Consider all types of media outlets (1)
There are various categories of media that you can target with PR stories about your charity (this list is continued on the next page).
- National newspapers - consider daily and Sunday newspapers, tabloids and broadsheets.
- Regional and local press - consider both free and paid for newspapers.
- Consumer magazines - these are the magazines you see on the shelf of your newsagent, although some are only available through mail order. Consider the various categories of magazines including current affairs, entertainment, men's or women's interest, and travel.
- Customer magazines - these are magazines published by organisations for customers or members. Some of these magazines have a massive circulation, such as the Sky, Boots and Asda magazine. Although they are focused on selling the company's products, they also feature articles on related topics. In-flight magazines are a good way for charities to reach wealthy consumers, particularly if you target a magazine for business or first class passengers.
- Trade press - these are also referred to as Business to Business publications (B2B) and target people working in a particular industry or profession. There are publications for every sector, from finance to social care.
- News agencies - also referred to as news wires, these organisations gather news and pass it on to other media organisations. News wires are the source of many stories you see in newspapers, magazines, radio and TV, so getting your charity's story covered by an agency can lead to coverage in various places. Associated Press, Reuters and Press Association are the main general news wires. Some news wires focus on a particular topic or industry, such as humanitarian news service Reuters AlertNet.
- Freelancers - much of the feature content you see in newspapers and magazines has been written by freelancers. Find out which freelancers cover the issues that your charity focuses on and pitch them any feature ideas.