Fin Building, 110
Weekly women’s interest magazine
Weekly general interest magazine Southwark Street, London, SE1 0SU
4th Floor, Academic House, 24-28
T: 020 3148 5000
The Saga Building, Enbrook Park, Oval Road, London, NW1 7DT
Key contacts www.ipcmedia.com
Folkestone, CT20 1AZ T: 020 7241 8000
Editor: sherryadixon@aol.com E: firstname.surname@ipcmedia.com
T: 01303 771523 www.takeabreak.co.uk Circulation: 369,982
www.saga.co.uk Real lives: keysha@pridemagazine.com E: firstname.surname@bauer.co.uk Readership: aimed at women aged 25-54 yrs
E: firstname.surname@saga.co.uk Entertainment: cynthia@pridemagazine.com Circulation: 1,018,423 with children, median age 47 yrs, 51% employed,
Circulation: 659,104 Fashion and beauty: Readership: aimed at women aged 84% believe what they read in Woman
Readership: aimed at 50+ yrs 25-55 yrs with children Copy deadlines: eight weeks for pitching,
shevelle@pridemagazine.com
Copy deadlines: two months before publication Copy deadlines: five-six weeks before publication deadlines vary, two-week lead time

88 89
Woman’s Own Children and Young People Now
Weekly women’s interest magazine 04. Business, Trade Weekly trade magazine Community Care
and Sector Media
The Blue Fin Building, 110 Southwark Haymarket Professional Publications Ltd, 174 Weekly trade magazine for social workers
Street, London, SE1 0SU Hammersmith Road, Hammersmith, London, W6 7JP Quadrant House, The Quadrant,
T: 020 3148 5000 T: 020 8267 4707 Sutton, SM2 5AS
www.cypnow.co.uk
www.ipcmedia.com BMJ T: 020 8652 4886
Weekly medical journal E: firstname.surname@haymarket.com
E: firstname_surname@ipcmedia.com www.communitycare.co.uk
BMA House, Tavistock Square, London, WC1H 9JR Circulation: 18,000
Circulation: 344,765
T: 020 7387 4499 Readership: aimed at professionals working
Readership: aimed at women aged 25-54 yrs with with children, young people and their families Circulation: 53,627
www.bmjpg.com
children, median age 49 yrs, 50% employed Copy deadlines: Fridays Readership: aimed at social care
E: firstletteroffirstnamesurname@bmjgroup.com
Copy deadlines: eight weeks for pitching, Circulation: 123,792 professionals; readers spend an average
deadlines vary, two-week lead time Readership: aimed at doctors in the UK and abroad Creative Review of 45 minutes reading the magazine
Copy deadlines: depends on the story but Monthly trade magazine Copy deadlines: news – Mondays;
Zest latest Wednesday St Giles House, 50 Poland Street, London, W1V 4AX
features – one month before publication
Monthly women’s interest magazine T: 020 7970 6273
Broadcast www.creativereview.co.uk
National Magazine House, 72 Broadwick
Weekly trade magazine E: firstname.surname@centaur.co.uk Tips for charities
Street, London, W1F 9EP 33-39 Bowling Green Lane, London, EC1R 0DA Circulation: 15,934 • They prefer charities to e-mail an outline
T: 020 7439 5000 T: 020 7505 8000
Readership: aimed at graphic designers, of their story rather than send a press
www.zest.co.uk www.broadcastnow.co.uk
art directors, creative directors and release; they are happy for charities
E: firstname.surname@natmags.co.uk E: firstname.surname@emap.com
creatives at advertising agencies to follow this up with a phone call
Circulation: 102,261 Circulation: 10,585
Copy deadlines: one month before
Readership: 94% female, 6% male, 27% 25-34 yrs Readership: aimed at senior managers and • If your story is news related send it to the
staff in all sectors of broadcasting publication though no fixed deadline
Copy deadlines: three months before publication news editor at mithran.samuel@rbi.co.uk;
Copy deadlines: Wednesdays
Design Week if you have a feature idea send it
Campaign Weekly trade magazine to natalia.valios@rbi.co.uk
Weekly trade magazine St Giles House, 50 Poland Street, London, W1V 4AX • They like case studies that feature examples
Griffin House, 161 Hammersmith T: 020 7970 6666 of social work teams doing interesting things
Road, London, W6 8SD www.design-week.co.uk • They also like news of projects and social
T: 020 8267 4683 E: firstname.surname@centaur.co.uk workers working in new and innovative ways
www.brandrepublic.com/campaign Circulation: 8,074
E: firstname.surname@haymarket.com • They are most receptive to stories
Readership: design consultancies and design clients,
Circulation: 10,112 on Tuesdays and Wednesdays
70% graphics, 10% product design, 15% interiors
Readership: aimed at creative agencies, Copy deadlines: press releases – Fridays; • Read the magazine before pitching a story
media agencies and PRs breaking news – Mondays/Tuesdays to gauge the stories and angles they take
Copy deadlines: Tuesdays
Education Today E: firstname.surname@rbi.co.uk
Charity Times
Monthly education trade magazine
Bimonthly trade magazine
402 The Fruit & Wool Exchange, Datateam Publishing Ltd, London Key contacts
Brushfield Street, London, E1 6EP Road, Maidstone, ME16 8LY
News editor: mithran.samuel@rbi.co.uk
T: 020 7426 0424 T: 01622 687031
www.datateam.co.uk Web editor: clare.jerrom@rbi.co.uk
www.charitytimes.com
E: firstname.surname@charitytimes.com E: firstname.surname@datateam.co.uk Children’s editor: lauren.revans@rbi.co.uk
Circulation: 10,370 Circulation: 21,500 Reporter: simeon.brody@rbi.co.uk
Readership: aimed at professional Readership: aimed at head teachers, Reporter: anabel.unity.sale@rbi.co.uk
charity administrators personnel involved in buying products and Features: natalia.valios@rbi.co.uk
Copy deadlines: features – one month before services for the education sector Managing editor: mark.ivory@rbi.co.uk
publication; news – up until publication day Copy deadlines: one month before publication
90 91
Farmers Weekly Marketing Week
Weekly farming magazine Weekly trade magazine Times Educational Supplement (TES)
Quadrant House, The Quadrant, Sutton, SM2 5AS St Giles House, 50 Poland Street, London, W1F 7AX Weekly trade publication covering the world of primary, secondary and further education
T: 020 8652 4911 T: 020 7970 4000 Admiral House, 66-68 East Smithfield, London, E1W 1BX
www.fwi.co.uk www.marketingweek.co.uk T: 020 7782 3000
E: firstname.surname@rbi.co.uk E: firstname.surname@centaur.co.uk www.tes.co.uk
Circulation: 70,315 Circulation: 39,076
Readership: aimed at anyone working Readership: aimed at marketing, Circulation: 69,153
within the farming industry advertising and media professionals Readership: teachers, school governors, inspectors, advisers and government officials
Copy deadlines: Tuesdays for news Copy deadlines: Wednesdays
Copy deadlines: Tuesdays

