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PRO Guide for

Clubs & Counties

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“Public relations is about reputation - theresult of what you do, what you say andwhat others say about you.”

“Public relations is the discipline which looksafter reputation, with the aim of earningunderstanding and support and influencingopinion and behaviour. It is the planned andsustained effort to establish and maintaingoodwill and mutual understanding betweenan organisation and its publics.”

Chartered Institute of Public Relations

Congratulations on being appointed your club or county PRO!The club/county PRO (Public Relation Officer) is an integral part of the club/countycommittee with responsibility for the perception of the YFCU within the club and beyond.The PRO communicates with the general public on behalf of the club/county. You are in aposition to present, in an attractive manner, a good image of YFC. The level and quality ofpublicity given to the club depends a good deal on the PRO.

It is important for the future of the YFCU that the Association is seen as an attractive,active, progressive and positive organisation. You are the team leader in fostering andharnessing all communication methods at your disposal and gaining coverage for your club.Good coverage for your club boosts the morale of officers and clubs, and in turn helps toincrease membership within your club.

We have produced this booklet to help you perform in your role and portray the best imageof YFCU to the general public. What you do as a PRO will help to build awareness of theAssociation in your local area and contribute to the reputation of Ulster’s best rural youthorganisation!

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• Establish a good relationship with your local paper. They are always looking forgood stories and content to fill their pages. Get to know them and they mayconsider running larger feature style interviews with club members for certainevents/club milestones. Some newspapers may still have their own photographerso invite them to high profile club meetings such as Parents evening, newmembers night and any anniversary events. This will ensure guaranteed coveragefor your club. Remember to follow up with a report, list of prize winners etc...

• Get into a routine of sending articles and pictures to the papers regularly.Remember to be careful of deadline dates when trying to promote events.

• Keep records of all press clippings in either a scrapbook or a lever arch file. Thiswill make it easy when it comes to gathering information and photos for clubanniversaries and other high profile events.

• Be creative! With your photos and with content. Got an exchange coming to staywith one of your fellow club members? Get them to talk to the local paper abouttheir experience in Northern Ireland. Got a set of triplets in your club? Use them inphotos to launch new members night or other fun club events.

• Work as a member of the team with the other club officers. Good internalcommunication will help deliver strong external communication.

• As PRO you will need to look after photographers/journalists, guest and sponsorsat club events, organise PR for specific events, such as fundraisers, competitions,recruitment initiatives, community activities etc and work as part of a team toensure county initiatives are successful.

• For club PROs, don’t forget to assist in County recruitment campaign for exampleat agricultural shows during the summer. Make sure your club is profiled as yourclub could benefit from new members.

• For county PROs, make sure you engage with all club PROs in the design andimplementation of the County recruitment campaign at local agricultural shows andother high profile events you may be asked to deal with e.g. Open Farm Weekend.

• Be as professional as you can be. Always include a contact number when emailingjournalists so they can call you directly and remember, you are promoting theYFCU as well as your club so make sure you are courteous and polite at all timesand don’t be afraid to be passionate about YFCU!

• Enjoy the role!

general tips

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A big part of your role as PRO will be writing press releases informing newspapersof your club activities both upcoming and those that have taken place. These areessentially reports that you are releasing to the press to tell them about your club.Here are some tips on how to write the best press releases:

At the top of your page put in boldIssued on behalf of …………… (insert club name) YFC

Date

HEADLINE – this is essential and needs to sum up the essence of the release in one line. It shouldbe centred and capture the journalist’s attention.

If your press release is more than one page in length then put [more…] at the bottom of each page.

On the final page of the press release put [ENDS] on the line below the main body of the text.

Contact details: Insert your contact details after [ENDS]e.g.

MEDIA ENQUIRIES: For further information please contact …….. of ……. Young Farmers’ Clubon 07…………

• Write in the third person. Do not use “you”,“I”, “we” and “us”.

• Stick to the facts and keep it concise.• Do not use personal opinions (unless they

are incorporated into a person’s quotes). • Refrain from using text slang language,

remember to write clearly and check yourrelease for spelling and grammar.Sometimes the computer can be wrongand doesn’t pick up on misspelling ofcertain words e.g. where/were, there/their,our/are etc.

