fresh ppt - media relations - tuesday 15 october 2013

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Media Relations

Miki Haines-Sanger, Golden Goose PRTuesday 15 October 2013



Chair’s introduction

Jenna Oxley, Transport for LondonMedia Relations



Media relations



Can you learn to be good at PR?• Strong people skills

• Likeable personality

• Confident on the phone, good at following up with written communication

• News sense

• Creative thinking

• Good at saying thank you

• Keep in touch with your contacts

http://www.google.co.uk/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=xwbopMeMRRysMM&tbnid=mr67zWkvB1ROCM:&ved=0CAUQjRw&url=http://topmarketing2.ru/seminartreining/trening/&ei=pNRaUoehApS10QXQmoCQBw&bvm=bv.53899372,d.d2k&psig=AFQjCNHPkavUQIMJxzfdGi0wnY1xESyAPA&ust=1381770758788284



The press release



The press release (wrong and right)



A press release isn’t…

A marketing doctrine

An advert

A letter to journalists communicating a brand’s voice and beliefs to trigger them to write a proper final article

A brand manifesto




The brand manifesto



A press release is…

News

Relevant

Coverage generating


http://www.google.co.uk/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=piDwjmRXdFhHoM&tbnid=sMKFikjDXMogQM:&ved=0CAUQjRw&url=http://covenantomaha.org/the-story-blog/&ei=Z9ZaUuSDOuaX1AWP_IHwAQ&bvm=bv.53899372,d.d2k&psig=AFQjCNFFe9feGCJRwgOYKX5_yoMzmzteMw&ust=1381771236645350

http://www.google.co.uk/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=piDwjmRXdFhHoM&tbnid=sMKFikjDXMogQM:&ved=0CAUQjRw&url=http://covenantomaha.org/the-story-blog/&ei=Z9ZaUuSDOuaX1AWP_IHwAQ&bvm=bv.53899372,d.d2k&psig=AFQjCNFFe9feGCJRwgOYKX5_yoMzmzteMw&ust=1381771236645350



The problem



The exception



The risk

Unless the news is so huge that it sells itself, if the press release is written word-for-word the way that a client or your brand manager thinks they want it, you run three risks:



What to aim for

• Well thought out release with a real story

• Speak out if in doubt

• Sound out with a friendly journalist

• If you need to take it back a stage and build more into the story, then do

• No one can blame you if you’ve channelled the right content at the right time in the best and most professional way

• A journalist who receives this first class kind of communication from you is going to want to work with you and hear from you again

• A client who has seen your efforts result in great coverage will always trust you



Different types of releases



A few examples…

• First to market/real news

• Brand launch/new product

• Celebrity alignment/influencer endorsement

• Surveys and stats

• Stunts, activities and photocalls

• Business announcements/figures

• Crisis statements

• Creative content generation



A brand news release



The potential disaster



Your job

• Write your releases well and have the conviction to stand by them

• Push back if the person signing off your releases tries to annihilate them with:

• Long sentences

• Intellectual words

• Unnecessary words

• Fluff



Don’ts

• Write in the first person

• If the brand isn’t the story, don’t open with the brand

• Throw away the quote with a cliché

• Bulk mail

• Write a long email intro

• Send attachments or PDF’s

• Capitalise job titles

• Capitalise headlines



How to write a good release



Read the papers

Use the sentence structure of real news journalism



Write like a journalistWrite in one sentence paragraphs



Remain objective

Write like a news journalist NOT like a columnist



A good release



Keep it simple

• 200-400 words

• If there’s a simpler word, use it

• Avoid repeating points

• Forget university essay language (moreover, thus, indeed)

• Try to write a headline of no more than six or seven words

- if you can’t do that you don’t have a story

• If you can’t explain it on the phone in two lines is it a story?



The big question…



?

use

UTILISE



?

use

UTILISE

http://www.google.co.uk/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=Nn-hfFVbBPLHqM&tbnid=DFOfluLtchoCMM:&ved=0CAUQjRw&url=http://www.seattleschool.net/works.html&ei=VBNbUoDyCNGS0QXo1YCwCA&bvm=bv.53899372,d.d2k&psig=AFQjCNFudw_eWjJvRZa31R3mEmBS11cAFw&ust=1381786830511669



Pitching to the media



When and how to pitch

• Look on Gorkana (for features, avoid press days)

• For national news every day is a press day – to get on their lists, call before conferences. Telegraph timings: 7am (mini conference), 8.45am, midday and 4pm

• In your head, get your pitch right in no more than two sentences

• Follow up your initial call with your email, address them personally. Thank them for their time on the phone just now

• Paste the release

• Reply immediately and professionally even just to say you’re on it

• Don’t call back to check they got the release – wait then call a few hours later



Tips and tricks

• It’s worth one third and last call around 8pm (latest)

• You may find the story hasn’t made it which means you can forewarn

• Set your alarm for 6am and pitch to the online teams

• For light news, work with a news agency ([email protected])

• Release Sunday for Monday

• Always be prepared for rudeness

• Google your contacts/check their Twitter accounts

• Have a great visual

http://www.google.co.uk/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=6kVFUpSx2IviLM&tbnid=cJGqt-WZcH9OwM:&ved=0CAUQjRw&url=http://www.weirdspace.dk/RogerHargreaves/MrRude.htm&ei=vhJbUoP_HsSW0AXb2YHICg&bvm=bv.53899372,d.d2k&psig=AFQjCNGRywRWZdgCbv0MsP_tuutA04Rb2g&ust=1381786682790519



One approach fits all

• You have to believe in the story

• You have to be able to picture it - even as a nib - in print or a moment on TV

• If you doubt it, brainstorm around it

• You can always target the Sundays if the mid-week publications haven’t used you

• For radio, the same rules apply but you need to pitch in an even more succinct written way. Sentences so short they are on-air soundbytes

• Press release writing is a skill that can make or break a campaign, it’s important to get it right




Content generation




Be creative



Thank you



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