So you're running 
for a charity?
You've set up your
fundraising page
Maybe a few donations 
have been coming in?
You've used Facebook
You're on Twitter
But you're a traditionalist 
publicity hound!
It's time to utilise...
...YOUR LOCAL NEWSPAPER!
Step1: Write your press release
You're in PR now so 
there's a few things 
you need to know...
1. Journalists are very busy
...so don't email them at 4pm 
when their editors are chasing 
them for a deadline
2. Their inboxes are constantly full
...so don't send them an email with a  massive attachment!
You wouldn't believe
the volume of press 
releases  a journalist receives everyday...
3. They get sent a lot of junk
...so make sure your 
press release is punchy...
...or it'll go straight in the...
Give your release a good subject line.
"Recession Busting Marathon Attempt"
Get the facts across quickly
(treat it like an article)
"James Barnard, an ex Queen Elizabeth’s Grammar School pupil from Horncastle, Lincolnshire, now working in London, has come up with a unique way of raising money for charity as part of his London Marathon efforts."
What's so special about this?
(Why should they include it in the paper?)
"Instead of turning to friends and family for sponsorship, James has turned to local business and website owners in an effort to raise money for the Lymphoma association.

In return for a donation as little as £2, you’ll receive a piece of advertising space on the Sir Jog A Lot website. The more you donate, the higher up the page your donation is placed and the top 4 donations earn themselves a spot on every page on www.sirjogalot.com."
Now give them a bit of background
(Why are you running?)
"James (25) is running the Virgin London Marathon 2010 in April for the Lymphoma Association. Family member Mick Dukes (landlord of The Crown, Horncastle) was diagnosed with Non-Hodgkin’s Lymphoma, a nasty form of Cancer."
Give them a quote.
 “Last year I managed to raise a whopping total of £2400 for charity. But as you can imagine, I’m reluctant to approach my friends and family again as they were so generous last time around. By giving a little something back to businesses I can hopefully encourage them to donate.”
...and for the love
of God...
...don't forget to include 
the link to your 
fundraising page!
JustGiving have a great 
sample press release 
for you to work from.
http://bit.ly/JGpressrelease
Step 2: Distribution
Either contact your charity
(they'll normally have 
a communications team that
can help you with journalist
contact details)
...or do your own research.
www.nsdatabase.co.uk
(allows you to search the names of the papers in your region)
...then find the paper's website
and look up the news desk email!
SEND IT!
Remember to send it in the morning
...their deadline will be
 at the end of the day 
(unless they're an evening paper).
Step 3: Wait
...and eventually...
NOTHING!
It's OK! Sometimes there's
a lot of juicy news 
to contend with...
Just wait a little while longer.
If you're brave enough
put in a call
...or get yourself a 
few more donations...
...and then BAM!
Hit them with
a follow up!
"HORNCASTLE BUSINESSES HELP RUNNER 
WITH LONDON MARATHON FUNDRAISING"
...you never know!
Total circulation:
30,000 readers
...and £150 donated
in just a few days!
GOOD LUCK!
...and of course...
...if you feel like donating...
Visit

or
www.sirjogalot.com/sponsor
www.justgiving.com/sirjogalot
Thanks!