pr out of nothing by kate burvill
DESCRIPTION
PR consultant Kate Burvill shares her top tips on building media relations and securing coverage for your cultural organisationTRANSCRIPT
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Cultural PR Conference 2011
Generating coverage when you have no big news. Securing features, successful stunts and picture stories
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• What is news?
• Preparation for a publicity campaign
• Planning the campaign
• Relationships with the media
• Conclusion
Focus of this talk
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What is news?
From Collins Pocket English Dictionary
News. n. 1. important or interesting recent happenings. 2. Information about such events reported in the mass media. 3 television or radio programme presenting such information.
From Wikipedia:
News is the communication of selected[1] information on current events which is presented by print, broadcast, Internet, or word of mouth to a third party or mass audience.
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Preparation for your campaign (ideally six months ahead)
• Meet the curator/artist - find out as much as you can about the exhibition
• Brainstorm with those working on the show – think LATERALLY – is there a news story? Is there a forgotten anniversary? How can it relate to news & our world now? Which writers might like? Other collaborations relevant to the media?
• Meet with marketing & agree your target audience. How do you reach ‘the cuspers’ (the people outside your core group)? Agree the core messages.
• Create a press release that excites and creates more interest
• Choose strong images – decide which will be kept as exclusives if necessary. Make sure your listings images are very strong.
• Agree the main speakers and ensure they are ‘on message’ and will be good ambassadors for the show
• Start ‘google alerts’ around your subject - very useful!
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Plan your ideal campaign
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Before you contact/meet/speak to the media
• Read the publication! Know the sections and how your show will work
• Know their issues/deadlines – and if your meeting is timely for your planned coverage
• Think about what they might want and their outlook on your subject
• Have a clear idea of what you’d like to achieve & possible writers
• Ensure you are fully prepared about your story, the timing and what is possible
• Have great images you can show them
• Know about your other/future projects & again, ideally have images
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When you meet the media
• Ask them how long they have to meet you
• Ask them what they are looking for… how their publication works/timing etc Listen!
• Mention some good writing/features you have seen
• Discuss your projects – show great images – BE SUCCINCT!
• Never over hype, and don’t push if the interest isn’t there – think laterally for another approach
• Be clear if their competitors will publish first
• Think of your long term relationship – trust is vital
• Mention future projects – so you can start interest for later
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After the meeting / conversation
• Thank them for the meeting & follow up with clear notes with dates
• Keep a track on the feature and timing to send images and more information
• If there is no coverage this time be positive and keep nurturing the relationship -- be very relaxed and it’s likely something will work in future when relevant to them.
• Invite people to openings and events
• Keep reading to see how the publications/media change, check re new sections
• Keep updating your mailing list & making sure you’re in touch with the right person
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General thoughts on your relationship with the media
• These are crucial relationships
• Invite key contacts to private views, not just press view
• Invite them for coffee/meetings with curators - develop strong links for future
• Always be prepared and know your subject
• Brief staff and potential interviewees
• Always listen
• Build trust and confidence that you know what they want and will always deliver on time
• Always thank people for coverage!
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Generating coverage when you have no big news.
Securing features, successful stunts and picture stories
CONCLUSION•Prepare•Plan•Target•Communicate•Achieve
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Achieve your ideal campaign!