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  • ©2000-2016 Communications Plus, #1

    Public Relations & Publicity

    Silicon Valley Open Studios

    March 9, 2016

    Kay Paumier Communications Plus

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    Intros

    • Name

    • Type of art

    • Years as an artist

    • Why came tonight?

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    Overview

    • Publicity & the media

    • The SVOS publicity program

    • Media interviews

    • Calendar announcements

    • Photographs

    • Bonus topics • Help a Reporter Out (HARO)

    • News releases

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    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

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    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

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    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

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    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

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    Questions?

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    The SVOS Publicity Program

    • News release

    • Outreach to individual reporters • Localized information

    • Arrange interviews • Need to respond!!!!

    • Supply photographs

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    Media Interviews

    • When contacted, respond quickly

    • When answering: • Listen

    • Take your time

    • Answer briefly

    • Speak positively

    • Use the speech formula

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    Questions?

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    Calendar Announcements

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    Calendar Announcements

    • Purpose: to increase awareness of an event

    • General outline • Type of event

    • Day, date, time, place

    • Description & value statement

    • Contact info

  • ©2000-2016 Communications Plus, #20

    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)

    http://www.svos.org/

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    Patch

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    Patch.com

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    Patch.com

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    Distribution

    • Outlets have different requirements

    • See list. Other avenues: • Craigslist

    • NextDoor.org

    • Voicemail message & e-mail signature

    • Website & Evite

    • Facebook, LinkedIn & Twitter

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    Questions?

  • ©2000-2016 Communications Plus, #26

    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

    http://www.helpareporter.com/

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    Responding to a HARO Request

    • Subject line

    • Refer to the inquiry

    • Outline credentials or give information

    • Offer more help

    • Thank the reporter

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    Questions?

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    Photos

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    Photos

    • Help visualize a story • Draw attention

    • Increase retention

    • Less competition than other areas

    • Essential for SVOS coverage

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    Photos: Types

    • The artwork itself

    • Artist at work

    • Head-and-shoulder shot

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    Responding to a HARO Request

    • Subject line

    • Refer to the inquiry

    • Outline credentials or give information

    • Offer more help

    • Thank the reporter

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    Bonus Session: News Releases

    • News: • New • Different • Important • Local • Timely • Has human interest • The media’s decision

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    The Inconvenient Truth, #2

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

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    Questions?

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    News Release: 5 W’s and an H

    1.________________________________ 2.________________________________ 3.________________________________ 4.________________________________ 5.________________________________ 6.________________________________

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    Inverted Pyramid Style

    Most Important Information

    Supporting Details

    Boilerplate

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    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

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    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

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    Distribution

    • Wire services

    • Media lists • Community

    newspapers

    • Personal contacts

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    Questions?

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    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

    http://www.communicationsplus.net/blog http://www.communicationsplus.net/blog http://www.svos.org/pressroom.php