• Create a catchy headline: keep theheadline short and simple. The headlineshould sum up the essence of the releasein one or two lines.

• Opening paragraph: this needs tosummarise the story – Who, What, When,Where and Why.

• Additional paragraphs: these should

include all extra information and quotesfrom the main spokesperson e.g. clubleader or club secretary.

• Final paragraph: include contact details forparents/potential members to get in touchand list any social media the club keeps upto date.

• Why not get someone to read over yourrelease before you hit ‘SEND’ to make sureit all makes sense.

• Invest a bit of time to make sure theinformation is correct, interesting andinformative.

• Keep your releases on file for future PROs.This is useful for annual events such asAGM so you just have to input new namesfor committee. Also for parents evenings, ifyou have the list of club cups, it will saveyou time typing them all in again.

Do not refer to your press release as an ad. Press releases don’t cost anything andwill be published so long as the content is well written and sent in the format thepaper requires. If you amend a picture to include text, the paper will view it as anadvert and they may charge you to publish it.

the pressrelease

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Here is an example of a release sent from YFCU HQ

samplepress release

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To help you in your role, here is a list of all the regionalnewspapers across Northern Ireland. Please note that emailaddresses are subject to change so call your local paper,using the number provided here, to confirm the correctemail address to send your content to.

The Farming Life run ‘The Young Farmer’ pages every Wednesday and Saturdaywhilst Farm Week has a dedicated ‘Rural Youth Zone’. Make sure you send content toFarming Life & Farm Week as well as your local newspaper.

mediacontacts

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Ballymoney Chronicle028 2766 2354ballymoney.news@thechronicle.uk.comCopy deadline: Mon

Ballymoney & Moyle Times028 27666216Lyle.mcmullan@jpress.co.ukCopy deadline: Friday

Ballycastle Chronicle028 20761282Ballycastle.news@thechronicle.uk.comCopy deadline: Mon 5pm

Carrick Advertiser028 9336 3651editor@carrickadvertiser.co.ukCopy deadline: Mon 4:30pm

Carrick Times028 93351992news@carricktimes.co.ukCopy deadline: Tue 2pm

Ballyclare Gazette028 93352967newsdesk@ballyclaregazette.co.ukCopy deadline: Mon 4:30pm

Larne Gazette028 28277450news@larnegazette.co.ukCopy deadline: Mon 12pm

Larne & East Antrim Times028 28272303news@larnetimes.co.uk Copy deadline: Tue 2pm

Newtownabbey Times028 90843621news@newtownabbeytimes.co.ukCopy deadline: Tue 12pm

PRESS CONTACTS – REGIONAL WEEKLY NEWSPAPERS

FARMING PRESS

Farm WeekChris McCullough 028 90 334495c.mccullough@farmweek.comCopy deadline: Mon 12pm

Farming Life Darryl Armitage 028 38 393939yfc@farminglife.comFri 5pm for WedCopy deadline: Wed 5pm for Sat

CO. ANTRIM NEWSPAPERS

Antrim Guardian028 9446 2624editor@antrimguardian.co.ukCopy deadline: Mon 4:30pm

Antrim Times028 2565 3300dessie.blackadder@jpress.co.ukCopy deadline: Fri

Ballymena Chronicle028 87722557editor@observernewspapersni.comCopy deadline: Tue 3pm

Ballymena Guardian028 2564 1221editor@ballymenaguardian.co.ukCopy deadline: Tue 12pm

Ballymena Times & Observer028 2565 3300dessie.blackadder@jpress.co.ukCopy deadline: Fri

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PRESS CONTACTS – REGIONAL WEEKLY NEWSPAPERSPortadown Times028 38336111Alistair.bushe@portadowntimes.co.ukCopy deadline: Wed 11am

Craigavon Echo028 38336111david.armstrong@jpress.co.ukCopy deadline: Tue 12pm

The Cross Examiner028 30868500editor@crossexaminer.co.ukCopy deadline: Friday 5pm

