pr beyond the press release
Post on 19-Oct-2014
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On Monday 26th October 2009 Mark Ellis and Jude Habib of sounddelivery delivered a workshop called PR: Beyond the Press Release. The session was part of a day of training organised by the Media Trust for the Learning Revolution Festival. The 1 hour workshop aimed to get participants thinking of all the on- and off-line activities they could utilise to boost their media presence and attract attention to cause.TRANSCRIPT
PR Beyond the Press Release:PR Beyond the Press Release:planning & ideas for planning & ideas for
successful media coveragesuccessful media coverage
Mark Ellis & Jude Habib
sounddelivery
Press Release Dos and Don’tsPress Release Dos and Don’ts Use short, simple sentences –
avoid flowery language Include relevant contact details Use attention grabbing headlines Include a photograph or details on
how to obtain one Write quotes in your press release Ensure the date is on the release Write “Press Release” at the top of
the page. Try to keep to one page as much
as possible. Proof read for typing, spelling and
grammatical errors Send release to correct person –
careful targeting essential!
Use exclamation marks!!! Use technical language and
jargon Write long sentences or
paragraphs Send your press release after
an event – its no longer news Send a press release and then
go on holiday or go into hibernation
Just write “press release” in the subject line of your email
DoDo Don’tDon’t
5 keys to local media coverage5 keys to local media coverage
L
E
A
R
N
Local Examples Available Relationships News
LocalLocal
What’s the local angle? Look for genuine local connections –
stories and anecdotes, exhibitions, history, funding
ExamplesExamples
Case Studies Interviewees Make sure your story matches the media –
a story without pictures is ideal for radio
AvailabilityAvailability
Be prepared for last-minute requests even for pre-planned stories, and try to be patient
Don’t offer up guests you haven’t checked are available in the hope they’ll take a substitute at the last minute.
Groom and support your organisation spokesperson (someone who loves attention and will put the media first) – Max Clifford, John Bird, Paul Cavadino, etc…
RelationshipsRelationships
Do make friends Don’t be shy Do be persistent Don’t rely solely on the planning desk Do get contact details and stay in touch Do suggest partnership projects
NewsNews
Newsworthiness – if you think the story you’re pushing is dull, don’t bother or freshen up the angle.
Keep abreast of what’s happening – look for tie-ins with current events/soap story lines/TV programmes/other news stories.etc…
React immediately – if you spot a good connection don’t wait until tomorrow to put some calls in.
Generating CoverageGenerating Coverage
Briefings Lunches/Dinners/Drinks Events Visits (to your offices, facitities, shops,
projects: home and abroad, etc…) Photocalls Stunts
St Thomas’s Hospital St Thomas’s Hospital donor appealdonor appeal
Planning your PR activityPlanning your PR activity Objectives
‘to raise profile/awareness’ is not specific enough. Why do you want to raise awareness?
Target audiences – think through all the stakeholders whose opinions and actions
affect your work. Key messages –
develop a crib sheet listing all your key messages and see how many points you can earn on each communications opportunity.
Communication methods – think beyond media relations. Other options include direct mail,
exhibitions, shop window displays, and inviting the media to visit your facility.
Planning your PR activityPlanning your PR activity
Plan your time – focus your efforts at strategic points to create the
most noise. Budget –
where will your money be best spent? Evaluation –
how will you measure achievement against the objectives identified? Plan in a debrief to identify what works and what doesn’t.
What else?What else?
Write your own brief Collate your “media resources” Journalists don’t do you favours on
purpose! Borrow other people’s ideas Monitor your performance
BrainstormBrainstorm
Divide into groups – and work through creative plan for a news story
(for M + J to discuss)