generating positive pr - destination nsw · 2018. 6. 22. · contemporary art australia). named...
TRANSCRIPT
Generating
positive PR
During this session we will cover
What is PR?
How to
create key
messages
Storytelling
and media
release
writing Suitable
media
channels
for your
story
How to host
a media
famil
What makes
a great
image
What is PR?
‘ADVERTISING IS SAYING
YOU’RE GOOD. PR IS
GETTING SOMEONE ELSE
TO SAY YOU’RE GOOD.’
JEAN-LOUIS GASSEE
What it means for you
EDITORIAL COVERAGE GENERATED CAN BE VERY POWERFUL
MORE CREDIBLE THAT ADVERTISING
CAN BE VERY INFLUENTIAL
REACH A LARGE AND TARGETED AUDIENCE
MUCH MORE COST EFFECTIVE
TRAVEL STORIES MAINLY REFLECT A
JOURNALIST’S PERSONAL
EXPERIENCE (WHICH SELLS THE EXPERIENCE TO YOUR CUSTOMER)
On the flip side…
PR IS
UNCONTROLLED
You can never ask
to review the
journo’s story
before it is printed
Bad news sells
papers and
increases the
headlines
If you don’t shape
your content you
can end up as click
bait
The key to achieving good PR – the fundamentals
Have a clear story to tell, to the right media
Have a clear story
and message What are you selling?
Work out the best
way to tell your
story Media releases,
interviews, famils,
images or footage
What media channel
is appropriate Who do you want to
talk to and what do
they read?
The key to achieving good PR – the fundamentals
• Your key messages form the foundation for all PR communications (media
release, interview, blog or social media posts)
• It tells your story and focuses on the most important facts
• It is consistent and rarely changes
Most important primary
message
Messages that supports the
primary message
Other messages that add more weight and
evidence to the primary message
Example – Vivid Sydney (see handout!)
Vivid Sydney (23 May-9 June) is an 18-day festival of light,
music and ideas – the largest of its kind in the Southern
Hemisphere
Vivid Sydney transforms the city into a colourful canvas of light, music, and ideas, and is a major
celebration of the creative industries.
From 6pm to midnight each night, light installations and projections illuminate the world famous Sydney
Opera House, Circular Quay, The Rocks and Walsh Bay.
Now in its sixth year, the event is owned and managed by Destination NSW, the NSW Government’s
tourism and major events agency
Vivid celebrates Sydney as the creative hub of the Asia-Pacific with large scale light installations and
projections; free family events; music performances and collaborations; and creative ideas, discussion and
debate.
Vivid Light: Free, outdoor and amazing art installations and projections transform Sydney’s architecture and open spaces – including harbour foreshore,
Walsh Bay, Darling Harbour and Inner West
Vivid Music: Music collaborations and performances to entertain and intrigue, from mainstream to avant-garde at various venues including Vivid LIVE at
the Sydney Opera House
Vivid Ideas: Creative ideas, public talks, industry seminars, conferences, workshops and debates (including Vivid Ideas Exchange at the Museum of
Contemporary Art Australia).
Named Australia’s Event of the Year in 2013, last year Vivid Sydney attracted record crowds of over 800,000 people, delivered around $20 million in new
money for the State, and fostered new tourism markets and opportunities.
Vivid Sydney’s appeal to the international visitor saw 11,000 travel packages sold, with over 7,200 from China.
Exercise – creating your key messages
Write down your primary message
- the most important thing to
communicate
Write down the next
important things to
communicate that
support the first
message
Add any other
messages that
support the
above
Getting your message to media
• There are lots of ways to tell your story
through the media (and to the media)
– Media release
– Interview
– Media famil
– Speaking at an event
– Photography or footage
– Your own content (eg Facebook)
– User generated content (eg customer
reviews, Instagram)
•
What is a media release?
