Year-on-year the largest amount of coverage for National Smile Month comes from the local press – newspapers, radio and even television – and it's purely down to the fantastic efforts of local organisers.

It is something that can easily be overlooked but gaining this local media coverage is so important simply because it makes it so much easier for nearby residents to reach you. There’s no better promotional opportunity that can tap into your audience, and drum up some interest in your event.

With National Smile Month, as the name suggests, being primarily a national campaign, the added bonus of having a series of local events up and down the country has particular appeal for regional journalists, who can localise what is a UK-wide story.

So who should you target?

Local media is often divided into two divisions: print media, which ranges from daily or weekly newspapers, to parish newsletters and broadcast media, which includes local radio and television, or even hospital and studio radio stations.

No doubt you will know well before the event takes place that you’re planning on doing something for the campaign. If this is the case why not call your local press as soon as you know the details. If the journalist gets advanced notice then the date of your event can be set into their diary and by leaving them your contact details, they can call you back nearer the time.

By asking for the features or health desk you might even be put through to somebody that has covered the story in a previous year – and they may be keen to do so again! The promise of a good photo opportunity may be enough to grab their attention.

Sending in a press release closer to the day issues a good reminder for them. Make sure you give them all the necessary details, often covered by the five W’s: Who is going to be there? What is going to happen? Where is it taking place? When does start? Why is it happening?

For a little inspiration, please feel free to download our press release template.

What should you send them?

It all depends on what they’re looking for. If it’s a radio opportunity then they will obviously be looking for somebody to interview, newspapers or newsletters on the other hand could require a much more varied format range. It is a good idea to first do some research and examine what they publish. News stories, feature articles, columns, letters pages and picture stories all occur in every issue. Try to assess which one might be better for your event and pitch it to them – if it’s a good idea, it will run!

Use Local Media

Local newspapers, newsletters and regional online news sites are always keen on covering events for a good cause, so make them aware of the details of your event in good time.  Promoting your event in your local community is also a great way to encourage people to come along and get involved.

Local Radio Phone-Ins

Why not persuade your radio station to host a phone-in session about dental health? BBC radio is always keen to educate the public and it is a great way to address issues like dental anxiety and other issues in depth.

Write a News Release

Why not send out a news release too?  It’s an excellent means of promoting a good oral healthcare message, especially if you join forces with other dental and healthcare professionals in your community.  To make things easier, you can download a National Smile Month news release template.

Prizes and Competitions

Prizes are fantastic for generating interest with patients and the local media, who are often keen to work with you to promote competitions to their readers. ‘Tooth-Healthy’ food hampers, a year’s supply of dental products, £100 off dental products, £250 cash prize draw, free scales and polish and free electric toothbrushes are just some of the prizes known to work.

Contact Local Groups

Boys and Girls Clubs, Scouts, Brownies, Girl Guides, Parents and Toddler groups and voluntary groups are great to make contact with during National Smile Month. They may also be able to help with fundraising too.

Smile for the camera!

News desks always love a good photograph to accompany a news release or story, whether it’s online or in a newspaper. Try emailing a relevant photograph to news desks one or two weeks before the event, as well as taking a few shots on the day.  Booking a photographer may make life easier for you, but you can also achieve fun, entertaining photographs using your own camera skills.

Advertise your event

Promoting your event as early as possible is really important.  We recommend you start promoting at least four to six weeks before the event.  Simple leaflets, e-mails and text messages are just some of the cheap and effective ways of promoting the event.

Share your success

Let’s make the most of your 2011 activities – just let the Foundation know about your ideas, events and success.  We may also be able to promote your events to our own media contacts, and share your success as good practice throughout the UK.  Simply email your news, information and photos to our press office at pr@dentalhealth.org. 

Contact us

For further information, help and queries, please contact the Foundation’s Public Relations Department at pr@dentalhealth.org or telephone 01788 539792.