Media realtions for_charities

329 views

Published on

0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
329
On SlideShare
0
From Embeds
0
Number of Embeds
3
Actions
Shares
0
Downloads
7
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide

Media realtions for_charities

  1. 1. WORKING WITH THE MEDIA Media Relations for Non-Profits Gert Ackermann
  2. 2. What is Publicity?Public Relations (PR) =media relations/publicity,promotion, public affairs,opinion making.Publicity = earning freecoverage in print & broadcastmedia.
  3. 3. The 3 Keys to Publicity1.UNDERSTAND how the media works2.THINK like a journalist3.WRITE like a journalist
  4. 4. The Journalist:Its Habitat & Habits
  5. 5. The Irish Media Sector PRINT MEDIA Newspapers & Magazines BROADCAST MEDIA Radio & TV ONLINE MEDIA Blogs, News Websites
  6. 6. Readership & ListenershipNewspapers & Magazines:Audit Bureau of Circulation(ABC) & Joint NationalReader Surveys (JNLR)Radio: Joint NationalReader Surveys (JNLR)TV: Nielsen TelevisionAudience Measurement
  7. 7. Habitat: The Newsroom
  8. 8. Newspaper Pecking Order EDITOR DEPUTY EDITOR ASSISTANT EDITOR/SNEWS EDITOR/S CHIEF-SUB-EDITOR SPECIALISTSNEW REPORTERS & SUB-EDITORS Sport EditorCORRESPONDENTS Photo Editor Business Editor
  9. 9. A Day In The NewsroomNews Sources News Journalists News Diary Leads & Tip-offs Conference Research Stories Press Releases Newswires Stories Commissioned & Produce Copy Print & Sub Editors News EditorDistribution Edit & Design Review Copy
  10. 10. Think Like a Journalist
  11. 11. DEADLINES COMPETITIONINFORMATION OVERLOAD INTEGRITY
  12. 12. What is News? “When a dog bites a man, that is notnews, because it happens so often. But if aman bites a dog, that is news.” -John Bogart (1918)
  13. 13. What is News?“News is an account of event that disrupts thestatus quo or have potential to disrupt.” - Julian Harriss, The Complete Reporter“Information that binds people together” - Lynnette Sheridan Burns, Understanding Journalism “News is what you talk about over a pint” - Allan Powell, Editor of the Sheffield Telegraph
  14. 14. What is Newsworthy?Scale: something that affects a lot of people, like politics, new laws, natural disastersBad News: conflict & tragedyDisgrace, Sex & ScandalSurprise & Amazement: novelty & unexpected eventsTopics in Vogue: recession, hospital waiting lists etc.Breakthroughs & Progress: scientific discoveryCelebrity & Power ElitesSeasonal themesCampaigns (local media)
  15. 15. Make You Own NewsReaction/StatementSurveyEvent/LaunchCall to Action
  16. 16. Write Like a Journalist I keep six honest serving men (They taught me all I know) Their names are What, Why and WhenAnd How and Where and Who. (How is as taken W) -Rudyard Kipling
  17. 17. The Inverted Pyramid Most important who, what, when, where (why) critical information Less important why, how helpful information & quotes new paragraph for each point Least important background & technical info.
  18. 18. The Publicist’s Armoury1. Media Contact List2. Boilerplate/Media Kit3. Press Releases4. Advisories & Diary Notices5. Telephone & Email Pitches6. Photocalls
  19. 19. Your Media Contact ListContact Directories• Irish Media Contacts Directory (www.mediacontacts.ie)• PRII Media Sourcebook (www.prii.ie)Online Lists/Distribution(www.mediacontact.ie/mediahq)
  20. 20. Segment Your ListNational Dailies National Radio Sunday Newspapers Dubin Radio Dublin Radio National Dailies Sunday Papers National Radio
  21. 21. Make Your Boilerplate SizzleBoilerplate = textdescribing yourorganisation that can bere-used for differentapplications.Who are you? What doyou do? How do you doit? Links to furtherinformation.
  22. 22. About The WheelThe Wheel is a national representative and support bodyfor community, voluntary and charity organisations. Weare a representative organisation promoting both ourmembers’ and the wider sector’s interests. We also providea wide range of information and support services, adviceand training to individuals and organisations involved incommunity and voluntary activity.Visit www.wheel.ie.
