Click to edit Master title style

Media Relations
Miki Haines-Sanger, Golden Goose PR
Tuesday 15 October 2013
#CIPRFRESH
Click to edit Master title style

Chair’s introduction
Jenna Oxley, Transport for London
Media Relations
#CIPRFRESH
Click to edit Master title style

Media relations

#CIPRFRESH
Can to learn to be title style
Clickyouedit Master good at PR?
• Strong people skills
• Likeable personality
• Confident o...
Click to edit Master title style

The press release

#CIPRFRESH
The press release (wrongstyle right)
Click to edit Master title and

#CIPRFRESH
A press edit Master title
Click to release isn’t… style
A marketing doctrine

An advert

A letter to journalists communica...
Click brand manifesto style
The to edit Master title

#CIPRFRESH
A press edit Master
Click to release is… title style

News
Relevant
Coverage generating

#CIPRFRESH
The problem
Click to edit Master title style

#CIPRFRESH
The exception
Click to edit Master title style

#CIPRFRESH
The risk
Click to edit Master title style
Unless the news is so huge that it sells itself, if the press release is written...
What to aim for
Click to edit Master title style
• Well thought out release with a real story
• Speak out if in doubt
• So...
Click to edit Master title style

Different types of releases

#CIPRFRESH
A few examples…
Click to edit Master title style
• First to market/real news
• Brand launch/new product
• Celebrity alignm...
A brand news release
Click to edit Master title style

#CIPRFRESH
The potential disaster
Click to edit Master title style

#CIPRFRESH
Your to
Click jobedit Master title style
• Write your releases well and have the
conviction to stand by them
• Push back i...
Don’ts
Click to edit Master title style
• Write in the first person
• If the brand isn’t the story, don’t open with the br...
Click to edit Master title style

How to write a good release

#CIPRFRESH
Read the papers
Click to edit Master title style
Use the sentence structure of
real news journalism

#CIPRFRESH
Write like a Master title
Click to editjournalist style
Write in one sentence
paragraphs

#CIPRFRESH
Remain objective
Click to edit Master title style
Write like a news journalist NOT
like a columnist

#CIPRFRESH
A good edit Master title style
Click to release

#CIPRFRESH
Keep it edit Master title style
Click to simple
• 200-400 words
• If there’s a simpler word, use it
• Avoid repeating poin...
Click to edit Master title style

The big question…

#CIPRFRESH
?
Click to edit Master title style

UT I L
I SE

use
#CIPRFRESH
?
Click to edit Master title style

UT I L
I SE

use
#CIPRFRESH
Click to edit Master title style

Pitching to the media

#CIPRFRESH
When and how to pitch
Click to edit Master title style
• Look on Gorkana (for features, avoid press days)
• For national n...
Tips to edit Master title style
Clickand tricks
• It’s worth one third and last call around 8pm (latest)
• You may find th...
One to edit Master title style
Clickapproach fits all
• You have to believe in the story

• You have to be able to picture...
Content generation
Click to edit Master title style

#CIPRFRESH
Be creative
Click to edit Master title style

#CIPRFRESH
Click to edit Master title style

Thank you

#CIPRFRESH
Click to edit Master title style

Thank you for attending, please complete
the online evaluation form.
Find out more at ci...
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Fresh PPT - Media Relations - Tuesday 15 October 2013

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Fresh PPT - Media Relations - Tuesday 15 October 2013

  1. 1. Click to edit Master title style Media Relations Miki Haines-Sanger, Golden Goose PR Tuesday 15 October 2013 #CIPRFRESH
  2. 2. Click to edit Master title style Chair’s introduction Jenna Oxley, Transport for London Media Relations #CIPRFRESH
  3. 3. Click to edit Master title style Media relations #CIPRFRESH
  4. 4. Can to learn to be title style Clickyouedit Master 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 #CIPRFRESH
  5. 5. Click to edit Master title style The press release #CIPRFRESH
  6. 6. The press release (wrongstyle right) Click to edit Master title and #CIPRFRESH
  7. 7. A press edit Master title Click to release isn’t… style 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 #CIPRFRESH
  8. 8. Click brand manifesto style The to edit Master title #CIPRFRESH
  9. 9. A press edit Master Click to release is… title style News Relevant Coverage generating #CIPRFRESH
  10. 10. The problem Click to edit Master title style #CIPRFRESH
  11. 11. The exception Click to edit Master title style #CIPRFRESH
  12. 12. The risk Click to edit Master title style Unless the news is so huge that it sells itself, if the press release is written word-forword the way that a client or your brand manager thinks they want it, you run three risks: #CIPRFRESH
  13. 13. What to aim for Click to edit Master title style • 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 #CIPRFRESH
  14. 14. Click to edit Master title style Different types of releases #CIPRFRESH
  15. 15. A few examples… Click to edit Master title style • 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 #CIPRFRESH
  16. 16. A brand news release Click to edit Master title style #CIPRFRESH
  17. 17. The potential disaster Click to edit Master title style #CIPRFRESH
  18. 18. Your to Click jobedit Master title style • 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 #CIPRFRESH
  19. 19. Don’ts Click to edit Master title style • 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 #CIPRFRESH
  20. 20. Click to edit Master title style How to write a good release #CIPRFRESH
  21. 21. Read the papers Click to edit Master title style Use the sentence structure of real news journalism #CIPRFRESH
  22. 22. Write like a Master title Click to editjournalist style Write in one sentence paragraphs #CIPRFRESH
  23. 23. Remain objective Click to edit Master title style Write like a news journalist NOT like a columnist #CIPRFRESH
  24. 24. A good edit Master title style Click to release #CIPRFRESH
  25. 25. Keep it edit Master title style Click to 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? #CIPRFRESH
  26. 26. Click to edit Master title style The big question… #CIPRFRESH
  27. 27. ? Click to edit Master title style UT I L I SE use #CIPRFRESH
  28. 28. ? Click to edit Master title style UT I L I SE use #CIPRFRESH
  29. 29. Click to edit Master title style Pitching to the media #CIPRFRESH
  30. 30. When and how to pitch Click to edit Master title style • 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 #CIPRFRESH
  31. 31. Tips to edit Master title style Clickand 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 (news@nationalnews.co.uk) • Release Sunday for Monday • Always be prepared for rudeness • Google your contacts/check their Twitter accounts • Have a great visual #CIPRFRESH
  32. 32. One to edit Master title style Clickapproach 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 #CIPRFRESH
  33. 33. Content generation Click to edit Master title style #CIPRFRESH
  34. 34. Be creative Click to edit Master title style #CIPRFRESH
  35. 35. Click to edit Master title style Thank you #CIPRFRESH
  36. 36. Click to edit Master title style Thank you for attending, please complete the online evaluation form. Find out more at cipr.co.uk/fresh #CIPRFRESH
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