The rising profile of Sands

Over the last year, the profile of Sands has increased exponentially and we are now regularly being sought for authoritative comment across TV, radio and press.

Our Why 17? campaign and the launch of the Saving Babies’ Lives Report have both provided opportunities to achieve national coverage. Incredibly after the Westminster launch of the Saving Babies’ Lives Report we had literally hundreds of mentions across the BBC alone in one day!

Groups across the country have been doing an amazing job in telling their stories and we would like to encourage more of you to get in touch with your local media and tell them what you’re doing. 

Why?  Because the more we can raise the awareness of Sands and the issues surrounding stillbirth and neonatal death, the more people who really need our help we can reach.  

How to the raise the Profile?

This can be achieved in many ways – you can leaflet your local community, instigate a poster campaign in your local surgery, post office or community centre and, of course, talk to your local media.

Focusing on achieving coverage in your local media, the next few pages explain what to do to get your story heard.

What is news?

Anything that is …. News!

If your group is doing something special for example: running a marathon, planting a garden of remembrance, providing equipment to your local hospital bereavement suite, knitting memory blankets, then tell the media what you are planning.

Local media are always on the look out for good local news stories - it’s what keeps them in business!

Remember too, that the media want personal stories about people in their community, so if possible find a confident group member who is happy to speak publicly about their own experience.

It’s also important to remember that if you are happy to talk with the media to ensure:

• You’ve talked it through with your nearest and dearest – people don’t like to read about themselves in the paper without advance warning!
• Decide in advance how much information you are going to divulge – you don’t want to get drawn into saying more than you want.
• Consider the newspaper, magazine or programme that is requesting the interview – is it one that you feel puts across an accurate story, or one that you don’t trust?
• Think about the interview – are you happy to meet with the journalist face-to-face or would a phone interview be preferable?  Are you happy to be photographed – you have the story and the media should accommodate your wishes?

A bit of mental preparation ahead of time in terms often means the difference between an interview you feel in control of, or one that has put you in a compromising situation.

Writing a press release

Drafting a press release isn’t hard – just remember the golden rules and there’s every chance you will see your story in print or hear it on the radio.

The all important 6 W’s to remember are:

• What – is the news?
• Where – is it happening?
• When – is it happening?
• Why – is the event/news taking place?
• How – is it happening?
• Who – will be taking part?

It’s also important to remember the following:

• Start strong – your first paragraph needs to fill the journalist with interest to find out more
• Stick to the facts – avoid fluff and exaggerations
• No flowery language or unnecessary adjectives
• Keep paragraphs short
• Make each word count

Please follow the link for an example of a recent Sands press release.

Contacting the Media

When you are 100% happy with your press release, it’s time to contact the media.

• Identify the local media you want to target: local newspapers, TV and radio. 
• At Sands we have access to an online media directory so if you are unsure of all the media in your area email Lyn Peters at lyn.peters(at)btopenworld.com and she can put a media list together for you.
• Check when the media’s deadline is.  This is really important as you don’t want to miss the opportunity for coverage as their deadline passed an hour or so before.
• If you’re hosting an event – get in touch with the media well in advance so they can put it in their planning calendar.  If it’s a visual event try and encourage them to send along a picture desk photographer, or invite a TV crew to attend.
• Most media receive press releases by email.  Always ensure that the press release is included in the body of the email, after an introductory paragraph, and not as an attachment.   
• Photographs can be attached but send them as jpegs and keep the file size to approx 1MB.  It’s also important to remember the press can’t use very low-resolution images.
• Start your email with an introductory paragraph, which covers:
• Key point of news story
• offers a spokesperson and
• explains anything of  visual interest.
• A story with photographic potential is much stronger and stands more chance of being used.
• Keep a media log to ensure you keep a track of your selling-in process and results.

Pitching your story to the Media

1. Don’t call before 10.00am.
2. Introduce yourself and where you are calling from.
3. Explain you have a news story which is of interest to their readers/listeners/viewers
4. Run through key points of story, using selling-in script
5. Offer to send press release through – check again which method they prefer, get correct e mail address/fax number etc.
6. Offer briefing with spokespeople, if appropriate.
7. If you are holding an event make sure they know exactly where and when and what will be available to them e.g. nice visuals, interviewees etc.
8. Check to see when would be a good time to call back once they have had time to digest story so that you can chat through – and then do follow up!
9. Thank them for their time.
10. Fill in media log, recording outcome of conversation, plus contact details of journalist.

