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Media Relations 101 for Saatchi & Saatchi


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Basics of media relations, how to write a press release, what is a newsroom, how to pitch journalists...

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Media Relations 101 for Saatchi & Saatchi

  1. 1. Media Relations 101 Catherine Daar 15th March 2011
  2. 2. 1 hour to cover ... ✓Is your news newsworthy? ✓Making Headlines ✓Reaching out to the media ✓News Release: Traditional vs Online Social Media News release ✓How to create a news release (content, format, subject line) ✓Bloggers ✓Online Newsroom ✓What to include in a media kit ✓Online PR ✓Social Media for PR ✓Q&ACatherine Daar 2011 2
  3. 3. Questions to ask yourself before launching a PR campaign ✓Who is your target audience ✓How do they consume media (Online? Offline? ) ✓Where do they hang out online? Social media, professional forums, etc..) ✓What paper do they read? What do they watch on TV? What do they listen on radios?Catherine Daar 2011 3
  4. 4. Is your news newsworthy?✓Media are here to: Entertain, Educate, Inspire✓Human interest: Get rich, Get sex,Get healthy✓Will it help to find: Job, Solution , Success, Opportunity✓Is it New? Innovative? Moving? Relatable?✓Are telling a compelling story? Will it get people talking? Why should the readercare?✓Why is your news important NOW?✓ Will they learn something ?✓Remember! It is not about YOU but about how you can help the COMMUNITY Catherine Daar 2011 4
  5. 5. How to package your news to make Headlines! ✓Try to make your news timely. Tie it with Events (conferences, holidays, ...) ✓You should adapt your subject to the news ✓Check the current trends: read the press, follow reporters on Twitter, sign up for RSS feeds, use Google Alert,..) ✓Stand out from the crowd! Craft a compelling message. Use your creative internal resources create something innovative (tag line, video clip, etc..) Catherine Daar 2011 5
  6. 6. Be a source for the media✓Offer to be interviewed as an expert (list 5-6 timely and relevant topicsyou can discuss) *✓Provide trends from your industry✓Ask about the editorial calendar to see if you can offer help✓Use HARO ( 6 Catherine Daar 2011
  7. 7. Reaching out to the media✓Make sure you know what the journalist writes about✓Check that the same subject was not written about in the last 3-6 month(✓Keep in mind the media deadlines • Magazines work 4-6 months in advance. • Television works about 4-6 weeks in advance (month in advance for programs like «Temps Présent, TTC, etc..) «Magazine de société» • Newspapers 1-3 weeks. Apart from the news • Radio 1-3 weeks and 2 to 4 month for «society magazines» • News websites vary from 1 week to several months • Bloggers 1-3 weeks Catherine Daar 2011 7
  8. 8. How to pitch a reporter ✓Pitch via email. Fax is dead! ✓Send news release and send the media kit and more if asked ✓Via phone be careful..reporter can be on deadline. If you know the media deadline stay away from the journalist the day before! ✓Email at first and then phone to follow up or even follow up email in case the 1st got lost ✓Avoid sending a news release over the holiday.Catherine Daar 2011 8
  9. 9. Traditional News release Social Media News release VS
  10. 10. SEO Optimized Social Media Press release Hosted by a online press release service or on your website Daar 2011 10
  11. 11. Advantages of Online News release ✓Hosted on your site or on a service like Pitch Engine (template) ✓Keyword optimized ✓Reach your target audience directly (consumers, bloggers, investor) ✓Link can be sent by email to journalists ✓Send to all your social media platforms and easily shared ✓Infos and content can be used in immediately by journalists If you use online distribution services (PRNewswire, PRWeb, etc..) ✓ Sent to online newsroom (Google News, Yahoo News) ✓ Sent directly to the newsroom editorial systems ✓ Hosted by distribution site onlineCatherine Daar 2011 11
  12. 12. When should you send an online news release? !!Frequency: about one a month every month!!✓ Launch of new product✓ New Web site✓ Comment on industry trends✓ New customer✓ Events (conferences, trade show, public speaking..)✓ Awards✓ Funding received✓ Joint venture✓ New funding✓ Hiring new employees✓ Volunteer work✓ New partner Catherine Daar 2011 12
