Top tips from the charities that have used television to their advantage
In my recent blog I wrote about the forthcoming Channel 4 and Big Lottery Fund series Secret Millions, the impact it could have on the charities involved and how preparation and planning were key to making the most out of time in the spotlight.
Opportunities like this, as well as relevant storylines in soap operas and TV programmes, films and documentaries, provide great opportunities for charities to piggy back with their content and messages. However these opportunities are often not made the most of by charities. Here are some top tips from charities that have made the most of their time in the limelight.
Bronte McConnell, digital media officer at Blue Cross
Most recent example: Undercover Designer Dogs, Channel 4's Dispatches
In anticipation of the Dispatches programme about importing designer dogs, we participated in a pre-screening and round table discussion at Channel 4. From this, our media and digital teams prepared some key points to tweet during the show. Using the designated hashtag for the programme, we could get our opinions and educational information into the mix. This approach always sees a spike to our website traffic and helps us reach new audiences.
Work together as a team to have a united approach in maximising television opportunities.
Consult the experts in your organisation to create a question and answer document around the subjects of the programme. Use this to prepare for social media conversation and comments for the press.
Try and obtain a preview of the show or attend a pre-screening at the broadcaster.
Everyone has an opinion on what they're watching. Use the designated hashtag for the TV programme to join in the conversation on Twitter and reach new audiences.
Remember, you're an expert in the field so people will listen and retweet your comments.
Make sure your website is ready to handle more than its normal amount of traffic. You don't want it to fall over when people might be trying to donate to your cause or use your services.
Rob Dyson, public relations manager at Whizz-Kidz
Most recent example: Text Santa, ITV
Television tells stories, so try to tell the story of your organisation in any television interviews you are offered. Arrange for them to be filmed using your services if you can – have them filmed interacting with a member of staff in branded clothing in an office space with posters or branded material in the background.
You are the experts on your services and contributors, so provide a succinct set of messages for the producers to insert into the script or narration. When Whizz-Kidz worked with The Jeremy Kyle Show, Jeremy's autocue intro was a perfect description of what we do in 30 words – because I had written it.
Additionally, ask the broadcaster to name you in the credits and to put a link from their website to yours. Even if you are edited out of the show, getting the link on the programme website is important.
Louise Richards, head of communications fundraising and supporter development at King's College Hospital Charity
Most recent example: 24 hours in A&E, Channel 4
24 Hours in A&E is a long running series on Channel 4 and the Kings College Hospital Charity wanted to raise awareness about the work we do to potential new audiences and supporters.
The key thing was the participation of the staff featured in the series: several of them agreed to be interviewed, posted information about our charity on their personal social media profiles, and agreed to participate in live webchats.
We did a lot of live blogging during broadcast, so that the content on our site matched what people might be searching for whilst watching the programme.
We also focused on certain keywords used when planning search engine marketing. We worked with the Channel 4 digital team to provide clear links from the 24 hours in A&E site to ours.
We actively tracked social media mentions during transmission and engaged in conversations, retweeted and befriended celebrities who commented on the programme.
Our fundraising branding has since been implemented around the hospital (supergraphics on walls and posters) and so will naturally be present during filming.
In a ideal world we'd have done more PR around the programme but we were limited for resources and time, however we think we made the most of what we had available and have learnt a huge amount for future programmes.
Jude Habib is the creative director of digital media company sounddelivery. You can follow her on Twitter @judehabib.
This content is brought to you by Guardian Professional. To join the voluntary sector network, click here.
Voluntary sector network blog
Charities
guardian.co.uk © 2013 Guardian News and Media Limited or its affiliated companies. All rights reserved. | Use of this content is subject to our Terms & Conditions | More Feeds