GP Tips for charities

Media Week
Weekly newspaper • TES is not interested in higher education (Times Higher Education Supplement deals with this)
Haymarket Professional Publications Ltd, 174 Weekly trade magazine • They are looking for stories with a multi-agency approach and are concerned
Hammersmith Road, Hammersmith, London, W6 7JP 174 Hammersmith Road, London, W6 7JP with how school has a wider impact on children’s lives
T: 020 8267 4512 T: 020 8267 8032 • There is big demand for strong, unique and illustrative case studies
www.haymarket.com www.brandrepublic.com/mediaweek • There are regional editions of TES so Scottish and Welsh charities
E: firstname.surname@haymarket.com E: firstname.surname@haymarket.com would find it easier to pitch soft news to these
Circulation: 41,888 Circulation: 11,588 • They are very interested in any newly launched research – tell them about this in advance
Readership: aimed at GPs • With softer news, charities should approach TES at least eight days before publication
Readership: aimed at media professionals
Copy deadlines: three weeks before publication • If you are worried about embargoes, don’t! – TES journalists do respect them
dealing with advertising
• Press releases are best directed by e-mail to newsdesk@tes.co.uk
Health Service Journal Copy deadlines: Mondays
or contact the relevant journalist direct
Weekly trade magazine
Greater London House, Hampstead The Message E: firstname.surname@tsleducation.com
Road, London, NW1 7EJ Weekly BBC Radio 4 programme
T: 020 7874 0200 BBC Radio 4, Room G630, BBC TV Centre, Key contacts
www.hsj.co.uk Wood Lane, London, W12 7RJ Editor: karen.dempsey@tes.co.uk
E: firstname.surname@emap.com Deputy editor: wendy.berliner@tes.co.uk
T: 020 8624 9644
Circulation: 19,794 Assistant editor: jeremy.sutcliffe@tes.co.uk
www.bbc.co.uk/radio4/factual/themessage
Readership: aimed at managers from all News editor: frances.rafferty@tes.co.uk
E: firstname.surname@bbc.co.uk
disciplines and at all levels in the health sector Deputy news editor: michael.shaw@tes.co.uk
Copy deadlines: news – Mondays; features Subject: analysing the week’s media
Reporter: irena.barker@tes.co.uk
– three weeks before publication coverage and journalistic practices
Reporter: adi.bloom@tes.co.uk
Reporter: madeleine.brettingham@tes.co.uk
Hospital Doctor New Media Age Reporter: warwick.mansell@tes.co.uk
Weekly trade magazine Weekly interactive media magazine News desk assistant: georgia.laird@tes.co.uk
Quadrant House, The Quadrant, Sutton, SM2 5AS St Giles House, 50 Poland Street, London, W1F 7AX TES magazine editor: wendy.berliner@tes.co.uk
T: 020 8652 8763 TES magazine deputy editor: clare.dean@tes.co.uk
T: 020 7970 4845
www.hospital-doctor.net FE Focus editor: ian.nash@tes.co.uk
www.nma.co.uk
E: firstname.surname@rbi.co.uk FE Focus news editor: steve.hook@tes.co.uk
Circulation: 37,207 E: firstname.surname@centaur.co.uk
FE Focus news reporter: joseph.lee@tes.co.uk
Readership: circulated free to all hospital doctors, Circulation: 6,600
TES Cymru editor: nicola.porter@tes.co.uk
read by 65% of all doctors and 71% of all consultants Copy deadlines: pitching – Monday
TES website community editor: gail.robinson@tes.co.uk
Copy deadlines: Wednesdays mornings; copy – Tuesdays

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New Scientist The TV Show Catholic Times

05. Ethnic Media

Weekly trade magazine Monthly Channel 4 television programme Weekly broadsheet newspaper
Lacon House, 84 Theobald’s Princess Productions, Whiteley’s Centre, 1st Floor, St James’s Buildings, Oxford
Road, London, WC1X 8NS 151 Queensway, London, W2 4SB
Street, Manchester, M1 6FP
T: 020 7611 1200 T: 020 7985 1985 Asian News
www.channel4.com/interact/viewfinder T: 0161 488 1700
www.newscientist.com Online newspaper
E: firstname.surname@newscientist.com E: thetvshow@princessTV.com or www.catholic-times.co.uk
Observer Buildings, Drake Street,
Circulation: 178,854 firstname.surname@princesstv.com E: firstname.surname@totalcatholic.com
Rochdale, OL16 1PH
Readership: 72% male, 28% female, 34% Subject: feedback programme in which viewers Circulation: 23,000
get to have their say about Channel 4 T: 01706 357086
professional scientists, 22% graduates in Readership: aimed at Catholic professionals
and broadcasting in general www.theasiannews.co.uk
non-science careers, 31% students Copy deadlines: Wednesdays
E: asiannews@gmwn.co.uk
Copy deadlines: news pages – Fridays
VolResource Circulation: 24,000
Online resource for charity workers Readership: aimed at the ethnic minority Jewish Chronicle
Nursing Times
25 Willow Grove, Malvern, Worcestershire, WR14 2SE audience in the north west Weekly Jewish newspaper
Weekly nursing magazine
T: 070 9235 7720 Copy deadlines: rolling 25 Furnival Street, London, EC4A 1JT
Greater London House, Hampstead
www.volresource.org.uk
Road, London, NW1 7EJ T: 020 7415 1500
E: webinfo@volresource.org.uk Asian Times Online
T: 020 7874 0502 www.thejc.com
Audience: aimed at charity workers and includes Website
www.nursingtimes.net E: firstnamesurname@thejc.com
newsletters, events, briefings, advice and news pages Unit 2-3, Whitechapel Technology Centre,
E: firstname.surname@emap.com
65 Whitechapel Road, London, E1 1DU Circulation: 33,441
Circulation: 48,388
VS Magazine Readership: aimed at the Jewish community
Readership: nurses, midwives and health T: 020 7650 2000
Monthly trade magazine
visitors of all grades and specialties www.asiantimesonline.co.uk Copy deadlines: Fridays
Regent’s Wharf, 8 All Saints Street, London, N1 9RL
Copy deadlines: Wednesdays T: 020 7520 2467 E: 020 7650 2000
www.vsmagazine.org Readership: aimed at the UK Asian community The Muslim News
Regeneration and Renewal E: firstname.surname@vsmagazine.org Copy deadlines: rolling Monthly newspaper
Weekly trade magazine Circulation: 4,500 PO Box 380, Harrow, HA2 6LL
174 Hammersmith Road, London, W6 7JP Readership: membership magazine for the BBC Asian Network T: 020 8863 8586
T: 020 8267 4381 NCVO, direct mails 5,000 senior people in National radio station
www.regen.net www.muslimnews.co.uk
not-for-profit organisations each month 9 St Nicholas Place, Leicester, LE1 5LB
E: firstname.surname@haynet.com Copy deadlines: one month before publication E: firstname@muslimnews.co.uk
T: 0116 251 6688
Circulation: 15,586 www.bbc.co.uk/asiannetwork Circulation: 27,000
Readership: aimed at people with an E: firstname.surname@bbc.co.uk Readership: aimed at the Muslim community
environmentally conscious view of architecture Copy deadlines: rolling
Audience: 476,000 per week, broadcast
Copy deadlines: Wednesdays
across the UK on digital radio
Output includes: Silver Street (daily drama), The The Muslim Weekly
Third Sector
Wrap (news bulletin), plus music and talk/debate Weekly newspaper
Weekly trade magazine
Haymarket Professional Publications, 174 117 Whitechapel Road, London, E1 1DT
Caribbean Times
Hammersmith Road, London, W6 7JP T: 020 7377 1919
T: 020 8267 4955 Weekly newspaper
www.themuslimweekly.co.uk
www.thirdsector.co.uk 65 Whitechapel Road, London, E1 1DU
E: editor@themuslimweekly.com
E: firstname.surname@haynet.com T: 020 7650 2000
www.caribbeantimes.co.uk Circulation: 50,000
Circulation: 13,354
E: firstname@newnation.co.uk Readership: 62% male, 38% female, seven out of
Readership: aimed at voluntary sector
middle to senior management Circulation: 25,000 ten readers believe The Muslim Weekly is the voice
Copy deadlines: Mondays for Readership: aimed at the Caribbean community of the UK Muslim community, 74% below 44 yrs
news, earlier for features Copy deadlines: Wednesdays Copy deadlines: Wednesdays
94 95
New Nation The Press Association (PA)
Weekly newspaper Eastern Eye 06. Press and The Press Association is the national news

