Using the Media 7th March 2013     Charlotte SpeedyDirector of Communications
Charlotte
Communications Department•   Press & PR•   Information•   Events, Surveys, Projects•   Wag!•   Annual Review•   Action on ...
What about you?Tell me about any experience   you have with the media!
Media Trends: a short quiz• How many regional newspapers are there  in the UK?• 1,607• How many consumer magazines are the...
Google ZeitgeistGlobal Searches             UK Searches•   Whitney Houston         •   Euro 2012                          ...
Why is this important?• Lots of ways to tell people about Dogs  TrustBUT• Lots of competition
Over to you!  Can you give me recentexamples of PR campaigns in your countries that worked           well?
PR –v- Advertising• PR & Advertising – What is the difference?• Advertising   – Paid for by Dogs Trust   – We have complet...
“One favourable paragraph in a news story can be worth a  whole page of advertising”
PR Cost – a pack of biscuitsAdvertising cost – £19,000                             and a key ring
Advertising cost – £36,104   PR Cost – a telephone call
The Independent Review£4,950 Front Cover£75,570 Feature
PR Results• 4th most read story on BBC Online on the day it  appeared• Over 65 press articles in national and regional  ne...
How much of what you read in  the papers and see on the    news is PR generated?           60%
How many press releases does a features editor of a national newspaper receive each day?             140
What makes the news?CONFLICT   ENTERTAINMENT   INFORMATION
What makes the news?•   Controversy•   Royals•   Cute and fluffy•   Celebrity & soaps      Above All•   Sex               ...
Getting Dogs Trust in the         Media
Our Audience?•   Supporters•   Future supporters•   Future rehomers•   The media•   Opinion formers•   Politicians•   Fund...
How do we do reach them?• Re-active  – Journalists call us for a quote, a story, or    information• Pro-active  – We think...
PR Story Opportunities1.    Advice                    26.   Link to up coming news2.    Anniversaries             27.   Lo...
Anniversaries/ Reasons to Celebrate                                                                                       ...
Support fromCorporate Partners
Topical or Interesting       Names
Piggyback!•   World Cup•   Wimbledon•   Flower shows•   Valentines day•   Christmas themed•   National holidays
Chrissie & Evie
Cranbury
Bjorn & Borg
Sven, Goran and Erickson
Dogs with health  conditions
Ronnie
Snowball & Meg
Bald PuppyAbandoned in Flood
Unusual Dogs
Wonky
Weasel
Britain’s Ugliest Dog
Results• Over 500 phone calls on the day Hubble  appeared on TV• Over 100 offers of a new home as far  afield as the US an...
Piglet
Charlie & Barney
Rose
The Walking Mat - MathersonBefore…            After….
StaffRecognition
Fundraising
My Life As A DogThree opportunities for coverage
Before… During…  After
Unusual Size
Birthday celebrations
Life after Dogs Trust
Health Benefits
Events
Centre Focused•   Summer Open Days•   Christmas Fayres•   Education workshops•   Visits from celebrities or dignitaries•  ...
Celebrities• Can add weight to your  campaign• Different type of media• Online media- eg Twitter
Over to you! Tell me about the celebrityculture in your countries andare there “gossip” magazines           to target?
Letter to the Editor
A Day in the Life
Ten Golden RulesPoints to remember:• What?• Who?• Where?• Why?• When?90% of press releases end up in the bin!
Spotting a story• Always have an eye out for catchy stories that  will not only have a regional but also national  appeal•...
Internal Comms• Don’t forget to tell your staff what has  been going on and inspire them to spot  news stories for you
Photography
Photography tips• Be patient
Photography tips• Take shots of normal behaviour
Photography tips• Use sounds to focus the dog’s attention
Photography tips• Shoot at eye level
Photography tips• Natural and playful rather than posed
Photography tips• Get close
Photography tips• Show the dog in action
Photography tips• Take lots of pictures
Photography tips• Use branding
Photography tips• Use props
Photography tips• Dogs and children
Photography tips• If your dog won’t pose – get creative!
Photography tips• If your dog won’t pose – get creative!
Photography tips• Combination of different shots
The PeopleCirculation: 900,000Readership: 2,700,000
Over to you…
Thank Youcharlotte.speedy@dogstrust.org.uk    Any Questions?