On the day of the event (if you are holding one)

1. If a journalist has said they will be covering the event call the day before or in the morning to confirm that they will be attending
2. If they are attending make sure they have your mobile phone details so that if they get lost etc they can find you!
3. When they arrive make sure you introduce yourself, plus help them set up any photographic shots, interviews etc.
4. At the end of the event thank them for their time and find out when the article/TV/radio piece will be published/aired so that you can track your coverage.

Publicity Strategy

When planning your group’s activities for the coming year try to take account of the publicity implications.

Once a quarter, why not look at all the events you are planning and develop a publicity calendar, and ask different members of the group to take on the role of publicising an event? Who knows you may have some media stars in the making!

Think about:

• Can routine events be tweaked to generate a new angle?
• Check to make sure no other major events are happening on that particular day – local or national e.g., Red Nose Day.
• Do you need a rehearsal to take photographs, particularly for an event such as a remembrance service where media presence would be insensitive and inappropriate.
• Supermarkets are often keen on fundraising events with giant presentation cheques, which make great publicity.

Challenge yourself to ensure every activity planned by the group has publicity potential!

Keeping Control of Publicity?

As in most operations, Planning and Preparation are the watchwords.

Some general points to remember:

• TV and Radio will not accept a rehearsed script. But you can still get YOUR points across by preparing set answers which can then be bolted onto any question.
• Have two or three key messages that succinctly explain the event, Sands or the reason for the interview.
• If questions are too difficult there is always the response ‘I’m sorry but I don’t feel able to comment on that as you can probably appreciate.’
• The media are experts on choosing good backdrops for interviews and drawing out information. If you can choose the venue, timing and prepare your answers you can you get your points across effectively.
• Avoid controversial blaming of the consultant or hospital that could create group and personal issues.
• Don’t feel you have to answer medical questions - in fact, it's generally better that you don’t. Refer them back to their fact sheet, if they have one, and if they don’t, offer to get one relevant to your situation. You could also tell them they can contact the necessary support charity direct (assuming there is one relating to the specifics of the condition etc) or their nearest Gynaecology Department for further information.

Sands in a Nutshell

You are likely to be asked about Sands and the role of the charity.

It’s always best to have a couple of sentences prepared if you are being interviewed, for example:

‘Sands, the stillbirth and neonatal death charity offers support to anyone affected by the death of a baby and was invaluable when the unthinkable happened to us. Sands also works with health and social care professionals to improve the quality of care bereaved families receive in hospital and actively promotes research to reduce the loss of babies’ lives.’

Or

‘Sands run a national helpline and has over 100 support groups across the UK. Straight away we were made to feel less alone and knew we weren’t the only ones to feel like this. Sands has done so much for us.’ (Or something that rings true for you).

Make sure you have the Sands helpline number to hand, 020 7436 5881 and the web address memorised, www.uk-sands.org and www.why17.org

If a publication asks you for a couple of paragraphs about Sands, the information below concisely explains who we are and what we do:

Sands, the stillbirth and neonatal death charity, provides support for anyone affected by the death of a baby.

17 babies are stillborn or die shortly after birth every single day in the UK, leaving parents, their family and friends devastated by the loss of their babies.

For over 30 years Sands has provided support services for those affected by the loss of a baby. Sands also work closely with health professionals to improve the quality of care and services provided to bereaved parents and their families. Sands is also raising funds for much-needed research that could help to save babies’ lives.

If you have been affected by the death of a baby and want to talk to someone please contact us.

Sands Helpline: 020 7436 5881

Email: support(at)uk-sands.org

Website: www.uk-sands.org

And finally – Does it work?

Yes, it does and increasingly we are seeing fantastic media coverage generated directly from Sands groups. 

So why not give it a go, you may just surprise yourselves!

But remember, the Sands communications team is always available to lend a hand, proof a press release or provide advice.

Good Luck and enjoy!