public relations & publicity - silicon valley open studios · publicity: definition...

Public Relations & Publicity

Silicon Valley Open Studios

March 9, 2016

Kay Paumier Communications Plus

Intros

• Name

• Type of art

• Years as an artist

• Why came tonight?

Overview

• Publicity & the media

• The SVOS publicity program

• Media interviews

• Calendar announcements

• Photographs

• Bonus topics

• Help a Reporter Out (HARO)

• News releases

Publicity: Definition

"Something meant to attract attention, especially information with a news value designed to further the interest of a place, person or cause.

Attention from the public and especially from the communications media."

Webster’s New Encyclopedic Dictionary

Publicity: Benefits

• Implied third-party endorsement

• More credible than ads and most "citizen journalism"

• Reaches a wide audience

• Generally cost-effective

• Often lasts a long time

Press Filters

• Reporters consider:

• The mission of the publication, station or website

• Their constituents

• Their beat

• Other story assignments

• Biases

• Other media coverage: the “ripple effect”

• Other stories

The Inconvenient Truths

• Your story has to get through the filters before it is seriously considered

• Not-for-profits get less coverage than businesses or government

• "Soft" features are covered less than hard news

• Reporters are under tremendous time constraints

Questions?

The SVOS Publicity Program

• News release

• Outreach to individual reporters

• Localized information

• Arrange interviews

• Need to respond!!!!

• Supply photographs

Media Interviews

• When contacted, respond quickly

• When answering:

• Listen

• Take your time

• Answer briefly

• Speak positively

• Use the speech formula

Questions?

Calendar Announcements

• Purpose: to increase awareness of an event

• General outline

• Type of event

• Day, date, time, place

• Description & value statement

• Contact info

Calendar Sample

For Release before May 6

Calendar Announcement: Silicon Valley Open Studios (SVOS)

Artists’ Open Studios, Sat. & Sun., May 7-8, 11 a.m.-5 p.m. A chance to get “up close and personal” with artists and see one-of-a-kind art in the artists’ studios. Free. Reservations are not required. For samples of the art, go to www. (your website). For a list of locations and artists, visit www.svos.org. Directories are available at libraries and other locations. For information, email (your email, if desired)

Patch.com

Distribution

• Outlets have different requirements

• See list. Other avenues:

• Craigslist

• NextDoor.org

• Voicemail message & e-mail signature

• Website & Evite

• Facebook, LinkedIn & Twitter

Questions?

Help a Reporter Out (HARO)

• www.helpareporter.com

• Ad hoc media requests

• E-mailed, 3x day, also tweets

• Time-sensitive

• Free!

• Be careful re anonymous postings

Responding to a HARO Request

• Subject line

• Refer to the inquiry

• Outline credentials or give information

• Offer more help

• Thank the reporter

Questions?

Photos

• Help visualize a story

• Draw attention

• Increase retention

• Less competition than other areas

• Essential for SVOS coverage

Photos: Types

• The artwork itself

• Artist at work

• Head-and-shoulder shot

Responding to a HARO Request

• Subject line

• Refer to the inquiry

• Outline credentials or give information

• Offer more help

• Thank the reporter

Bonus Session: News Releases

• News:

• New

• Different

• Important

• Local

• Timely

• Has human interest

• The media’s decision

The Inconvenient Truth, #2

It’s estimated that fewer than 5% of news releases get much, if any, coverage

Questions?

News Release: 5 W’s and an H

1.________________________________2.________________________________3.________________________________4.________________________________5.________________________________6.________________________________

Inverted Pyramid Style

Most Important Information

Supporting Details

Boilerplate

Characteristics of Good Releases

• Have news, news and more news

• Good headlines and lead (“lede”)

• Written in journalistic style

• Express opinions only in quotations

• Written succinctly

• Use keywords in the headline

• Use them about three times in the release

News Release Format

Release information

For Immediate Release

Hedline

Apple Buys Google

Dateline

Sunnyvale, CA – January 1, 2020 – Apple completed its purchase of Google today….

Boilerplate

About Apple

Apple, the world’s largest company,…

Completion sign ###

Contact information

Contact: Mary Jones, mjones@apple.com

Distribution

• Wire services

• Media lists

• Community newspapers

• Personal contacts

Questions?

Sources of Information

Communications Plus blog http://www.communicationsplus.net/blog

SVOS Pressroom http://www.svos.org/pressroom.php

Kay Paumier, Communications Plus

408-370-1243 kay@communicationsplus.net

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