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Design and implement a realistic PR plan

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Becky Slack, founder and managing director, Slack Communications 

Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk

Published in: Government & Nonprofit
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Design and implement a realistic PR plan

  1. 1. Design and implement a realistic PR plan www.slackcommunications.co.uk @Becky_Slack @SlackComms
  2. 2. What do I know? www.slackcommunications.co.uk @Becky_Slack @SlackComms
  3. 3. Agenda • The Holy Grail • A reminder of what makes a story • Laying the foundations • From zero to hero: achieving coverage www.slackcommunications.co.uk @Becky_Slack @SlackComms
  4. 4. Achieving the Holy Grail www.slackcommunications.co.uk @Becky_Slack @SlackComms
  5. 5. www.slackcommunications.co.uk @Becky_Slack @SlackComms The Holy Grail: making the front page
  6. 6. www.slackcommunications.co.uk @Becky_Slack @SlackComms What makes this a front page story?
  7. 7. What makes a story? www.slackcommunications.co.uk @Becky_Slack @SlackComms
  8. 8. What is a story? What do journalists look for in stories? www.slackcommunications.co.uk @Becky_Slack @SlackComms
  9. 9. What is a story? Galtungand Ruge’snewsvalues www.slackcommunications.co.uk @Becky_Slack @SlackComms
  10. 10. What is a story? Share-ability Galtungand Ruge’snewsvalues www.slackcommunications.co.uk @Becky_Slack @SlackComms
  11. 11. What is a story? The most successful stories include all or combination of: - News values - Human interest (real-life stories) - Opinion (something to generate debate) - Evidence (to give credibility to your opinion) www.slackcommunications.co.uk @Becky_Slack @SlackComms
  12. 12. The So What? test - Will anyone but you actually care about the story you’re pitching? - How does it add value to readers’ lives? - Why do they need to know this information? - Does it tell them something they don’t already know? - Why is this ‘a story’ and not ‘PR puff”? - Will it create traffic? www.slackcommunications.co.uk @Becky_Slack @SlackComms
  13. 13. The So What? Test – an example www.slackcommunications.co.uk @Becky_Slack @SlackComms - Amber Valley Angels is a charity that supports older people in Derbyshire
  14. 14. The So What? Test – an example www.slackcommunications.co.uk @Becky_Slack @SlackComms - Amber Valley Angels is a charity that supports older people in Derbyshire - Its volunteers provide practical and emotional support to older people across the county. This includes shopping, helping them dress and cook, and helping them to socialise. - One of its volunteers is herself 97 years old
  15. 15. The So What? Test – an example www.slackcommunications.co.uk @Becky_Slack @SlackComms - Amber Valley Angels is a charity that supports older people in Derbyshire - Its volunteers provide practical and emotional support to older people across the county. This includes shopping, helping them dress and cook, and helping them to socialise. - One of its volunteers is herself 97 years old - The charity is holding a fundraising event to raise much needed funds
  16. 16. The So What? Test – an example www.slackcommunications.co.uk @Becky_Slack @SlackComms - Amber Valley Angels is a charity that supports older people in Derbyshire - Its volunteers provide practical and emotional support to older people across the county. This includes shopping, helping them dress and cook, and helping them to socialise. - One of its volunteers is herself 97 years old - The charity is holding a fundraising event to raise much needed funds - A piece of research commissioned by the charity shows that there are 100,000 older people living in isolation in Derbyshire. Due to falls, depression and other associated illnesses, this costs the tax payer £2m a year.
  17. 17. The So What? Test – an example - Amber Valley Angels is a charity that supports older people in Derbyshire - Its volunteers provide practical and emotional support to older people across the county. This includes shopping, helping them dress and cook, and helping them to socialise. - One of its volunteers is herself 97 years old - The charity is holding a fundraising event to raise much needed funds - A piece of research commissioned by the charity shows that there are 100,000 older people living in isolation in Derbyshire. Due to falls, depression and other associated illnesses, this costs the tax payer £2m a year. - Last week, one of the charity’s trustees was reported to the police for sexually harassing a woman in the 1980s
  18. 18. Laying the foundations www.slackcommunications.co.uk @Becky_Slack @SlackComms
  19. 19. The foundations www.slackcommunications.co.uk @Becky_Slack @SlackComms Objectives: Why do you want to secure media coverage?
  20. 20. The foundations www.slackcommunications.co.uk @Becky_Slack @SlackComms Objectives: Why do you want to secure media coverage? - To raise your profile/money - To demonstrate your expertise/authority - To change behaviour - To inspire action - To influence the powerful
  21. 21. The foundations www.slackcommunications.co.uk @Becky_Slack @SlackComms Audiences: Who do you want to reach with coverage?
