C affairs training_14_march 2014


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Corporate Affairs - media/communications presentation to An Focal team, Friday 14th March 2014

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C affairs training_14_march 2014

  1. 1. Getting the Message Media, Branding & Communications Training Christine Brennan Corporate Affairs, University of Limerick 14th March 2014
  2. 2. Agenda Introductions Overview –the UL storytelling landscape Panning for gold Generating Stories – Top Tips Policy & Governance Just a little bit about branding
  3. 3. Overview – the UL storytelling landscape www.ul.ie @ulpressoffice Sheena Doyle, Press Officer 086 380 7859 Christine Brennan, Protocol, Public Relations & Communications Officer – 086 7818441
  4. 4. PR is : Informing public opinion of an organisation through strategic placement of news. Identifying, writing, preparing and placing news stories Knowing your media channels and placing the right story with the right journalist Reputation Management PR is not : A substitute for marketing and advertising. dealing with lies. – VERIFY YOUR STORY, GIVE CONTEXT. For marketing you pay for PR you pray! What is Public Relations?
  5. 5. What makes for a good news story: Impact Conflict Heartstrings Health Financial Other factors: Timing/Seasonality The Goldmine
  6. 6. The Five "W"s and the "H" This is the crux of all news - you need to know five things: Who? What? When? Where? How? Why? Any good news story provides answers to each of these questions. You must drill these into your brain and they must become second nature. The Inverted Pyramid This refers to the style of journalism which places the most important facts at the beginning and works "down" from there. Ideally, the first paragraph should contain enough information to give the reader a good overview of the entire story. The rest of the article explains and expands on the beginning. Multimedia Use the right photo, ensure it is captioned and credited. Embed video, ensure it is copyright compliant. How to Write a News Story
  7. 7. Top Tips - Storytelling •Its all about the video ‘Just ask Tommy!’ •The 1 minute rule / get to the point •Use Acronyms at your peril •Copyright – it is a very, very real thing! Be respectful. •Impact – what will the outcomes of this story be? •Be objective •Give context •Have we given both sides the opportunity to respond. •If in doubt…. •Protect your brand.
  8. 8. Give thought to your headline!
  9. 9. What makes for a good viral video? Cravendale : http://youtu.be/h6CcxJQq1x8 (77 million viewers - what’s the concept? RTE – Highest Viewership Figures for 2011 = based on figures from Nielsen Television Audience Measurement*, Jedward at Eurovision proved to be the biggest television draw of 2011 so far, as the most- watched television programme in the six months from January to June, with a staggering 1.18 million viewers on average* watching the Eurovision final. (Staggering eh!)
  10. 10. 13 Reputation Management Online Presence – setting up google report Blogs – generating your own content. Social Media Monitoring (Hootsuite/Tweetdeck)
  11. 11. 14 Why use social media? Target audience Builds your online presence Provides material for media Provides a channel for fans to voice support. Provides a forum to counteract negative publicity
  12. 12. Curation – Create your own outlet
  13. 13. Be a storyteller. Be accurate Create your own channel Timing is everything The power of non-traditional channels 17
  14. 14. The Importance of the Story “If you can't tell it, you can't sell it” Smart Phone Media Maker – Christian Payne aka Documentally (photojournalist, podcasting, blogger). http://vimeo.com/22895070 http://www.theguardian.com/media/audio/2008/mar/14/jemima.kiss.documentally Documentally.com
  15. 15. 20 Policy & Governance What is your mission statement? What are your guiding principles? Does everyone know them? What is your policy? (Social Media/Children & Media) What is your plan?
  16. 16. 21 Mission Statements Mission: The New York Times's core purpose is to enhance society by creating, collecting and distributing high-quality news, information and entertainment. Facebook’s mission is to give people the power to share and make the world more open and connected. People use Facebook to stay connected with friends and family, to discover what’s going on in the world, and to share and express what matters to them.
  17. 17. 22 Mission Statements “To see life; To see the world; to eyewitness great events … to see strange things … to see and be amazed.” Life Magazine The mission of the University of Limerick is to be a distinctive, pioneering and connected university that shapes the future through education and empowering people to meet the real challenges of tomorrow.
  18. 18. Social Media - Guidelines • Social Media Policy - • Protect confidential and proprietary information • Respect copyright and fair use • Do not use your brand for endorsements • Respect university time and property • Dedicated Personnel • Have a policy • Have a plan (Be Prepared for the Good, The Bad and the Ugly) • Link back to your brand • Protect the your brand
  19. 19. Social Media - Guidelines • Be transparent • Think twice before posting • Be accurate • Be respectful • Remember your audience • On personal sites, identify your views as your own • Healthy dialogue
  20. 20. Crisis Management - Dealing with Negative Publicity Tips in Dealing with Negative Publicity Get the facts Take time to consider your response Consider the implications of your response – others affected, potential to continue the story Address the situation e.g statement, interview Get advice – do not react e.g Ronan O’Gara letter to Irish Independent about Kevin Meyers Reaction = Result
  21. 21. UL Brand Guidelines Applying for use of the UL Brand Identity : Kylie.Mckenzie@ul.ie Misuse of University of Limerick Brand Why are Brand Guidelines Important? Use of Colour to Reflect Brand
  22. 22. Applying for use of the UL Brand Identity Misuse of the UL Brand Identity
  23. 23. Why Branding is Important? Protecting the ‘An Focal’ Brand Factors: Consistent message Consistent marketing PR Profile Product Quality Service Innovation Market Factors
  24. 24. Photography & Copyright Commissioning Photography for Marketing/Promotional Purposes (policy) Copyright •Copyright law in Ireland is regulated primarily by the Copyright and Related Rights Act, 2000 (PDF 614KB) (the “2000 Act”). http://www.oireachtas.ie/documents/bills28/acts/2000/a2800.pdf •It is the responsibility of the author of the content (image, text, video, audio) to ensure their submissions are copyright compliant.
  25. 25. Stock Photography Can Appear Anywhere Use: Creative Commons http://search.creativec ommons.org/
  26. 26. What are your impressions of these groups? Where are they from? Can you relate to them?
  27. 27. Thank You! Questions