Fresh PPT - Media Relations - Tuesday 15 October 2013

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Fresh PPT - Media Relations - Tuesday 15 October 2013

  1. 1. Click to edit Master title style Media Relations Miki Haines-Sanger, Golden Goose PR Tuesday 15 October 2013 #CIPRFRESH
  2. 2. Click to edit Master title style Chair’s introduction Jenna Oxley, Transport for London Media Relations #CIPRFRESH
  3. 3. Click to edit Master title style Media relations #CIPRFRESH
  4. 4. Can to learn to be title style Clickyouedit Master good at PR? • Strong people skills • Likeable personality • Confident on the phone, good at following up with written communication • News sense • Creative thinking • Good at saying thank you • Keep in touch with your contacts #CIPRFRESH
  5. 5. Click to edit Master title style The press release #CIPRFRESH
  6. 6. The press release (wrongstyle right) Click to edit Master title and #CIPRFRESH
  7. 7. A press edit Master title Click to release isn’t… style A marketing doctrine An advert A letter to journalists communicating a brand’s voice and beliefs to trigger them to write a proper final article A brand manifesto #CIPRFRESH
  8. 8. Click brand manifesto style The to edit Master title #CIPRFRESH
  9. 9. A press edit Master Click to release is… title style News Relevant Coverage generating #CIPRFRESH
  10. 10. The problem Click to edit Master title style #CIPRFRESH
  11. 11. The exception Click to edit Master title style #CIPRFRESH
  12. 12. The risk Click to edit Master title style Unless the news is so huge that it sells itself, if the press release is written word-forword the way that a client or your brand manager thinks they want it, you run three risks: #CIPRFRESH
  13. 13. What to aim for Click to edit Master title style • Well thought out release with a real story • Speak out if in doubt • Sound out with a friendly journalist • If you need to take it back a stage and build more into the story, then do • No one can blame you if you’ve channelled the right content at the right time in the best and most professional way • A journalist who receives this first class kind of communication from you is going to want to work with you and hear from you again • A client who has seen your efforts result in great coverage will always trust you #CIPRFRESH
  14. 14. Click to edit Master title style Different types of releases #CIPRFRESH
  15. 15. A few examples… Click to edit Master title style • First to market/real news • Brand launch/new product • Celebrity alignment/influencer endorsement • Surveys and stats • Stunts, activities and photocalls • Business announcements/figures • Crisis statements • Creative content generation #CIPRFRESH
  16. 16. A brand news release Click to edit Master title style #CIPRFRESH
  17. 17. The potential disaster Click to edit Master title style #CIPRFRESH
  18. 18. Your to Click jobedit Master title style • Write your releases well and have the conviction to stand by them • Push back if the person signing off your releases tries to annihilate them with: • Long sentences • Intellectual words • Unnecessary words • Fluff #CIPRFRESH
  19. 19. Don’ts Click to edit Master title style • Write in the first person • If the brand isn’t the story, don’t open with the brand • Throw away the quote with a cliché • Bulk mail • Write a long email intro • Send attachments or PDF’s • Capitalise job titles • Capitalise headlines #CIPRFRESH
  20. 20. Click to edit Master title style How to write a good release #CIPRFRESH
  21. 21. Read the papers Click to edit Master title style Use the sentence structure of real news journalism #CIPRFRESH
  22. 22. Write like a Master title Click to editjournalist style Write in one sentence paragraphs #CIPRFRESH
  23. 23. Remain objective Click to edit Master title style Write like a news journalist NOT like a columnist #CIPRFRESH
  24. 24. A good edit Master title style Click to release #CIPRFRESH
  25. 25. Keep it edit Master title style Click to simple • 200-400 words • If there’s a simpler word, use it • Avoid repeating points • Forget university essay language (moreover, thus, indeed) • Try to write a headline of no more than six or seven words - if you can’t do that you don’t have a story • If you can’t explain it on the phone in two lines is it a story? #CIPRFRESH
  26. 26. Click to edit Master title style The big question… #CIPRFRESH
  27. 27. ? Click to edit Master title style UT I L I SE use #CIPRFRESH
  28. 28. ? Click to edit Master title style UT I L I SE use #CIPRFRESH
  29. 29. Click to edit Master title style Pitching to the media #CIPRFRESH
  30. 30. When and how to pitch Click to edit Master title style • Look on Gorkana (for features, avoid press days) • For national news every day is a press day – to get on their lists, call before conferences. Telegraph timings: 7am (mini conference), 8.45am, midday and 4pm • In your head, get your pitch right in no more than two sentences • Follow up your initial call with your email, address them personally. Thank them for their time on the phone just now • Paste the release • Reply immediately and professionally even just to say you’re on it • Don’t call back to check they got the release – wait then call a few hours later #CIPRFRESH
  31. 31. Tips to edit Master title style Clickand tricks • It’s worth one third and last call around 8pm (latest) • You may find the story hasn’t made it which means you can forewarn • Set your alarm for 6am and pitch to the online teams • For light news, work with a news agency (news@nationalnews.co.uk) • Release Sunday for Monday • Always be prepared for rudeness • Google your contacts/check their Twitter accounts • Have a great visual #CIPRFRESH
  32. 32. One to edit Master title style Clickapproach fits all • You have to believe in the story • You have to be able to picture it - even as a nib - in print or a moment on TV • If you doubt it, brainstorm around it • You can always target the Sundays if the mid-week publications haven’t used you • For radio, the same rules apply but you need to pitch in an even more succinct written way. Sentences so short they are on-air soundbytes • Press release writing is a skill that can make or break a campaign, it’s important to get it right #CIPRFRESH
  33. 33. Content generation Click to edit Master title style #CIPRFRESH
  34. 34. Be creative Click to edit Master title style #CIPRFRESH
  35. 35. Click to edit Master title style Thank you #CIPRFRESH
  36. 36. Click to edit Master title style Thank you for attending, please complete the online evaluation form. Find out more at cipr.co.uk/fresh #CIPRFRESH

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