Coverage from your local media can help raise awareness of your student volunteering group and its activities, and may enable you to inspire new volunteers as well as reach the people you want to help.
Before the event
- Send out a diary note to your local newspapers, TV and radio stations. Ideally, try to do this several weeks before the event, so the planning desk can arrange for a reporter and/or photographer to be there.
- Identify a student volunteer who is willing to be used as a case study for press work (this may include radio interviews and having their photograph taken, so make sure they know what this will involve from the start). Then contact the features desk at your local paper, or the planning editor for TV and radio, and tell them your case study's story. Make sure you do this as soon as possible, as features editors plan several weeks in advance.
- At this stage, you could also suggest they run a photography or creative writing competition, with the theme of capturing the spirit of volunteering.
- A week before the event, send out a press release to local media to let them know what's going on, who's going to be there, and why you're holding the event. You may like to follow this up with a telephone call to make sure they've received the release, or if there is any other information they need. If you have never written a press release before, you can download a template here for some pointers.
- Remember to add a "notes to editors" at the end of your press release. This should include contact names and numbers for more information, a brief paragraph outlining the aims and activities of your organisation and a summary of Student Volunteering Week including the web address.
- Make sure you have a spokesperson available on the day of the event, who is happy to talk to the press. You may choose to decide in advance what messages you'd like to get out, so you don't forget when you're put on the spot!
- You can also write a letter to the editor of your local papers, issuing an open invitation to the readers to attend the event - emphasising why it'll be such a great day
- In addition to your local paper, radio and television, don’t forget to send your release to local websites as these are often in need of content.
- Also look out for openings that a journalist may be looking to fill such as a local heroes column or a phone-in show.
To include in a release sent after your SV Week event:
• A selection of photos of people (ideally showing volunteers engaged in their activity). Try to ensure they are of good size and high resolution.
• A quote from one or more of the volunteers.
• A quote from a local dignitary if applicable.
• A quote for any community partners that were involved.
Tip: Think about the most remarkable thing about the event – its Unique Selling Point. Were there any firsts? Any awards? A record number of people? Make sure the most important point is the first thing you say. And don’t forget to thank the volunteers!
Tip: Use the "after the Student Volunteering Week event" sample press release to give you some tips on structuring this.
Maintaining media coverage about your student volunteering group beyond Student Volunteering Week
Student Volunteering Week could be a springboard for you to start building long-term relations with local journalists. The media is interested in stories that matter to the public so even if you’re not holding an event you could participate in the Week by encouraging your local media contacts to run a story on volunteering.
Some of the things that help to capture the attention of the media are:
- Anniversaries, occasions and dates e.g. Student Volunteering Week
- Celebrities and politicians
- Views and opinions
- Photos
- Stories of success or stories of the extraordinary
- Links with current national events
- Statistics and surveys
