Training for the Voluntary and Community Sector

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A presentation given to members of the voluntary and community sector on basic press and PR techniques.

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Training for the Voluntary and Community Sector

  1. 1. Top tips for publicising your project Sylvia Arthur – Communications Manager Debra Bean – PR and Marketing Consultant Tower Hamlets Healthy Borough Programme
  2. 2. What is PR? It’s all this .... <ul><li>Branding and logo – email sign off, signs, even just in writing </li></ul><ul><li>Media work </li></ul><ul><ul><li>Press releases, feature articles, editorials, letters, local radio and TV interviews </li></ul></ul><ul><li>Website </li></ul><ul><li>Publications – leaflets, newsletters, flyers </li></ul><ul><li>E-flyers – using email contacts </li></ul><ul><li>Direct mail – Leaflet drops in targeted areas </li></ul><ul><li>Events – launches, shows, plantings, fairs, celebrations, other people’s </li></ul><ul><li>Social networking – Twitter, Facebook, flickr </li></ul><ul><li>Photography </li></ul><ul><li>Lo-cost advertising – local newsletters, websites, </li></ul><ul><li>Exhibitions stands – boards, banners, posters </li></ul><ul><li>Networking – talking to contacts </li></ul><ul><li>Talks - Audio visual presentations </li></ul>
  3. 3. Today <ul><li>Getting organised – things to think about </li></ul><ul><li>Audiences and reaching them </li></ul><ul><li>Writing and issuing press releases </li></ul><ul><li>Websites </li></ul><ul><li>A few useful tips </li></ul><ul><li>Q and As </li></ul>
  4. 4. Getting organised with a plan <ul><ul><li>Aims </li></ul></ul><ul><ul><ul><li>Why are you doing this pr work? What do you need to achieve, e.g. number of people coming </li></ul></ul></ul><ul><ul><li>Audiences </li></ul></ul><ul><ul><ul><li>Who are you trying to reach? </li></ul></ul></ul><ul><ul><li>What are you going to do? </li></ul></ul><ul><ul><ul><li>Leaflet, contact, telephone, email, word of mouth </li></ul></ul></ul><ul><ul><li>Messages - What are you going to say? </li></ul></ul><ul><ul><ul><li>This will be fun, you will get fit, it won’t cost anything, </li></ul></ul></ul><ul><ul><li>timescale and budget? </li></ul></ul><ul><ul><ul><li>How long will it take to do this – work backwards </li></ul></ul></ul><ul><ul><ul><li>and how much will it cost – time? cost? </li></ul></ul></ul><ul><ul><li>Evaluation </li></ul></ul><ul><ul><ul><li>Did it work? </li></ul></ul></ul>
  5. 5. Audiences – who are you trying to reach <ul><li>Never everyone </li></ul><ul><li>Target groups – who are they? </li></ul><ul><li>Do they have children? Are they children? </li></ul><ul><li>How old are they? </li></ul><ul><li>Where do they go? </li></ul><ul><li>What do they do? </li></ul><ul><li>What do they look at? – Noticeboards, signs, websites </li></ul>
  6. 6. Know your media <ul><li>Who are your target media? </li></ul><ul><ul><li>What do your target group read? </li></ul></ul><ul><ul><li>Do they read any local papers or watch local TV/radio </li></ul></ul><ul><ul><li>Know deadlines </li></ul></ul><ul><ul><ul><li>EEL , Tuesday </li></ul></ul></ul><ul><ul><ul><li>Bangla times , end of Wednesday </li></ul></ul></ul><ul><ul><ul><li>East London Advertiser, midday Wednesday </li></ul></ul></ul>
  7. 7. Writing a press release <ul><li>Is it a news story? </li></ul><ul><ul><li>Remember not enough just to be there </li></ul></ul><ul><ul><li>Do you have an event/launch/opening? </li></ul></ul><ul><li>Check facts and don’t assume anything – Accuracy is everything </li></ul><ul><li>KISS </li></ul><ul><ul><li>Keep it short and simple </li></ul></ul><ul><ul><li>No more than one side of A4 </li></ul></ul><ul><ul><li>Should include Who, What, When, Where, Why and How </li></ul></ul>
  8. 8. Press release /2… <ul><li>The headline </li></ul><ul><ul><li>It doesn’t need to be clever </li></ul></ul><ul><li>Always go for a strong introductory paragraph – most of the info should be here </li></ul><ul><li>Not the place for flowery prose </li></ul><ul><li>Avoid posh words and jargon </li></ul><ul><ul><li>Eg vehicular - cars, in the vicinity – near </li></ul></ul><ul><li>Have you got a quotation? Someone said : “ ...” </li></ul><ul><li>No fancy fonts </li></ul>
  9. 9. Press releases ../3 <ul><li>Is there a contact name and tel. number, mobile and date </li></ul><ul><li>Notes to editors </li></ul><ul><ul><li>Where to put some blurb about your organisation, group, project or some important facts </li></ul></ul><ul><li>Line spacing 1.5, justify left, paragraph between headline </li></ul>