  22. 22. The foundations www.slackcommunications.co.uk @Becky_Slack @SlackComms
  23. 23. The foundations www.slackcommunications.co.uk @Becky_Slack @SlackComms
  24. 24. The foundations www.slackcommunications.co.uk @Becky_Slack @SlackComms
  25. 25. The foundations www.slackcommunications.co.uk @Becky_Slack @SlackComms Demographics Age Gender Marital status Family status Location Job title/role Income Hobbies/interests Info needs Why are they interested in your organisation? What do they need to know about your work and why? What do you want them to do with the info you give them? Media What do they read? How do they read it? When do they read it? Who is your audience?
  26. 26. The foundations www.slackcommunications.co.uk @Becky_Slack @SlackComms Key messaging: What do you want people to… • Know • Feel • Do
  27. 27. The foundations www.slackcommunications.co.uk @Becky_Slack @SlackComms Problem + solution = impact (+ call to action) 1.What is the problem your beneficiaries are facing? 2.How do you help solve that problem? 3.What impact do your services have?
  28. 28. www.slackcommunications.co.uk @Becky_Slack @SlackComms Amber Valley Angels key messages The problem: - 3,000 older people live in isolation in the Amber Valley region. - People who are lonely and isolated are more likely to suffer serious accidents and experience depression. The Solution: - We help older people in Amber Valley live independently by providing practical and emotional support, such as…. The impact: - Living independently keeps people out of hospital and care homes, saving tax payers £100,000 each year - We create countless smiles and laughs The call to action: donate/volunteer/work with us
  29. 29. Using key messages in content www.slackcommunications.co.uk @Becky_Slack @SlackComms Charity: Amber Valley Angels (support for older people) Audience: Baby boomers with ageing parents Key message: We can help your mum live a full and independent life Comms channel: Derbyshire Life magazine Type of content: Feature focused on real-life experience but with links to the services that are available in the area Angle: ‘I love my mum but I’d be relieved if she passed away’ – first person account of caring for someone with dementia, the impact on the family and the help available
  30. 30. www.slackcommunications.co.uk @Becky_Slack @SlackComms Innovation Unit Innovation Unit is a social enterprise that grows new solutions to complex social challenges. By making innovation happen we help create a world where more people belong and contribute to thriving societies.
  31. 31. Innovation Unit Innovation Unit is a social enterprise that grows new solutions to complex social challenges. By making innovation happen we help create a world where more people belong and contribute to thriving societies.
  32. 32. Innovation Unit Innovation Unit is a social enterprise that grows new solutions to complex social challenges. By making innovation happen we help create a world where more people belong and contribute to thriving societies.
  33. 33. The foundations www.slackcommunications.co.uk @Becky_Slack @SlackComms Problem + solution = impact (+ call to action) 1.What is the problem your beneficiaries are facing? 2.How do you help solve that problem? 3.What impact do your services have?
  34. 34. A criteria for action 1. Does this tell our story/communicate our key messages? 2. Is it interesting? To whom and why? (What about this story makes it new, unique, different, important?) 3. What are the key components journalists will look for to run this story and can we deliver them? 4. What impact is coverage likely to have? How will this help us achieve our charitable goals? 5. Do we have the time and resources available to deliver what’s needed? Is it worth the investment? www.slackcommunications.co.uk @Becky_Slack @SlackComms
  35. 35. From zero to hero: securing coverage www.slackcommunications.co.uk @Becky_Slack @SlackComms
  36. 36. Ways to secure coverage 1. Organic news www.slackcommunications.co.uk @Becky_Slack @SlackComms
  37. 37. Organic news Organic news hooks are developments that happen during the normal course of business such as: • The announcement of winning a new contract; • The completion of a project celebrating what has been achieved; • The achievement of a milestone during a project; • The achievement of an award for your work; • The appointment of a new senior member of the team or board. www.slackcommunications.co.uk @Becky_Slack @SlackComms
  38. 38. Ways to secure coverage 1. Organic news 2. Constructed news www.slackcommunications.co.uk @Becky_Slack @SlackComms
  39. 39. Constructed news Constructed news is news created specifically for media coverage. Usually data-heavy to provide strong hook. Real-life case studies important to. • An impact report focused on the difference you make as a charity • Research into the challenges faced by your beneficiaries • A report featuring a specific policy ask www.slackcommunications.co.uk @Becky_Slack @SlackComms