  23. 23. The Media KitBackgrounder with historical informationon your organisationFact sheet listing specific features,statistics, or benefitsBiographies of key executives, individuals,etc.Past press coveragePhotos or other images (high resolution) ofkey executives, logos, products, etc.Media contact information
  24. 24. Online Press Rooms
  25. 25. The Press Release
  26. 26. Immediate release BARNARDOS CALLS FOR FULL IMPLEMENTATION OF NEW CATHOLIC CHURCH CHILD PROTECTION GUIDELINES Uniformity of Guidelines has Potential to Set Consistent and Up-To-Date Standards Of Best PracticeTuesday 24th February, Dublin - Barnardos, Irelands leading childrens charity, welcomed todays release of the National Board for Safeguarding Childrenguidelines "Safeguarding Children: Standards and Guidance Document for the Catholic Church in Ireland".Barnardos CEO, Fergus Finlay said: "We welcome these guidelines, which will hopefully bring a new standard to child protection in the Catholic Church inIreland. The uniformity of the guidelines and the incorporation of the national policy guidelines Children First has the potential to set consistent and up-to-datestandards of best practice for the Catholic Church across the whole island of Ireland, North and South."While welcoming the clarity of the standards set down and the auditing measures included in the guidelines, Barnardos stressed the importance ofimplementation in any report establishing best practice of child protection.Mr. Finlay elaborated: "The clear and transparent approach of these new standards and the monitoring and auditing included within the guidelines willhopefully improve the implementation of the highest level of child protection within the Catholic Church. While guidelines are always useful, it is the on-the-ground implementation of any such measures that really matters. We have long campaigned for Children First to be put on statutory footing, making itmandatory to report allegations of abuse and implement full child protection measures. While guidelines can be useful, if they are not rolled outcomprehensively they make little difference to the lives of children potentially at risk of abuse."Mr. Finlay concluded: "We look forward to seeing the full implementation of these guidelines across the Catholic Church but our primary concern remains thesame. Guidelines can have moral authority, but without the full force of law behind any national system we cannot say that we have done everything in ourpower to protect our children."ENDSFor further information please contact:Yolanda Kennedy 7080443/ 086 3860638www.barnardos.ieAbout BarnardosBarnardos supports children whose well-being is under threat, by working with them, their families and communities and by campaigning for the rights ofchildren. Barnardos was established in Ireland in 1962 and is Irelands leading independent childrens charity.
  27. 27. Immediate release BARNARDOS CALLS FOR FULL IMPLEMENTATION OF NEW CATHOLIC CHURCH CHILD PROTECTION GUIDELINES RELEASE INFO. Immediate release or embargo info. Uniformity of Guidelines has Potential to Set Consistent and Up-To-Date Standards Of Best PracticeTuesday 24th February, Dublin - Barnardos, Irelands leading childrens charity, welcomed todays release of the National Board for Safeguarding Childrenguidelines "Safeguarding Children: Standards and Guidance Document for the Catholic Church in Ireland".Barnardos CEO, Fergus Finlay said: "We welcome these guidelines, which will hopefully bring a new standard to child protection in the Catholic Church inIreland. The uniformity of the guidelines and the incorporation of the national policy guidelines Children First has the potential to set consistent and up-to-datestandards of best practice for the Catholic Church across the whole island of Ireland, North and South."While welcoming the clarity of the standards set down and the auditing measures included in the guidelines, Barnardos stressed the importance ofimplementation in any report establishing best practice of child protection.Mr. Finlay elaborated: "The clear and transparent approach of these new standards and the monitoring and auditing included within the guidelines willhopefully improve the implementation of the highest level of child protection within the Catholic Church. While guidelines are always useful, it is the on-the-ground implementation of any such measures that really matters. We have long campaigned for Children First to be put on statutory footing, making itmandatory to report allegations of abuse and implement full child protection measures. While guidelines can be useful, if they are not rolled outcomprehensively they make little difference to the lives of children potentially at risk of abuse."Mr. Finlay concluded: "We look forward to seeing the full implementation of these guidelines across the Catholic Church but our primary concern remains thesame. Guidelines can have moral authority, but without the full force of law behind any national system we cannot say that we have done everything in ourpower to protect our children."ENDSFor further information please contact:Yolanda Kennedy 7080443/ 086 3860638www.barnardos.ieAbout BarnardosBarnardos supports children whose well-being is under threat, by working with them, their families and communities and by campaigning for the rights ofchildren. Barnardos was established in Ireland in 1962 and is Irelands leading independent childrens charity.