Photo Agencies
Whitechapel Technology Centre, 65 Britain’s only tabloid newspaper aimed agency of the UK and Ireland. It produces news
Whitechapel Road, London, E1 1DU at Asians: it includes news, features, constantly, which is wired to UK journalists.
T: 020 7650 2000
entertainment, jobs, sports and more PA News Centre, 292 Vauxhall Bridge
www.newnation.co.uk Community Newswire
E: firstname@newnation.co.uk 65 Whitechapel Road, London, E1 1DU Road, London, SW1V 1AE
Web-based service run by the Media Trust T: 020 7963 7000
Circulation: 6,108 T: 020 7650 2000
Readership: aimed at the Afro-Caribbean that enables charities to get their press www.pressassociation.co.uk
www.ethnicmedia.co.uk
community in the UK releases distributed free via the Press E: firstname.surname@pressassociation.co.uk
Copy deadlines: Thursdays/Fridays Association’s wire service, reaching hundreds Key contacts: multimedia editor:
Circulation: 20,844
Readership: second- and third-generation of newsrooms across the country. john.angeli@pressassociation.co.uk; consumer
The Tablet
British Asians, mainly 16-40 yrs, 70% T: 020 7874 7610 affairs: louise.barnett@pressassociation.co.uk;
Weekly magazine
1 King Street Cloisters, Clifton Walk, London, W6 0QZ ABC1, 62% graduate level or above www.communitynewswire.org reporter: david.barrett@pressassociation.co.uk;
T: 020 8748 8484 city editor: graeme.evans@pressassociation.co.uk;
Copy deadlines: Mondays
www.thetablet.co.uk Foresight News health: jane.kirby@pressassociation.co.uk
E: firstletteroffirstnamesurname@thetablet.co.uk Forward planning service offering journalists
Circulation: 23,636 Tips for charities
and PRs daily alerts about UK events. Also PA Photos
Readership: predominantly concerned • Press releases get lost, so always
offers a hard copy forward planning diary every The Press Association’s photo agency. You
with church affairs, but broader readership follow with a phone call
Monday to newsrooms. Submit information can commission PA photographers as well
due to national outlook and features • Take time to think about a news hook, for
Copy deadlines: Tuesdays as submit your own news-related photos for
example Eastern Eye has a women’s page about your event via their website.
syndication to newsrooms across the UK.
so any charities working with Asian women Dragon Court, 27-29 Macklin
Travellers Times T: 0115 8447 479
could put them forward as case studies Street, London, WC2B 5LX
Quarterly magazine www.paphotos.com
The Rural Media Company, Sullivan House, • The publication has a young readership T: 020 7190 7788
www.pa-photocall.com
72-80 Widemarsh Street, Hereford, HR4 9HG and they are keen to feature celebrities www.foresightnews.co.uk
E: firstname.surname@pressassociation.co.uk
T: 01432 344039 E: firstname.surname@foresightnews.co.uk
that appeal to this market; with this
www.travellerstimes.org.uk
in mind, try to get Asian celebrities Reuters
E: firstnamefirstletterofsurname@ruralmedia.co.uk
to comment on current issues Getty Images News agency providing global information
Circulation: 21,000
Readership: aimed at Gypsies and Travellers • They are very open to charity stories so don’t Global picture agency supplying photographs to to financial services, media and corporate
and those who work with them hesitate to get in touch with a good story national/international media. Submit photos by markets via a wire service.
Copy deadlines: depends on story, latest e-mail to nsesubmissions@gettyimages.com The Reuters Building, South Colonnade,
one month before publication
E: firstname@easterneyeuk.co.uk 116 Bayham Street, London, NW1 0AG Canary Wharf, London, E14 5EP
T: 0800 376 7981 T: 020 7250 1122
The Voice
Weekly newspaper Key contacts www.gettyimages.com www.reuters.com
8th Floor, Bluestar House, 234-244 Editor: hamant@easterneyeuk.co.uk E: firstname.surname@gettyimages.com E: firstname.surname@reuters.com
Stockwell Road, London, SW9 9UG Senior reporter: aditi@easterneyeuk.co.uk Key contacts: home affairs correspondent:
T: 020 7510 0340 Rex Features luke.baker@reuters.com; reporter for foreign
Show business editor:
www.voice-online.co.uk exchange: veronica.brown@reuters.com;
azjad@easterneyeuk.co.uk Independent photographic UK press
E: firstname.surname@gvmedia.co.uk
agency. Submit photos for distribution to national news reporter: paul.casciato@reuters.com;
Circulation: 20,000 Showbiz journalist::
Readership: 55% female, 90% Afro- newsrooms to photogs@rexfeatures.com entertainment reporter:
gouri@easterneyeuk.co.uk
Caribbean, 74% 18-34 yrs T: 020 7278 7294 mike.collett-white@reuters.com;
Sports reporter: zohaib@easterneyeuk.co.uk
Copy deadlines: Fridays www.rexfeatures.com science reporter: michael.kahn@reuters.com

