Promote Your Event
To make the most of your event, make sure you promote it well.
Publicising your event will not only encourage more people to support your efforts, but it will also help to raise awareness of pancreatic cancer and the work of Pancreatic Cancer Scotland.
Let everyone know why you are doing the event, where the money will go, and give them some brief information about the work of Pancreatic Cancer Scotland.
We can send you leaflets to hand out before, during and after the event. We can also supply you with PCS Merchandise, such as balloons, posters, purple ribbon pin badges, tshirts etc. Please connect with us to chat over what you need.
We suggest that you produce publicity materials in-house wherever possible, because it’s usually quicker and cheaper. Keep posters simple and don’t forget the what, where, when, who, why, and how much! Please always use the Pancreatic Cancer Scotland logo and say, “Pancreatic Cancer Scotland is Registered Scottish Charity No. SC041740.” on all written material. If you need help, please connect with us.
Where to promote:
Social Media is great for sharing pictures, videos and online event pages, to promote your activities and create lots of interest to engage your network with what you are doing
However, don’t forget traditional methods of promotion and reach out to your local Newspaper or radio station for their support.
Find out which newspapers are published in your local area, how often they come out and when their copy deadlines are. Try buying a copy to see what types of story they like.
Call the news desk and ask to speak to a journalist. Tell them about your planned event and get a contact name and email address so you can send them copy and/or pictures.
Journalists are particularly interested in local stories, especially those with human interest. Local papers often cover charity stories. Consider what makes your story particularly interesting – a rare survivor; a younger person; the unusual nature of your event, or the involvement of a celebrity.
You could issue a press release, write a letter to the editor (usually around 150 words) or contact the “Whats On” section to get your event listed.
Local radio is a great way of advertising your event. You can call the news desk or post/email your press release inviting them to contact you. If you have a ‘human interest’ story you may be invited to be interviewed either live or recorded. If this is the case, remember to write down beforehand all the points you would like to get across:
- WHAT the event is;
- WHO it is for (e.g. Pancreatic Cancer Scotland);
- WHERE the event is;
- WHEN the event is; and
- WHY you are holding the event (for example, in memory of someone, or simply to raise awareness of pancreatic cancer).
If you know the name of the presenter or programme host, make sure you address any correspondence to them. Follow this up by contacting them a few days later to see if they have received the information, and ask if they are interested in covering your event. If you can, target breakfast or ‘drivetime’ shows because these tend to have a larger audience. We can help you get publicity in the media – connect with us or more information.
Press Releases help secure media coverage for your event. Sometimes they are reprinted word for word, but journalists often adapt them to their own publishing style. They will often be used to form the basis of a news piece, as a catalyst for an interview or a meeting, or to form part of a larger feature.
Find out how best to send it to your local newspaper or radio. Keep it short and simple – Who? Why? What? When? Where? Make it personal. If you or one of your fundraisers has been affected by pancreatic cancer and you’re willing to share your story, this will make the story about your event much more compelling.
Once sent, follow up the next day with, “Did you get the release? Is there anything else you would like to know?” Ask if and when the article is likely to go to print or be broadcast. Once you have got a contact, keep the name and address on file for the future, and remember to always thank journalists afterwards.
When to contact your local media
If you are planning an event, there are three opportunities to attract publicity that will also help raise awareness of pancreatic cancer.
Here’s some handy tips for ensuring you maximise the support from your local media.
Before the event
Contact your local newspaper and radio stations to let them know that you’ve having the event. The easier you make it for the reporting team, then the more likely it is to be shared in print and online and over the local radio. If you contact them a couple of weeks beforehand, that gives you perfect time to raise awareness.
Just after the Event
Submitting your own pictures to your local media just after your event is a great way to highlight your activities – newspapers like having local faces in pictures, in print and it’s also a great way to call out for some last minute sponsorship or donations. Top tips we’ve received are to make sure you get faces in your picture, ideally in a group of no more than seven in one snap. If possible, provide the names if you can, from left to right and if you have several pictures, you could send in four or five. Sometimes, adverts get cancelled and the papers need something to use that space at short notice, so if you provide more than one picture, your story might get extra coverage. No guarantee, but it’s a possibility!
And Finally… the third opportunity to get publicity is with a Cheque Presentation
After you’ve finalized the total raised, it’s great to be able to arrange a cheque presentation for another photo and press opportunity. Sometimes, your local bank or building society will be able to provide a large cheque, which also helps them get a bit of extra free publicity. If possible, ask if someone from Pancreatic Cancer Scotland can come along to collect the real cheque, and pose for a picture with the presentation cheque too.
The PCS Team can provide template press releases, for you to personalise with your own details and we can provide some advice on how to conduct an interview with the media. If you are still unsure and want some help, please connect with us to chat over how we can help.