Ulster Gazette028 3752 2639editor@ulstergazette.co.ukCopy deadline: Tue 12pm

CO. DOWN NEWSPAPERS

Banbridge Chronicle028 40662322editor@banbridgechronicle.comCopy deadline: Tue 1pm

Banbridge Leader028 40662745clint.aiken@jpress.co.uk Copy deadline: Mon 1pm

County Down Spectator028 91270270news@spectatornewspapers.co.ukCopy deadline: Wed 12pm

Newtownards Spectator028 91270270news@spectatornewspapers.co.ukCopy deadline: Wed 12pm

Down Recorder028 44613711editor@thedownrecorder.co.ukCopy deadline: Mon 5.30pm

Ulster Star028 92679111news@ulsterstar.co.ukCopy deadline: Wed 1pm

Lisburn Echo028 92679111clint.aitken@jpress.co.ukCopy deadline: Wed 1pm

Andersonstown News028 90619000r.livingstone@belfastmediagroup.comCopy deadline: Tue 12pm

North Belfast News028 90584444m.mccourt@belfastmediagroup.comCopy deadline: Wed

South Belfast News028 90608842m.mccourt@belfastmediagroup.comCopy deadline: Tue 12pm

Shankill Mirror028 90729002news@shankillmirror.comCopy deadline: 4pm preceding Tue

CO. ARMAGH NEWSPAPERS

Armagh & Down ObserverLurgan& Portadown Examiner028 8772 2557editor@observernewspapersni.comCopy deadline: Tue 12pm

Lurgan Mail028 3832 7777editor@lurganmail.co.uk Copy deadline: Tue 1pm

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PRESS CONTACTS – REGIONAL WEEKLY NEWSPAPERSFermanagh News028 87722557editor@observernewspapersni.comCopy deadline: Tue 12pm

Fermanagh Advertiser028 82250798Copy deadline:fermanaghad@btconnect.com

Impartial Reporter028 66324422dmcdaniel@impartialreporter.comCopy deadline: Tue 1pm

CO. LONDONDERRY NEWSPAPERS

Northern Constitution028 70343344editor@northernconstitution.co.ukCopy deadline: Mon 5pm

Coleraine Chronicle028 7034 3344editor@thechronicle.uk.comCopy deadline: Mon 5pm

Coleraine Times028 70357610news@colerainetimes.co.ukCopy deadline: Mon 12pm

Coleraine Leader028 70343344news@theleader.uk.comCopy deadline: Wed 5pm

Roe Valley Sentinel028 71348889Eamon.sweeney@jpress.co.ukCopy deadline: Mon 12pm

Mourne Observer028 4372 2666news@mourneobserver.comCopy deadline: Mon 5pm

Newry Democrat028 3025 1250editor@newrydemocrat.comCopy deadline: Friday 5.30pm

Newry Reporter028 3026 7633editor@newryreporter.comCopy deadline: Tue 1pm

Newtownabbey Times028 9084 3621news@newtownabbeytimes.co.ukCopy deadline: Tues 12pm

Newtownards Chronicle028 9181 3333news@ardschronicle.co.ukCopy deadline: Wed12pm

The Outlook028 40630202news@outlooknews.co.ukCopy deadline: Mon 12pm

Newry Democrat028 30251250editor@newrydemocrat.comCopy deadline: Fri 12pm

CO. FERMANAGH NEWSPAPERS

Fermanagh Herald028 66322066m.kennedy@fermanaghherald.comCopy deadline: Tue 10am

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PRESS CONTACTS – REGIONAL WEEKLY NEWSPAPERS

Londonderry Sentinel028 71348889william.allen@jpress.co.uk Copy deadline: Mon 3pm

Derry Journal028 7127 2200editorial@derryjournal.comCopy deadline: Wed 4pm

Northern Constitution(also Limavady Chronicle)028 77762130editor@northernconstitution.co.ukCopy deadline: Wed 12pm

Northern Constitution028 79632686editor@northernconstitution.co.ukCopy deadline: Wed 12pm

Mid-Ulster MailSouth Derry Edition028 86762288peter.bayne@jpress.co.uk Copy deadline: Tue 12pm

Derry News028 71296600editor@derrynews.comMon Ed: Fri 11amCopy deadline: Thurs Ed: Tue 12pm