96 97
 BBC Daytime BBC News 24 CBeebies

07. Television Television department Continuous news TV channel

1st Floor, BBC TV Centre, Wood
Television channel
BBC White City, 201 Wood Lane, London, W12 7TS Room N102, BBC Elstree Centre, Clarendon
T: 020 8743 8000 Lane, London, W12 7RJ
Road, Borehamwood, Herts, WD6 1JF
T: 020 8624 9141
Television Broadcasters www.bbc.co.uk/commissioning T: 020 8228 7406
www.bbc.co.uk/bbcnews24
E: firstname.surname@bbc.co.uk www.bbc.co.uk/cbeebies
E: firstname.surname@bbc.co.uk
BBC TV Controller of Daytime: Emma Swain
Controller: Kevin Bakhurst E: firstname.surname@bbc.co.uk
National television network Output includes: Animal 24:7, Bargain Planning desk: uknewsplan@bbc.co.uk Creative director: Michael Carrington
BBC Television Centre, Wood Lane, London, W12 7RJ Hunt, The Weakest Link Output includes: HARDtalk, Head 2 Head, Straight Talk
T: 020 8743 8000
Channel 4
www.bbc.co.uk BBC Documentaries and Contemporary Factual BBC Specialist Factual
E: firstname.surname@bbc.co.uk Television channel
Television department Television department
Director General: Mark Thompson Room 2156, BBC White City, 201 124 Horseferry Road, London, SW1P 2TX
BBC White City, 201 Wood Lane, London, W12 7TS
Director, BBC Vision: Jana Bennett Wood Lane, London, W12 7TS T: 020 7396 4444
T: 020 8743 8000
BBC 1 controller: Jay Hunt T: 020 8752 5241 www.channel4.co.uk
www.bbc.co.uk/commissioning
BBC 2 controller: Roly Keating www.bbc.co.uk/commissioning E: firstletteroffirstname.surname@channel4.co.uk
E: firstname.surname@bbc.co.uk
BBC 3 controller: Danny Cohen E: firstname.surname@bbc.co.uk Chief executive: Andy Duncan
Commissioning editor: Richard Klein
BBC 4 controller: Janice Hadlow Commissioner: Emma Swain
Output includes: Who Do You Think You Are?, Director of television and content: Kevin Lygo
Controller, children’s: Richard Deverell Output includes: Fight For Life, Horizon, The Money
Women’s Institute, Brilliant Young Minds Head of Channel 4: Julian Bellamy
Programme, Andrew Marr’s History of Modern Britain
Commissioning and output information: Head of daytime: Adam MacDonald
www.bbc.co.uk/commissioning
BBC Factual Features BBC World Head of documentaries: Angus Macqueen
Television department International television channel Head of E4: Angela Jain
BBC Arts, Music, Performance and Religion
BBC White City, 201 Wood Lane, London, W12 7TS Room 2524, BBC Television Centre, Head of education: Janey Walker
Television department Wood Lane, London, W12 7RJ
T: 020 8743 8000 Head of factual entertainment: Andrew Mackenzie
Room 2156, BBC White City, 201 T: 020 8624 9478
www.bbc.co.uk/commissioning Head of More4: Peter Dale
Wood Lane, London, W12 7TS www.bbcworld.com
E: firstname.surname@bbc.co.uk Head of specialist factual: Hamish Mykura
T: 020 8743 8000 E: firstname.surname@bbc.co.uk
Commissioning editor: Ben Gale Head of news and current affairs: Dorothy Byrne
www.bbc.co.uk/commissioning Planning producer: driss.mekkaoui@bbc.co.uk
Output includes: Street Doctor, Freaky Commissioning and output information:
E: firstname.surname@bbc.co.uk Output includes: Our World, HARDtalk
Eaters, Baby Borrowers
Commissioner: Adam Kemp www.channel4.com/corporate/4producers
Output includes: Imagine, Songs CBBC
of Praise, Culture Show BBC News Television channel
Channel 4 News
Radio and television department PO Box 8999, London, W12 6WR
National news programme
BBC News Planning Desk, BBC TV Centre, T: 020 8743 8000
BBC Current Affairs ITN, 200 Grays Inn Road, London, WC1X 8XZ
Wood Lane, London, W12 7RJ www.bbc.co.uk/cbbc
Television department
E: firstname.surname@bbc.co.uk T: 020 7430 4601
Room 1172, BBC White City, 201 T: 020 8624 9001
Creative director: Anne Gilchrist www.channel4.com/news
Wood Lane, London, W12 7TS www.bbc.co.uk/news
E: firstname.surname@bbc.co.uk E: firstname.surname@itn.co.uk
T: 020 8752 7005 CBBC Scotland
World news forward planning: or news@channel4.com
www.bbc.co.uk/commissioning Television channel
E: firstname.surname@bbc.co.uk worldnewsplan@bbc.co.uk Editor: Jim Gray
Room E1012, BBC Scotland, 40 Pacific
Head of radio current affairs: Gwyneth Williams UK news forward planning (TV and Radio): Quay, Glasgow, G51 1DA Forward planning: Yvette Edwards
Head of TV current affairs: George Entwistle uknewsplan@bbc.co.uk T: 0141 338 2012 Output includes: Channel 4 News at Noon, More4
Output includes: Panorama, Question Time, Working Output includes: BBC Breakfast, www.bbc.co.uk/cbbc News (more4news@channel4.com),
Lunch, File on Four, From Our Own Correspondent One O’clock News, Six O’clock News E: firstname.surname@bbc.co.uk Channel 4 News (7pm)
98 99
FIVE ITV News Group Television Production Darlow Smithson Productions
Television channel ITV’s national and international news output Companies T: 020 7482 7027
22 Long Acre, London, WC2E 9LY ITN, 200 Grays Inn Road, London, WC1X 8HF www.darlowsmithson.com
T: 020 7550 5555 T: 020 7430 4210 At It Productions E: Tom Brisley (creative director),
www.five.tv T: 020 8964 2122 tom.brisley@darlowsmithson.com
www.itv.com/news
www.atitproductions.com Output: producers of Falling Man (Channel 4),
E: firstname.surname@five.tv E: firstname.surname@itn.co.uk
E: firstname.surname@atitproductions.com Waco (Channel 4), The Fight for Baghdad (FIVE),
Chief executive: Jane Lighting Editor-in-chief of ITV News: David Mannion Output: producers of Emergency Planet What We Still Don’t Know (Channel 4)
Managing director, content: Lisa Opie ITV News editor: Deborah Turness Earth (Channel 4), The Girl Who Lives in The
Senior programme controller (news, current Forward planning: itvplanning@itn.co.uk Dark (Sky One), Confessions of a Teenage Diverse
affairs and documentaries): Chris Shaw Output includes: ITV Evening News, Drag Queen (BBC 3), T4 (Channel 4) T: 020 7603 4567
Director of children’s programmes: Nick Wilson ITV Local News, ITV Lunchtime News www.diverse.tv
Science: Robi Dutta and Sue Davidson Betty
E: Ed Crick (head of development), ed.crick@diverse.tv;
Controller of history: Alex Sutherland T: 020 7290 0660
Sky (Sky One, Sky Two, Sky Three) Roy Ackerman (creative director),
www.betty.co.uk
Head of features: Alex Menzies Commercial television network roy.ackerman@diverse.tv
E: Richard Evans (head of development),
Controller for factual entertainment: Steve Gowans Output: producers of Last Chance Kids (Channel 4),
BSkyB, 6 Centaurs Business Park, richard.evans@betty.co.uk
Commissioning and output information: Beyond Boundaries (BBC 2), Mission Africa (BBC 1),
Grant Way, Isleworth, TW7 5QD Output: producers of Let’s Talk Sex (Channel 4),
www.five.tv/aboutfive/producersnotes/controller Ballet Changed My Life (Channel 4).
T: 020 7705 3000 Only Human: Truly Madly Deeply (Channel 4),
Breaking Up with the Joneses (Channel 4),
www.skyone.co.uk Endemol UK
FIVE News Arrange Me a Marriage (BBC 2)
E: firstname.surname@bskyb.com T: 0870 333 1700
National news programme
Controller: Richard Woolfe Brook Lapping Productions www.endemoluk.com
Sky News, Unit 1, Grant Way, Isleworth, TW7 5QD
Commissioning editor, specialist factual T: 020 7428 3100 E: Richard Osman (creative director),
T: 020 7800 2705
and factual entertainment: Emma Read www.brooklapping.com richard.osman@endemoluk.com
www.five.tv/news
Commissioning editor, factual: Andrew O’Connell E: info@brooklapping.com Output: producers of Big Brother (Channel 4),
E: firstname.surname@bskyb.com Output: producers of Geldof in Africa (BBC 1), Deal or No Deal (Channel 4), Animal Park (BBC 1),
Commissioning editor, entertainment and
Editor: David Kermode A Nasty Case of the Vapours (BBC Radio 4), Blog Wars Restoration Village (BBC 2)
factual entertainment: Steve Jones
Forward planning: Angela Boon (BBC 4), The Rise and Fall of Tony Blair (Channel 4)
Commissioning and output information:
Output includes: Your News, lunchtime Films of Record
www.skyone.co.uk/commissioning Cactus TV
bulletin (11.30am), early evening T: 020 7286 0333
(5.30pm), evening edition (7pm) T: 020 7091 4900 www.filmsofrecord.com
Sky News www.cactustv.co.uk E: Nick Poyntz (head of development),
Continuous news TV channel E: firstname.surname@cactustv.co.uk
ITV Network (ITV1, ITV2, ITV3, ITV4 CiTV) nickp@filmsofrecord.com
Output: producers of Richard & Judy
Commercial television network BSkyB, 6 Centaurs Business Park, Output: producers of Feltham Sings (Channel 4),
(Channel 4), Saturday Kitchen (BBC 1)
200 Grays Inn Road, London, WC1X 8HF Grant Way, Isleworth, TW7 5QD My Heart Belongs to Dad (BBC 2), What Killed
T: 020 7705 3000 My Dad? (BBC 1), Teen Mum School (BBC 2)
T: 020 7843 8000 Celador Productions
www.itv.com www.news.sky.com T: 020 7240 8101
www.celadorproductions.com Firefly Film & TV Productions
E: firstname.surname@itv.com E: firstname.surname@bskyb.com
E: Murray Boland (head of factual entertainment), T: 020 7033 2300
ITV director of television: Simon Shaps or news@sky.com
mboland@celador.co.uk; Liz Anstee (head of radio), www.fireflyproductions.tv
Director of factual and daytime: Alison Sharman Head of Sky News: John Ryley
lanstee@celador.co.uk E: Sanjay Singhal (creative director),
Director of entertainment and comedy: Paul Jackson Sky News website: newsonline@bskyb.com sanjaysinghal@fireflyproductions.tv
Output: producers of You Are What You Eat
Director of news and sport: Mark Sharman Forward planning: news.plan@bskyb.com (Channel 4), Turn Back Your Body Clock Output: producers of Going Cold Turkey (Channel 4),
Commissioning and output information: Output includes: Live at Five, (Channel 4), Who Wants to be a Millionaire? Sex, Lice and Videotape (BBC 3),
www.itv.com/aboutitv/commissioning-production Sky News at Ten, Jeff Randall Live (ITV), It’s Been a Bad Week (BBC Radio 2) Love and Money (Channel 4)

