MAXIMISING YOUR MEDIA POTENTIALWITH JOHN DRUMMEY

COMMUNICATIONS MANAGER WITH THE ROSE OF TRALEE INTERNATIONAL

FESTIVAL

Effective Press Management for Busy

Festival Organisers

Is it that time already?

“Why didn’t you get your father his 60th birthday present? You’ve only known for 60 years that his birthday will be tomorrow!” – Anne-Marie Drummey 29/9/2000

“Why didn’t you book someone to be the Bunny in the annual Easter Parade? We’ve only known since last Easter that it will be happening next Easter!”

…SO, PREPARE SO YOU’LL BE PREPARED!

You’re going to be busy…

First things first – PR plan (key questions)

WHAT do I need to communicate?

WHO is the spokesperson and is it the same person sending the information to the media?

WHEN do I begin to communicate my key messages?

WHERE is my audience?

WHY do I want to talk to them?

HOW will I reach my audience?

Plan ahead by looking back

What points were raised at the de-brief following last year’s Festival?

What worked v didn’t work?

If it’s a first time event in your area, look to other events for inspiration and information!

Tourism trends locally, nationally – these are available from numerous sources and could fill a quote in your press release

What needs to be communicated?

When is the Festival taking place?

What are the main events during the Festival?

Who are the main participants during the Festival?

Why do we need to communicate through the media and our organisation?

Where are the main events taking place during the Festival?

Know your media – local & national

How many newspapers are produced in your locality?

How many free-sheet publications are produced in your locality?

How many national daily newspapers are there?

How many radio stations broadcast in your locality and to your customers?

What are they and who are my contacts in the media?

Know what the media wants?

Give them something that will make people listen to their radio station, buy their newspaper or watch their TV channel

Kerryman Kerry’s Eye

12 months later…same story...different titles!

CUT THE BULL AND TELL THE STORY THEY WAY YOU WANT TO HEAR A STORY!

Press Release

Where’s the bin?

Boring title, dull copy, nothing new

Press Release – make sure someone opens your email

Attach & include the press release in the body of the email...Step out of the business and become a reader/listener when

composing a Press Release

What the local papers take

What the Nationals want

A photo is essential to help secure coverage

REMEMBER WHAT THE REPORTERS WANT BUT DON’T OVERDO IT!

Timing is everything

Our peak time is during silly season for the media!

•Slow news days often a good chance for publicity

•Ingredients of an effective Press and PR plan

•Good press and PR starts with the art of being able to put yourself in the other persons shoes and understand

•Make your event everyone’s top childhood memory

•Never Forget Your Numbers Headlines & Newsrooms LOVE statistics

Always think of potential media exposure

Have two different news angles – one for the launch and another closer to the event

ALWAYS include a PR photographer in your budget – PR photographers in Dublin are more than 5 times more expensive than Kerry!

A good working relationship with the media can help when booking editorial space

An endorsement from Festival goers are worth more than 100 press releases

Target the Irish language media – a most under-rated route to customers

Remember what the reporters want!

• Most local papers are cutting back and want you to help them...

Give them a snappy subject line.

A short release, with topline info first.

Something exclusive, a clear news angle, distinct ‘hook’ and/or lots of individual ‘colour’.

2-3 quality, hi-res images.

This works... ...as much as this

Remember! A picture paints a thousand words!

APPLY FOR LEADER, LOCAL AUTHORITY OR ARTS COUNCIL FUNDING TO ASSIST WITH

YOUR PR & MARKETING

Contact someone who knows how to help!

Thank you for your time!