How can smaller charities with limited resource get media coverage?

Charities make a tangible difference to people and communities. data. However, nfpResearch data suggests only a third of the public encountered media coverage about charities in 2024. Considering the UK is home to more than 170,000 registered charities, that’s a lot of missed opportunities.

As a PR professional with 10 years’ experience, I know the disappointment when a well-planned pitch receives crickets. For smaller, relatively unknown charities with limited PR resources or no one specifically employed to manage media relations, it may seem impossible at times.

But opportunities to secure coverage in 2026 have never been greater, regardless of size, because journalists need credible expert contributions now more than ever. And while reaching the right people on the channels they use is still vital, charities may be surprised at the myriad options.

Substack as a media relations tool

Many organisations continue to seek coverage in recognisable outlets with loyal followers. Reuters research lists BBC News, Sky News and The Guardian among the most popular sources for online news in the UK. But organisations shouldn’t just target these platforms.

Substack, a subscription newsletter platform, is fast becoming the hangout of independent journalists. According to Axios, three million people paid a Substack subscription in 2024, up from one million in 2021. Journalists are making the most of Substack’s growing popularity – in Muck Rack’s The State of Creator Journalism 2025 report, a third of journalists say they publish independently and 41% consider Substack their platform of choice.

Major publishers are taking note, with the Daily Mail and Press Gazette jumping on the Substack bandwagon by launching newsletters.

Small charities have also enjoyed success on Substack. The story of Bookbanks, which launched in 2024 to donate books to UK food banks, was covered by journalist Sam Jordison. His article received 18 shares on the site, including from those with a decent subscriber base, plus comments from people who said they donated off the back of Sam’s article.

Likewise, an interview with the artistic director of Cardboard Citizens, which uses theatre to change the perception of homeless people, featured in the Café Europa Substack run by an arts journalist, distributed to 2,200 subscribers.

These numbers may not seem huge, especially compared to traditional media. However, Substack audiences follow newsletters because they trust the journalist and are engaged in the topics they cover.

Substack’s explore function is a good way to get started, and the search tool can help to locate reporters covering specific sectors. Some journalists also pitch on Substack, including lifestyle editor Katie Lockhart. Some freelance for mainstream media too, so being on their radar may lead to further opportunities.

Harness podcasts and social media

Reuters’ Digital News Report 2025 reveals 37% of people use BBC Sounds for podcasts. This increases to 48% for people aged 45 and older – so if your target audience falls into this category, explore guest opportunities with relevant podcasts.

While working for a medium-sized animal charity, I secured interviews with a dog behaviour expert on several pet-themed podcasts. These showcased the charity’s expertise while delivering advice directly to dog owners.

Social media reporters keep on top of trending topics by scouring social channels. They have influence in the newsroom; they’re often the first to know what people want. Be sure not to dismiss them – by following them and researching topics they have previously covered, small organisations can tailor content to be relevant to their audiences.

Presenting a newsworthy pitch

It’s important to bear in mind that the way content is presented to the media will impact its newsworthiness and appeal. ‘Framing’, as it’s known, was introduced in 1974 by Erving Goffman, who said people use frames to “interpret and make sense of experiences”. The media uses this technique to present information, shaping the public’s perception – as academic Sarah Zaklama says, a news frame is “the meaningful context that shapes the news story”.

To prepare dog owners for Bonfire Night last year, Woodgreen Pets Charity shared advice on TikTok. The message was packaged and pitched to social media reporters slightly differently, framing the urgency on owners seeking action rather than on the charity sharing advice. By presenting this frame to the reporter, Woodgreen secured coverage in the Daily Mirror.

Building credibility with journalists

People are drawn to the advice of experts or authority figures, as well as those they like – a concept first raised by psychologist Robert Cialdini in his Six Principles of Persuasion.

Some charity leaders use LinkedIn to share original insights on societal issues or sector challenges. Visibility is vital to building relationships with journalists on LinkedIn; they use the platform to find credible sources for commentary. Charity experts can use their own page to share their unique perspective, boosting their credibility.

