Charter Mark Homepage
Put your most important points in the title and opening paragraph.
It's up to you to convince the journalist that you have something different to say. They will not take the time to read through pages of information.
Use one strong example that demonstrates how what you do makes you a Charter Mark achiever!
If there is something that differentiates you from the competition, put that first. This may mean you focus on a project you run as opposed to trying to tell the journalist about everything you do.
Make every word count by using short simple sentences and short words.
Try to avoid jargon and explain abbreviations.
Avoid opinions - state the facts surrounding the news story rather than your view of the subject.
This is your chance to sell yourself! So write down, before picking up the phone, the key points you want to get across.
Try to use quotes from your staff or one of your customers. They carry much more credibility with the local press than an important person in your organisation.
Have some useful statistics and background information to hand. This might include how many people your organisation serves, the number of staff you have and what your remit is.
If you set up a photo correctly you can more effectively convey the emotion and pride you have in your success than with a thousand words.
The photo you choose is just as important as the words in your press release so take time to plan your pictures in advance; avoid the temptation to use an old image you have on file.
Picture editors receive hundreds of images of people in suits signing contracts or dull images of poor technical quality - these are sent straight to the bin!
Try and think creatively and consider staging a variety of pictures, this way you are able to send different images to different publications.
Think of why you achieved the Charter Mark standard - was it services to children? Better care for the elderly? Make sure your photo is brought to life by including these aspects in the story. Remember, your picture should tell a story. You don't just want a group of people, you want to see them interacting with the people who they help or care for on a daily basis. For example, if a home for the elderly has gained a Charter Mark, then consider getting some of the achievers together with some of the residents over an activity that's popular at the home - eg a game of Bridge, cards, even gardening.
Avoid the traditional line up, the shaking hands shot, or just holding up the Charter Mark roundel. Think of what will draw the attention of a newspaper reader. Think about what sort of photos you like to see. Smiling people in an interesting environment, interacting with one another if possible. You want a photo that catches a reader's eye.
Generally speaking, if you're not an experienced photographer, your photos will be more likely to succeed with natural light, so take your photos outdoors whenever possible. It can be tricky lighting places and people indoors - you need to know what you are doing with flash photography to make it look professional.
It's easy to arrange everyone to stand in a row, but it's not very exciting to look at. Consider arranging people at different levels, eg some on chairs, someone crouching down or kneeling - whatever is appropriate to the situation. Look at the 'props' in the office or environment - what can you work with to make a photo more interesting? Is there a sloping lawn, an interesting doorway, an attractive garden that would make a nice backdrop or help you to set up the photo? It's often easier to set up an interesting photo when you're in an interesting surrounding.
The photo doesn't have to be at eye level. Consider standing on a chair to get an elevated view of a group, or alternatively, shoot from down below. The results can often be quite striking.
It is important to take a good selection of photos, even when people are in the same pose. You will be surprised how many people have their eyes closed or have glanced away. So give yourself plenty of choices.
Warm up the crowd before you take the photo - have a chat first, and a bit of a laugh, so that your subjects are relaxed. Don't launch straight into the shoot - time invested in making sure everyone is at ease will mean fewer wasted shots.