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)