  13. 13. How to write a News release✓PR 101: Who, What, Where, When, Why, and How✓Short (one page), sweet , Get to the point, accurate and factual. NoGobbledygook* (cutting edge, innovation service that provide ...)✓Give them a pitch that you would tell your friends around a beer and don’ttry to impress your parents’ friends✓The pitch need to hit the journalist on the first sentence✓Avoid hype or making it sound like an advertisement. Dont use wordslike unique, magnificent or wonderful.✓For immediate release: instruct when you want the news to bepublished✓Customize your pitch with a different angle for different journalists✓In Context (Ex: «this follows up the xx story you wrote few days ago»)✓No more than 4 paragraphs 1.What is your pitch (first sentence). Why you are writing? 2.Establish credibility 3.Why your news is of interest for the readers (Use 3 bullet points with data that supports your thesis) 4.What you are expecting, call to action Catherine Daar 2011 13
  14. 14. Format of the traditional news release✓The press release needs to be in the body of the email✓ No pdf, as it is impossible for most editors to use a pdf release withoutretyping it✓Text not HTML (easier to extract copy)✓No attachments (viruses, one more step), but links to additional material✓No photos or illustrations Catherine Daar 2011 14
  15. 15. What will make the journalist open your email? It’s all in the subject line!✓Identify the news hook in the subject line, timesensitive✓Include a mention of proximity✓Best subject line short and to the point✓Catchy email headlineEx: Learn Bill Gate’s marketing strategy Catherine Daar 2011 15
  16. 16. Bloggers Relations ✓77% of Internet users read blogs ✓89% of journalists conduct research on blogs ✓72% of bloggers blog to share their expertiseSame process than a journalist, just a different medium The only difference is: You provide only a summary in the body of the email and then link to the entire news release! Catherine Daar 2011 16
  17. 17. Why your company needs a Newsroom ✓ 99 % of journalists expect a company to have an online newsroom ✓ More than 77 % of journalists think its important to be able to access a companys social media networks from its online newsroom. ✓ 95 % want access to photos, company background, and product information within the online newsroom.✓65% want digital assets and 53 % consider video and audio files useful. Survey by TEKGROUP International Source: Catherine Daar 2011 17
  18. 18. Media Kit, Social News release or Newsroom? What to include✓Brief intro✓Company background and facts✓Bio✓The current press release✓Line sheet (when multiple products)✓Past Reviews and articles✓Quotes from experts *✓Article you wrote that the paper can print or radio can read on air *✓DVD Video Interviews (CEO, or anyone interesting...) *✓Contact info✓High resolution photos (300dpi)✓High-resolution designs/logos (300 dpi) on the documents if electronic kit*✓Marketing pieces (promo brochure, catalogue flyer,etc..)✓Cover art✓Demo reel✓Product (Reporters cannot accept products that are over 20 Ch.-)*Reporters don’t really need the actual product. If the reporter think the product is helpful the reporter will ask for itFor TV and radio stations:✓Short Q&A (interview) with questions the TV or radio can ask (How long it will take to answer the questions Ex: question 1 -27sec)*✓Include other media appearances to show TV and radio know you are a good guest and speaker*✓Endorsement letters from other producers and editors*If you don’t have a newsroom or a social media press release, save the electronic media kit in pdf format, zip and name «press kitfor ....» Catherine Daar 2011 18
  19. 19. Why is the Web important for your PR effortsBefore Writing an Article Journalists and Editors perform Online Research January 2010 91% use 65% use social media 89% use blogs 52% use Source: nationalsurveyfindsmajorityofjournalistsnowdependonsocialmediaforstoryresearch Catherine Daar 2011 19
  20. 20. What are the advantages of the Social Web in your PR campaigns✓No intermediary, direct access to your target market✓Conversation possible with your audience✓Trustable source 92% of consumer are influenced byword of mouth✓Wide reach in short amount of time✓Viral (possibility to share content easily)✓Measurable✓Survey your market in almost real time Catherine Daar 2011 20
  21. 21. Social Media Never pitch a journalist on social media but initiate a relationship Be the voice of your industry on TwitterBreak up your press releases into 120 characters and tweet a part every day! Catherine Daar 2011 21
  22. 22. Take aways1-Know who you want to reach and how they consumemedia2-Is your news newsworthy? Why should the reader care?3-Innovate: use the multimedia news release!4-You need a newsroom5-Use hybrid PR: the best of both world Catherine Daar 2011 22
  23. 23. Questions?/Contact c.daar@commnation @commnation @catherinedaar «Like» our Facebook Page!