100 101
Fresh One Productions Mentorn Oxford Film and Television Shine
T: 020 7017 0768 T: 020 7258 6700 T: 020 7483 3637 T: 020 7985 7000
www.fremantlemedia.com www.oftv.co.uk www.shinelimited.com
E: Zoe Collins (executive producer), www.mentorn.co.uk
E: Dan Goldsack (head of development); E: Patrick Forbes (head of documentaries), E: Sara Brailsford (head of features),
firstname@freshone.tv
Output: producers of Jamie’s School Dinners patrick.forbes@oftv.co.uk sara.brailsford@shinelimited.com
Dan Barraclough (head of factual entertainment);
(Channel 4), Oliver’s Twist (Channel 4), Output: producers of The Man Who Output: producers of Classical Star (BBC 2),
Malcolm Clark (creative director: specialist factual),
Jimmy’s Farm (BBC 2) Swears He’s Normal (FIVE), The National Build A New Life in the Country (FIVE),
firstletteroffirstnamesurname@mentorn.tv
Trust (BBC 2), Gifted (Channel 4) One Year to Pay Off Your Mortgage (Channel 4)
Hat Trick Productions Output: producers of Question Time (BBC 1),
T: 020 7434 2451
The Boy Who Gave Birth to His Twin (Channel 4), Princess Productions Silver River
www.hattrick.com
E: info@hattrick.com Dispatches: Beslan (Channel 4) T: 020 7985 1985 T: 020 7307 2720
Output: producers of Have I Got News For You? www.princesstv.com www.silverriver.tv
(BBC 1), The Kumars at No. 42 (BBC 1) E: firstname.surname@princesstv.com E: Deborah O’Connor (head of development),
Monkey
T: 020 7749 3110 Output: producers of The Big Art Project deborah.oconnor@silverriver.tv
ITN Factual
T: 020 7430 4511 (Channel 4), The Wright Stuff (FIVE), Output: producers of Bringing Up Baby (Channel 4),
www.monkeykingdom.com
www.itn.co.uk/factual Doctor Doctor (FIVE) Millionaires’ Mission (Channel 4),
E: Jo Pilkington (executive producer/head of
E: Philip Armstrong-Dampier (head of ITN Factual), The Fat Man’s Warning (Channel 4)
itn.factual@itn.co.uk factual development), jop@monkeykingdom.com or
Prospect Pictures
Output: producers of Iraq: The Women’s info@monkeykingdom.com T: 020 7636 1234 Talkback Thames Productions
Story (Channel 4), The First Head Transplant
Output: producers of House of Obsessive www.prospect-uk.com T: 020 7861 8000
(FIVE), Force of Nature (Channel 4)
Compulsives (Channel 4), House of Agoraphobics E: Todd Austin (creative director), www.talkbackthames.tv
IWC Media (Channel 4), Trapped by my Twin (Channel 4) todd.austin@prospect-uk.com E: Camilla Lewis (head of factual features),
T: 0141 353 3222 or info@prospect-uk.com camilla.lewis@talkbackthames.tv
www.iwcmedia.couk
North One Output: producers of Fight Cancer (BBC 1), Output: producers of The Apprentice (BBC 1),
E: Hamish Barbour (creative director),
hamish.barbour@iwcmedia.co.uk T: 020 7502 6000 Cholesterol Check (BBC 1), The Unteachables (Channel 4),
Output: producers of Manic Depression Take Away My Take Away (Channel 4) Kids Behind Bars (Channel 4)
www.northonetv.com
(BBC 2), Relocation Relocation (Channel 4),
No Sex Please We’re Teenagers (BBC 2) E: Tina Flintoff (head of development),
RDF Television Tiger Aspect Productions
tina.flintoff@northonetv.com or
T: 020 7013 4000 T: 020 7434 6700
Landmark Films development@northonetv.com www.rdftelevision.com www.tigeraspect.co.uk
T: 01865 297220
Output: producers of The Singing Estate (FIVE), E: Teresa Watkins (creative director: development), E: Charles Brand (director of specialist factual),
www.landmarkfilms.com
E: Sara Kalim (head of development), Taking Care of the Kids (Channel 4), teresa.watkins@rdfmedia.com charlesbrand@tigeraspect.co.uk
sara@landmarkfilms.com Battered Husbands (FIVE). Output: producers of The Secret Millionaire Output: producers of The Retreat (BBC 2),
Output: producers of Strangest Hotel in Britain (Channel 4), Wife Swap (Channel 4), Diet Doctors (FIVE), The Enforcers (BBC 1),
(Channel 4), Sleep Clinic (BBC 1),
Optomen The Truth About Binge Drinking (ITV1) Virgin Diaries (MTV)
Animal Addicts (Channel 4)
T: 020 7967 1234
Love Productions September Films Touch Productions
www.optomen.com
T: 0202 212 9088 or 020 7497 4076 T: 020 8563 9393 T: 01225 484666
www.loveproductions.co.uk E: Jon Swain (head of development),
www.septemberfilms.com www.touchproductions.co.uk
E: Richard McKerrow (creative director), jon.swain@optomen.com E: Sheldon Lazarus (creative director: factual), E: info@touchproductions.co.uk
firstname.surname@loveproductions.co.uk
Output: producers of Making Slough Happy firstnamesurname@septemberfilms.com Output: producers of Separating Twins (BBC 1),
Output: producers of Baby Borrowers (BBC 3),
Filthy, Rich and Homeless (BBC 3), (BBC 2), Anatomy of Disgust (Channel 4), Output: producers of Boys Joined at the Head (FIVE), Flying Soldiers (BBC 1), Rescue (Channel 4),
Pramface Mansion (BBC 3) Ramsay’s Kitchen Nightmares (Channel 4) Weighing In (BBC 1), Neighbours from Hell (ITV1) The Human Footprint (Channel 4)

