MEDIA COVERAGE FOR SMEs:

•We all have a story in us or our business … find yours

•Will media coverage benefit your business?

•Understanding the media and media landscape.

•Press releases …how to!

•Tips for being seen by the media.

•Contributing expertise

•Recap … Slides available by visiting www.wlc.ie where you’ll find them in an article about

today’s event.

TOPICS FOR TODAY

• What is your story?

• Who do you want to hear it? Who wants to

hear it?

• Why would they be interested?

• What makes you, your company, your

product different?

• How are you going to explain it?

• What will they hear and take away from it?

Tell a story that others will want to re-tell!

FINDING YOUR STORY

Tom Keogh, Keogh’s Crisps

Anne Reilly, Paycheck Plus

Before we get started …

•Would your business benefit from media coverage?

•Would the benefit exceed the effort you need to

apply?

The answer is not going to be

“Yes” for every one of you …

and that’s okay too!

DOES YOUR BUSINESS NEED MEDIA COVERAGE?

IRISH MEDIA LANDSCAPE

1. BBC TV & Radio www.bbc.co.uk/northernireland2. UTV TV & Radio www.u.tv 3. INDEPENDENT Downtown Radio

Q101.2FM (Omagh)Q102 (Derry)Cool FM (Newtownards)

Belfast CityBeat4. ACROSS BRITAIN Classic FM

TalkSportVirgin Radio

5. Broadsheet, tabloid and local papers

NORTHERN IRISH MEDIA LANDSCAPE

LOCAL MEDIA

BUSINESS MEDIA

TRADE & SPECIALIST MEDIA

IRISH TV LOCAL TV FOR IRELAND

SPEAK IRISH?

Irish language stations and programmes seek

Irish speakers with specialist expertise or

interesting stories to tell.

RESEARCH

If you don’t know where to be seen, find out!

•Internet resources such as • www.MediaStreet.ie • www.News4Media.ie

•Ask existing customers

•Check out your competitors

UNDERSTANDING THE MEDIA RELATIONSHIP

1.“The Media” are actually people.

2.They are in the business of gathering and sharing “News” for analysis / education / entertainment and to make money.

3.They are looking for a commodity – information, insight, an engaging story or a new angle on an existing topic.

4.They are often time poor … deadlines, understaffed etc.

5.You have a story or knowledge … they have access to the audience you are looking to reach.

Now, how do you work together?

What is a press

release and

when would

you use it?

PRESS RELEASES

TIP: Don’t forget to

plan

SUPPORTING INFORMATION

•Headline – a strong headline is vital to catch attention

•Contact Information – Name, title, mobile and email

•Photos

• Ideally People not Product

• Caption your photos – tell us who is in the photo

and what they are doing.

• Editors Notes – any background information or

statistics that helps the journalist explain the topic

to the reader.

PRESS RELEASES

WRITING A PRESS RELEASE

•Think like a journalist … if you were writing this for your

newspaper, what would your readers be interested in?

•Keep it brief. 150-250 words. Add supporting information

“Editors Notes” at the bottom of your press release.

•Add quotes to give your press release a human touch.

•8-10 word sentences are ideal.

•Front load the important information in the opening

paragraph.

PRESS RELEASES

ASK YOURSELF:

•What … is happening?

•Who … is involved?

•Where … is it taking place?

•When?

•Why?

And finally ask yourself

“How … is this relevant to the audience?”

PRESS RELEASES

FORMATTING YOUR PRESS RELEASE:

•Type “Media Release” / “Press Release” in large text (30+

font).

•Embargo (if applicable) date/time in bold 24+ font.

•Headline in 16point font (also in your email subject line).

•Sub-heading in 14 font italics.

•Text in 12 font. Short paragraphs and 1.5 line spacing.

•Use quotations. Put in “…” and italics.

•Release Date, Contact Details and Editors Notes.

•Attach captioned photos and/or relevant logos.

PRESS RELEASES

SUBMITTING YOUR PRESS

RELEASE

•Know the name of the person you are

addressing it to and use their name.

•Put an interesting (factual) subject line.

•Embed the text in your email – not an

attachment.

•Submit it early in the news cycle

•If there is an Embargo, make it clear.

•Leave the door open to follow up.

PRESS RELEASES

NATIONAL NEWS CYCLE:

•National Media 10.30-11.00am on weekdays

•Sunday and Monday are good days to release

•Avoid releasing on Saturdays.

LOCAL NEWS CYCLE:

•Establish local media deadlines. For local papers

submit the day after the last paper has gone to print

so you are in early for next week (unless it’s a big

breaking story!).

PRESS RELEASES

Follow Through:

•Don’t assume because you’ve sent it

that it will get attention.

•Ring. Ask to speak to the journalist

you sent it to.

•Open up a conversation (but

remember they are time-poor so get

to the point) and talk to them about

your story.

PRESS RELEASES

BEING SEEN BY THE MEDIA

Social Media:•Social media can increase your visibility to media editors, researchers and presenters. (Twitter/LinkedIn)•Make intelligent comments on Twitter on subjects where you have expertise. •Use # so that your comments are visible in the newsstream of others. •Follow media personalities and reporters and use their @name in tweets if you are replying directly to points they have made. •Tweet links to your work.

BEING SEEN BY THE MEDIA - TWITTER

Twitter Profile:•Use your Twitter profile wisely. •Assert your expertise and give a flavour of your personality. •Intelligent comment and engagement on issues.

BEING SEEN BY THE MEDIA - LINKEDIN

LinkedIn•Use the headline to give the researcher confidence.•Again, give a flavour of your personality. •Use the summary and experience sections to show expertise.

Become recognised for your expertise …

Journalists and researchers are:

•Time-poor•Problem-solvers•Quick learners•Always Looking for experts•Thin on the ground•And … creatures of habit!

BECOME A CONTRIBUTOR

Researchers are looking for contributors to:

1.Add to the pool of knowledge.

2.Be confident and authoritative.

3.Provide a fresh approach to an existing

story.

4.Give context to a story that will improve

listeners understanding.

5.Tell a story … bring the topic alive!

WHAT RESEARCHERS WANT

If you have an insight into a current news story then don’t be shy!

Make contact with them … the worse they can say is “No” and they might say “Yes”

Closing Thoughts:•We all have a story in us or our business … find yours.

•Assess whether media coverage will actually benefit your business.

•Research and understand the right media outlets for you.

•Refer to the practical tips for writing and submitting press releases.

•Make yourself known to the media and don’t be shy if you have

expertise.

•And if an opportunity comes your way …

Karen Devine ▪ WhiteLight Consulting

Corporate Event & Communications Consultant

LinkedIn: ie.linkedin.com/in/kareneleanordevine/

Today’s slides are available by visiting www.wlc.ie.

You’ll find them in the article on the homepage

“Communication Tools for SMEs” event.