Media relations: the ultimate form of public engagement?

Media relations: advertising on a shoestring? Cheap – all you need is: … but it can be unpredictable

Cheap – all you need is:

Why bother with the media? Raises awareness of: - your work - your organisation - your funder Public engagement for the masses Promotes informed debate Can be very influential

Raises awareness of: - your work - your organisation - your funder

Public engagement for the masses

Promotes informed debate

Can be very influential

The role of a media office Maintain positive profile Developing media strategies Writing press releases Providing media training Briefing journalists Coordinating interviews Preparing for the worst

Maintain positive profile

Developing media strategies

Writing press releases

Providing media training

Briefing journalists

Coordinating interviews

Preparing for the worst

Developing a media strategy (1) WHY? Aims and objectives WHAT? Key messages WHO? Target audiences HOW? Target media/outlets WHEN? Key dates

WHY? Aims and objectives

WHAT? Key messages

WHO? Target audiences

HOW? Target media/outlets

WHEN? Key dates

Target media International National Local Broadcast Internet Specialist

International

National

Local

Broadcast

Internet

Specialist

Developing a media strategy (2) Spokespeople Press release sign-off Risks Photography Additional material required How will you measure success?

Spokespeople

Press release sign-off

Risks

Photography

Additional material required

How will you measure success?

Press release essentials Embargo date and time (including time zone) Catchy title First sentence that encapsulates the story First paragraph to explain story and give context Name checks for collaborators, funders, etc.

Length: 500-800 words ideal? Quotes to add colour - try to get at least two + external comment Contact details for press office Notes for editors: - Journal reference for paper - ‘Boilerplates’

Notes for editors:

- Journal reference for paper

- ‘Boilerplates’

What makes a good story? Biggest, most expensive, first Relevant to our lives Human interest – case studies Quirky Visual Challenges our preconceptions Local angle Be realistic Beware of ‘spiking’

Biggest, most expensive, first

Relevant to our lives

Human interest – case studies

Quirky

Visual

Challenges our preconceptions

Local angle

Be realistic

Beware of ‘spiking’