  40. 40. Ways to secure coverage 1. Organic news 2. Constructed news 3. Reactive news www.slackcommunications.co.uk @Becky_Slack @SlackComms
  41. 41. Reactive news Your response to relevant wider events • Comment on govt announcements, such as the Budget, new policies/laws etc (e.g. education charity comments on launch of new phonics hubs) • Comment on stories about beneficiary groups (e.g. celebrity is diagnosed with dementia. Dementia charity shares comment, data and real-life stories) • Comment on partner news or industry news (e.g. Bookmaker makes massive redundancies. Charity shares comments, data and real-life stories on impact of gambling on UK citizens) www.slackcommunications.co.uk @Becky_Slack @SlackComms
  42. 42. Ways to secure coverage 1. Organic news 2. Constructed news 3. Reactive news 4. Op Eds www.slackcommunications.co.uk @Becky_Slack @SlackComms
  43. 43. Op Eds (opinion pieces) www.slackcommunications.co.uk @Becky_Slack @SlackComms • Help build individual /organisational brands • Set the tone and atmosphere of the channel • Polarizing • Sharable • Cannot play it safe • Usually pegged to wider news environment
  44. 44. Ways to secure coverage 1. Organic news 2. Constructed news 3. Reactive news 4. Op Eds 5. Educator pieces www.slackcommunications.co.uk @Becky_Slack @SlackComms
  45. 45. Educator pieces www.slackcommunications.co.uk @Becky_Slack @SlackComms - Offer readers something practical that can be applied to their work /daily life - Simplify complex concepts - Speak directly to pain points / information needs - Don’t give all the answers but point individual in the right director - Howto…/10 ways to…/7 steps…/3 things we learnt…
  46. 46. Ways to secure coverage 1. Organic news 2. Constructed news 3. Reactive news 4. Op Eds 5. Educator pieces 6. Case studies www.slackcommunications.co.uk @Becky_Slack @SlackComms
  47. 47. Case studies www.slackcommunications.co.uk @Becky_Slack @SlackComms - Great for sharing success stories/transformation - Usually focused on triumph over tragedy orconflict and resolution - What was the challenge being experienced? - Howwere the challenges overcome? - What was the end result? What changed?
  48. 48. Case studies MSF / stories www.slackcommunications.co.uk @Becky_Slack @SlackComms
  49. 49. Ways to secure coverage 1. Organic news 2. Constructed news 3. Reactive news 4. Op Eds 5. Educator pieces 6. Case studies 7. Media briefing pack www.slackcommunications.co.uk @Becky_Slack @SlackComms
  50. 50. Media briefing - Sent to the media for them to keep on file - Also shared on your website - Contains info on who you are, what you do, the impact you achieve - Should include info on what you can comment on - Details of spokespeople also helpful - Links to previous media coverage a bonus - Don’t forget contact details www.slackcommunications.co.uk @Becky_Slack @SlackComms
  51. 51. Ways to secure coverage 1. Organic news 2. Constructed news 3. Reactive news 4. Op Eds 5. Educator pieces 6. Case studies 7. Media briefing pack 8. Speaking engagements www.slackcommunications.co.uk @Becky_Slack @SlackComms
  52. 52. Speaking engagements - Journalists report on events, conferences etc - Your representative speaks at these events (external or internal) - What your representative says is reported on But… - Must be interesting!! - Must say something new / challenging / controversial - New insight helpswww.slackcommunications.co.uk @Becky_Slack @SlackComms
  53. 53. Ways to secure coverage 1. Organic news 2. Constructed news 3. Reactive news 4. Op Eds 5. Educator pieces 6. Case studies 7. Media briefing pack 8. Speaking engagements 9. Campaigns www.slackcommunications.co.uk @Becky_Slack @SlackComms
  54. 54. Campaigns - Specific to the cause and organisation - Must contribute to the goals of the organisation - Creative approach helps - Requires mix of content (data, case studies, images, video, events etc) - Can be expensive www.slackcommunications.co.uk @Becky_Slack @SlackComms
  55. 55. Ways to secure coverage 1. Organic news 2. Constructed news 3. Reactive news 4. Op Eds 5. Educator pieces 6. Case studies 7. Media briefing pack 8. Speaking engagements 9. Campaigns 10.Don’t neglect your own channels www.slackcommunications.co.uk @Becky_Slack @SlackComms
  56. 56. Don’t neglect your own channels - SEO is important: journalists and editors use Google - Your blog is an indication as to what they can expect from you (quality of writing, tone of voice etc) - Your blog is an opportunity to say exactly what you think (you control the message) - Social media is important too (journalists pick up stories from Twitter etc) www.slackcommunications.co.uk @Becky_Slack @SlackComms
  57. 57. Ways to secure coverage 1. Organic news 2. Constructed news 3. Reactive news 4. Op Eds 5. Educator pieces 6. Case studies 7. Media briefing pack 8. Speaking engagements 9. Campaigns 10.Don’t neglect your own channels 11.Making friends with journos www.slackcommunications.co.uk @Becky_Slack @SlackComms
  58. 58. How to make friends with journalists www.slackcommunications.co.uk @Becky_Slack @SlackComms 1. Send them an information pack about your org.