  28. 28. Immediate release BARNARDOS CALLS FOR FULL IMPLEMENTATION OF NEW CATHOLIC CHURCH CHILD PROTECTION GUIDELINES Uniformity of Guidelines has Potential to Set Consistent and Up-To-Date Standards Of Best PracticeTuesday 24th February, Dublin - Barnardos, Irelands leading childrens charity, welcomed todays release of the National Board for Safeguarding Childrenguidelines "Safeguarding Children: Standards and Guidance Document for the Catholic Church in Ireland".Barnardos CEO, Fergus Finlay said: "We welcome these guidelines, which will hopefully bring a new standard to child protection in the Catholic Church inIreland. The uniformity of the guidelines and the incorporation of the national policy guidelines Children First has the potential to set consistent and up-to-datestandards of best practice for the Catholic Church across the whole island of Ireland, North and South."While welcoming the clarity of the standards set down and the auditing measures included in the guidelines, Barnardos stressed the importance ofimplementation in any report establishing best practice of child protection. HEADLINEMr. Finlay elaborated: "The clear and transparent approach of these new standards and the monitoring and auditing included within the guidelines will uppercase, 60-80 charactershopefully improve the implementation of the highest level of child protection within the Catholic Church. While guidelines are always useful, it is the on-the-ground implementation of any such measures that really matters. We have long campaigned for Children First to be put on statutory footing, making itmandatory to report allegations of abuse and implement full child protection measures. While guidelines can be useful, if they are not rolled outcomprehensively they make little difference to the lives of children potentially at risk of abuse."Mr. Finlay concluded: "We look forward to seeing the full implementation of these guidelines across the Catholic Church but our primary concern remains thesame. Guidelines can have moral authority, but without the full force of law behind any national system we cannot say that we have done everything in ourpower to protect our children."ENDSFor further information please contact:Yolanda Kennedy 7080443/ 086 3860638www.barnardos.ieAbout BarnardosBarnardos supports children whose well-being is under threat, by working with them, their families and communities and by campaigning for the rights ofchildren. Barnardos was established in Ireland in 1962 and is Irelands leading independent childrens charity.
  29. 29. Immediate release BARNARDOS CALLS FOR FULL IMPLEMENTATION OF NEW CATHOLIC CHURCH CHILD PROTECTION GUIDELINES Uniformity of Guidelines has Potential to Set Consistent and Up-To-Date Standards Of Best PracticeTuesday 24th February, Dublin - Barnardos, Irelands leading childrens charity, welcomed todays release of the National Board for Safeguarding Childrenguidelines "Safeguarding Children: Standards and Guidance Document for the Catholic Church in Ireland".Barnardos CEO, Fergus Finlay said: "We welcome these guidelines, which will hopefully bring a new standard to child protection in the Catholic Church inIreland. The uniformity of the guidelines and the incorporation of the national policy guidelines Children First has the potential to set consistent and up-to-datestandards of best practice for the Catholic Church across the whole island of Ireland, North and South."While welcoming the clarity of the standards set down and the auditing measures included in the guidelines, Barnardos stressed the importance ofimplementation in any report establishing best practice of child protection.Mr. Finlay elaborated: "The clear and transparent approach of these new standards and the monitoring and auditing included within the guidelines willhopefully improve the implementation of the highest level of child protection within the Catholic Church. While guidelines are always useful, it is the on-the- SUB-HEADLINEground implementation of any such measures that really matters. We have long campaigned for Children First to be put on statutory footing, making itmandatory to report allegations of abuse and implement full child protection measures. While guidelines can be useful, if they are not rolled out sentence case & italicscomprehensively they make little difference to the lives of children potentially at risk of abuse."Mr. Finlay concluded: "We look forward to seeing the full implementation of these guidelines across the Catholic Church but our primary concern remains thesame. Guidelines can have moral authority, but without the full force of law behind any national system we cannot say that we have done everything in ourpower to protect our children."ENDSFor further information please contact:Yolanda Kennedy 7080443/ 086 3860638www.barnardos.ieAbout BarnardosBarnardos supports children whose well-being is under threat, by working with them, their families and communities and by campaigning for the rights ofchildren. Barnardos was established in Ireland in 1962 and is Irelands leading independent childrens charity.
  30. 30. Immediate release BARNARDOS CALLS FOR FULL IMPLEMENTATION OF NEW CATHOLIC CHURCH CHILD PROTECTION GUIDELINES Uniformity of Guidelines has Potential to Set Consistent and Up-To-Date Standards Of Best PracticeTuesday 24th February, Dublin - Barnardos, Irelands leading childrens charity, welcomed todays release of the National Board for Safeguarding Childrenguidelines "Safeguarding Children: Standards and Guidance Document for the Catholic Church in Ireland". DATE LINEBarnardos CEO, Fergus Finlay said: "We welcome these guidelines, which will hopefully bring a new standard to child protection in the Catholic Church inIreland. The uniformity of the guidelines and the incorporation of the national policy guidelines Children First has the potential to set consistent and up-to-date date of releasestandards of best practice for the Catholic Church across the whole island of Ireland, North and South."While welcoming the clarity of the standards set down and the auditing measures included in the guidelines, Barnardos stressed the importance ofimplementation in any report establishing best practice of child protection.Mr. Finlay elaborated: "The clear and transparent approach of these new standards and the monitoring and auditing included within the guidelines willhopefully improve the implementation of the highest level of child protection within the Catholic Church. While guidelines are always useful, it is the on-the-ground implementation of any such measures that really matters. We have long campaigned for Children First to be put on statutory footing, making itmandatory to report allegations of abuse and implement full child protection measures. While guidelines can be useful, if they are not rolled outcomprehensively they make little difference to the lives of children potentially at risk of abuse."Mr. Finlay concluded: "We look forward to seeing the full implementation of these guidelines across the Catholic Church but our primary concern remains thesame. Guidelines can have moral authority, but without the full force of law behind any national system we cannot say that we have done everything in ourpower to protect our children."ENDSFor further information please contact:Yolanda Kennedy 7080443/ 086 3860638www.barnardos.ieAbout BarnardosBarnardos supports children whose well-being is under threat, by working with them, their families and communities and by campaigning for the rights ofchildren. Barnardos was established in Ireland in 1962 and is Irelands leading independent childrens charity.
