 I think one of the main takeaways is write a really strong press release. A lot of the time, you won't have the contacts, you won't know the journalists you're approaching, you're sending them something completely fresh, and they've never heard of Myloma. So you have to send them something that tells them everything they could possibly want to know about Myloma. So that really starts with a strong headline, something if they see it as their email subject, they just feel compelled to click on it. So what we find is we always use a very strong case study, a patient case study, and we kind of try to tell their story in the headline, so if they've had a delayed diagnosis or sort of anything that just makes them think, oh wow, that is shocking, and just makes them want to click. So the reason we have really detailed and press releases, and we call them the complete package is because journalists in the UK anyway are pushed for time, they don't have time to research something, they may have never heard about this particular cancer, so we want to put as much information in there as possible, and in simple terms so that if they wanted to use it, they wouldn't have to do interviews, they don't have to do additional research, they can just copy paste it, put it in their newspaper on their website or run a new story based on that. So a strong headline is the key thing. We always say in the UK a very short but information-packed introduction, that's about 24 words, keep it simple, have all the information in there, and then because people's attention span isn't what we hope it will be, put all your key information in the first three paragraphs, all your takeaways, we know that journalists do that when they write articles, so treat your press release as if it were an article and you were writing it for the audience, this journalist's audience, and one thing we would say is make sure that you don't use jargon, and it will probably be this journalist's first time hearing about myeloma, they may just switch off when they hear about a cancer they've never heard of, but if you explain it simply, you're encouraging them to just think, oh I can write about that, I understand it, and one thing we would say is stick to just three statistics if you can, people just can't take it, numbers, at least in the British press we find that there's hardly ever any statistics in there, and one thing I would say is use strong quotes, patient quotes, but also it's a good opportunity to share quotes from your chief exec or anyone at your charity, and if you use a quote from your chief exec or anyone at your patient organization, make sure you've got a call to action in there or a strong message, if you're sending this because the government isn't doing enough, say we want the government to do more, something like this is great for journalists, it's a good like soundbite, and they're more likely to keep it in. There's so many more things you could do, but one simple thing that a lot of people forget is pictures, whether it's on a website or in a newspaper or even for TV, they will actually use pictures and you'd be surprised how many times people call you at six and say the picture is blurry, it's too small, it's the wrong shape, so just send a few of the patient, anyone quoted in the press release should really be photographed and you should send it to them. And one thing we always do at Myeloma UK, we find that works is press releases can't be that long, so there's a lot of information you want to share with people like the key symptoms of Myeloma, what your organization does, key statistics, so that's the opportunity at the bottom to do a fact file and to just do lots of bullet points, anything you want them to know, the journalist may or may not use it, but at least you've done your job, you've shared everything that anyone would possibly want to know about Myeloma. And one thing I would recommend is always double checking if you're mentioning an event, a thing who, what, where and when, it's so easy to say something's happening and you forget to say where or when, and my personal tip as something I do all the time is when in doubt, always bring it back to the impact on patients. It's so easy, especially when you're talking about a big campaign or survey or a study you've done, you have so many statistics in your mind. And of course, for us, they're all super important. But for journalists, really they're thinking what's the key thing, what's going to be my headline. So just if you, if there's too much information and you're not sure what to include, think does it impact a patient directly? Is it relevant? And if it's not, maybe just take it out and ignore it. So building relationship with the press is a long process. And I don't know about other countries, but in the UK, it's made harder by the fact that a lot of people are made redundant, people move on, it's a tough industry. And we find that sometimes we've got a good contact. And then a month later, they're gone. So there's different ways you can do this. And I think instead of just focusing on maybe, Oh, I want to be in this one newspaper and this is the one person I need to speak to. What I would say is if you can, so we subscribe to a media database. And that means you get access in theory to every journalist working in the UK. And you can figure out who works in health, who works in radio, TV, and we create lists. And then we send. So in the beginning, what I did is I sent our press releases to absolutely everyone, just so they would even know who we are as a charity. And because most people don't. And then sometimes we wouldn't hear back from them, they wouldn't even open them open our press releases. But you know, eventually, when something came up about cancer, or blood cancer, they might just remember, Oh, I got this email, or many emails from that woman at that charity. But more generally, if you kind of email everyone, and someone's bound to get back to you and just say, Oh, that's an interesting story. And then that could be a small local paper. But then, you know, that story in the local paper might be picked up by a national paper, and then you work your way up. When it comes to communications, it's important to have some things in mind. The first one is media usually reaches us with a very tight deadlines. So either you respond fast or the opportunity is gone to respond fast, but also to respond with consistency. It's important to prepare the key messages you would like to share with media. For example, your main goals, the main results of your projects, things you want to highlight from your event. So your spokespeople have a clear idea of what they should say when they are asked about the project. To select your spokespeople is important also to evaluate their public speaking skills, depending also a kind of interview they are going to respond. For example, it's not the same to respond to a local newspaper interview, or a national television interview. So depending on that, you select the best exposed people for your organization. MP can support members in the communications area by helping them with a press release template, helping them preparing the key messages for the event they are going to prepare. Also dissemination and communication through the MP newsletter, the MP website, and also helping them to organize and support webinars and recording of those webinars and even filming interviews.