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Media Relations 101 for Saatchi & Saatchi
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Media Relations 101 for Saatchi & Saatchi


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Basics of media relations, how to write a press release, what is a newsroom, how to pitch journalists...

Basics of media relations, how to write a press release, what is a newsroom, how to pitch journalists...

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  • 1. Media Relations 101 Catherine Daar 15th March 2011
  • 2. 1 hour to cover ... ✓Is your news newsworthy? ✓Making Headlines ✓Reaching out to the media ✓News Release: Traditional vs Online Social Media News release ✓How to create a news release (content, format, subject line) ✓Bloggers ✓Online Newsroom ✓What to include in a media kit ✓Online PR ✓Social Media for PR ✓Q&ACatherine Daar 2011 2
  • 3. Questions to ask yourself before launching a PR campaign ✓Who is your target audience ✓How do they consume media (Online? Offline? ) ✓Where do they hang out online? Social media, professional forums, etc..) ✓What paper do they read? What do they watch on TV? What do they listen on radios?Catherine Daar 2011 3
  • 4. Is your news newsworthy?✓Media are here to: Entertain, Educate, Inspire✓Human interest: Get rich, Get sex,Get healthy✓Will it help to find: Job, Solution , Success, Opportunity✓Is it New? Innovative? Moving? Relatable?✓Are telling a compelling story? Will it get people talking? Why should the readercare?✓Why is your news important NOW?✓ Will they learn something ?✓Remember! It is not about YOU but about how you can help the COMMUNITY Catherine Daar 2011 4
  • 5. How to package your news to make Headlines! ✓Try to make your news timely. Tie it with Events (conferences, holidays, ...) ✓You should adapt your subject to the news ✓Check the current trends: read the press, follow reporters on Twitter, sign up for RSS feeds, use Google Alert,..) ✓Stand out from the crowd! Craft a compelling message. Use your creative internal resources create something innovative (tag line, video clip, etc..) Catherine Daar 2011 5
  • 6. Be a source for the media✓Offer to be interviewed as an expert (list 5-6 timely and relevant topicsyou can discuss) *✓Provide trends from your industry✓Ask about the editorial calendar to see if you can offer help✓Use HARO ( 6 Catherine Daar 2011
  • 7. Reaching out to the media✓Make sure you know what the journalist writes about✓Check that the same subject was not written about in the last 3-6 month(✓Keep in mind the media deadlines • Magazines work 4-6 months in advance. • Television works about 4-6 weeks in advance (month in advance for programs like «Temps Présent, TTC, etc..) «Magazine de société» • Newspapers 1-3 weeks. Apart from the news • Radio 1-3 weeks and 2 to 4 month for «society magazines» • News websites vary from 1 week to several months • Bloggers 1-3 weeks Catherine Daar 2011 7
  • 8. How to pitch a reporter ✓Pitch via email. Fax is dead! ✓Send news release and send the media kit and more if asked ✓Via phone be careful..reporter can be on deadline. If you know the media deadline stay away from the journalist the day before! ✓Email at first and then phone to follow up or even follow up email in case the 1st got lost ✓Avoid sending a news release over the holiday.Catherine Daar 2011 8
  • 9. Traditional News release Social Media News release VS
  • 10. SEO Optimized Social Media Press release Hosted by a online press release service or on your website Daar 2011 10
  • 11. Advantages of Online News release ✓Hosted on your site or on a service like Pitch Engine (template) ✓Keyword optimized ✓Reach your target audience directly (consumers, bloggers, investor) ✓Link can be sent by email to journalists ✓Send to all your social media platforms and easily shared ✓Infos and content can be used in immediately by journalists If you use online distribution services (PRNewswire, PRWeb, etc..) ✓ Sent to online newsroom (Google News, Yahoo News) ✓ Sent directly to the newsroom editorial systems ✓ Hosted by distribution site onlineCatherine Daar 2011 11
  • 12. When should you send an online news release? !!Frequency: about one a month every month!!✓ Launch of new product✓ New Web site✓ Comment on industry trends✓ New customer✓ Events (conferences, trade show, public speaking..)✓ Awards✓ Funding received✓ Joint venture✓ New funding✓ Hiring new employees✓ Volunteer work✓ New partner Catherine Daar 2011 12
