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Killer Headlines and Juicy Quotes Workshop

Killer Headlines and Juicy Quotes Workshop

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  • Session 1: 10am – 11.30amLunch at 1pmAfternoon 1.45pm – 3pmLast session: 3.15 and finish at 4.30pm
  • 10.05am – 10.10amAsk for names around the room and signature dish and/or middle name.
  • Session 1: 10am – 11.30am10.10am – 10.15am
  • 10.15 – 10.30amWhy do you want to do media relations?Ask each member of the group what they do now and what they want to get from the day. What do you want to get out of press relations?  (or What can the media do that other marketing activities don’t?)Write on post it notes and write name underneath. These will form the learning outcomes for the day. (At the end - Do you feel like you can manage all the things we set out at the beginning?)Post it notes to go on the wall or window.
  • 10.30am – 10.35amThis is pretty much how media relations fits in to your marketing and communications.Its just one thing on a list of many – but the pressure to do it can be overwhelming. And it can easily take over...
  • 10.35am – 10.50amDiscussion round the room. Jan to write on coloured post it notes. One colour for pros and one for cons.Put on wall next to the notes already on the wall.
  • 10.50 am – 10.55amAnd here’s one I made earlier.Did we get everything?
  • 10.55am – 11.15amWhat are the media tools?Post it notes get people out of their seats and active.Write the notes and add to the wall.Jan to review and see if they relate to the first post it notes
  • 11.15 – 11.30amInternal or external PR expert?Anyone got any thoughts on that?
  • 11.45amIntro to Clementine
  • until 11.55Building relationships – local SNP press officer – MSP Shona Robison – local MPPhotocalldecided to host an opening reception – invited all local councillors leading to coverage, leading to more connections and now being called up by press to verify stories.
  • until noonAnd this is what we’ve been up to in the last week.Entering for awards and hosting events are a risky but potentially rewarding way to attract coverage.We’ll talk about it later – but I also use Facebook and Twitter to make sure that as many people as possible see the articles. Social Media can also help win those competitions! Wee Stories with RBS Community Force. Vote for them to win £6,000. And they did!
  • Noon – 12.10get your headlines noticedbig figures, celebrities, what makes a news headline, difference between news and a feature
  • Until 12.10Since you’ll be emailing out your press releases – you can always boost your chances by linking to great pictures, sound files or videos.This one is VERY slick with its own You Tube channel – but it could be to an artists’ own site or to a previous performance on you tube.Also infographics, images
  • Until 12.12Thinking of headlines – just for fun.
  • Until 12.15Sometimes sub editors have a sense of humour too.
  • 12.15 – 12.45Press release consequences.Sheets of paper and pens for Press Release Consequences game.Interest – this thing you’re promoting will probably be of interest to readers, listeners and viewersPublic Service – this will probably mean that its something that the tax payer and council tax payer will think is wasting public funds!Game: Press release consequences.Hand out the sheets.Spilt in to groups of 3 to 4.Share with the group at the end
  • Until 1.45pm
  • 12.45 – 12.50
  • 12.50 – 1pmYour press list should include print, broadcast, websites and listings.REMEMBER community councils, councillors, heads of local groups, rotary, chambers of commerce.... NEXT SLIDEIf possible you could send each type its own, targeted release.Distribution – email. Remember to do it with mail merge or blind copies – the recipient shouldn’t be able to see who else got it.IF TIMEBuild a press list from existing knowledge in the room using the contacts participants already use. Who is your top contact? Powerpoint as prompt. Exercise in collaboration
  • 1.45 – 1.50Know your enemy.It takes time but its really helpful if you can build a trusting relationship with a journalist.
  • 1.50 – 2pmUnderstanding your audience:Seeing it from the journalists’ point of view.How many of us dread picking up the phone – thinking that they’ll be abrupt, that they wont care about what your telling them.Top tip: avoid leaving voice mails – makes it very hard to call back.
  • 2pm – 2.05pm
  • 2.05 – 2.10Journalists are at least as desperate for an audience as you are.And when Neil likes something, he blogs. And it ends up on Facebook. We’ll look at Social Media after lunch.
  • 2.10pm
  • 2.10pm – 2.15pmVisible Fictions make a point of making events happen around their performances.It really helps them find new audiences.
  • 2.15 – 2.20pmFor the 12 hour photo marathon – they linked up with the Evening Express.Many more people found out about the show and contributed to the project on Facebook.They didn’t MASSIVELY increase the audience for Clockwork but they did add a lot of value to their visit to Aberdeen – always useful for a touring company to make an impact.
  • 2.20pm – 2.25pmThere are hundreds of photos.Great audience development.
  • 1.45pm – 1.50pmAnd once its on Social Media – it can be re-tweeted or shared and will reach even more people.Usually they’ll be the right people too – they’re already connected to you in some way.
