the pr tool kit. what is pr? public relations is the management, through communication, of...
TRANSCRIPT
The PR Tool Kit
What is PR?
Public relations is the management, through
communication, of perceptions and strategic partnerships between an
organisation and its internal and external
stakeholders or publics.
How does it work?
Research:What is the problem?
Action: What is going to be
done?
Communication: How will the public
be told?
Evaluation:Was audience reached
and what was the effect?
RACEPublic
RelationsActivity
How the media works
Metropolitan and Local Press
Television
Radio
Online
A. Gather information for the purpose of providing the public with news and information
B. Gather information to inform and change people’s attitudes and behaviours in order to reach a goal
C. Paid space and broadcast time with controlled messages or simply put renting space in a mass medium
AdvertisingJournalism
Public Relations
What makes a good news story?
• News – well is it new!• Facts and figures – back up what you are saying• Have a spokesperson available to be interviewed • Link to topical issues: walking, eco tourism, school holidays
Get to know the media
The PR Tool Kit
Prove itDeliver it
90% is doing 10% is saying
Prove itDeliver it
90% is doing 10% is saying
Be relevantBe relevantBe relevantBe relevant
News relevance drives coverage, media will decide if newsworthy
News is not advertising or
promotion
News relevance drives coverage, media will decide if newsworthy
News is not advertising or
promotion
Tell the truthTell the truthTell the truthTell the truth
And Fun
People want to do business with people
they like.
And Fun
People want to do business with people
they like.
Be Enthusiastic Be Enthusiastic Be Enthusiastic Be Enthusiastic
The PR Tool Kit
Identify the right media channel
Internet, print and broadcast media appealing to your
audience
Use media directories or buy the publication
Identify the right media channel
Internet, print and broadcast media appealing to your
audience
Use media directories or buy the publication
Target your Target your marketmarket
Target your Target your marketmarket
Identify the person!Daily – editor to assign or specific
sectionWeekly nsp or
monthly mag– editorRadio – news or
producerTV – news desk or
show producer
Identify the person!Daily – editor to assign or specific
sectionWeekly nsp or
monthly mag– editorRadio – news or
producerTV – news desk or
show producer
Get your contactsGet your contactsGet your contactsGet your contacts
Media releaseFact sheet
Photographs
Always email
Keep website up to date
Media releaseFact sheet
Photographs
Always email
Keep website up to date
Media materialMedia materialMedia materialMedia material
The PR Tool Kit
One or more helps sell:
TimelessProximity
ImpactProminence
ConflictNovelty
One or more helps sell:
TimelessProximity
ImpactProminence
ConflictNovelty
News criteriaNews criteriaNews criteriaNews criteria
Introduce new productEncourage sales
Counteract misconceptions
Introduce new productEncourage sales
Counteract misconceptions
Determine PR Determine PR goalsgoals
Determine PR Determine PR goalsgoals
Pitch to relevant media
Individually tailor to target media
Pitch to relevant media
Individually tailor to target media
Don’t spamDon’t spamDon’t spamDon’t spam
The PR Tool Kit
Avoid hyperbole
Talk in simple terms aim to get one key message across with three sub messages
Can’t control media but you can control the message
Don’t be egotistical . Nobody cares about you and your product or service instead show how you care and solve
problems for consumers
Avoid hyperbole
Talk in simple terms aim to get one key message across with three sub messages
Can’t control media but you can control the message
Don’t be egotistical . Nobody cares about you and your product or service instead show how you care and solve
problems for consumers
Manage the messageManage the messageManage the messageManage the message
Pitching to the media
Media release
Email pitch
Verbal pitch
Media Coverage
Media Release
Head line
Subject:
(insert logo into Header)Media release<Insert Date> <Insert Title > larger, bold type, curiosity inspiring Para 1 who, what, where, when, whyPara 2 newspaper style paragraph, one uninterrupted sentence
explaining crux of messagePara 3 next most relevant informationPara 4 more detail – or next level of relevant informationPara 5 substantiate with quotePara 6 conclude with call to action - website
For further information please contact:Name Company Phone Mobile Email Address ACE
Email pitchFAMIL INVITATION: East Gippsland.... your adventure awaits!
The perfect destination for nature lovers and those looking to explore the treasures of the road less travelled
Stretching out along a spectacular rugged coastline to the boarder of NSW, East Gippsland is undoubtedly one of Victoria's best kept secrets. With nine national parks including Croajingalong, the legendary Snowy River and Mitchell River and the outstanding Gippsland Lakes Coastal Park, East Gippsland is a paradise for walkers, boating and sailing hobbyists, outdoor adventurers and nature lovers alike.
<name/s> are extending you an invitation to join us on a small group famil to East Gippsland planned for < dates> to experience a little of what this vast, diverse and inspiring region has to offer.
Email pitch
Our 2 night/3 day itinerary will incorporate:
Walks in the temperate rainforest of the Mitchell River National Park, through the wetlands bordering Lake Tyers and amidst the coastal wilderness of Cape Conran National Park - all of which feature in a new guide to 40 'Inspiring Gippsland Walks'
Optional mountain biking through the coastal forests of Cape Conran National Park and guided canoe trip on Lake Tyers taking in the Aboriginal history of the area
The picturesque lakeside village of Metung and a scenic cruise on the Gippsland Lakes And a good smattering of epicurean delights along the way of course
Please confirm your interest with me by <date> or feel free to call if you'd like to discuss further.
Hope you can make it!
Verbal Pitch
Use your talent and product knowledge to speak to your audience
Do you have a few minutes to talk about...?
Pitch your concept / news item Ask WHY if not interested? Ask WHO else you can speak to? Keep them talking.......... If interested, follow up immediately
with information If placed recommendation, when email
provide name of who suggested you contact
Follow up if you haven’t heard anything after a couple of days
Great approach when know journalist
Immediate response
Allows for reference
Allows development of relationship
Great approach when know journalist
Immediate response
Allows for reference
Allows development of relationship
Getting you ready for the media
Key message: primary proposition
Secondary messages:Additional attributes and
call to action
RepetitionRepetition Repetition
Effect
Key Messages
Interview Tips
Questions to ask for a radio or TV interviewPrepare your Frequently Asked Questions
Prepare your Key MessagesConsider your Strengths
Consider your WeaknessesGather your Facts
Be on time, call on timeClear your mind 5 – 10 minutes prior
Have your Key Messages in front of youTake your time answering questionsBe engaging – don’t sell your productBeing well prepared avoids anxiety
And be yourself
Media Outcomes
Evaluation
Key messages profiled
Research: QuestionnaireTelephone surveys
Website visitation
BookingsAttendance
Goals Achieved