PR & the charity sector Ian Green, GREEN Communications
what we will cover <ul><li>What’s the environment and pressures? </li></ul><ul><li>What is news? </li></ul><ul><li>How do ...
what’s the media climate? <ul><li>Traditional media is rapidly changing </li></ul><ul><li>Print can’t compete with breakin...
what’s the media climate? <ul><li>Regional newspapers = 2,700 </li></ul><ul><li>National newspapers = 12 daily and 5 Sunda...
what’s the media climate? <ul><li>Trust in media has increased overall over the last four year – in UK up from 29% to 47% ...
what is news these days?
it’s not all celebs though… is it? “ We have repeatedly confounded doom mongers who argue that, in the age of new media an...
<ul><li>Time pressures </li></ul><ul><li>Information overload </li></ul><ul><li>Competition of stories for limited space <...
so what are the media looking for? <ul><li>News </li></ul><ul><li>Exclusives and uniqueness </li></ul><ul><li>Cultural rel...
what makes a good news story? <ul><li>Timing </li></ul><ul><li>Significance </li></ul><ul><li>Proximity </li></ul><ul><li>...
where do journalists go for stories? Survey: 1999 “ Overall, 60% of journalists throughout the world ranked fax as the pre...
where do journalists go for stories?
<ul><li>Research first – understand the target </li></ul><ul><li>Think differently </li></ul><ul><li>Be helpful </li></ul>...
<ul><li>Build relationships and networks with your media </li></ul><ul><li>Understand the media’s audience </li></ul><ul><...
think differently <ul><li>Step into their shoes – what would you want? </li></ul><ul><li>Be creative with angles </li></ul...
be helpful <ul><li>Do the research for them </li></ul><ul><li>Provide sources, angles and resources </li></ul><ul><li>Crea...
pitch it right <ul><li>What type of story is it? </li></ul><ul><li>If it’s not new, it’s not news – target features  </li>...
place it right <ul><li>What’s your release strategy? </li></ul><ul><li>Who’s first? </li></ul><ul><li>Do you know your aud...
hints and tips <ul><li>Read it before before you send it! </li></ul><ul><li>Create and rehearse the elevator pitch </li></...
<ul><li>Research first  </li></ul><ul><li>Think differently </li></ul><ul><li>Be helpful </li></ul><ul><li>Stay current </...
the future
selling in ends
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PR for Charities

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Making the most of your resources to manage your charity's reputation in the media