  • 1.50pm – 2pmHow familiar are we all with Twitter?
  • 2 – 2.10pm
  • 2.10pm – 2.10pm
  • 2.10pm – 2.20pmColour and tone contrast.People – preferably famous (even local councillors sometimes) or good looking. Or heart-warming – good people receiving awards.Stunning or quirky performance imagesPapers rarely want to take a straight photo of a group or person – photographers will always want props – looking through glass, mirrors, strange angles. Colour. Animals.THE IMAGE HAS TO TELL A STORY...
  • 2.20 – 2.30pmTwo main ways to get a photo:Provide one yourself.Or get the press along to take one.If possible – phone the photo editor and make an appointment for a photocall. Or a freelance photographer who can get pictures placed.Or put out an open photocall if you think its something a few publications will be interested in.Top tip – avoid Saturday afternoons – every photographer in the country is covering football.
  • 2.30pm – 3pm
  • 3.15pmDespite all our best laid plans... Sometimes life happens.
  • 3.20pm – 4pmThe role play game.Does anyone in the room want to share a story?Does anyone have any advice?
  • Just to prove its been going on for years...
  • 4pm to 4.15pmRefer back to the post it notes from the start:These were the learning outcomes for the day. Do you feel like you can manage all the things we set out at the beginning?
  • 4.10 – 4.30pm
  • 4.30 FINISH

Transcript

  • 1. HelloImage: ©Nigel Peake
  • 2. Jan McTaggartImage: ©Nigel Peake
  • 3. What we’re going to do today •Work out why we want to do press in the first place•Look at where media relations fits in to your marketing planning •Write a press release following a template •Build a press list •Learn how to use social media to really maximise the impact of press relations •Think about what makes a good press image •Practice what to do when things go wrong Image: ©Nigel Peake
  • 4. Why oh why?Image: ©Nigel Peake
  • 5. Marketing vs Communications Marketing Communications Face to face Product (or service) SMS & Email Price Social media Promotion All printed info (including delivery method) Place Web Process (and mobile web – apps etc) Physical Evidence Media (print and web) and People specialist publications. Product Displays, exhibitions and promotional materials Place Media advertising PriceImage: ©Nigel Peake
  • 6. Media Relations pros & consImage: ©Nigel Peake
  • 7. Cons Pros • third party involved • FREE publicity! • can provide info but cant control Even if you count salaries and hospitality how its used it can be a bargain when compared to advertising but more importantly...• mass communications but difficult to target • Its an authoritative, editorial • may not be seen by all your target group endorsement • wastage • PR works because it helps your organization persuade people who are• only certain sorts of info will be picked up more and more resistant to • limited response mechanism commercial messages. • difficult to evaluate • Can target by publication •A good quote works wonders in a funding application Image: ©Nigel Peake
  • 8. What are we doing now?List the media tools you currently use. One per post it note – as many as you like.Image: ©Nigel Peake
  • 9. The media tools:Press release  Press contacts database  The press conference Printed material: brochures, gallery invitations Phone calls  Events Open photocalls  Commissioning your own photos Website  Social Media Distribution: email, post, hand delivered Special mobile phone – staffed 24/7 Competitions and promotions External PR expertImage: ©Nigel Peake
  • 10. Tea breakImage: ©Nigel Peake
  • 11. Case studyImage: ©Nigel Peake
  • 12. Image: ©Nigel Peake
  • 13. Image: ©Nigel Peake
  • 14. The BasicPress Release Image: ©Nigel Peake
  • 15. Image: ©Nigel Peake
  • 16. Dundee Live public art and performance festival. The Courier July 2011Image: ©Nigel Peake
  • 17. real headlinesImage: ©Nigel Peake
  • 18. Headlines 1. Reread your press release; identify the underlying theme. 2. Express the theme in an active voice using as few words as possible. Active verbs lend immediacy to a story. If a reader sees a headline written in a passive voice, he or she might glance right over it. 3. Keep your headline in present tense. 4. Keep it simple. A headline is a short, direct sentence without extra adjectives or adverbs. 5. Provide enough information in the headline to give the casual reader an impression of the entire story. News is something people WANT to know (interest) or NEED to know (public service). Source: BBCImage: ©Nigel Peake
  • 19. LunchImage: ©Nigel Peake
  • 20. Distribution Wendy Niblock has been promoting the arts in the media for nearly twenty years...‘I would say, keep it short, informative and to the point. Email copy within the body of the email, not as an attachment.Also email journalists as individuals and not as a round robin. Then follow up but do not hound them.’ Image: ©Nigel Peake
  • 21. Your press listImage: ©Nigel Peake
  • 22. The BBC is always looking for local contentRemember communitycouncils, developmenttrusts, traders associations,rotary... Image: ©Nigel Peake
  • 23. Building relationships Its not about press releases. Its about relationships.Image: ©Nigel Peake
