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Generating local publicity

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Generating local publicity

  1. 1. Tell your story: PR on a shoestringGenerating local publicity...Communications TeamEast of England26th September 2012
  2. 2. Generating local publicity•All grants awarded aremade public (press release,BIG and DCMS website)•BIG sets embargo date•National and regionalmedia alerted•Then it’s up to you! Buttoday should help ...
  3. 3. Background - generating local publicity•After the embargo date its up to projects to generate theirlocal publicity•BIG doesn’t have the resources to promote each project soamount of local media work is limited•Therefore, we need you to shout about your project andthe wider work you do – BIG encourages grant holders topromote themselves and their BIG funded project
  4. 4. Generating local publicity - proactiveworkBefore you start•Have a plan•Three key messages•Q&A’s•Research your environment
  5. 5. Generating local publicityproactive workKnow your local media•Newspapers, magazines, radio, television, internet,including student or community-based stations•Read the publication, watch or listen to programmes•Identify key contacts•Find out their deadlines for news stories (could bedifferent for different sections of the paper)•Use the internet to find out your local newspapers – eg:www.newspapersoc.org.uk
  6. 6. Generating local publicity - proactivework Journalists are looking for –•News - a fact or event that hasn’t been made public before•News comment or feature – putting events into context,letters•Features – in-depth coverage of events or trends•Diary pieces – entertainment, possibly a charity event
  7. 7. Generating local publicity - proactiveworkJournalists are interested in•Exclusivity•Clarity•Examples•Facts/ideas•Human interest angles•Contacts
  8. 8. Generating local publicity - proactiveworkAlways have readily available•Updated key facts and figures about your project•Case studies with contact details•Spokespeople available for interviews•Contact details for key members of your organisation
  9. 9. Generating local publicity - proactiveworkPress releases – a key media tool•Make sure you have something to say•Answer the question – “Will the readers you are trying toreach be interested in your information?”•If you cannot say “YES” – rethink
  10. 10. Generating local publicity - proactiveworkPlanning a press release•Identify your story•Find a hook – is there something topical you could linkyour PR to give it a stronger chance of making the news?•Have a clear message (when planning try to put it in 2short sentences)•Consider availability of case studies and images•Identify and brief your spokespeople•Obtain quotes from key spokespeople to include•Alert all relevant team members about your plans
  11. 11. Generating local publicity - proactiveworkWriting a press release•Grab attention with a headline and first paragraph – keepit simple•Concentrate on what your news is and put it in the firstparagraph of the release, don’t bury it in the lastparagraph!•Subsequent paragraphs should be in order of priority•Include what, when, where, why, who, how•Be concise
  12. 12. Generating local publicity - proactiveworkWriting a press release•Keep sentences short•Make it relevant and timely – use present/future tense•Keep adjectives to the minimum (you can use more inquotes)•Keep it to 2/3 pages maximum•Don’t use unproven facts (be ready to back your statistics)
  13. 13. Generating local publicity - proactiveworkWriting a press release•Use headed paper•Clearly mark ‘News Release’ at the top of the page•Add date and embargo date, or ‘For immediate release’•Include your name, telephone (including an out-of-hoursnumber), email address at the bottom of release•Include Notes To Editors at the end - gives background infoon the organisation and any useful additional info•Don’t forget to credit Big Lottery Fund if appropriate
  14. 14. Generating local publicity - proactiveworkSending out your release•Check how journalist would like to receive it – fax, post,email•Follow up your release with a phone call•If you are holding an event, ask if they will send aphotographer (remember to provide them with photoopportunities if you want a photographer to attend)•Make sure someone is available to answer questions on theday. This should ideally be your media spokesperson
  15. 15. Generating local publicity - Reactivework•When approached by the media consider the possiblereasons for the enquiry•Is it a cold call or is it a follow up to your publicity work?
  16. 16. Generating local publicity - ReactiveworkWhen approached find out:•Context of the enquiry•Nature of the enquiry – is the journalist contacting anyoneelse for comment? If so, what are they saying?•Name of the publication•Name and contact details for the journalist•Deadline for information
  17. 17. Generating local publicity - ReactiveworkAction planExercise judgement – don’t open up too muchAlert all relevant members of your organisationAgree and disseminate lines to take to all yourspokespeopleOffer to supply statement in writing – it’s harder to takewords out of contextExercise you right of reply, if the informationprinted/broadcast by the journalist is factually incorrect
  18. 18. Generating local publicityreactive work•If an enquiry relates more to Big Lottery Fund than yourgrant•Make sure that you pass the details to the Big Lottery FundOfficer asap!!•020 7211 1888 or out of hours 07867 500 572
  19. 19. Generating local publicity Press release exercise

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