  31. 31. Immediate release BARNARDOS CALLS FOR FULL IMPLEMENTATION OF NEW CATHOLIC CHURCH CHILD PROTECTION GUIDELINES Uniformity of Guidelines has Potential to Set Consistent and Up-To-Date Standards Of Best PracticeTuesday 24th February, Dublin - Barnardos, Irelands leading childrens charity, welcomed todays release of the National Board for Safeguarding Childrenguidelines "Safeguarding Children: Standards and Guidance Document for the Catholic Church in Ireland". PLACE LINEBarnardos CEO, Fergus Finlay said: "We welcome these guidelines, which will hopefully bring a new standard to child protection in the Catholic Church inIreland. The uniformity of the guidelines and the incorporation of the national policy guidelines Children First has the potential to set consistent and up-to-date place where release is coming fromstandards of best practice for the Catholic Church across the whole island of Ireland, North and South."While welcoming the clarity of the standards set down and the auditing measures included in the guidelines, Barnardos stressed the importance ofimplementation in any report establishing best practice of child protection.Mr. Finlay elaborated: "The clear and transparent approach of these new standards and the monitoring and auditing included within the guidelines willhopefully improve the implementation of the highest level of child protection within the Catholic Church. While guidelines are always useful, it is the on-the-ground implementation of any such measures that really matters. We have long campaigned for Children First to be put on statutory footing, making itmandatory to report allegations of abuse and implement full child protection measures. While guidelines can be useful, if they are not rolled outcomprehensively they make little difference to the lives of children potentially at risk of abuse."Mr. Finlay concluded: "We look forward to seeing the full implementation of these guidelines across the Catholic Church but our primary concern remains thesame. Guidelines can have moral authority, but without the full force of law behind any national system we cannot say that we have done everything in ourpower to protect our children."ENDSFor further information please contact:Yolanda Kennedy 7080443/ 086 3860638www.barnardos.ieAbout BarnardosBarnardos supports children whose well-being is under threat, by working with them, their families and communities and by campaigning for the rights ofchildren. Barnardos was established in Ireland in 1962 and is Irelands leading independent childrens charity.
  32. 32. Immediate release BARNARDOS CALLS FOR FULL IMPLEMENTATION OF NEW CATHOLIC CHURCH CHILD PROTECTION GUIDELINES Uniformity of Guidelines has Potential to Set Consistent and Up-To-Date Standards Of Best PracticeTuesday 24th February, Dublin - Barnardos, Irelands leading childrens charity, welcomed todays release of the National Board for Safeguarding Childrenguidelines "Safeguarding Children: Standards and Guidance Document for the Catholic Church in Ireland".Barnardos CEO, Fergus Finlay said: "We welcome these guidelines, which will hopefully bring a new standard to child protection in the Catholic Church inIreland. The uniformity of the guidelines and the incorporation of the national policy guidelines Children First has the potential to set consistent and up-to-datestandards of best practice for the Catholic Church across the whole island of Ireland, North and South."While welcoming the clarity of the standards set down and the auditing measures included in the guidelines, Barnardos stressed the importance ofimplementation in any report establishing best practice of child protection.Mr. Finlay elaborated: "The clear and transparent approach of these new standards and the monitoring and auditing included within the guidelines willhopefully improve the implementation of the highest level of child protection within the Catholic Church. While guidelines are always useful, it is the on-the- LEAD PARAGRAPHground implementation of any such measures that really matters. We have long campaigned for Children First to be put on statutory footing, making itmandatory to report allegations of abuse and implement full child protection measures. While guidelines can be useful, if they are not rolled out who? what? where? when?comprehensively they make little difference to the lives of children potentially at risk of abuse."Mr. Finlay concluded: "We look forward to seeing the full implementation of these guidelines across the Catholic Church but our primary concern remains thesame. Guidelines can have moral authority, but without the full force of law behind any national system we cannot say that we have done everything in ourpower to protect our children."ENDSFor further information please contact:Yolanda Kennedy 7080443/ 086 3860638www.barnardos.ieAbout BarnardosBarnardos supports children whose well-being is under threat, by working with them, their families and communities and by campaigning for the rights ofchildren. Barnardos was established in Ireland in 1962 and is Irelands leading independent childrens charity.
