Promoting your fundraising in the local media

Getting media interest can be very hit and miss, and while there is no guaranteed impact, it is worth considering as it can boost your fundraising – while also raising awareness of the support Samaritans provide.

We know from research that when press publish stories of hope and recovery that it does encourage people who are struggling to reach out and get help. It can also encourage people to donate and / or consider signing up to volunteer. As such, it’s a powerful way of helping others.

Please remember – we’re more than happy to help support you with anything media-related – you’re welcome to get in touch by email: [email protected].

It’s also worth noting that you don’t have to consider using the media – anything relating to Samaritans can be extremely sensitive and personal - there’s no pressure or expectation to do anything you don’t want to do.

Sharing what might be your most difficult and sensitive experiences could activate emotions or take you back to a difficult time in your life and you should prepare for that possibility. It’s a good idea to let someone close know if/when you’re doing any media so you can discuss or debrief with them afterwards.

As we routinely work with national media outlets and are actively promoting our 2025 TCS London Marathon campaign, these tips are predominantly for regional media where you live (i.e. your local newspaper and radio stations e.g. BBC Radio Manchester or the Bristol Post).

• Remember that nobody knows your story better than you – you’re the expert and you can share as much or as little as you want
• Sharing your powerful experiences and insights can have a big impact on inspiring and motivating the public to support you
• However, you don’t have to share everything to achieve this – or ever have to answer any question you’re uncomfortable with – especially if it’s too personal or sensitive – ‘I’d rather not go into that’ is fine
• Samaritans Media Guidelines provide guidance and advice on the language to use when talking about suicide to ensure safe and responsible reporting on the topic. For example, research shows it’s best to avoid the phrase ‘committed’ suicide and instead use the phrase ‘died by suicide’ or ‘took their own life’. It’s also important that we avoid discussing any method or location when talking about suicide as it can impact vulnerable readers. For more information and guidance view our Media Guidelines here
• If you know there are topics or people you don’t want to mention, or can’t, you should let the journalist know in advance
• If you’re asked anything you don’t know the answer to, it’s fine to say ‘I’m not sure’ or ‘that’s not something I can comment on’ – please don’t guess or speculate

• The charity is hoping participants will join them and help raise £689,000, so more volunteers can support people to believe that a better tomorrow is possible
• The money raised will help Samaritans train more volunteers and help the charity keep its helpline open 24 hours a day, 365 days a year
• Join #TeamSamaritans at the 2025 TCS London Marathon and together we can believe in tomorrow
• Every 10 seconds, Samaritans volunteers respond to a call for help.
• When life is difficult, Samaritans are here – day or night, 365 days a year. You can call for free on 116 123, email [email protected], or visit www.samaritans.org

For more tips on contacting your local media, drafting press releases, preparing for media interviews and selecting the right photos, download our TCS London Marathon 2025 local media tips below, or get in touch with our friendly press team - they'd love to help you: [email protected].

We've also included some example press releases that you can edit and adapt to your own story.