CO. TYRONE NEWSPAPERS

Strabane Chronicle028 82243444editor@strabanechronicle.comCopy deadline: Tue 12pm

Strabane Weekly News028 8224 2721news@strabaneweekly.co.ukCopy deadline: Tue 12pm

Tyrone Constitution028 8224 2721news@tyronecon.co.ukCopy deadline: Tue 12pm

Tyrone Courier / Dungannon News028 87722271newsdesk@tyronecourier.uk.comCopy deadline: Mon 2pm

Tyrone Times028 8775 2801peter.bayne@jpress.co.ukCopy deadline: Wed 12pm

Dungannon Observer028 87722557editor@observernewspapersni.comCopy deadline: Tue 12pm

Mid Ulster Observer028 87722557editor@observernewspapersni.comCopy deadline: Tue 12pm

Mid Ulster Mail / Echo028 8676228peter.bayne@jpress.co.ukCopy deadline: Tue 12pm

Ulster Herald028 8224 3444editor@ulsterherald.comCopy deadline: Tue 12pm

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SOCIAL MEDIA is the term commonly given to Internet and mobile-based channels andtools that allow users to interact with each other and share opinions and content. As thename implies, social media involves the building of communities or networks andencouraging participation and engagement.

Facebook and Twitter can be a great, free promotional tool for clubs to use to attract andretain new members. Don’t forget that a social media presence becomes part of a brandlegacy. Posts, pictures, images, tweets, status updates (content in general) can stay onlineforever. Think about what message to share via social media channels.

Here are some helpful tips for Facebook and Twitter:

social media

FACEBOOK • Do update regularly and post relevant

content.• Update your cover photo regularly and

remember to reposition so that heads

aren’t cut off.• Do include contact details, even first

name and mobile, so parents can call

someone if they have a query.

• Like the YFCU page and sharelinks/pics/status updates that are

relevant e.g. if someone from your club

wins a competition, share this to your

followers.• Remember the YFCU policy on no

alcoholic drinks to be photographed at

any YFCU event including BBQs and

discos.• Keep in mind you are representing your

club and YFCU so do not like and share

content/pages that could embarrass or

damage the image/reputation of either

party.

TWITTER• Do update regularly and make sure

tweets make sense – 140 characters isn’tmuch room to work with so make it snappy!

• Use your account name @XXYFC on allpress releases so people can follow theclubs activities

• Follow @YFCUpresident • Use #yfcu on all tweets, this is so we can

build up the Twitter community amongstYFCU members and who knows, get YFCUtrending some day!

• Search to see if your local newspaper isonline and remember to follow@farm_week and @farminglifeNI as theypost links up and may be worth retweeting(RT) to your followers

• Keep in mind you are representing yourclub and YFCU so do not RT content orfollow accounts that could embarrass ordamage the image/reputation of eitherparty.

• Update your background pic regularly toreflect club activities and events.

Scan here to see theYFCU Facebook site

Scan here to see the YFCU Twitter site

photographs& captions

photography tips• It can be difficult to get large group photos

taken but when you are taking them,ensure you can see everyone and breakup groups using two or three lines, withfront row kneeling etc.

• When having a visiting speaker, take apicture of them with clubleader/secretary/office bearer and usesome of their literature as props tobrighten up the photo.

• Try and think of a creative way ofpromoting club and fundraising events.For best impact, limit the amount ofpeople to 3 or 4 as too many people makeit cumbersome. Create a nice tight shotwith lots of colourful props wherepossible.

• Be aware of your background in pics!Avoid toilet and other signs, get as clear abackground as you possibly can. If thisisn’t possible, you may crop down theimage once downloaded. You may haveto ask people to move to get the bestphoto but it will be worth it.

• Be aware of lights in the background ofpictures as these will distort the image.

Always have good quality, clear photos to go along with your press release. Photosshould be taken on a digital camera, not on your mobile phone, and labelled Photo1, Photo 2 etc. Ensure you include all photo captions in the press release and thatthey correspond to the right photo.

• Always take more than one pictureespecially were group photographs areconcerned! People blink and tend to lookaway so it is best to always take a fewphotos so you can choose the best onewhen you download them onto yourcomputer.