  • 13. How to write a News release✓PR 101: Who, What, Where, When, Why, and How✓Short (one page), sweet , Get to the point, accurate and factual. NoGobbledygook* (cutting edge, innovation service that provide ...)✓Give them a pitch that you would tell your friends around a beer and don’ttry to impress your parents’ friends✓The pitch need to hit the journalist on the first sentence✓Avoid hype or making it sound like an advertisement. Dont use wordslike unique, magnificent or wonderful.✓For immediate release: instruct when you want the news to bepublished✓Customize your pitch with a different angle for different journalists✓In Context (Ex: «this follows up the xx story you wrote few days ago»)✓No more than 4 paragraphs 1.What is your pitch (first sentence). Why you are writing? 2.Establish credibility 3.Why your news is of interest for the readers (Use 3 bullet points with data that supports your thesis) 4.What you are expecting, call to action Catherine Daar 2011 13
  • 14. Format of the traditional news release✓The press release needs to be in the body of the email✓ No pdf, as it is impossible for most editors to use a pdf release withoutretyping it✓Text not HTML (easier to extract copy)✓No attachments (viruses, one more step), but links to additional material✓No photos or illustrations Catherine Daar 2011 14
  • 15. What will make the journalist open your email? It’s all in the subject line!✓Identify the news hook in the subject line, timesensitive✓Include a mention of proximity✓Best subject line short and to the point✓Catchy email headlineEx: Learn Bill Gate’s marketing strategy Catherine Daar 2011 15
  • 16. Bloggers Relations ✓77% of Internet users read blogs ✓89% of journalists conduct research on blogs ✓72% of bloggers blog to share their expertiseSame process than a journalist, just a different medium The only difference is: You provide only a summary in the body of the email and then link to the entire news release! Catherine Daar 2011 16
  • 17. Why your company needs a Newsroom ✓ 99 % of journalists expect a company to have an online newsroom ✓ More than 77 % of journalists think its important to be able to access a companys social media networks from its online newsroom. ✓ 95 % want access to photos, company background, and product information within the online newsroom.✓65% want digital assets and 53 % consider video and audio files useful. Survey by TEKGROUP International Source: Catherine Daar 2011 17
  • 18. Media Kit, Social News release or Newsroom? What to include✓Brief intro✓Company background and facts✓Bio✓The current press release✓Line sheet (when multiple products)✓Past Reviews and articles✓Quotes from experts *✓Article you wrote that the paper can print or radio can read on air *✓DVD Video Interviews (CEO, or anyone interesting...) *✓Contact info✓High resolution photos (300dpi)✓High-resolution designs/logos (300 dpi) on the documents if electronic kit*✓Marketing pieces (promo brochure, catalogue flyer,etc..)✓Cover art✓Demo reel✓Product (Reporters cannot accept products that are over 20 Ch.-)*Reporters don’t really need the actual product. If the reporter think the product is helpful the reporter will ask for itFor TV and radio stations:✓Short Q&A (interview) with questions the TV or radio can ask (How long it will take to answer the questions Ex: question 1 -27sec)*✓Include other media appearances to show TV and radio know you are a good guest and speaker*✓Endorsement letters from other producers and editors*If you don’t have a newsroom or a social media press release, save the electronic media kit in pdf format, zip and name «press kitfor ....» Catherine Daar 2011 18
  • 19. Why is the Web important for your PR effortsBefore Writing an Article Journalists and Editors perform Online Research January 2010 91% use 65% use social media 89% use blogs 52% use Source: nationalsurveyfindsmajorityofjournalistsnowdependonsocialmediaforstoryresearch Catherine Daar 2011 19
  • 20. What are the advantages of the Social Web in your PR campaigns✓No intermediary, direct access to your target market✓Conversation possible with your audience✓Trustable source 92% of consumer are influenced byword of mouth✓Wide reach in short amount of time✓Viral (possibility to share content easily)✓Measurable✓Survey your market in almost real time Catherine Daar 2011 20
  • 21. Social Media Never pitch a journalist on social media but initiate a relationship Be the voice of your industry on TwitterBreak up your press releases into 120 characters and tweet a part every day! Catherine Daar 2011 21
  • 22. Take aways1-Know who you want to reach and how they consumemedia2-Is your news newsworthy? Why should the reader care?3-Innovate: use the multimedia news release!4-You need a newsroom5-Use hybrid PR: the best of both world Catherine Daar 2011 22
  • 23. Questions?/Contact c.daar@commnation @commnation @catherinedaar «Like» our Facebook Page!