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Killer Headlines and Juicy Quotes WorkshopTRANSCRIPT
Hello
Image: ©Nigel Peake
Image: ©Nigel Peake
Jan McTaggart
Image: ©Nigel Peake
What we’re goingto do today
• Work out why we want to do press in the first place• Look at where media relations fits in to your marketing planning
• Write a press release following a template• Build a press list
•Learn how to use social media to really maximise the impact of press relations
• Think about what makes a good press image• Practice what to do when things go wrong
Image: ©Nigel Peake
Why oh why?
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Marketing Product (or service) Price Promotion Place Process Physical Evidence People Product Place Price
CommunicationsFace to faceSMS & EmailSocial mediaAll printed info(including delivery method)
Web(and mobile web – apps etc)
Media (print and web) and specialist publications.Displays, exhibitions and promotional materialsMedia advertising
Marketing vs Communications
Image: ©Nigel Peake
Media Relationspros & cons
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Cons• third party involved
• can provide info but can't controlhow it's used
• mass communications but difficult to target
• may not be seen by all your target group
• wastage
• only certain sorts of info will be picked up
• limited response mechanism
• difficult to evaluate
Pros• FREE publicity!
Even if you count salaries and hospitality it can be a bargain when compared to
advertising but more importantly...• Its an authoritative, editorial
endorsement• PR works because it helps your
organization persuade people who are more and more resistant to
commercial messages.• Can target by publication
•A good quote works wonders in a funding application
Image: ©Nigel Peake
What are we doing now?
List the media tools you currently use.
One per post it note – as many as you like.
The media tools:
Press release Press contacts database The press conferencePrinted material: brochures, gallery invitations
Phone calls EventsOpen photocalls Commissioning your own photos
Website Social MediaDistribution: email, post, hand delivered
Special mobile phone – staffed 24/7Competitions and promotions
External PR expertImage: ©Nigel Peake
Image: ©Nigel Peake
Tea break
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Case study
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Image: ©Nigel Peake
Image: ©Nigel Peake
The Basic Press
Release
Image: ©Nigel Peake
Image: ©Nigel Peake
Dundee Live public art and performance festival. The Courier July 2011
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real headlines
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Headlines1. Reread your press release; identify the underlying theme.
2. Express the theme in an active voice using as few words as possible. Active verbs lend immediacy to a story. If a reader sees a headline written in a passive voice, he or she might glance right over it.
3. Keep your headline in present tense.
4. Keep it simple. A headline is a short, direct sentence without extra adjectives or adverbs.
5. Provide enough information in the headline to give the casual reader an impression of the entire story.
News is something people WANT to know (interest)
or NEED to know (public service). Source: BBC
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Lunch
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DistributionWendy Niblock has been promoting the arts in the
media for nearly twenty years...‘I would say, keep it short, informative and to the point.
Email copy within the body of the email, not as an attachment.
Also email journalists as individuals and not as a round robin.
Then follow up but do not hound them.’
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Your press list
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The BBC is always looking for local
content
Remember community councils, development trusts, traders associations, rotary...
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Building relationships
Its not about press releases.Its about relationships.
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Following up:‘People from the arts are
sometimes apologetic, as if they were
bothering me by letting me know
about their project.
Stop it. It’s my jobto decide what’s newsworthy,
but Ican’t do that if nobody gives
me anyinformation.’
Quote from Roberta Doyle’s article, JAM 25
Image: ©Nigel Peake
Neil Cooper‘Even mundane things like time of year count. January, for instance, you can get things in a paper you'd be unlikely to in March/April or Sep/Oct, for instance.
On a practical level, a release needs to be clear and concise - 1 sheet of A4 or equivalent, with dates, names of those involved and why it's important, plus background of organisation and relevant biogs.
Don't let them tie themselves up in knots with over-florrid nonsense or fancy graphics (let alone a 'gift', which will just end up in the bin) or words like 'bold', 'brave', 'innovative', or 'radical‘ if you can’t justify them. They mean nothing unless you cam justify them.
And, if it's art, never use the word' practice'. Again, it means nothing.
Also, don't get caught up in bullshit Creative Scotland-speak - 'cross-arform inclusivity with open-access policy and high-level accessibility for stakeholders.'
If you already have a working relationship with the hack, personalise it with a 'hello', though never overuse it, cos then you just look like sooks, and nobody likes a sook.
It's hard, tho, cos on one level everyone wants to write about the new, but arts eds have problems selling off the wall or unheard of stuff to senior management idiots at conference every day.
In the first instance I would say make contact, don't expect too much initially, then keep sympathetic / open-minded hacks in the loop. They might not get it immediately, but if it's any good they should do eventually.’
Image: ©Nigel Peake
Image: ©Nigel Peake
Social Media
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Visible Fictions
Image: ©Nigel Peake
Image: ©Nigel Peake
Final report
This Facebook group was hugely successful in developing an ongoing relationship with the individuals we worked with in the workshops and also
preparing the city for the big day. As the site grew, more people became involved in shaping the project. This was enhanced by the close working
relationship developed with the regional newspaper, The Evening Express. In the lead up to the marathon our media partner printed several articles
containing photographs uploaded to the Facebook site which reached 68% of Aberdeen City population.
The photographs became part of a stunning exhibition and film which was housed at the Lemon Tree. 60 participants came along to the launch and the event was covered by the Press and Journal which reached 49% of the
total population of the north east of Scotland. The school groups that participated in the project were able to see their photographs in the gallery
space before they went to see the production. The exhibition ran for six weeks after it’s installation for the general public to enjoy.
Image: ©Nigel Peake
Image: ©Nigel Peake
Image: ©Nigel Peake
Susie BurnetMedia Relations Manager
Edinburgh International Festival
‘If its about releases put a quote near the top, remember the who/where/what/when etc, keep it short and add in links to podcasts/flickr galleries/etcetc
Follow it up - it's all about relationships. Support through social media channels. And time it well. Beginning of the week better. Between 9.30 and 11 ideally. Personalise the key ones. Find a local/appropriate factor particular to that media reach/channel....’
Image: ©Nigel Peake
Say cheese
What makes a good photo that will get used by the media?
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Photocall
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Breaking News
Take a photo that would appearin a local paper.
Email it to: [email protected] 3pm
We’ll see the results after the break.
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Surprise surprise!
What do to when theunexpected happens
(or when the bad stuffhits the fan)
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WHEN it happens(not IF it happens)
Be available, prepared, and professional
• Don’t panic• Make one person responsible for handling media enquiries
• Brief all staff so that they can pass any questions on to your nominated person and not make any accidental statements
If you can’t easily answer any questions:
• Breathe• Take your time
• Find out EXACTLY what they want to know – don’t speculate or offer extra information• Don’t let anyone put you on the spot – you can always call back – but make sure you do!• Be prepared for the original story to be picked up by other news outlets and organisations.
Image: ©Nigel Peake
A review of 'The Jesuit' in the Sunday Mail 9 May 1976.
Review in The Universe, 14 May 1976.
Image: ©Nigel Peake
Have we done it?• Work out why we want to do press in the first place
• Look at where media relations fits in to your marketing planning• Write a press release following a template
• Build a press list• Learn how to use social media to really maximise the impact of press
relations• Think about what makes a good press image• Practice what to do when things go wrong
Image: ©Nigel Peake
Anything else?
Image: ©Nigel Peake
Thank you