Strategy

Publicity Strategy

When you plan your outline of the group's activities for the coming year try to take account of the publicity implications.

• Can you change routine events to generate a new angle?
  
  
• Is the event going to clash with a major local event (or 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 keen on Fundraising events with giant presentation cheques which make good publicity.
  
  
• 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.
  
  
• 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. It's fine to say that you are not a medical professional so don't feel qualified to answer the question and instead refer them to their nearest Gynaecology Department for further information.
  
  
• You are likely to be asked about Sands and what we do. Have a sentence or two prepared, e.g.  "Sands (Stillbirth and Neonatal Death Charity) offers support to anyone affected by the death of a baby and were 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 "They run a national helpline and have over 90 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.
  
  
• Do have the Sands helpline number to hand, 020 7436 5881 and the web address memorised, www.uk-sands.org, and try and ensure that the journalist uses these in the piece or programme they are producing. The more people that now about Sands the better!

Does it work?

Yes, it can. Groups across the UK have had great success with the media with positive stories appearing in both national and local newspapers, radio and TV, so give it a go, you may just surprise yourselves.

Good Luck and enjoy!