Getting media coverage
How can your event generate media coverage?
The media are usually very supportive of National Apprenticeship Week and national interest is already starting to grow – with The Sun, The Times, The Mirror and The Independent newspapers all expressing an interest in running National Apprenticeship Week features or supplements. There may be advertising and sponsorship opportunities available in these for partners and Apprenticeship employers. If you are interested in finding out more, please contact the newspapers directly:
View previous The Sun and The Times Apprenticeship supplements.
The regional media also give National Apprenticeship Week extensive coverage too, so we have put together some hints and tips to help you to effectively promote your events and activities locally.
What makes a good story?
Human interest is key, so remember the journalistic maxim: ‘news is people’. Think about the most unusual aspect of your event – is it a first for your area or are you putting on an unusual or unique activity? Is there anyone ‘high-profile’ attending that could get journalists interested?
Targeting the media
There should be three stages to promoting your event in the local media:
- Letting people know your event is happening and encouraging them to attend
- Inviting the media to your event
- Telling people how the day went
The first thing you should do is identify who your local media are. Local media includes newspapers, magazines, online publications, radio and TV that focus on your local area. Don’t forget the free weekly newspapers that are dropped through letterboxes, as these are guaranteed to have a wide reach within the community.
Call your local newspaper and ask for the news editor (you will find their details in the newspaper or online). They will tell you who the best person is for you to speak to – perhaps a reporter who writes the ‘what’s on’ section in your paper or a general reporter who covers your local area.
Do the same with local radio and TV and build up a list of the best contacts.
Explain fully what your event is about, when it is being held and who will be attending and highlight any great photo opportunities. Find out when journalists’ deadlines are and how far in advance they need information. It is a good idea to put this information into a table so you can keep track of who you need to contact and when.
Inviting the media to your event
Will your local media come along to your event to take photographs and interview employers and apprentices? Send an invitation to the journalist, plus the photodesk, if appropriate, and follow it up with a call to see if they can attend.
Remember that if you’ve got a journalist coming along to your event you need to make sure there will be plenty of people around for them to talk to. Arrange to have visitors there when you’re expecting the journalist, so that there is a busy atmosphere.
To help you when inviting local media, we have produced a template that you can utilise and an example event invitation which you may wish to adapt.
If media cannot attend your event, don’t be disheartened as they may still feature it. It is still important that you send them a post-event press release (this is explained in more detail below).
Selecting and briefing spokespeople
Both broadcast and print media will be looking for interesting people to interview. These may be apprentices, employers or someone from your organisation.
Once you have chosen a spokesperson, it is important to brief them. You may want to produce a short document that sets out the background to your event or story and some key points you want them to cover. If your spokesperson is someone who hasn’t had any previous experience of media interviews, you could have a practice run through with them to check they are comfortable and that they are getting your key messages across.
Telling people how the day went
After your event, you should send out a press release to the local media describing what happened. This is your chance to share your success and get messages about National Apprenticeship Week out to a wider audience than just the people who attended on the day.
You may also wish to add quotes from an employer and apprentice who attended to bring the press release to life; perhaps about how useful they found it and if they plan to come back to find out more. Do make sure any quotes you write have been seen and approved by the person you’re quoting.
When distributing it to local newspapers, also remember to send out any photographs you have from the event.
Last Updated: 07/12/2011