Most common platform for communicating to the media
Alerts journalists to a story opportunity
Must have NEWS – there must be a ‘hook’
Can be a timesaver for journalists - sometimes used word for word
Helps journalists to get their facts right
Short and sharp source of information - should be no longer than one page
•
•
•
•
•
How to write a media release – where to start
1. Work out the news hook (this applies to any interaction with media)
FUBO is a good guide
F = first
U = unique
B = best
O = only
2. Test your news - can you back up your hook with evidence?
3. Make sure your news is related to what you are selling/promoting
Some news ideas
• New buildings / activities / programs – anything that is new could be news
• Trends – linked with hot trends attracting media attention (eg local food)
• Stats – quirky and fun (how tall? how heavy? how many?)
• People – local personalities/celebrity endorsement to add colour
• Special events – in your business or the local community
• Local angle – what is unique to this region / how does this make a difference?
• Milestones – 10th birthday, 10,000th customer etc.
• The ‘st’ factor – first, best, biggest, tallest, latest, most etc.
• Awards – staff achievement, business award or community award
How to write a media release - structure
Headline
Short lead paragraph (or two)
Other important facts or news
Quotes and evidence
Call to action
Contact
details And don’t’ forget a picture!
The Headline
The headline must…
Catch the
journalists
attention
Summarise the
main point of
interest
Use active,
clear language Be specific
• You can use a sub heading to explain a catchy headline further
• It is often better to wait until last to write your headline
Lead paragraph – critically important
• A journalist will read the headline and the first paragraph only/first if they are
time poor – so it needs to be snappy
• The first paragraph summarises the news aspect of the story and stresses the
major theme
• It contains most (sometimes all) of the following information:
What
Where
When
Who
Why
How
Body of the media release
• The body supports the headline and lead with evidence and colour
• Some useful pointers and reminders:
Explain the situation
Be truthful and accurate
Use quotes
Provide evidence and support for statements
Stick to the facts – do not include opinion (unless it is a quote)
Use clear, concise language
Not too many adjectives
Do NOT make it read like advertising copy (don’t copy and paste your
brochure)
Grammar and spelling
• Correct grammar and spelling is essential - may seem ‘old-fashioned’ but
essential for clarity and professionalism
• Poor spelling indicates a lack of care and casts suspicion on the accuracy of
the content
• Incorrect grammar can change the meaning of a sentence
• Correct punctuation saves lives…..
“Let’s eat Grandpa!”
or
“Let’s eat, Grandpa!”
• Edit and proof all your work (or ask someone else to)
• Don’t use jargon
Formatting and distribution
• Include your contact details (including after hours – i.e. mobile)
• Present the release on a letterhead and include the date
• Always type a media release – in an easy to read font
• Email to media contacts as an attachment and paste into the email (use
bcc)
• Use the lead paragraph of your media release (or similar) in the email to
the journalist – entice them to read the media release
• Allow plenty of time – many travel stories are written long before
publication
Writing a media release exercise
• Think of a news hook or angle for your product
• Drawing on your key messages and your news hook
Create a headline
Write the opening (lead) paragraph
List all the other points you would include and who you might quote
Write down what photography you might include or what interviews you
might offer and why
Media Visits (Famils)
Media Visits (Famils)
• Experiencing the destination or product first hand will usually produce a
better story
• Service and standards must be exemplary
• Be enthusiastic and passionate
• Appreciate the value of media exposure
• Will need to host journalists/ production crew at no cost
“When we do call and want information or photos, please don’t see this as a hassle. If
you can get 500,000 people reading about your business it is worth investing time in
providing good photos and information to us.” – Delicious magazine
Media Visits
Media visits
Show and tell
journalists what is
unique to your
business and why
they would visit over
your competitors
Show media the
highlights of your
business
Remember not to
say anything you
don’t want to see in
print!
“We need points of difference…there are a
million places to stay but this is different
because….” Sydney Weekender
Media Visits to Regional NSW
Media Visits to Regional NSW
Media are more
likely to travel to
regional areas of
there is lots
happening at the
same time
Work together with
other business in
your region and work
with your RTO and
DNSW
Media love going to
regional NSW – the
experience needs
to continue to be
great
Become involved
in DNSW media
hosting program
“Orange is all over this as everyone in the
town works together to do events and it
means the town gels!” – Sydney
Weekender
The result?
