Five steps to using 'What's On' guides

Nearly every local paper and local radio station has a 'what's on' guide which is free for charities. Use them effectively for some terrific free publicity:

1. Research

Take a good look around on local media websites, since ‘What’s On’ guides may well go under a different name. ‘The Town and Out Guide’, ‘The Checklist’ or ‘The Local List’ all serve exactly the same purpose. Find your local media at www.mediauk.com 

2. Find the right contact

Often, you’ll be able to submit the event online yourself, particularly on radio station sites. Otherwise, the best address is a specific 'what's on' address (e.g. [email protected]) or if not, then the generic newsroom email. 

3. Keep the detail to a sensible level.

For a summer fair, no-one really needs to known directions to get there or what will be on the stalls – but they do need to know the address if you’re hoping to attract new people. Avoid jargon.

4. Think carefully about your audience. 

If the information is published online by a radio station, the webpage will often be used by presenters as well, as a form of rough ‘script’. So, write it in a way that it can read without much editing:

“On Saturday 10th August, St Michael’s Church on Church Lane in Churchtown is holding its annual summer fair. There will be dozens of stalls as well as children’s games and a barbecue. It runs from 2pm until 6pm and entrance is 20p. More information at www.stmichaelssometown.org.”

5. Don't complain...

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Complaining to a radio station won't help
...if you don't get as many mentions as you would like. 

Radio stations and local newspapers will try to support your event, but can only fit these mentions around other news.