Awards For All

Publicity and logos

Publicity is important. It enables your project to tell people who you are, what you’re doing and how their community will benefit. It is also important to let people know where their National Lottery money is being spent and to encourage others to apply. We have created these publicity guidelines to help you meet these objectives.

Download logos

Download the full publicity guidance

Publicity guidelines

1. Be clear about your objectives

2. Plan what you want to do

3. Involve people

4. Do it!

5. Monitor the results

Getting the media interested

Grant acknowledgement

How to be a good press interviewee

How to sound good on radio

To get positive publicity you should know the following:

1. Be clear about your objectives

Before you start, think about your objectives, and ask these questions:

Why are you going to do it?
What do you want to achieve?
What are the key messages?
Is now the right time?
Have you got enough people to do it?
Who is the target audience?

2. Plan what you want to do

Timing is important. You may want to get publicity in weekly, evening and daily papers, so be aware of the days and times they are published and their editorial deadlines.
Be aware of how much time and effort is needed to write a news release and nominate a spokesperson. Make sure that someone in your group will be available to speak to the press and can do radio and TV interviews.
Make sure that your announcement is not before Big Lottery Fund’s embargo date. An embargo means that the information cannot be made public before the specified time on the press release. Using embargoes helps because it means the media get the information in advance of the event, enabling them to plan.

3. Involve people

Share ideas for publicity with members of your group and encourage their input.
Agree what the key messages will be.
Before you send a news release to the press, ask someone to read it to check for spelling mistakes and factual accuracy. Especially check that time, date and place are included the time, date and place of any event or launch.
Before you invite journalists to visit your site, ask members of your group if they
want to be there and get involved by having their photograph taken or be interviewed. It is important that you ensure you have permission to photograph people – especially children.

4. Do it!

Send your news releases by fax or email.
Follow up the news release: phone the news desk to check they’ve got the news
release, and will be coming to your event.
Be there to meet the press and introduce them to everyone who has a good story.
Make sure that you have given them the key messages about the project.

5. Monitor the results

It is essential for you to do this part of publicity so you can judge what did and did
not work for future efforts.

Getting the media interested

Local newspaper journalists are sent dozens of news releases every day. To
get yours to stand out follow these tips:

Ensure that the news angle is in the introduction to your press release.
Remember: WHO, WHAT, WHY, WHEN, WHERE, HOW.
Keep it short and simple but make sure that all the facts are there.
As much as possible try to find the human-interest angle and back it up with a quote. For example, include quotes from those who will benefit from this funding within your community.
Contact numbers should be included on the release if more information is required.
Include our beneficiary logo on your press release. This can be downloaded from the section below.
If you are planning an announcement or launch, ensure that it meets the deadlines of the newspapers in your area.
The Awards for All website has press releases (in the news sections) if you need any more help.

Grant acknowledgement

The Awards for All beneficiary logo should appear on news releases. This can also
be downloaded from the recipient area of the website.
Your group has agreed to co-operate with Awards for All in publicising your project
and we would like to encourage you to send us your photographs to help us to achieve this. It is important that all individuals who have their photo taken are aware that their photographs may be used for promotional materials and that they give their consent for
such use.
For photographs of children you must get written consent from their parents or guardian before photographs are taken.
Try to ensure that our logo is clearly visible in the photos. This can be achieved by using our grant acknowledgement materials, like our plaques. If you are having a big event
complete the form with this leaflet and return it to us, our regional teams may be able to lend you some support or provide some items for you to use.
If you have any questions about making an announcement email pressoffice@awardsforall.org.uk.

How to be a good press interviewee

Know your audience – make sure you know who you are doing the interview for.
Decide two or three key messages that you want to put across to achieve your objective,
for example, how the funding will benefit your organisation.
Consider what questions you are likely to be asked and how you will answer them.
Paint a picture – avoid statistics or long lists.
Avoid jargon or technical language.
If you do not understand a question, ask the journalist to repeat or explain it. Do not be drawn on topics you know nothing about.

How to sound good on radio

Follow the guidelines for press interviews outlined above, and check if the interview is live or recorded.

Speak clearly and more slowly than usual.
Your tone needs to match your message.
Talk to the interviewer and make eye contact with them, ignore the microphone.
Let your natural enthusiasm come over – this is one of your main strengths.

Logos

You can download the Awards for All logo and guidelines on how to use it. The logo comes in two formats: standard and high impact. You can use either, but most of the items that we supply free of charge use the high impact logo.

To download the logos please right click mouse and then click save target as.

High Impact Lottery Funded logo