  33. 33. Immediate release BARNARDOS CALLS FOR FULL IMPLEMENTATION OF NEW CATHOLIC CHURCH CHILD PROTECTION GUIDELINES Uniformity of Guidelines has Potential to Set Consistent and Up-To-Date Standards Of Best PracticeTuesday 24th February, Dublin - Barnardos, Irelands leading childrens charity, welcomed todays release of the National Board for Safeguarding Childrenguidelines "Safeguarding Children: Standards and Guidance Document for the Catholic Church in Ireland".Barnardos CEO, Fergus Finlay said: "We welcome these guidelines, which will hopefully bring a new standard to child protection in the Catholic Church inIreland. The uniformity of the guidelines and the incorporation of the national policy guidelines Children First has the potential to set consistent and up-to-datestandards of best practice for the Catholic Church across the whole island of Ireland, North and South."While welcoming the clarity of the standards set down and the auditing measures included in the guidelines, Barnardos stressed the importance ofimplementation in any report establishing best practice of child protection. BODY TEXT Why? How? Quotes & Background InfoMr. Finlay elaborated: "The clear and transparent approach of these new standards and the monitoring and auditing included within the guidelines willhopefully improve the implementation of the highest level of child protection within the Catholic Church. While guidelines are always useful, it is the on-the-ground implementation of any such measures that really matters. We have long campaigned for Children First to be put on statutory footing, making itmandatory to report allegations of abuse and implement full child protection measures. While guidelines can be useful, if they are not rolled outcomprehensively they make little difference to the lives of children potentially at risk of abuse."Mr. Finlay concluded: "We look forward to seeing the full implementation of these guidelines across the Catholic Church but our primary concern remains thesame. Guidelines can have moral authority, but without the full force of law behind any national system we cannot say that we have done everything in ourpower to protect our children."ENDSFor further information please contact:Yolanda Kennedy 7080443/ 086 3860638www.barnardos.ieAbout BarnardosBarnardos supports children whose well-being is under threat, by working with them, their families and communities and by campaigning for the rights ofchildren. Barnardos was established in Ireland in 1962 and is Irelands leading independent childrens charity.
  34. 34. Immediate release BARNARDOS CALLS FOR FULL IMPLEMENTATION OF NEW CATHOLIC CHURCH CHILD PROTECTION GUIDELINES Uniformity of Guidelines has Potential to Set Consistent and Up-To-Date Standards Of Best PracticeTuesday 24th February, Dublin - Barnardos, Irelands leading childrens charity, welcomed todays release of the National Board for Safeguarding Childrenguidelines "Safeguarding Children: Standards and Guidance Document for the Catholic Church in Ireland".Barnardos CEO, Fergus Finlay said: "We welcome these guidelines, which will hopefully bring a new standard to child protection in the Catholic Church inIreland. The uniformity of the guidelines and the incorporation of the national policy guidelines Children First has the potential to set consistent and up-to-datestandards of best practice for the Catholic Church across the whole island of Ireland, North and South."While welcoming the clarity of the standards set down and the auditing measures included in the guidelines, Barnardos stressed the importance ofimplementation in any report establishing best practice of child protection.Mr. Finlay elaborated: "The clear and transparent approach of these new standards and the monitoring and auditing included within the guidelines willhopefully improve the implementation of the highest level of child protection within the Catholic Church. While guidelines are always useful, it is the on-the-ground implementation of any such measures that really matters. We have long campaigned for Children First to be put on statutory footing, making itmandatory to report allegations of abuse and implement full child protection measures. While guidelines can be useful, if they are not rolled outcomprehensively they make little difference to the lives of children potentially at risk of abuse."Mr. Finlay concluded: "We look forward to seeing the full implementation of these guidelines across the Catholic Church but our primary concern remains thesame. Guidelines can have moral authority, but without the full force of law behind any national system we cannot say that we have done everything in ourpower to protect our children."ENDS END MARK ENDS, -ENDS-, ###For further information please contact:Yolanda Kennedy 7080443/ 086 3860638www.barnardos.ieAbout BarnardosBarnardos supports children whose well-being is under threat, by working with them, their families and communities and by campaigning for the rights ofchildren. Barnardos was established in Ireland in 1962 and is Irelands leading independent childrens charity.
