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How can we address the media? When addressing the media, it is important to provide them with fresh and good quality texts and images that will entice them to cover the European Year of Volunteering 2011 Tour. Remember the KISS principle: Keep It Short and Simple. Journalists work under pressure, so make it easy for them.

Strengths of the Tour The EYV2011 Tour provides an exceptional opportunity for journalists to: • Meet volunteers and get to know their experiences and where and how they work. • Learn about volunteering opportunities in their city or country there are many different types of volunteering experiences and this is a unique opportunity to obtain concrete and in-depth information in one visit. • Understand the value of volunteering- not only as an enriching experience for the individual but also as a crucial and valuable contribution to society. • Encourage and recognize volunteers in their city and country for all their efforts and achievements. • Learn more about the European dimension of volunteering and be part of a European initiative that will cover 27 countries.

Some ideas to attract the media: •

Look for an interesting/fresh angle on the information you are providing: use comparisons (numbers, situations, etc.).

Get to know individual journalists at your local community newspaper and foster good relations with them.

At the very least, you will need a list of the media contacts in your city including their phone numbers and e-mail addresses.

Think like a journalist: present the EYV2011 Tour as something new; rather than presenting the campaign itself, present the differences that it will make for the public.

Provide a good colourful photograph or a photo opportunity. If journalists cannot make it to the event, provide them with all the details along with a good photo (high resolution, showing actions more than static images).

Be short and precise. Use simple, clear language.

Be aware of deadlines. Find out when they are.

Send out invitations a week before the Tour and follow them up with a phone call (one or two days before the event).

Choose two or three key messages and focus on them when contacting the media.

During the event, provide the media representatives with anything that may help them, e.g. a media kit containing a press release and key information, such as frequently asked questions or a very short presentation

of the project.