Getting the Message
& Communications Training
Corporate Affairs, University of Limerick
Overview –the UL storytelling landscape
Panning for gold
Generating Stories – Top Tips
Policy & Governance
Just a little bit about branding
Overview – the UL storytelling landscape
Sheena Doyle, Press Officer 086 380 7859
Christine Brennan, Protocol, Public Relations & Communications Officer –
PR is :
Informing public opinion of an organisation through strategic placement of news.
Identifying, writing, preparing and placing news stories
Knowing your media channels and placing the right story with the right journalist
PR is not :
A substitute for marketing and advertising.
dealing with lies. – VERIFY YOUR STORY, GIVE CONTEXT.
For marketing you pay for PR you pray!
What is Public Relations?
What makes for a good news story:
The Five "W"s and the "H"
This is the crux of all news - you need to know five things:
Who? What? When? Where? How? Why?
Any good news story provides answers to each of these questions. You must drill these into your
brain and they must become second nature.
The Inverted Pyramid
This refers to the style of journalism which places the most important facts at the beginning and
works "down" from there. Ideally, the first paragraph should contain enough information to give the
reader a good overview of the entire story. The rest of the article explains and expands on the
Use the right photo, ensure it is captioned and credited.
Embed video, ensure it is copyright compliant.
How to Write a News Story
Top Tips - Storytelling
•Its all about the video ‘Just ask Tommy!’
•The 1 minute rule / get to the point
•Use Acronyms at your peril
•Copyright – it is a very, very real thing! Be respectful.
•Impact – what will the outcomes of this story be?
•Have we given both sides the opportunity to respond.
•If in doubt….
•Protect your brand.
What makes for a good viral video?
Cravendale : http://youtu.be/h6CcxJQq1x8
(77 million viewers - what’s the concept?
RTE – Highest Viewership Figures for 2011 = based
on figures from Nielsen Television Audience
Measurement*, Jedward at Eurovision proved to be the
biggest television draw of 2011 so far, as the most-
watched television programme in the six months from
January to June, with a staggering 1.18 million
viewers on average* watching the Eurovision final.
Online Presence – setting up google report
Blogs – generating your own content.
Social Media Monitoring (Hootsuite/Tweetdeck)
Why use social media?
Builds your online presence
Provides material for media
Provides a channel for fans to voice support.
Provides a forum to counteract negative publicity
Be a storyteller.
Create your own channel
Timing is everything
The power of non-traditional channels
The Importance of the Story “If you can't tell it, you can't sell it”
Smart Phone Media Maker – Christian Payne aka Documentally (photojournalist,
Policy & Governance
What is your mission statement?
What are your guiding principles? Does
everyone know them?
What is your policy? (Social Media/Children &
What is your plan?
Mission: The New York Times's core purpose is to enhance
society by creating, collecting and distributing high-quality
news, information and entertainment.
Facebook’s mission is to give people the power to share and make
the world more open and connected. People use Facebook to
stay connected with friends and family, to discover what’s going
on in the world, and to share and express what matters to them.
“To see life; To see the world; to eyewitness great events … to see
strange things … to see and be amazed.” Life Magazine
The mission of the University of Limerick is to be a
distinctive, pioneering and connected university that
shapes the future through education and empowering
people to meet the real challenges of tomorrow.
Social Media - Guidelines
• Social Media Policy -
• Protect confidential and proprietary information
• Respect copyright and fair use
• Do not use your brand for endorsements
• Respect university time and property
• Dedicated Personnel
• Have a policy
• Have a plan (Be Prepared for the Good, The Bad and the Ugly)
• Link back to your brand
• Protect the your brand
Social Media - Guidelines
• Be transparent
• Think twice before posting
• Be accurate
• Be respectful
• Remember your audience
• On personal sites, identify your views as your own
• Healthy dialogue
Crisis Management -
Dealing with Negative Publicity
Tips in Dealing with Negative Publicity
Get the facts
Take time to consider your response
Consider the implications of your response – others affected, potential to continue the story
Address the situation e.g statement, interview
Get advice – do not react e.g Ronan O’Gara letter to Irish Independent about Kevin Meyers
Reaction = Result
UL Brand Guidelines
Applying for use of the UL Brand Identity : Kylie.Mckenzie@ul.ie
Misuse of University of Limerick Brand
Why are Brand Guidelines Important?
Use of Colour to Reflect Brand
Applying for use of the UL Brand
Misuse of the UL Brand Identity
Why Branding is Important?
Protecting the ‘An Focal’ Brand
Photography & Copyright
Commissioning Photography for Marketing/Promotional Purposes (policy)
•Copyright law in Ireland is regulated primarily by the Copyright and Related Rights Act, 2000 (PDF 614KB)
(the “2000 Act”). http://www.oireachtas.ie/documents/bills28/acts/2000/a2800.pdf
•It is the responsibility of the author of the content (image, text, video, audio) to ensure their submissions are