• Edit if you can! Most computers andcameras have a remove red eye functionso take time to use if you had too manyred eyes.

• Get captions for everyone in the pictureand write caption left to right and labelback row/front row when there are a lot ofpeople in the picture.

• Remember the YFCU policy on noalcoholic drinks to be photographed atany YFCU event including BBQs anddiscos.

• Bear in mind: The better photographs youcan take of your club, the better they willlook in print and the better the imageYFCU will build across Northern Ireland!

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Some examples ofphotos to inspire andguide you in your role

Rural DispatchIssues are published in March, June andOctober. Every YFCU member/familyreceives a copy in the post. It is ideal topublicise any large fundraising event yourclub may be hosting just be aware of thepublish dates and get your info in on time.The editor is the PR, Communications & Marketing Officer at HQ and you should email copy and pics tocommunications@yfcu.org before thedeadline date. There is no guarantee thatthe info will be published depending on spaceavailable. Do keep reports to 200 words and includeone or two high res images with captions detailingwho is in the picture. Because this is a printpublication, photos will look best taken on a digitalcamera rather than a mobile phone.

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Promotional MaterialsA range of promotional materials are available from YFCU HQ to help you recruit newmembers and to use in any events your club are organising for the public. Leaflets onYFCU membership (Juniors, Seniors & Associates) and posters that can be personalised topromote new members evenings etc can be ordered free of charge.

There is a small charge for pens, pencils, USB flash drives, travel mugs and other YFCUbranded items that are held in stock. Contact the PR, Communications & Marketing Officerat HQ for more information (communications@yfcu.org).

The Official Magazine of the

Young Farmers’ Clubs of Ulster

Published in association with

UNITED DAIRY FARMERS

InsideYFCU at Balmoral Show

Calor Gas Blog Competition

Summer 2013

ruraldispatch

The Official Magazine of the

Young Farmers’ Clubs of Ulster

Published in association with

UNITED DAIRY FARMERS

InsideYFCU EventsClub News

Winter/Spring 2013

ruraldispatch

Free Resources Paid for Resources

15

YFCU WebsiteYFCU staff are responsible for updatingwww.yfcu.org If you have an event youwish to include in the events section, emailcopy including date, time, title, and contactdetails and a good photograph and captionto communications@yfcu.orgPlease note the YFCU Facebook pagedoes not actively promote individual clubevents but feel free to link the events pageto your own club’s social networking pages.

Recognition of the role of PROYFCU recognises the work of PROs annuallywith the Guild of Agricultural Journalists Trophy.PROs are interviewed at club level and theirscrapbooks, emails to press, photographs andcorrespondence judged. If successful, PROsare invited to County level judging and the bestfrom each County are interviewed prior to theAGM where the winner of the trophy isannounced. So make sure you keep goodrecords, spread the word about your club andenjoy the role of PRO for your club!

HandoverRemember to spend some time with the incoming PRO to brief them through the role. Talkthem through this booklet and familiarize them with your local newspaper contacts. Pass onall passwords and usernames for the clubs social media and show them how to update thesites especially if they have not used the sites before.

Put a selection of press releases on a memory disc for them so they can see what hasbeen sent before. Pass on CDs of images for club records too. It is worth spending sometime training new PROs up so they know what they have to do and will promote your cluband ensure its future success.

Sara Baxter, Cappagh YFCreceived the Top PRO & theGuild of Agricultural JournalistsTrophy from YFCU PresidentMartyn Blair at the 2012 AGM &Conference.

Young Farmers’ Clubs of Ulster475 Antrim RoadBelfastBT15 3BDTel: (028) 90 370713Web: www.yfcu.org

And finally...We hope you have found this bookletuseful in your role as PRO. If you needassistance during the year, rememberthere is a PR, Communications &Marketing Officer at HQ who is there tohelp with any issues you may have.Contact 028 9037 0713 or emailcommunications@yfcu.org to speakwith them.

Interested in a career in PR?The Chartered Institute of PublicRelations (CIPR) has more informationonline if you wish to pursue a career inPublic Relations.

Find out more information on theirwebsite www.cipr.co.uk