One of the objectives of The Almshouse Association 5 year strategy is to raise the profile of almshouses. A big part doing this involves speaking to the press, being interviewed for statements and publishing news and stories about almshouses and the almshouse movement. It goes without saying that everyone wants positive PR and wants to avoid bad PR, but this is not always something we can control.

When dealing with any enquiries from newspapers, broadcast press (including radio and TV stations), journalists and press relations personnel, there is always a potential for them to ask awkward questions or ‘dig’ for more information. We may not want this information in the public domain without consultation with our Press Relations Agency (PR) and/or our Chair/CEO.

It is not a case of shying away from challenging questions, but there are a number of ways to put across a message without encouraging ‘negative press’.

Over the next 12 months, as the Association works on a Public Relations Campaign to raise the awareness of the Almshouse Movement and The Almshouse Association, more people will learn about our purpose and work, and almshouses in general.  We hope that we will receive a lot of interest from the press, however, it would be naïve to think that this would all be about the 75th Anniversary. Some journalists may also want to ask more challenging questions. They may contact the Association or they may contact almshouse charities directly.

The Almshouse Association is here to help you. We will be very happy for you to refer any journalists to us so that we can support you.

We have put together some guidelines that you may find useful and will help protect the integrity of your almshouse charity and the almshouse movement.

Guidelines

  1. Overview
    Whilst our flow of information to the media will always be positive, with greater recognition comes greater scrutiny and the need for a strategy to handle criticism or negativity. It is important that any negative questions or comments are dealt with promptly. It is sometimes tempting to hope that a problem will go away or you may feel it is too small to create interest. With the media, a negative story can get out of hand in minutes and a reputation can be destroyed. This is particularly relevant in these days of social media. Re-building trust and confidence can take a long time so we recommend treating every potential negative story as a matter of importance. It may disappear but if you are prepared for the next step you will never be on the back foot.

    Please, therefore, alert your designated media contact about anything that you are not comfortable with as soon as possible and please contact the Association if you need any help.  

  2. Designated Media Contact
    At The Almshouse Association, the Chief Executive, Nick Phillips, has overall responsibility for media issues and will approve all internal material before it is sent to any media, or, he will designate an alternative manager at times of his absence. Similarly all media calls to your charity should be directed to the Chief Executive in the first instance, or a designated alternative manager, at times of the Chief Executive’s absence.

  3. Your Chief Executive or designated member of staff:
    • will need to ensure that relevant trustees and employees are briefed on any media enquiry that might impact on the them
    • will manage the media, together with the Chief Executive of The Almshouse Association if needed and applicable, in the event of an incident occurring
    • will decide on the appropriate media position to take with a relevant trustee or an employee, volunteer or supported person in their care, to ensure the right communication is given to the press
    • may choose to liaise with the Chief Executive of The Almshouse Association to assist with any news releases, proactive and reactive media statements; comments or quotes, answers to media enquiries, social tweets or similar.
    • will approve any social and website media copy
    • will be responsible for issuing a holding statement (if necessary) before immediately responding to an incident that has attracted press interest.
  4. Procedure for handling media enquiries – Anyone receiving an enquiry from the media:
    • will need to ask the journalist the nature of the enquiry and when they need the information by
    • should, if applicable, explain that they are not the best person to deal with the request but they will refer the journalist to the CEO or designated manager immediately
    • must make sure they take the name, number and/or email address of the caller
    • need to be friendly and helpful but remain polite and firm
    • should not feel pressured into a conversation they might regret.
  5. ‘Door-Stepping’
    In the event of an immediate breaking news story, journalists can ‘door-step’ a junior person who can be caught unaware. The words ‘no comment’ can be interpreted negatively so it is best for the junior member of staff to reassure the journalist that every effort will be made to ensure someone will be in contact with them as soon as possible. The CEO/designated member of staff must then be alerted without delay.

  6. Social Media
    Dealing with online media through platforms such as Twitter needs to be handled with special care because a negative comment can spiral out of control instantly.  The Almshouse Association Social Media Policy template sets out guidelines for responsible use and can be found on our website in Policies and Procedures.

  7. Confidentiality
    All trustees and employees have a duty of confidentiality to their residents. Unauthorised disclosure of personal information about them, or about matters relating to them, could result in a complaint to the Charity Commission. Please be mindful of this.

Please click in the links if you would like to access our Media Handling Policy and Media Handling Procedures templates. and please do not hesitate to contact us if you need our assistance, we are here to help.

Posted 21 January 2021