• Hopefully a positive story about your business
• Media releases don’t guarantee a story
• Cannot control the final product
• Don’t let a lack of interest deter you from trying again with another story
• Set up a Google Alert in your business name to track media coverage
• Takes work to achieve results but the outcome will be worth i t
Print…the power of the written word
Metro, local
newspapers,
magazines and
newsletters
News driven and needs
large content of stories
A great image can tell a
story
Journalists have more
time to research and
check sources
Interviews are sometimes
over the phone – although
many travel stories
involve personal
visits/media famils
Radio…looking for the sound bite
• It is immediate media - almost instant
• Can be live or pre-recorded
• Informal, personal and intimate
• Most effective if you can create ‘visual pictures’ for the listener that takes
them on a journey
• Need short, sharp statements from interviewee presented in an engaging
and stimulating manner
Television…visuals and more visuals
• Big coverage, can have large reach
• Often regarded as most believable
• Interesting images are crucial
• Often reaches audiences not actively looking for travel information
• Can effectively tell a travel story by showing the ‘experience’
• Must be current – happening now!
• Like an exclusive
Digital / social…changing all the time
• No standard news cycle – it’s 24/7 and news can be placed on-line as it is
received
• Includes elements of all other media – visuals, sound bites, images etc
• Includes journalists writing for online sites of traditional media eg SMH
Online plus bloggers writing opinion / experience based columns on their
own websites
• Internet is weakening the traditional role of journalists as ‘gatekeepers’
• Social media allows the traditional ‘audience’ to become the creators of the
news
• Can reach more targeted, specialised audiences
Get to know the media
• Need to target media carefully for maximum impact
• Need to know what media your target audience is consuming
• Who is your audience? Who do you want to read / see / listen to this
story? Why is it relevant to them?
• Therefore, which media will your target?
• Get to know your target media – read, listen and watch – why not make
contact with them? But make sure you are prepared!
• Much more convincing if you can pitch your story to a journalist knowing
about recent stories they have run and their areas of interest.
• Understand what they like and dislike!
Get to know the media cont…
• Think about all the different media outlets and social media spokespeople
that might be interested in your story - not just the major metropolitan
newspapers and popular TV programs. What about blogs, niche
magazines, online publications?
• Is your story right for the travel journalist – or could it be more suitable for
food & wine / health / lifestyle / parenting / business or feature sections of
the publication or media outlet?
• Check and use industry specific publications
• Use a Media Guide to help develop a media list and access journalists eg.
AAP Media Net, Margaret Gee Media Guide or TravMedia
The importance of images
• Images catch the reader’s eye and help tell the story
• Professional images are essential – use a photographer
• Develop a library of images – need a variety of shots
• Action shots, close ups of people, amazing views, products…and more
• Shots of people doing and experiencing your product
• Try to tell the story and sell the experience and destination in your image
• Minimum 300 dpi – can only use high quality images
• Remember to caption the photo to give context
“Good photos are critical. Lose the assumption that any photo is good enough to print.”
– freelance journalist
Examples of great images
Building resources for media
• Consider what resources you need to establish being media ready
– A media or news section on your website
» Media releases
» Photography
» A contact for media famil requests
– A media kit
» Factsheet about your product
» Thumbnail images to show what you have on file
– Keep it up to date!
Getting outside help with PR
Other ways to get help
Local PR
consultants /
freelancers can help
create basic media
materials
PR agencies can support
larger campaigns e.g.
major product opening for
a fee (check out
www.pria.com.au) for
further details
Create own media lists by
researching and
purchasing a subscription
to AAP Media net (or Trav
Media . Margaret Gees
How DNSW can help
» Send us your media release (prior to distribution) for
assistance
» Send us your media release and image for potential
inclusion in media newsletters
» Assist us to host media in your region
» Keep us up to date with information and images
» Keep your Regional Tourism Organisation up to date with
your business
» Contact us on [email protected] or 02 9931 1111