  35. 35. Immediate release BARNARDOS CALLS FOR FULL IMPLEMENTATION OF NEW CATHOLIC CHURCH CHILD PROTECTION GUIDELINES Uniformity of Guidelines has Potential to Set Consistent and Up-To-Date Standards Of Best PracticeTuesday 24th February, Dublin - Barnardos, Irelands leading childrens charity, welcomed todays release of the National Board for Safeguarding Childrenguidelines "Safeguarding Children: Standards and Guidance Document for the Catholic Church in Ireland".Barnardos CEO, Fergus Finlay said: "We welcome these guidelines, which will hopefully bring a new standard to child protection in the Catholic Church inIreland. The uniformity of the guidelines and the incorporation of the national policy guidelines Children First has the potential to set consistent and up-to-datestandards of best practice for the Catholic Church across the whole island of Ireland, North and South."While welcoming the clarity of the standards set down and the auditing measures included in the guidelines, Barnardos stressed the importance ofimplementation in any report establishing best practice of child protection.Mr. Finlay elaborated: "The clear and transparent approach of these new standards and the monitoring and auditing included within the guidelines willhopefully improve the implementation of the highest level of child protection within the Catholic Church. While guidelines are always useful, it is the on-the-ground implementation of any such measures that really matters. We have long campaigned for Children First to be put on statutory footing, making itmandatory to report allegations of abuse and implement full child protection measures. While guidelines can be useful, if they are not rolled outcomprehensively they make little difference to the lives of children potentially at risk of abuse."Mr. Finlay concluded: "We look forward to seeing the full implementation of these guidelines across the Catholic Church but our primary concern remains thesame. Guidelines can have moral authority, but without the full force of law behind any national system we cannot say that we have done everything in ourpower to protect our children."ENDSNOTE TO EDITOR NOTE TO EDITOR include mobile or after-hours number,For further information please contact: interview options & technical info.Yolanda Kennedy 7080443/ 086 3860638www.barnardos.ieAbout BarnardosBarnardos supports children whose well-being is under threat, by working with them, their families and communities and by campaigning for the rights ofchildren. Barnardos was established in Ireland in 1962 and is Irelands leading independent childrens charity.
  36. 36. Immediate release BARNARDOS CALLS FOR FULL IMPLEMENTATION OF NEW CATHOLIC CHURCH CHILD PROTECTION GUIDELINES Uniformity of Guidelines has Potential to Set Consistent and Up-To-Date Standards Of Best PracticeTuesday 24th February, Dublin - Barnardos, Irelands leading childrens charity, welcomed todays release of the National Board for Safeguarding Childrenguidelines "Safeguarding Children: Standards and Guidance Document for the Catholic Church in Ireland".Barnardos CEO, Fergus Finlay said: "We welcome these guidelines, which will hopefully bring a new standard to child protection in the Catholic Church inIreland. The uniformity of the guidelines and the incorporation of the national policy guidelines Children First has the potential to set consistent and up-to-datestandards of best practice for the Catholic Church across the whole island of Ireland, North and South."While welcoming the clarity of the standards set down and the auditing measures included in the guidelines, Barnardos stressed the importance ofimplementation in any report establishing best practice of child protection.Mr. Finlay elaborated: "The clear and transparent approach of these new standards and the monitoring and auditing included within the guidelines willhopefully improve the implementation of the highest level of child protection within the Catholic Church. While guidelines are always useful, it is the on-the-ground implementation of any such measures that really matters. We have long campaigned for Children First to be put on statutory footing, making itmandatory to report allegations of abuse and implement full child protection measures. While guidelines can be useful, if they are not rolled outcomprehensively they make little difference to the lives of children potentially at risk of abuse."Mr. Finlay concluded: "We look forward to seeing the full implementation of these guidelines across the Catholic Church but our primary concern remains thesame. Guidelines can have moral authority, but without the full force of law behind any national system we cannot say that we have done everything in ourpower to protect our children."ENDSNOTE TO EDITORFor further information please contact:Yolanda Kennedy 7080443/ 086 3860638www.barnardos.ieAbout Barnardos BOILERPLATEBarnardos supports children whose well-being is under threat, by working with them, their families and communities and by campaigning for the rights ofchildren. Barnardos was established in Ireland in 1962 and is Irelands leading independent childrens charity.
  37. 37. The Five Deadly Sins1. Exaggeration2. Jargon & Acronyms3. Cliches and Stock Phrases (e.g.‘groundbreaking’, ‘state- of-the-art’, ‘revolutionary’4. Adjectives (outside quotes)5.Generic & Boring Quotes
  38. 38. How to Use Quotes
  39. 39. “This new service will foster a synergistic environment where clients can leverage technology to utilize their skills.”
  40. 40. “We are very pleased to beinvolved in this great initiative.”
  41. 41. Killer Quotes1.Be authentic: conversational quotes are more believable2.Don’t be boring: never use generic & boring quotes3.Cut the hype: don’t stuff your quotes with ballyhoo4.Avoid those lazy verbs: ‘synergize’, ‘utilize’, ‘leverage’, ‘facilitate’ etc.
