PR Beyond The Press Release
Download as PPT, PDF0 likes317 views
The document outlines best practices for creating effective press releases and securing media coverage, emphasizing the importance of concise language and relevant details. It highlights the need for relationships with local media, understanding newsworthiness, and the necessity of preparation for last-minute requests. Additionally, it suggests strategic planning of PR activities, including setting specific objectives and evaluating outcomes.
PR Beyond The Press Release
- 1. PR Beyond the Press Release: planning & ideas for successful media coverage Mark Ellis & Jude Habib sound delivery
- 2. Press 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 Do Don’t
- 3. 5 keys to local media coverage L E A R N Local Examples Available Relationships News
- 4. Local What’s the local angle? Look for genuine local connections – stories and anecdotes, exhibitions, history, funding
- 5. Examples Case Studies Interviewees Make sure your story matches the media – a story without pictures is ideal for radio
- 6. Availability 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…
- 7. Relationships 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
- 8. News 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.
- 9. Generating Coverage Briefings Lunches/Dinners/Drinks Events Visits (to your offices, facitities, shops, projects: home and abroad, etc…) Photocalls Stunts
- 10. St Thomas’s Hospital donor appeal
- 11. Planning 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.
- 12. Planning 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.
- 13. 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
- 14. Brainstorm Divide into groups – and work through creative plan for a news story (for M + J to discuss)