  10. 10. Press releases …/4 <ul><li>Emailing it </li></ul><ul><ul><li>Send by email – but not as an attachment. </li></ul></ul><ul><ul><li>Embedded with your logo, send it to yourself first </li></ul></ul><ul><ul><li>Never with all the contacts listed </li></ul></ul><ul><li>Following up the release </li></ul><ul><ul><li>The call to the media </li></ul></ul><ul><li>If you are successful </li></ul><ul><ul><li>Keep the cutting with the release </li></ul></ul><ul><ul><li>So you know what worked </li></ul></ul>
  11. 11. What not to do <ul><li>Common mistakes </li></ul><ul><ul><li>Too much information </li></ul></ul><ul><ul><li>Sloppy information </li></ul></ul><ul><ul><li>Bombarding </li></ul></ul><ul><ul><li>Missing deadlines </li></ul></ul><ul><ul><li>Giving up after one attempt </li></ul></ul>
  12. 12. Using photographs <ul><li>Children or adults </li></ul><ul><ul><li>Written Permission always needed </li></ul></ul><ul><li>Composition </li></ul><ul><ul><li>No glasses in hands, eating or smoking </li></ul></ul><ul><ul><li>Be brave and adventurous </li></ul></ul><ul><ul><li>Know what your media like </li></ul></ul><ul><ul><li>Make sure they have captions/names </li></ul></ul><ul><li>Digital photography </li></ul><ul><ul><li>Make sure it is isn’t a massive file. </li></ul></ul>
  13. 13. Websites <ul><li>A web presence is essential </li></ul><ul><li>Shows that you are operating in the 21 st century, open and accessible to the public </li></ul><ul><li>A basic website is easy to develop and no knowledge of any design is necessary </li></ul><ul><li>Use your URL on everything you can to promote your website </li></ul>
  14. 14. Purpose <ul><li>Use it to let people know about you, what you do and how to find you </li></ul><ul><li>Use it showcase your work in the best possible light </li></ul><ul><li>Add photos of your project, video and audio </li></ul><ul><li>A great, convenient way to engage with the community and potential funders </li></ul>
  15. 15. Domain name <ul><li>www.mycommunityledproject ? </li></ul><ul><li>Name your site something relevant, easy to remember (and type) and short </li></ul><ul><li>What suffix to use – a .co.uk or a .com, .org.uk, .net, .info or other </li></ul>
  16. 16. Hosting <ul><li>Different types of hosting: </li></ul><ul><ul><li>Free </li></ul></ul><ul><ul><li>usually supported by advertising </li></ul></ul><ul><ul><li>Paid for </li></ul></ul><ul><ul><li>no advertising </li></ul></ul><ul><ul><li>pay monthly or yearly, bundle with a domain name </li></ul></ul><ul><ul><li>Email addresses – domain name that can be emailed </li></ul></ul>
  17. 17. Paid for hosting <ul><li>Pluses </li></ul><ul><ul><li>No advertising </li></ul></ul><ul><ul><li>Can often bundle with own unique domain name </li></ul></ul><ul><ul><li>Massive amounts of storage and bandwidth </li></ul></ul><ul><ul><li>Minuses </li></ul></ul><ul><ul><li>Relatively expensive </li></ul></ul><ul><ul><li>Need some knowledge of web design/or designer </li></ul></ul><ul><ul><li>Not necessary for small projects and organisations </li></ul></ul>
  18. 18. Namesco.co.uk
  19. 19. Heart Internet.co.uk
  20. 20. Free sites <ul><li>Pluses </li></ul><ul><ul><li>Pre-designed templates </li></ul></ul><ul><ul><li>No knowledge of computer programming (HTML) necessary </li></ul></ul><ul><ul><li>Free sub domain e.g. mycommunityledproject.webs.com </li></ul></ul><ul><ul><li>WYSIWYG </li></ul></ul><ul><ul><li>Can update online from anywhere </li></ul></ul><ul><ul><li>Easily integrate with social networking and YouTube </li></ul></ul><ul><ul><li>Minuses </li></ul></ul><ul><ul><li>Restricted by template designs </li></ul></ul><ul><ul><li>May put adverts on your site </li></ul></ul><ul><ul><li>Sub domain e.g. mycommunityledproject.webs.com or www.mycommunityledproject.com </li></ul></ul>
  21. 21. Freewebs.com
  22. 22. Moonfruit.com
  23. 23. Summing up <ul><li>Know your audiences </li></ul><ul><li>Know how you are going to reach them </li></ul><ul><li>Make no assumptions </li></ul><ul><li>Plan ahead </li></ul><ul><li>Be creative </li></ul><ul><li>Take advantage of new media </li></ul><ul><li>Have fun </li></ul><ul><li>Call or email us if you get stuck [email_address] ; [email_address] ; </li></ul><ul><li>tel: 020 7364 0885 </li></ul>

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