  42. 42. EXERCISE Write a caption, sub-caption and lead paragraph for a press release based on the following information:•The Dublin Book Festival starts tomorrow•Over 80 leading authors, poets and journalists willparticipate•It is Ireland’s largest literary event•It will go on for five days•Events will take place in Dublin City Hall and other citycentre venues•The programme includes 40 readings, debates, launches,workshops and performances
  43. 43. DUBLIN PREPARES FOR FIVE-DAY LITERARY SPECTACLE Over 80 Writers To Participate In Ireland’s Largest Literary EventDublin, 16 November – Over 80 of the countrys leading authors, poets and journalists willbe descending on the capital from tomorrow to participate in the fourth Dublin BookFestival. The five-day festival is Ireland’s largest literary gathering, featuring over 40 readings,debates, launches, workshops and performances in Dublin City Hall and other venues.
  44. 44. Distributing Your Press ReleaseShotgun of rifle?Shotgun: CRM, online emailmarketing solution(Mailchimp, ConstantContact, Vertical Response,MediaHQ)Rifle: individual pitches &emails
  45. 45. Monitoring Your CoverageProfessional Clipping/Monitoring services:www.kantarmedia.ie,www.newsaccess.ieGoogle AlertsYahoo Pipes/RSS
  46. 46. The Press Release 2.0Social Media Press ReleasesInfographicsSEO (www.irishpressreleases.ie, www.indymedia.ie)
  47. 47. Diary Notices/Media Advisories
  48. 48. Diary Notices/Media AdvisoriesNEWS DIARY NOTICE:What: Innovating For Good, the National Conference for Irelands Not-for-Profit SectorWhen: Thursday, 26 May, 9.30am-4pmWhere: Croke Park Conference Centre, Hogan Mezzanine IIWho: Phil Hogan TD, Minister for Environment, Community and Local Government to deliver his first address to thecommunity and voluntary sector.Also present: • 180 representatives from Irelands leading charities and voluntary groups, • Sir Stuart Etherington, Chief Executive of the National Council of Voluntary Organisations (England) • See full list of speakers and the agendaAnnouncements: • Role of the charity sector in public service reform • The results of the latest survey of Ireland’s not-for-profit sectorContact: Gert Ackermann, on (01) 454 8727, 086 1769287, gert@wheel.ieThe conference is being organised by The Wheel, the national umbrella body representing 916 community, voluntaryand charitable organisations. www.wheel.ie.- ends -
  49. 49. Immediate release GAY BYRNE CONFIRMED AS FACE OF CAMPAIGNMinister for Communications, Energy & Natural Resources, Pat Rabbitte T.D. today announced Wednesday 24th October, 2012 as the official date ofcompletion of the digital TV switchover, when the analogue TV network in Ireland will be switched off.SAORVIEW – Ireland’s new national digital TV network, launched nationally by RTẾ in May this year – will replace the analogue TV network when it isswitched off just over one year from now. Both networks will operate in parallel until then. The analogue TV network will also be turned off in NorthernIreland on 24th October 2012, Digital UK announced today, in order to make the transition to digital as straightforward as possible for TV viewers andbroadcasters.Minister Rabbitte said, “The availability of digital television and the switching off of the analogue TV network in a year’s time is a very positive thing forIreland and will offer TV viewers a number of additional benefits, such as clearer picture and sound quality, more TV channels, radio channels,information services and high definition TV. Importantly, digital TV also uses less space in the broadcast spectrum band which means that Ireland will joinmany other countries throughout Europe and the rest of the world in freeing up space for other purposes, such as the provision of mobile or broadbandservices.“Anyone who currently relies on an aerial to watch TV - approximately 250,000 households across Ireland - will need to take action before 24th October2012 to retain access to TV services. TV viewers have a number of options available to them. They can connect to the SAORVIEW service which is aone-off cost and, like the old TV network, has no subscription fee or recurring charges. In most cases the purchase of a set-top box will enableconnection to SAORVIEW. Details on SAORVIEW are available at www.saorview.ie or LoCall 1890 222 012.Alternatively, TV viewers can choose to move to a pay-TV service, such as Sky, UPC or a cable or broadband service provider. Those subscribing to apay TV service will not be affected by the switching off of the analogue TV network. Information on pay TV service providers is available on theDepartment’s website, www.goingdigital.ie.The Department of Communications, Energy & Natural Resources is providing guidance to the public though a new website, www.goingdigital.ie, aLoCall helpline 1890 940 980 and the distribution of 100,000 free information booklets which will be available in post offices and Citizen InformationCentres throughout the country from next week.Minister Rabbitte said, “It is Important that we help people, particularly the 23% of people still unaware of the Digital TV Switchover, to understand what itis, its many benefits, when it is happening and where they can go for guidance. Our campaign will focus, in particular, on ensuring that the 250,000
  50. 50. NCCER Green HVAC Module Approved to Maintain LEED CredentialsFour additional NCCER modules have been approved by the USGBC for continuing education hours. With these new courseapprovals, NCCER can now help LEED Professionals meet all of the required continuing education hours established by the GBCI."NCCERs attainment of continuing education hours for these courses offers credence to the role the HVAC curriculum plays intraining technicians as well as the sustainable operations and maintenance community," said Matthew Todd, HVAC subject matterexpert and LEED AP for Vancuver, Wash. based Entek Corporation.All four modules come from NCCERs current HVAC curriculum and include: Energy Conservation Equipment, Air Quality Equipment,Indoor Air Quality, and Alternative Heating and Cooling Equipment.These modules are readily available individually or as a spiral-bound unit titled Green Topics for HVAC.For more information on all green updates, visit the online catalog at www.nccer.org. For more information on the LEED credentials,visit www.usgbc.org.About NCCER -- NCCER is a not-for-profit 501 (c)(3) education foundation created by the construction industry to developstandardized curriculum with portable credentials and to help address the skilled construction workforce shortage. NCCER isrecognized by the industry as the training, assessment, certification, and career development standard for the construction andmaintenance craft professional. For more information visit www.nccer.org or contact NCCER customer service at 888.622.3720.
