When you appeal a bus lane penalty fine you must do so in writing to:
Parking Services,
PO Box 2994,
Stoke on Trent,
ST4 9FG
Alternatively you can send it via email to: parking@stoke.gov.uk
Make sure you include your PCN number, which starts with the letters GE, and your full address. Try to make your appeal as clearly and simply as possible, while including copies of any evidence that could help support your case.