Getting local and regional press coverage for your fundraising efforts can improve your chances of success and also help to raise awareness.

What should be in the press release?

A press release should give the journalist all the key information about your fundraising and the reason you are raising money for Sparks. The first paragraph should cover the basic facts: Who, What, Where, When, Why and How.

Try to also include a written quote which explains why you are raising money for Sparks and how local people can help you reach your fundraising goal. See our template press release for more guidance.

Who should you send the release to?

The local newspapers and websites, local radio and television stations around your area, as well as any local magazines, especially if they have a “what’s on” section.

What about a photo?

Newspapers, websites and magazines will often ask for a photo. Take a look at your local paper to see the type of photos they are looking for. They will often want a clear, close up photo of you with something which represents the type of fundraising you are planning (eg. holding a tray of cakes for a bake sale, or standing next to your bike if you are take part in a cycle ride.)

Try to wear a Sparks t-shirt if you can (we will be able to send you one). Only email a photo across when the journalist asks for it, and make sure it is high quality.

When/how should I send it?

It really depends whether the publication is daily, weekly or monthly. If the local magazine is monthly, email the press release at least one month in advance. As most local newspapers are daily or weekly send them the press release one to two weeks beforehand.

For radio and television stations, email them ideally one week beforehand but this may vary and they may suggest 4-5 days before the event.

You may get a better response if you make a phone call. Journalists are often busy, so make sure you practice what you want to say and be clear about the points which makes your story special.

When calling a paper ask to speak to the ‘News desk’ when calling a TV or radio station ask to speak with the ‘Forward planning’ team.

You can get contact details from websites, a local directory service, your local newspaper or Yellow Pages.

They want me to do an interview, what do I do or say?

Don’t panic. First of all ask the reporter a few questions: what is the angle of the story, where are they planning to put it in the newspaper, is the interview over the telephone or face-to-face, and are they planning to send a photographer? Try and get as much information as possible so you can prepare for the interview.

Take some time to prepare and think about three to four key points you want to get across. Give us a ring if you want some help with what to say!

It’s all over

Contact your local newspaper again and see if they would like to do a follow-up story with a photograph and you can mention how much you have raised.

Let us know how you get on

We’d love to hear from you if you’re planning to publicise your fundraising. We are happy to give advice or tips about how to go about it. We can give you information about the charity and help you prepare press releases or photos.

For more information on press enquiries see our Media Centre or contact the press team at or call: 0207 091 7750