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ITP March 2013 - Charlotte Speedy - Using the Media
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ITP March 2013 - Charlotte Speedy - Using the Media



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  • 1. Using the Media 7th March 2013 Charlotte SpeedyDirector of Communications
  • 2. Charlotte
  • 3. Communications Department• Press & PR• Information• Events, Surveys, Projects• Wag!• Annual Review• Action on dog welfare
  • 4. What about you?Tell me about any experience you have with the media!
  • 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. 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. Why is this important?• Lots of ways to tell people about Dogs TrustBUT• Lots of competition
  • 8. Over to you! Can you give me recentexamples of PR campaigns in your countries that worked well?
  • 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. “One favourable paragraph in a news story can be worth a whole page of advertising”
  • 11. PR Cost – a pack of biscuitsAdvertising cost – £19,000 and a key ring
  • 12. Advertising cost – £36,104 PR Cost – a telephone call
  • 13. The Independent Review£4,950 Front Cover£75,570 Feature
  • 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. How much of what you read in the papers and see on the news is PR generated? 60%
  • 16. How many press releases does a features editor of a national newspaper receive each day? 140
  • 18. What makes the news?• Controversy• Royals• Cute and fluffy• Celebrity & soaps Above All• Sex – Human Interest• Money• Public safety• People power
  • 19. Getting Dogs Trust in the Media
  • 20. Our Audience?• Supporters• Future supporters• Future rehomers• The media• Opinion formers• Politicians• Fundraisers• Internal staff members
  • 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. 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. 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. Support fromCorporate Partners
  • 25. Topical or Interesting Names
  • 26. Piggyback!• World Cup• Wimbledon• Flower shows• Valentines day• Christmas themed• National holidays
  • 27. Chrissie & Evie
  • 28. Cranbury
  • 29. Bjorn & Borg
  • 30. Sven, Goran and Erickson
  • 31. Dogs with health conditions
  • 32. Ronnie
  • 33. Snowball & Meg
  • 34. Bald PuppyAbandoned in Flood
  • 35. Unusual Dogs
  • 36. Wonky
  • 37. Weasel
  • 38. Britain’s Ugliest Dog
  • 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. Piglet
  • 41. Charlie & Barney
  • 42. Rose
  • 43. The Walking Mat - MathersonBefore… After….
  • 44. StaffRecognition
  • 45. Fundraising
  • 46. My Life As A DogThree opportunities for coverage
  • 47. Before… During… After
  • 48. Unusual Size
  • 49. Birthday celebrations
  • 50. Life after Dogs Trust
  • 51. Health Benefits
  • 52. Events
  • 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. Celebrities• Can add weight to your campaign• Different type of media• Online media- eg Twitter
  • 55. Over to you! Tell me about the celebrityculture in your countries andare there “gossip” magazines to target?
  • 56. Letter to the Editor
  • 57. A Day in the Life
  • 58. Ten Golden RulesPoints to remember:• What?• Who?• Where?• Why?• When?90% of press releases end up in the bin!
  • 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. Internal Comms• Don’t forget to tell your staff what has been going on and inspire them to spot news stories for you
  • 61. Photography
  • 62. Photography tips• Be patient
  • 63. Photography tips• Take shots of normal behaviour
  • 64. Photography tips• Use sounds to focus the dog’s attention
  • 65. Photography tips• Shoot at eye level
  • 66. Photography tips• Natural and playful rather than posed
  • 67. Photography tips• Get close
  • 68. Photography tips• Show the dog in action
  • 69. Photography tips• Take lots of pictures
  • 70. Photography tips• Use branding
  • 71. Photography tips• Use props
  • 72. Photography tips• Dogs and children
  • 73. Photography tips• If your dog won’t pose – get creative!
  • 74. Photography tips• If your dog won’t pose – get creative!
  • 75. Photography tips• Combination of different shots
  • 76. The PeopleCirculation: 900,000Readership: 2,700,000
  • 77. Over to you…
  • 78. Thank Any Questions?