  • 24. ‘People from the arts are Following up: sometimes apologetic, as if they were bothering me by letting me know about their project. Stop it. It’s my job to decide what’s newsworthy, but I can’t do that if nobody gives me any information.’ Quote from Roberta Doyle’s article, JAM 25Image: ©Nigel Peake
  • 25. Neil Cooper‘Even mundane things like time of year count. January, for instance, you can get things in a paper youd be unlikelyto in March/April or Sep/Oct, for instance.On a practical level, a release needs to be clear and concise - 1 sheet of A4 or equivalent, with dates, names of thoseinvolved and why its important, plus background of organisation and relevant biogs.Dont let them tie themselves up in knots with over-florrid nonsense or fancy graphics (let alone a gift, which willjust end up in the bin) or words like bold, brave, innovative, or radical‘ if you can’t justify them. They meannothing unless you cam justify them.And, if its art, never use the word practice. Again, it means nothing.Also, dont get caught up in bullshit Creative Scotland-speak - cross-arform inclusivity with open-access policy andhigh-level accessibility for stakeholders.If you already have a working relationship with the hack, personalise it with a hello, though never overuse it, costhen you just look like sooks, and nobody likes a sook.Its hard, tho, cos on one level everyone wants to write about the new, but arts eds have problems selling off the wallor unheard of stuff to senior management idiots at conference every day.In the first instance I would say make contact, dont expect too much initially, then keep sympathetic / open-mindedhacks in the loop. They might not get it immediately, but if its any good they should do eventually.’ Image: ©Nigel Peake
  • 26. Image: ©Nigel Peake
  • 27. Social MediaImage: ©Nigel Peake
  • 28. Visible FictionsImage: ©Nigel Peake
  • 29. Image: ©Nigel Peake
  • 30. Final report This Facebook group was hugely successful in developing an ongoingrelationship with the individuals we worked with in the workshops and also preparing the city for the big day. As the site grew, more people became involved in shaping the project. This was enhanced by the close working relationship developed with the regional newspaper, The Evening Express. In the lead up to the marathon our media partner printed several articlescontaining photographs uploaded to the Facebook site which reached 68% of Aberdeen City population.The photographs became part of a stunning exhibition and film which washoused at the Lemon Tree. 60 participants came along to the launch andthe event was covered by the Press and Journal which reached 49% of the total population of the north east of Scotland. The school groups that participated in the project were able to see their photographs in the gallery space before they went to see the production. The exhibition ran for six weeks after it’s installation for the general public to enjoy. Image: ©Nigel Peake
  • 31. Image: ©Nigel Peake
  • 32. Image: ©Nigel Peake
  • 33. Susie Burnet Media Relations Manager Edinburgh International Festival‘If its about releases put a quote near the top, rememberthe who/where/what/when etc, keep it short and add inlinks to podcasts/flickr galleries/etcetcFollow it up - its all about relationships. Support throughsocial media channels. And time it well. Beginning of theweek better. Between 9.30 and 11 ideally. Personalise thekey ones. Find a local/appropriate factor particular to thatmedia reach/channel....’Image: ©Nigel Peake
  • 34. Say cheeseWhat makes a good photo that will get used by the media?Image: ©Nigel Peake
  • 35. Photocall Image: ©Nigel Peake
  • 36. Breaking News Take a photo that would appear in a local paper.Email it to: jan.mctaggart@gmail.com by 3pm We’ll see the results after the break.Image: ©Nigel Peake
  • 37. Surprise surprise! What do to when the unexpected happens (or when the bad stuff hits the fan)Image: ©Nigel Peake
  • 38. WHEN it happens (not IF it happens) Be available, prepared, and professional •Don’t panic •Make one person responsible for handling media enquiries•Brief all staff so that they can pass any questions on to your nominated person and not make any accidental statements If you can’t easily answer any questions: •Breathe •Take your time •Find out EXACTLY what they want to know – don’t speculate or offer extra information •Don’t let anyone put you on the spot – you can always call back – but make sure you do! •Be prepared for the original story to be picked up by other news outlets and organisations. Image: ©Nigel Peake
  • 39. A review of The Jesuit in the Sunday Review in The Universe, 14 May 1976. Mail 9 May 1976. Image: ©Nigel Peake
  • 40. Have we done it? •Work out why we want to do press in the first place•Look at where media relations fits in to your marketing planning •Write a press release following a template •Build a press list •Learn how to use social media to really maximise the impact of press relations •Think about what makes a good press image •Practice what to do when things go wrong Image: ©Nigel Peake
  • 41. Anything else?Image: ©Nigel Peake
  • 42. Thank youImage: ©Nigel Peake