102 103
Twofour Productions
T: 020 7438 1800 08. Radio BBC Radio 2 Woman’s Hour
National radio station A core BBC Radio 4 programme covering
www.twofour.co.uk
Henry Wood House, Langham anything from cookery to female racing
E: Bernard Periatambee Place, London, W1A 1AA drivers and human rights; increasing in
(development executive), Top 10 national radio stations T: 020 8743 8000
popularity especially amongst men
www.bbc.co.uk/radio2
bernard.periatambee@twofour.co.uk 1 BBC Radio 2 BBC Radio 4, Room 5015, Broadcasting
E: firstname.surname@bbc.co.uk
Output: producers of Life Begins Again (Channel 4), 2 BBC Radio 1 Output: hosts include Terry Wogan, Steve House, London, W1A 1AA
Watch Us Grow (Teachers’ TV), 3 BBC Radio 4 Wright and Jonathan Ross. Shows include T: 020 7765 5241
Beat: Life on the Street (ITV1) 4 Classic FM a mixture of entertainment, music and www.bbc.co.uk/radio4/womanshour/
5 BBC Radio Five Live (inc Sports Extra) current affairs. Programmes include the
daily Jeremy Vine Show (12-2pm). Broadcast times: 10-11am Monday-Friday
Wall to Wall 6 Heart (network)
7 Magic (network)
T: 020 7485 7424 BBC Radio 3
Tips for charities
8 Galaxy (network) National radio station
www.walltowall.co.uk • Ideas for stories to be featured a few weeks
9 TalkSPORT Room 4119, Broadcasting House, London, W1A 1AA
E: Gavin Rota (head of development), T: 020 7765 4928 ahead are presented at planning meetings
10 Kiss
development@walltowall.co.uk or www.bbc.co.uk/radio3 held on Monday afternoons. One or two slots
Audience reach information taken from www.rajar.co.uk,
gavin.rota@walltowall.co.uk E: firstname.surname@bbc.co.uk are usually left open for the week ahead
for period ending September 2007.
Output: a mixture of drama, music and current • Programmes are usually planned
Output: producers of Who Do You Think You Are?
affairs. Programmes include Afternoon on 3,
at least one week in advance
(BBC 1), Against All Odds, Child Genius (Channel 4) BBC Asian Network Artist Focus, Between the Ears and Breakfast.
• Try to give your story a peg, i.e. an event,
National radio station
BBC Radio 4 book release or occurrence that is taking
Windfall Films 9 St Nicholas Place, Leicester, LE1 5LB
National radio station place at the time of broadcasting
T: 020 7251 7676 T: 0116 251 6688
Room 4119, Broadcasting House, London, W1A 1AA • When coming up with a story idea/angle to
www.windfallfilms.com www.bbc.co.uk/asiannetwork T: 020 8624 9644 pitch think of what Woman’s Hour listeners
E: Emily Roe (head of development), E: firstname.surname@bbc.co.uk www.bbc.co.uk/radio4 will find inspiring, interesting and unique
Output: reaches 476,000 people each week E: firstname.surname@bbc.co.uk
emily@windfallfilms.com • Use the Woman’s Hour website to listen to
Output: current affairs and drama focused,
and is broadcast across the UK on digital radio. past programmes for ideas, angles and style
Output: producers of You’re Not Splitting Radio 4 includes programmes such as
Programmes include daily drama Silver Street, The The Archers, Today, Woman’s Hour, In Our • It’s also worth responding to the programme
Up My Family (Channel 4), My Brilliant
Wrap (news bulletin), plus music and talk/debate. Time, You and Yours, Money Box Live on its website message board and the
Brain (FIVE), Absolute Zero (BBC 4)
‘Send your views’ e-mail service
BBC Radio 1/1xtra BBC Radio Five Live
Zig Zag Productions National radio station E: firstname.surname@bbc.co.uk
National radio station
T: 020 7017 8755 Room 1605, BBC Television Centre,
Yalding House, 152-156 Great Portland
www.zigzag.uk.com Wood Lane, London, W12 7RJ Key contacts
Street, London, W1N 4DJ
E: Ben Paul (head of development), T: 020 8624 9506 Editor: jill.burridge@bbc.co.uk
T: 020 7765 4419
www.bbc.co.uk/radio5live Deputy editor: kate.murphy@bbc.co.uk
production@zigzag.uk.com www.bbc.co.uk/radio1
E: firstname.surname@bbc.co.uk Producer: nicola.swords@bbc.co.uk
Output: producers of Adopt a Granny/Grandpa E: firstname.surname@bbc.co.uk Output: includes sport, news, weather, current affairs
Producer: victoria.brignell@bbc.co.uk
(Channel 4), MacIntyre’s Toughest Towns (FIVE), Output: mainly music focused chat shows by DJs and travel. Programmes include Drive, Five Live
Reporter: anna.mcnamee@bbc.co.uk
The Woman with 7 Personalities (FIVE) such as Chris Moyles, Vernon Kay and Sara Cox Sport, the Victoria Derbyshire Show and Fighting Talk.

