Working with the Media

Charities in Guernsey are in a fortunate position: because the island is small, local media are accessible and the audience is engaged. This means your stories—about the people you help, events, fundraisers, or campaigns—have a real chance of being noticed. Many charities also have authentic human stories and examples of impact that can resonate widely. The challenge is not finding newsworthy stories, but knowing how to share them effectively.

Telling a Compelling Story

Think about what makes your story interesting. Journalists look for stories that show impact, have a personal angle, or connect with the local community. Rather than simply reporting an activity, explain why it matters: the change it creates, the people it helps, or the issue it addresses.

Being proactive is important. Plan ahead with a simple communications calendar to help you share stories at the right time and stay ahead of deadlines.

Staying Trusted and Visible

Your charity’s reputation and how people see you are key to keeping support from funders, volunteers, and partners. In a small place like Guernsey, people already know your organisation, so it’s important to be reliable, clear, and consistent in what you share. Regular updates and stories help your cause stay visible and relevant. Being open about your work, showing the difference you are making, and responding quickly to questions builds confidence in your charity and encourages people to continue supporting you.

Identifying Your Key Messages

Before talking to the media, spend time thinking about your main points—the key ideas you want people to remember. Keep these simple, clear, and consistent across all communications. Ask yourself:

• What is the one thing we want people to remember about this story?

• Why is this story important to our charity and the community?

• Who is the audience, and what do we want them to do or feel?

• What evidence, quotes, or examples best support our message?

Working with the Media

Make it as easy as possible for journalists to cover your story. Write a clear press release with a strong headline and a lead paragraph covering who, what, when, where, and why. Keep language simple and include quotes, context, and a short paragraph about your charity.

Guernsey media are generally open to charity stories, including outlets like Guernsey Press, Bailiwick Express, BBC Radio Guernsey, Island FM, and magazines such as Connect Magazine and Aurigny. To find the right contact, visit their websites and look for “newsroom” or “contact” pages, or check recent articles to identify relevant journalists.

Always try to make their job easier. Include all key information, respond quickly to queries, and provide a high-resolution image or offer a photo opportunity where possible, as strong visuals can increase the chances of coverage.

Writing a Press Release

A press release is a simple way to share your story with local media. It should be clear, concise, and easy for journalists to use.

Building Relationships

Good relationships with journalists make a difference. Introduce yourself to local editors, keep them updated about news, and thank them when they cover your stories. These connections make it more likely that your charity will be considered for future coverage.