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PR for Charities

  1. 2. PR & the charity sector Ian Green, GREEN Communications
  2. 3. what we will cover <ul><li>What’s the environment and pressures? </li></ul><ul><li>What is news? </li></ul><ul><li>How do we stay current and how can we help? </li></ul><ul><li>What can we do to help? </li></ul><ul><li>How do you sell in? </li></ul>
  3. 4. what’s the media climate? <ul><li>Traditional media is rapidly changing </li></ul><ul><li>Print can’t compete with breaking news and the internet </li></ul><ul><li>Opinion is becoming the driving force of print </li></ul><ul><li>User-generated content is gaining ground </li></ul><ul><li>New voices are holding sway </li></ul><ul><li>Rolling 24 hour news needs constant refreshment </li></ul><ul><li>10.00am news is 10.30am’s chip shop paper! </li></ul>
  4. 5. what’s the media climate? <ul><li>Regional newspapers = 2,700 </li></ul><ul><li>National newspapers = 12 daily and 5 Sunday </li></ul><ul><li>National news supplement = 41 </li></ul><ul><li>Consumer magazines = 3,500+ </li></ul><ul><li>National and regional radio = 323 </li></ul><ul><li>National and regional TV = 170 (65 digital, 5 terrestrial) </li></ul><ul><li>Technorati now tracking 56 million blogs </li></ul>
  5. 6. what’s the media climate? <ul><li>Trust in media has increased overall over the last four year – in UK up from 29% to 47% </li></ul><ul><li>Youth now uses mainly online sources – 19% between 18-24 compared to just 3% aged 55-64 </li></ul><ul><li>57% overall valued the opportunity to obtain news online </li></ul>
  6. 7. what is news these days?
  7. 8. it’s not all celebs though… is it? “ We have repeatedly confounded doom mongers who argue that, in the age of new media and dumbed-down celebrity culture, there is no place for intelligent, original, independent minded journalism.” David Green, Marketing Director, The Independent
  8. 9. <ul><li>Time pressures </li></ul><ul><li>Information overload </li></ul><ul><li>Competition of stories for limited space </li></ul><ul><li>Deadline driven </li></ul><ul><li>Drive for differentiation </li></ul><ul><li>Uniqueness </li></ul><ul><li>Job on the line! </li></ul>the ‘newsroom’ environment
  9. 10. so what are the media looking for? <ul><li>News </li></ul><ul><li>Exclusives and uniqueness </li></ul><ul><li>Cultural relevance </li></ul><ul><li>Current relevance </li></ul><ul><li>A different angle </li></ul><ul><li>A story! </li></ul><ul><li>And stories are about people? </li></ul>
  10. 11. what makes a good news story? <ul><li>Timing </li></ul><ul><li>Significance </li></ul><ul><li>Proximity </li></ul><ul><li>Prominence </li></ul><ul><li>Human Interest </li></ul><ul><li>Context </li></ul>
  11. 12. where do journalists go for stories? Survey: 1999 “ Overall, 60% of journalists throughout the world ranked fax as the preferred choice for receiving information. One third preferred email, while post was the least favourite” Survey: 2002 “ Three quarters of UK press surveyed used the web as a preferential source of information ahead of e-mail, personal contacts and other media”
  12. 13. where do journalists go for stories?
  13. 14. <ul><li>Research first – understand the target </li></ul><ul><li>Think differently </li></ul><ul><li>Be helpful </li></ul><ul><li>Stay current </li></ul><ul><li>Pitch it right </li></ul><ul><li>Place it right </li></ul>how to sell in
  14. 15. <ul><li>Build relationships and networks with your media </li></ul><ul><li>Understand the media’s audience </li></ul><ul><li>Research your journalist (or blogger) </li></ul><ul><li>Read previous copy </li></ul><ul><li>Research potential clashes </li></ul><ul><li>Search online for similar stories </li></ul><ul><li>Understand who might commentate </li></ul><ul><li>Pre-brief potential talking heads </li></ul><ul><li>Develop all possible requests for material </li></ul>research first
  15. 16. think differently <ul><li>Step into their shoes – what would you want? </li></ul><ul><li>Be creative with angles </li></ul><ul><li>Seed with one or two people online to generate momentum </li></ul><ul><li>Rehearse with a friend or the team </li></ul><ul><li>Test it with a trusted contact </li></ul>
  16. 17. be helpful <ul><li>Do the research for them </li></ul><ul><li>Provide sources, angles and resources </li></ul><ul><li>Create the story </li></ul><ul><li>Prime the spokespeople </li></ul><ul><li>Package the pitch </li></ul><ul><li>Support the scheduling </li></ul><ul><li>Know the timescales for turnaround </li></ul><ul><li>Understand the broader opportunities </li></ul><ul><li>Have a fall back </li></ul>
  17. 18. pitch it right <ul><li>What type of story is it? </li></ul><ul><li>If it’s not new, it’s not news – target features </li></ul><ul><li>Who is it designed for? </li></ul><ul><li>Does it fit in with current trends? </li></ul><ul><li>Push back with your clients – test with a journalist </li></ul><ul><li>What’s the evidence? </li></ul><ul><li>Is there ammunition? </li></ul><ul><li>Is there an exclusive element to it? </li></ul><ul><li>Are there supporting materials? </li></ul>
  18. 19. place it right <ul><li>What’s your release strategy? </li></ul><ul><li>Who’s first? </li></ul><ul><li>Do you know your audience well? </li></ul><ul><li>How should it be released? </li></ul><ul><li>Who should position it? </li></ul><ul><li>How are you going to keep it alive? </li></ul><ul><li>Who’s in reserve? </li></ul><ul><li>What’s your back up strategy? </li></ul><ul><li>Have you got your Q&A? </li></ul>
  19. 20. hints and tips <ul><li>Read it before before you send it! </li></ul><ul><li>Create and rehearse the elevator pitch </li></ul><ul><li>Call before you send it </li></ul><ul><li>Don’t rush your pitch and keep it short </li></ul><ul><li>Smile! </li></ul><ul><li>Stand up when you’re on the phone </li></ul><ul><li>Get away from your desk </li></ul><ul><li>Pitch to a freelance – they will sell it for you </li></ul><ul><li>If it’s not working ask for feedback </li></ul>
  20. 21. <ul><li>Research first </li></ul><ul><li>Think differently </li></ul><ul><li>Be helpful </li></ul><ul><li>Stay current </li></ul><ul><li>Pitch it right </li></ul><ul><li>Place it right </li></ul>how to sell in
  21. 22. the future
  22. 23. selling in ends

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