104 105
BBC World Service
International radio station BBC Jeremy Vine Today
Bush House, The Strand, London, WC2B 4PH Daily BBC Radio 2 current
BBC Radio 4’s influential breakfast show, covering breaking news and
affairs discussion show
T: 020 7240 3456 featuring interviews and debates with newsmakers
BBC Radio 2, Henry Wood
www.bbc.co.uk/worldservice
House, London, W1A 1AA BBC Radio 4, Room G630, BBC TV Centre, Wood Lane, London, W12 7RJ
E: firstname.surname@bbc.co.uk
T: 020 7765 5360 T: 020 8624 9644
Output: a mixture of news and current affairs, www.bbc.co.uk/radio2/shows/vine/
business, health, science, technology and www.bbc.co.uk/radio4/today/
entertainment features from around the world Broadcast times: 12-2pm every weekday
Broadcast times: weekdays 6-9am, Saturdays 7-9am. Lead stories feature at 7am, 7.30am and 8.10am
4radio Tips for charities Presenters: John Humphrys, Edward Stourton, Sarah Montague, James Naughtie, Evan Davis
Online radio station • Don’t be afraid to call and offer
and Carolyn Quinn
124 Horseferry Road, London, SW1P 2TX to talk on the show if you have a
T: 020 7396 4444 credible contribution to make
• The website is updated approx 10.30am Tips for charities
www.channel4radio.com
each day, so if you see something on
E: Bob Shennan, director of radio • A good opportunity for faith-based charities could be the regular Thought for the
there to comment on get in touch ASAP
Output: 4Radio is launching ten national digital Day slot (7.45am) featuring faith-based reflections on current issues
• If you hear a story they are running
stations in 2008. Channel 4 Radio will be a speech • Send stories at any point during the day or week. Send less urgent news to forward planning
during the show then it’s not too late!
based station for 30-54 year olds. Current online Call and offer a comment but don’t use • Do your research – it annoys journalists when PR people don’t understand the programme’s format
output includes news and current affairs, music, the opportunity purely for a plug
• Journalists work on shifts of three consecutive twelve-hour days
documentary and entertainment programmes. • If you say your charity’s name you’ll
often be put through to the studio • At 11am each day, the day team meets to discuss the following day’s
Independent Radio News • They keep all the details of callers programme, they bring any stories they have to the table then
Commercial radio news service so may use you again • Be aware that interviews are usually live, but can be pre-recorded if time
ITN Radio Ltd, 200 Grays Inn • They are looking for case studies and
differences make things difficult
Road, London, WC1X 8XZ experts who are good talkers
• Monday is Health Hour, Friday is Your • Don’t be disheartened if your story is dropped – the content of the programme
T: 020 7430 4814
Money and Your Life (they are keen to find can change considerably overnight to make way for breaking news
www.irn.co.uk
human interest angles to finance issues)
E: firstname.surname@itn.co.uk
Output: reaches 26 million listeners and provides E: firstname.surname@bbc.co.uk
E: firstname.surname@bbc.co.uk
news bulletins and reports on sports and finance.
Supplies news to Classic FM and 220 ILR stations. Key contacts Key contacts
Editor: philip.jones@bbc.co.uk
Legal affairs: sanchia.berg@bbc.co.uk
ITN Radio (T: 020 7765 5368)
Producer: tim.collins@bbc.co.uk Arts: mark.coles@bbc.co.uk
Commercial radio station
200 Grays Inn Road, London, WC1X 8XZ (T: 020 7765 5360) Foreign affairs: gordon.corera@bbc.co.uk
T: 020 7430 4090 Producer: nick.leake@bbc.co.uk Health: jane.dreaper@bbc.co.uk
(T: 020 7765 5360)
www.itn.co.uk/on/radio.html Researcher: julija.shimkute@bbc.co.uk
Researcher (best initial contact):
E: firstname.surname@itn.co.uk
bequi.sheehan@bbc.co.uk (T: 020 7765 5360) Deputy editor: gavin.allan@bbc.co.uk
Output: provides news to over 260
General contact: vine@bbc.co.uk Planning team: today@bbc.co.uk (T: 0208 624 9650)
commercial news stations across the UK

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Sky News Radio Facebook.com Habbo
Commercial radio news provider
08. Online Media Social networking site Virtual community
6 Centaurs Business Park, Grant www.facebook.com www.habbo.co.uk
Way, Isleworth, TW7 5QD E: info@facebook.com T: 020 7288 6175
T: 020 7585 4525 or 020 7453 1600 AOL UK Services: free networking site that connects people Services: similar to Second Life but for school age
www.sky.co.uk Internet service provider and is made up of many networks, each based children; 750,000 11-18 yrs visit the site each month
E: firstname.surname@bskyb.com 80 Hammersmith Road, London, W14 8UD around an organisation, region, issue or school
or radio@bskyb.com T: 020 7348 8000
Handbag.com
Output: provides news bulletins to 40 radio www.aol.co.uk Flickr Online publishers
stations, reaching 15 million listeners. Supplies E: ukmediaoffice@aol.com;
Photo management and sharing website 151 Oxford Street, London, W1D 2JG
news to talkSPORT, Virgin and LBC. Chris Jones is news editor
www.flickr.com T: 0845 663 2242
Services: AOL provides a subscription-based
E: www.flickr.com/help/contact www.handbag.com
talkSPORT Internet service with a range of features
Commercial radio station Services: free online photo-sharing website E: editor@handbag.com
including news, features, travel, finance,
18 Hatfields, London, SE1 8DJ allowing people to upload and share pictures from Services: free forums, newsletters, fashion/
community message boards and sport
T: 020 7959 7800 the web, mobile devices and home computers beauty/entertainment news and more
www.talksport.net BBC Action Network
E: firstletteroffirstname.surname@talksport.co.uk Social networking site FT.com Horse’s Mouth
Output: sports focused chat shows and news, www.bbc.co.uk/actionnetwork News online Online mentoring community
including The Jon Gaunt Show, E: firstname.surname@bbc.co.uk 1 Southwark Bridge, London, SE1 9HL Horse’s Mouth Foundation,10 Golden
The James Whale Show and Kick Off or actionnetwork@bbc.co.uk T: 020 7873 3000
Square, London, W1F 9JA
Services: online community, providing www.ft.com
E: customerservices@horsesmouth.co.uk 
Virgin Radio advice and connecting volunteers and E: firstname.surname@ft.com
Services: launching in 2008, this social networking
Commercial radio station campaigners on a local level Services: free financial news from
1 Golden Square, London, W1F 9DJ site offers users the opportunity to find a mentor or
around the world and various blogs
T: 020 7434 1215 be an online mentor
BEBO
www.virginradio.co.uk Social networking site Google UK
E: firstname.surname@virginradio.co.uk Independent
www.bebo.com Search engine
Output: mainly music focused, aimed at 25-44 year Contact: www.bebo.com/ContactUs.jsp News online
Belgrave House, 76 Buckingham Palace
olds. News supplied by Sky News. Shows include Services: free online networking space; an Independent House, 191 Marsh
Road, London, SW1W 9QT
The Christian O’Connell Breakfast Show. online community where users can post Wall, London, E14 9RS
T: 020 7031 3000
pictures, write blogs and send messages to one T: 020 7005 2000
www.google.co.uk
another; www.bebo.com/beone is a network www.independent.co.uk
Top 10 regional radio stations E: UK@google.com
for people interested in social issues E: firstletteroffirstname.surname@independent.co.uk
1 Magic 105.4 Services: free search engine, groups, forums,
Services: free news from around the world, various
2 Heart 106 website analytics, various blogs and much more
Comment is Free blogs, RSS feeds and daily news update alerts
3 95.8 Capital Radio
Collective group blog
4 Kiss 100 FM Guardian Unlimited
119 Farringdon Road, London, EC1R 3ER ITV News
5 Heart Midlands (ILR) News online
www.commentisfree.guardian.co.uk News online
6 Virgin Radio London 119 Farringdon Road, London, EC1R 3ER
E: firstname.surname@guardian.co.uk 200 Grays Inn Road, London, WC1X 8HF
7 EMAP Radio – Yorkshire T: 020 7278 2332
or comment.is.free@guardian.co.uk; T: 020 7833 3000
8 Galaxy Yorkshire www.guardian.co.uk
Georgina Henry is editor www.itv.com/news
9 BBC Radio Scotland E: firstname.surname@guardian.co.uk
Services: brings together regular columnists from E: firstname.surname@itv.com
10 100.7 Heart FM Services: free news from around the world,
The Guardian and The Observer newspapers with Services: free regional, national and
Audience reach information taken from www.rajar.co.uk, other writers and commentators representing various blogs, jobs pages, desktop alerts, international news; TV listings, blogs,
for period ending September 2007.
a wide range of experience and interests mobile alerts, e-mail services and more games, betting, forums and more
108 109
MSN Ouch!
Internet portal News and community website BBC News Online
Microsoft House, 10 Great Pulteney Room 2362A, BBC White City, 201 The website of BBC News, covering regional, national and international stories
Wood Lane, London, W12 7TS TV Centre, Wood Lane, London, W12 7RJ
Street, London, W1R 3DG
T: 020 8752 5444 T: 020 8576 0099
T: 0870 601 0100
www.bbc.co.uk/ouch www.bbc.co.uk
www.msn.co.uk
E: firstname.surname@bbc.co.uk;
E: ukprteam@microsoft.com or Damon Rose is editor
nicoleth@microsoft.com; Tips for charities
Readership: aimed at those with disabilities
Nicole Gillespie is UK portal editor Services: free news, blogs, message board, • The site is huge and covers news from across the world so it’s constantly