Despite being a relatively small player in its field, Welsh animal shelter Hope Rescue has boosted its reputation as a trusted voice in animal welfare thanks to chief executive Vanessa Waddon’s regular LinkedIn insights. Hope has achieved press coverage in titles including Wales Online, the Daily Mirror and Daily Mail, with Vanessa’s views on sector issues valuable to journalists.

Fighting misinformation

No matter who you’re pitching to, credibility is vital.

An investigation by trade magazine Press Gazette revealed UK media are seeing an influx of AI-generated ‘experts’, with many featured in stories published by some of the biggest national newspapers.

Understandably, journalists are worried about who they trust and if sources are real.

Muck Rack’s State of Journalism 2026 survey revealed more than a third of journalists think misinformation and disinformation are the most serious threats to the future of journalism. Importantly, 44% stressed the importance of access to credible sources.

This is good news for small charities – it will enable them to stand out as valuable sources of information. In fact, Ancient Greek philosopher Aristotle’s theories of persuasion – Ethos (credibility of the communicator), Logos (evidence) and Pathos (emotion) – are a charity’s superpowers. Charities have access to knowledgeable, likeable and trusted experts, internal data to back up their comments, and emotional supporter stories at their fingertips. All these go a long way in building credibility and trust.

Journalists often post requests for expert insights using #journorequest on X, LinkedIn and Bluesky. Monitor these and offer insight where relevant; this boosts your charity’s standing and can build relationships with journalists. I’ve had much success with this, securing repeated coverage in titles like Country Living. Another free tool is PressFlow, which sends daily emails with opportunities for expert commentary.

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Kelly’s perspective on studying for the CIPR Professional PR Diploma 

Kelly prepared this article for a CIPR Professional Diploma assignment while studying with PR Academy.

What do you see as the key benefits of studying the CIPR Professional PR Diploma?

I’ve worked in PR and communications for 10 years and haven’t had any formal training. I decided to study for a diploma following a promotion to manager level, as I was keen to build my knowledge of communications strategy and planning. Even though this was my initial reason, the course has also boosted my confidence as a PR professional and enhanced my understanding of concepts such as framing and persuasion. For me, the diploma has proved an opportunity to dig deeper into PR and explore key theories and academic frameworks.

What has been your favourite part of the course so far?

I thoroughly enjoyed working my way through the section on research methods in Unit 1 (PR strategy and planning) because I learnt so many new things – in fact, the whole unit was a real learning curve for me. It brought home the importance of thorough and effective research as the first stage of any PR planning. I found the lessons explaining how to analyse and make sense of a plethora of research incredibly useful, as well as frameworks such as the PESTLE and SWOT analysis to explore the external and internal environment. I’m a big fan of process because this prevents me from becoming too overwhelmed, so planning models like RADAR and Oasis were so valuable when it came to organising my assignment.

Have you been able to apply any of the learning, and if so, how?

Not long after completing my Unit 1 assignment, I was asked by a new senior manager to put together a quarterly PESTLE analysis to support our PR planning. Having covered this on the course and for my assignment, I was confident in my ability to deliver this and used my learnings from the diploma when approaching it.

I’ve also been using Kolb’s Cycle of Reflective Learning framework in my day-to-day work to evaluate projects and identify improvements or alternative approaches. I’ve recently stepped into a new PR role managing stories at a well-known charity; I’m developing the stories function and taking it to the next level, so I anticipate future opportunities to apply the theoretical underpinnings of storytelling and narrative techniques explored on the course.

About the CIPR Professional PR Diploma 

The PR Diploma is a Master’s level qualification for more experienced practitioners who are looking to underpin what they do with theory and contemporary models. Topics include PR strategy and planning, content management, media and engagement, measurement and evaluation, and PR leadership and process improvement.

You have two years to complete it, but with PR Academy, you set your own study pace, and many students finish in about ten months.

Read our Complete Guide to CIPR Qualifications