ITP March 2013 - Charlotte Speedy - Using the Media
ITP March 2013 - Charlotte Speedy - Using the Media
ITP March 2013 - Charlotte Speedy - Using the Media
ITP March 2013 - Charlotte Speedy - Using the Media
ITP March 2013 - Charlotte Speedy - Using the Media
ITP March 2013 - Charlotte Speedy - Using the Media
ITP March 2013 - Charlotte Speedy - Using the Media
ITP March 2013 - Charlotte Speedy - Using the Media
ITP March 2013 - Charlotte Speedy - Using the Media
ITP March 2013 - Charlotte Speedy - Using the Media
ITP March 2013 - Charlotte Speedy - Using the Media
ITP March 2013 - Charlotte Speedy - Using the Media
ITP March 2013 - Charlotte Speedy - Using the Media
ITP March 2013 - Charlotte Speedy - Using the Media
ITP March 2013 - Charlotte Speedy - Using the Media
ITP March 2013 - Charlotte Speedy - Using the Media
ITP March 2013 - Charlotte Speedy - Using the Media
ITP March 2013 - Charlotte Speedy - Using the Media
ITP March 2013 - Charlotte Speedy - Using the Media
ITP March 2013 - Charlotte Speedy - Using the Media
ITP March 2013 - Charlotte Speedy - Using the Media
ITP March 2013 - Charlotte Speedy - Using the Media
ITP March 2013 - Charlotte Speedy - Using the Media
ITP March 2013 - Charlotte Speedy - Using the Media
ITP March 2013 - Charlotte Speedy - Using the Media
ITP March 2013 - Charlotte Speedy - Using the Media
ITP March 2013 - Charlotte Speedy - Using the Media
ITP March 2013 - Charlotte Speedy - Using the Media
ITP March 2013 - Charlotte Speedy - Using the Media
ITP March 2013 - Charlotte Speedy - Using the Media
ITP March 2013 - Charlotte Speedy - Using the Media
ITP March 2013 - Charlotte Speedy - Using the Media
ITP March 2013 - Charlotte Speedy - Using the Media
ITP March 2013 - Charlotte Speedy - Using the Media
ITP March 2013 - Charlotte Speedy - Using the Media
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ITP March 2013 - Charlotte Speedy - Using the Media

  1. 1. Using the Media 7th March 2013 Charlotte SpeedyDirector of Communications
  2. 2. Charlotte
  3. 3. Communications Department• Press & PR• Information• Events, Surveys, Projects• Wag!• Annual Review• Action on dog welfare
  4. 4. What about you?Tell me about any experience you have with the media!
  5. 5. Media Trends: a short quiz• How many regional newspapers are there in the UK?• 1,607• How many consumer magazines are there in the UK?• 3,100• What was the most searched for thing on Google last year?• Whitney Houston
  6. 6. Google ZeitgeistGlobal Searches UK Searches• Whitney Houston • Euro 2012 • Olympic tickets• Gangnam Style • Whitney Houston• Hurricane Sandy • Kate Middleton• iPad 3 • April Jones• Diablo 3 • Netflix• Kate Middleton • Natwest Online • iPad 3• Olympics 2012 • Gary Barlow• Amanda Todd • Gangnam Style• Michael Clarke Duncan• BBB12
  7. 7. Why is this important?• Lots of ways to tell people about Dogs TrustBUT• Lots of competition
  8. 8. Over to you! Can you give me recentexamples of PR campaigns in your countries that worked well?
  9. 9. PR –v- Advertising• PR & Advertising – What is the difference?• Advertising – Paid for by Dogs Trust – We have complete control over what appears• PR – Editorial – we supply the information, the journalist writes the feature or article – No control over what appears – No cost to Dogs Trust – Much more effective
  10. 10. “One favourable paragraph in a news story can be worth a whole page of advertising”
  11. 11. PR Cost – a pack of biscuitsAdvertising cost – £19,000 and a key ring
  12. 12. Advertising cost – £36,104 PR Cost – a telephone call
  13. 13. The Independent Review£4,950 Front Cover£75,570 Feature
  14. 14. PR Results• 4th most read story on BBC Online on the day it appeared• Over 65 press articles in national and regional newspapers• Over 100 online articles reporting the news• 3,000 extra hits to the Dogs Trust website on the day the news broke• 1,000 click-throughs to our press release when posted on Twitter and Facebook• An ongoing relationship with a key children’s TV programme
  15. 15. How much of what you read in the papers and see on the news is PR generated? 60%
  16. 16. How many press releases does a features editor of a national newspaper receive each day? 140
  17. 17. What makes the news?CONFLICT ENTERTAINMENT INFORMATION
  18. 18. What makes the news?• Controversy• Royals• Cute and fluffy• Celebrity & soaps Above All• Sex – Human Interest• Money• Public safety• People power
  19. 19. Getting Dogs Trust in the Media
  20. 20. Our Audience?• Supporters• Future supporters• Future rehomers• The media• Opinion formers• Politicians• Fundraisers• Internal staff members
  21. 21. How do we do reach them?• Re-active – Journalists call us for a quote, a story, or information• Pro-active – We think up ideas, stories, and campaigns and persuade journalists to cover it• Essential Tool – The Press Release