  59. 59. How to make friends with journalists www.slackcommunications.co.uk @Becky_Slack @SlackComms 1. Send them an information pack about your org. 2. Send them useful, relevant and new information.
  60. 60. How to make friends with journalists www.slackcommunications.co.uk @Becky_Slack @SlackComms 1. Send them an information pack about your org. 2. Send them useful, relevant and new information. 3. Know when NOT to pitch.
  61. 61. How to make friends with journalists www.slackcommunications.co.uk @Becky_Slack @SlackComms 1. Send them an information pack about your org. 2. Send them useful, relevant and new information. 3. Know when NOT to pitch. 4. Be fast and reliable.
  62. 62. How to make friends with journalists www.slackcommunications.co.uk @Becky_Slack @SlackComms 1. Send them an information pack about your org. 2. Send them useful, relevant and new information. 3. Know when NOT to pitch. 4. Be fast and reliable. 5. Make yourself available.
  63. 63. How to make friends with journalists www.slackcommunications.co.uk @Becky_Slack @SlackComms 1. Send them an information pack about your org. 2. Send them useful, relevant and new information. 3. Know when NOT to pitch. 4. Be fast and reliable. 5. Make yourself available. 6. Hang out where they hang out.
  64. 64. How to make friends with journalists www.slackcommunications.co.uk @Becky_Slack @SlackComms 1. Send them an information pack about your org. 2. Send them useful, relevant and new information. 3. Know when NOT to pitch. 4. Be fast and reliable. 5. Make yourself available. 6. Hang out where they hang out. 7. Invite them to meet you and your organisation.
  65. 65. How to make friends with journalists www.slackcommunications.co.uk @Becky_Slack @SlackComms 1. Send them an information pack about your org. 2. Send them useful, relevant and new information. 3. Know when NOT to pitch. 4. Be fast and reliable. 5. Make yourself available. 6. Hang out where they hang out. 7. Invite them to meet you and your organisation. 8. Become their ears on your industry.
  66. 66. How to make friends with journalists www.slackcommunications.co.uk @Becky_Slack @SlackComms 1. Send them an information pack about your org. 2. Send them useful, relevant and new information. 3. Know when NOT to pitch. 4. Be fast and reliable. 5. Make yourself available. 6. Hang out where they hang out. 7. Invite them to meet you and your organisation. 8. Become their ears on your industry. 9. Ask them what they want.
  67. 67. How to make friends with journalists www.slackcommunications.co.uk @Becky_Slack @SlackComms 1. Send them an information pack about your org. 2. Send them useful, relevant and new information. 3. Know when NOT to pitch. 4. Be fast and reliable. 5. Make yourself available. 6. Hang out where they hang out. 7. Invite them to meet you and your organisation. 8. Become their ears on your industry. 9. Ask them what they want. 10. Don’t forget about social media.
  68. 68. How to make friends with journalists www.slackcommunications.co.uk @Becky_Slack @SlackComms 1. Send them an information pack about your org. 2. Send them useful, relevant and new information. 3. Know when NOT to pitch. 4. Be fast and reliable. 5. Make yourself available. 6. Hang out where they hang out. 7. Invite them to meet you and your organisation. 8. Become their ears on your industry. 9. Ask them what they want. 10. Interact with them on social media. 11. Thank them.
  69. 69. How to make friends with journalists www.slackcommunications.co.uk @Becky_Slack @SlackComms 1. Send them an information pack about your org. 2. Send them useful, relevant and new information. 3. Know when NOT to pitch. 4. Be fast and reliable. 5. Make yourself available. 6. Hang out where they hang out. 7. Invite them to meet you and your organisation. 8. Become their ears on your industry. 9. Ask them what they want. 10. Interact with them on social media. 11. Thank them. 12. Share the coverage as widely as possible (repeatedly)
  70. 70. Any questions? Slack Communications We help you tell your story Becky Slack managing director 07854 221 568 becky@slackcommunications.co.uk @SlackComms @Becky_Slack www.slackcommunications.co.uk www.slackcommunications.co.uk @Becky_Slack @SlackComms
  71. 71. Small Charities Communications Conference 10 July 2019 London #CCsmallcharity Sponsored by
  72. 72. Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk

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