  51. 51. Success for South Dublin County CouncilCo. Dublin, Ireland — 10 Nov. 2011 — South Dublin County Council has won four awards at the prestigious ChambersIreland 8th Annual Excellence in Local Government Awards which were held in Dublin last night.South Dublin County Council was selected for its ongoing efforts to promote its area as a location of choice forpeople to live, work, invest and visit. The judges noted the quality of this County’s efforts across a broad range ofcategories, including best library service, sustaining the arts, innovation in technology, smarter travel, sportsdevelopment and outstanding customer service.There were seven projects from South Dublin County Council short-listed for the Chambers Ireland Awards in thefollowing categories:Smarter Travel-Smarter Travel AdamstownBest Library Service South Dublin LibrariesJoint Local Authority Initiative-Dublin Mountains WayOutstanding Customer Service- Camac Valley Caravan ParkSustaining the Arts- Tallaght Young FilmmakersInnovation in Technology-SEA Monitoring SystemSports Development- South Dublin GladiatorsSouth Dublin County Council won four top awards for Tallaght Young Filmmakers, the Dublin Mountains Way, SmarterTravel Adamstown and Camac Valley Caravan and Camping Park.The Mayor Caitriona Jones said “I am thrilled to accept these awards on behalf of the elected members and staff ofSouth Dublin County Council. It is fantastic that South Dublin County Council has been recognised by the businesscommunity for its innovative efforts to enhance the quality of life for all of South Dublin’s residents and businesses”For further information please contact Communications Office atE-Mail: communications@sdublincoco.ie
  52. 52. November 14, 2011New Irish Online Skate Shop LaunchedWe are pleased to announce the launch of our new onlineSkate Shop at www.skateshop.ieStocking all types of Skating equipment, we are the onestop shop for all your skateboarding needs this Christmas.Development by Ireland Web Design
  53. 53. Life’s a Pitch
  54. 54. Pitching by PhoneKnow exactly who to speak toTime your call, but assume they arebusyAsk first if they are free to talkDon’t call to ask if they received pressrelease or email!Practice your pitch but don’t readGive them a story not an advertisementEverything is on the recordBe prepared for questions/rejections
  55. 55. Pitching by EmailSubject line is most important (50characters or less)PersonaliseDon’t begin with stock phrases (“Hopeyou are well?” etc)Questions are a good way to startRemember inverted pyramidUse bullet pointsAvoid attachments (link if you must)End with call to action
  56. 56. WWW.BADPITCH.BLOGSPOT.COM
  57. 57. Photocalls: Get The Picture What is a photocall? How to set up a photocall How to run a photocall What works
  58. 58. What is a photocall?Why do it?
  59. 59. How to Set-up a PhotocallConceptSubjectsPhotographersPropsTimingTarget
  60. 60. How to Run a Photocall What to do on the day Shot list Getting the right pics Getting your pics onto the pages... And what if they are not there?
  61. 61. What Works...CauseNoveltyCelebrityRelationshipsA brilliant photoBranding
  62. 62. Text Text Text Text Text Text
  63. 63. ! Bernadette Simpson, Keleigh Rocket, Kiaya McGrath, Aoife Tobin and Amy Brady from Presentation Primary school in Carrig On Suir, Co Tipperary, with a Burmese python from Daves Jungle, Carlow, at the Waterford Institute of Technology Science Week.Photograph: Patrick Browne
  64. 64. Summary• What is a photocall• How to set up a photocall• How to run a photocall• What works
  65. 65. The Publicist’s Five Commandments1. Thou shall consume media rapaciously2. Thou shall be a reliable, accurate and punctual source3. Thou shall always seek out the news angle4. Thou shall not spam or stalk journalists5. Thou shall be realistic, but persistent
  66. 66. WORKING WITH THE MEDIA Media Relations for Charities gert@wheel.ie

×