Services: free instant messenger, podcasts and votes on various topics updated and there’s a real need for new material

search engine, news and more • It’s best to send your stories to the relevant online department: Asia Pacific,
Reuters South Asia, Europe, UK, World or interactive, which covers all regions
News online • Alternatively send a brief story outline to newonline.world@BBC.co.uk which covers all
MySpace
The Reuters Building, South Colonnade, regions and is checked 24 hours a day. This box is used for correspondent filing and does
Social networking site
Canary Wharf, London, E14 5EP
not get hundreds of e-mails so you stand a good chance of getting your story noticed
www.myspace.com T: 020 7250 1122
• They are keen on pictures so send high quality digital images with your stories
Contact: www.myspace.com/index. www.reuters.com
or send a story in pictures (up to twelve pictures with short captions)
cfm?fuseaction=misc.contact or E: firstname.surname@reuters.com
Services: free news from around the world including • A common mistake for charities is to focus on charity workers instead of the issues
Lexis PR (T: 020 7908 6488)
a business section; newsletters, Reuters in Second • Put a short video clip on Video Nation: www.bbc.co.uk/videonation
Services: free site connecting people; includes
Life, podcasts, picture sharing facilities and more
blogs, mail, groups, videos, comedy, TV and
E: firstname.surname@bbc.co.uk
music news. MySpace Impact promotes
Second Life
good causes, campaigns and charities. Virtual world Key contacts
www.secondlife.com
Interactive news: interactive.newg@bbc.co.uk
MyVillage Contact: www.secure-web22.secondlife.
Head of News Interactive: pete.clifton@bbc.co.uk
Online publishers com/community/support.php
Services: a 3-D virtual world created by its Editor: gary.eason@bbc.co.uk
105 Ladbroke Grove, London, W11 1PG
residents. Inhabited by millions of residents from Deputy editor: paul.brannan@bbc.co.uk
T: 020 7792 0624
around the globe including organisations such Assistant editor: jonathan.amos@bbc.co.uk
www.myvillage.co.uk
as charities and businesses. Also features blogs, Environment: richard.black@bbc.co.uk
E: editor@myvillage.co.uk
forums and a Second Life events calendar. International news: mike.chilvers@bbc.co.uk
Services: free UK city guides, reviews,
Health: jane.elliott@bbc.co.uk
celebrity news, blogs and listings Sky News online
Reporter: sarah.dale@bbc.co.uk
News online
Reporter: tom.fordyce@bbc.co.uk
Online Mirror BSkyB, 6 Centaurs Business Park,
Grant Way, Isleworth, TW7 5QD Reporter: heather.hinchley@bbc.co.uk
News online
T: 020 7705 3000 Reporter: paul.reynolds3@bbc.co.uk
1 Canada Square, Canary Wharf, London, E14 5AP
www.news.sky.com Reporter: ben.richardson@bbc.co.uk
T: 020 7293 3000
E: firstname.surname@bskyb.com Reporter: paul.rincon@bbc.co.uk
www.mirror.co.uk
or newsonline@bskyb.com Reporter: caroline.ryan@bbc.co.uk
E: firstname.surname@mirror.co.uk Services: free news from around the world, blogs, Reporter: heather.sharp@bbc.co.uk
Services: free national and international forums, Skycasts, TV guides and more. Send
Africa editor: russell.smith@bbc.co.uk
news, blogs and forums your videos or pictures to news@sky.com

110 111
Telegraph online VideoJug
News online Online factual content library
Notes & Contacts
111 Buckingham Palace Road, London, SW1W 0DT 1 Park Place, Canary Wharf, London E14 4HJ
T: 020 7538 3235 www.videojug.com
www.telegraph.co.uk T: 020 7166 5372 ..................................................................................................................................................
E: firstname.surname@telegraph.co.uk Services: an online community where users can ..................................................................................................................................................
Services: free news, digital section with reviews, upload and share their own ‘how to’ videos
jobs, alerts, games, blackberry service, podcasts ..................................................................................................................................................

Yahoo! UK and Ireland ..................................................................................................................................................

The Scotsman online Homepage
News online ..................................................................................................................................................
125 Shaftesbury Avenue, London, WC2H 8AD
Barclay House, 108 Holyrood www.uk.yahoo.com ..................................................................................................................................................
Road, Edinburgh, EH8 8AS T: 020 7131 1000
T: 0131 620 8620 ..................................................................................................................................................
Services: free e-mail, games, forums,
www.scotsman.com
news and instant messenger ..................................................................................................................................................
E: firstletteroffirstnamesurname@scotsman.com
Services: free Scottish focused/national/ ..................................................................................................................................................
YouTube
international news, e-business reports and more
Free online video sharing facility ..................................................................................................................................................
www.YouTube.co.uk
The Sun online ..................................................................................................................................................
Contact: uk.youtube.com/t/contact_us
News online
Services: allows users to upload and share videos. ..................................................................................................................................................
Level 6, 1 Virginia Street, London, E98 1SN
People can see first-hand accounts of current
T: 020 7782 4000 ..................................................................................................................................................
events, find and share videos about their interests.
www.thesun.co.uk
..................................................................................................................................................
E: firstname.surname@the-sun.co.uk
Services: free news, women’s interest and ..................................................................................................................................................
showbiz sections, jobs and games
..................................................................................................................................................
The Times online ..................................................................................................................................................
News online
1 Pennington Street, London, E98 1TT ..................................................................................................................................................
T: 020 7782 5000 ..................................................................................................................................................
www.thetimes.co.uk
E: firstname.surname@thetimes.co.uk ..................................................................................................................................................
Services: free news, podcasts, topical votes and more
..................................................................................................................................................

Twitter ..................................................................................................................................................
Online social network
..................................................................................................................................................
www.twitter.com
E: partner@twitter.com ..................................................................................................................................................
Services: social networking and micro-
..................................................................................................................................................
blogging service utilising instant
messaging, SMS or a web interface ..................................................................................................................................................

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