  22. 22. PR Story Opportunities1. Advice 26. Link to up coming news2. Anniversaries 27. Local interest3. Awards 28. Management appointment4. Bids/tendering 29. Merger5. Briefings 30. New contract6. Calendar events 31. New premises7. Case studies 32. New product8. Celebrities 33. New service9. Children 34. Picture story10. Columns 35. Press conference11. Competitions 36. Press visit12. Conference 37. Profile of an individual, organisation13. Donations 38. Quotes14. Employees activities 39. Recruitment15. Events 40. Requests for help16. Exhibitions 41. Report –academic17. Expansion 42. Seminar / debate18. Expert Opinion 43. Seasonal19. Fundraising 44. Slow news days20. Human interest 45. Social Responsibility21. Improvement 46. Spokesperson22. Investment 47. Speech23. Job advert 48. Sponsorship24. Letter to the editor 49. Survey25. Link to current affairs 50. Supplement
  23. 23. Anniversaries/ Reasons to Celebrate Support from Corporate/ E.g.. Staff member celebrating long Celebrity Partners service, 1000th dog rehomed Details of dramatic rescue Cute /Brave Stories PR IDEAS E.g. how was the dog rescued, were E.g. Dogs who are best friends members of the public involved, with other dogs or other animals, what did Centre staff do? loyalty to owner, bravery,Link back to the work of Dogs Trust Funny/Topical Dog Names Centre Events Sponsor a dog, microchipping, E.g. Named after things linked to the E.g. Open days, bring a dog a neutering, education, responsible seasons & events [Noel & Holly at Christmas dinner dog ownership, fundraising Christmas] Famous singers, celebrities, sports stars Old Dogs Area Related Dog E.g. Longer term residents,‘London’s prettiest / ugliest/friendliest/ Educating Dog Owners of Tomorrow The oldest dog at the centre, older dogs biggest/smallest/cutest dog’ with older people Asking for help The health benefit of dogs Link to Topical Events E.g. Centre urgently needs bedding, E.g. Sports, films, award ceremonies volunteers, extra food, toys etc. Unusual breeds, sizes Litters of Puppies Disabled Dogs colours, crosses, weight E.g. Do they an unusual story, funny E.g. 3 legged or deaf dogs who are E.g. The smallest dog next to the names, are they being hand reared, doing well despite their ailment largest dog is it a very large litter?
  24. 24. Support fromCorporate Partners
  25. 25. Topical or Interesting Names
  26. 26. Piggyback!• World Cup• Wimbledon• Flower shows• Valentines day• Christmas themed• National holidays
  27. 27. Chrissie & Evie
  28. 28. Cranbury
  29. 29. Bjorn & Borg
  30. 30. Sven, Goran and Erickson
  31. 31. Dogs with health conditions
  32. 32. Ronnie
  33. 33. Snowball & Meg
  34. 34. Bald PuppyAbandoned in Flood
  35. 35. Unusual Dogs
  36. 36. Wonky
  37. 37. Weasel
  38. 38. Britain’s Ugliest Dog
  39. 39. Results• Over 500 phone calls on the day Hubble appeared on TV• Over 100 offers of a new home as far afield as the US and Switzerland• Hubble has a new home and is settling in well with his owner – good follow up story too
  40. 40. Piglet
  41. 41. Charlie & Barney
  42. 42. Rose
  43. 43. The Walking Mat - MathersonBefore… After….
  44. 44. StaffRecognition
  45. 45. Fundraising
  46. 46. My Life As A DogThree opportunities for coverage
  47. 47. Before… During… After
  48. 48. Unusual Size
  49. 49. Birthday celebrations
  50. 50. Life after Dogs Trust
  51. 51. Health Benefits
  52. 52. Events
  53. 53. Centre Focused• Summer Open Days• Christmas Fayres• Education workshops• Visits from celebrities or dignitaries• Agility events• Dog training and behaviour workshops or talks• Fundraising events or large donations to the RC
  54. 54. Celebrities• Can add weight to your campaign• Different type of media• Online media- eg Twitter
  55. 55. Over to you! Tell me about the celebrityculture in your countries andare there “gossip” magazines to target?
  56. 56. Letter to the Editor
  57. 57. A Day in the Life
  58. 58. Ten Golden RulesPoints to remember:• What?• Who?• Where?• Why?• When?90% of press releases end up in the bin!
  59. 59. Spotting a story• Always have an eye out for catchy stories that will not only have a regional but also national appeal• Maintain and develop good media contacts in your region- maybe set up a visit to your center or a lunch so that these contacts will keep coming back for stories• We have a journalist meet and greet programme and ensure that we regularly circulate our contact details to new journalists
  60. 60. Internal Comms• Don’t forget to tell your staff what has been going on and inspire them to spot news stories for you
  61. 61. Photography
  62. 62. Photography tips• Be patient
  63. 63. Photography tips• Take shots of normal behaviour
  64. 64. Photography tips• Use sounds to focus the dog’s attention
  65. 65. Photography tips• Shoot at eye level
  66. 66. Photography tips• Natural and playful rather than posed
  67. 67. Photography tips• Get close
  68. 68. Photography tips• Show the dog in action
  69. 69. Photography tips• Take lots of pictures
  70. 70. Photography tips• Use branding
  71. 71. Photography tips• Use props
  72. 72. Photography tips• Dogs and children
  73. 73. Photography tips• If your dog won’t pose – get creative!
  74. 74. Photography tips• If your dog won’t pose – get creative!
  75. 75. Photography tips• Combination of different shots
  76. 76. The PeopleCirculation: 900,000Readership: 2,700,000
  77. 77. Over to you…
  78. 78. Thank Youcharlotte.speedy@dogstrust.org.uk Any Questions?

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