'Shadowing' will teach charities how media works

Indira Das-Gupta

Charity press officers will be given the opportunity to shadow reporters, including TV journalists, under a new project run by the Voluntary Action Media Unit and the Media Trust.

The scheme has been set up to allow charities to learn at first hand how the media works and to improve understanding between the sector and the media.

The BBC and ITV have already signed up, with other media partners yet to be confirmed.

Twenty places will be offered to charity employees who have some experience of dealing with the media, and placements will last for between one and two weeks.

Applicants must have two years' experience of the sector, but they need not be dedicated PR people - this should make it easier for smaller charities to take part.

Penelope Gibbs, director of Vamu, said most places would be allocated to organisations with turnover of less than £750,000.

Gibbs added: "Those who are selected will have a spark of creativity in order for the scheme to work. We want those who take part to get the most they can out of it."

For more information, see www.mediaconnections 2006.org.uk.

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