PR Toolkit
Building long term relationships with the press
So you have told the world about your Charter Mark achievement and are
thinking 'what's next?'
You have taken the plunge and talked to your local press and maybe
organised an event where media have come along to see your organisation at
work. You may also be part of a larger organisation that has press officers
who help you with your publicity. But yet you wish to keep up the momentum.
Well do so! Use every opportunity to talk to your local paper or radio
station. Invest a little time in building up a relationship with a local
journalist, because although they are busy people you may be able to help
them by providing good positive local stories.
Be aware of sensitivities – many of you will work in organisations that
have difficult issues to deal with on a regular basis. However, it is a
myth that the local press is only out for negative stories.
They want material that is of interest to their readers; something which
maybe only you can provide. It may take a little work getting them up to
speed with what you do but we believe that it is well worth the time and
effort.
Christine Skinner, Headteacher of Stockcross Primary School, was in your
position just over a year ago. She was new to working with the media but
fully endorses the benefits of working to build up relationships with the
local papers. She said:
'Charter Mark enabled us to gain coverage in our local notoriously
difficult paper.'
