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Gane presentation v1


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Killer Headlines and Juicy Quotes Workshop

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Gane presentation v1

  1. 1. HelloImage: ©Nigel Peake
  2. 2. Jan McTaggartImage: ©Nigel Peake
  3. 3. What we’re going to do today •Work out why we want to do press in the first place•Look at where media relations fits in to your marketing planning •Write a press release following a template •Build a press list •Learn how to use social media to really maximise the impact of press relations •Think about what makes a good press image •Practice what to do when things go wrong Image: ©Nigel Peake
  4. 4. Why oh why?Image: ©Nigel Peake
  5. 5. Marketing vs Communications Marketing Communications Face to face Product (or service) SMS & Email Price Social media Promotion All printed info (including delivery method) Place Web Process (and mobile web – apps etc) Physical Evidence Media (print and web) and People specialist publications. Product Displays, exhibitions and promotional materials Place Media advertising PriceImage: ©Nigel Peake
  6. 6. Media Relations pros & consImage: ©Nigel Peake
  7. 7. Cons Pros • third party involved • FREE publicity! • can provide info but cant control Even if you count salaries and hospitality how its used it can be a bargain when compared to advertising but more importantly...• mass communications but difficult to target • Its an authoritative, editorial • may not be seen by all your target group endorsement • wastage • PR works because it helps your organization persuade people who are• only certain sorts of info will be picked up more and more resistant to • limited response mechanism commercial messages. • difficult to evaluate • Can target by publication •A good quote works wonders in a funding application Image: ©Nigel Peake
  8. 8. What are we doing now?List the media tools you currently use. One per post it note – as many as you like.Image: ©Nigel Peake
  9. 9. The media tools:Press release  Press contacts database  The press conference Printed material: brochures, gallery invitations Phone calls  Events Open photocalls  Commissioning your own photos Website  Social Media Distribution: email, post, hand delivered Special mobile phone – staffed 24/7 Competitions and promotions External PR expertImage: ©Nigel Peake
  10. 10. Tea breakImage: ©Nigel Peake
  11. 11. Case studyImage: ©Nigel Peake
  12. 12. Image: ©Nigel Peake
  13. 13. Image: ©Nigel Peake
  14. 14. The BasicPress Release Image: ©Nigel Peake
  15. 15. Image: ©Nigel Peake
  16. 16. Dundee Live public art and performance festival. The Courier July 2011Image: ©Nigel Peake
  17. 17. real headlinesImage: ©Nigel Peake
  18. 18. Headlines 1. Reread your press release; identify the underlying theme. 2. Express the theme in an active voice using as few words as possible. Active verbs lend immediacy to a story. If a reader sees a headline written in a passive voice, he or she might glance right over it. 3. Keep your headline in present tense. 4. Keep it simple. A headline is a short, direct sentence without extra adjectives or adverbs. 5. Provide enough information in the headline to give the casual reader an impression of the entire story. News is something people WANT to know (interest) or NEED to know (public service). Source: BBCImage: ©Nigel Peake
  19. 19. LunchImage: ©Nigel Peake
  20. 20. Distribution Wendy Niblock has been promoting the arts in the media for nearly twenty years...‘I would say, keep it short, informative and to the point. Email copy within the body of the email, not as an attachment.Also email journalists as individuals and not as a round robin. Then follow up but do not hound them.’ Image: ©Nigel Peake
  21. 21. Your press listImage: ©Nigel Peake
  22. 22. The BBC is always looking for local contentRemember communitycouncils, developmenttrusts, traders associations,rotary... Image: ©Nigel Peake
  23. 23. Building relationships Its not about press releases. Its about relationships.Image: ©Nigel Peake
  24. 24. ‘People from the arts are Following up: sometimes apologetic, as if they were bothering me by letting me know about their project. Stop it. It’s my job to decide what’s newsworthy, but I can’t do that if nobody gives me any information.’ Quote from Roberta Doyle’s article, JAM 25Image: ©Nigel Peake
  25. 25. Neil Cooper‘Even mundane things like time of year count. January, for instance, you can get things in a paper youd be unlikelyto in March/April or Sep/Oct, for instance.On a practical level, a release needs to be clear and concise - 1 sheet of A4 or equivalent, with dates, names of thoseinvolved and why its important, plus background of organisation and relevant biogs.Dont let them tie themselves up in knots with over-florrid nonsense or fancy graphics (let alone a gift, which willjust end up in the bin) or words like bold, brave, innovative, or radical‘ if you can’t justify them. They meannothing unless you cam justify them.And, if its art, never use the word practice. Again, it means nothing.Also, dont get caught up in bullshit Creative Scotland-speak - cross-arform inclusivity with open-access policy andhigh-level accessibility for stakeholders.If you already have a working relationship with the hack, personalise it with a hello, though never overuse it, costhen you just look like sooks, and nobody likes a sook.Its hard, tho, cos on one level everyone wants to write about the new, but arts eds have problems selling off the wallor unheard of stuff to senior management idiots at conference every day.In the first instance I would say make contact, dont expect too much initially, then keep sympathetic / open-mindedhacks in the loop. They might not get it immediately, but if its any good they should do eventually.’ Image: ©Nigel Peake
  26. 26. Image: ©Nigel Peake
  27. 27. Social MediaImage: ©Nigel Peake
  28. 28. Visible FictionsImage: ©Nigel Peake
  29. 29. Image: ©Nigel Peake
  30. 30. Final report This Facebook group was hugely successful in developing an ongoingrelationship with the individuals we worked with in the workshops and also preparing the city for the big day. As the site grew, more people became involved in shaping the project. This was enhanced by the close working relationship developed with the regional newspaper, The Evening Express. In the lead up to the marathon our media partner printed several articlescontaining photographs uploaded to the Facebook site which reached 68% of Aberdeen City population.The photographs became part of a stunning exhibition and film which washoused at the Lemon Tree. 60 participants came along to the launch andthe event was covered by the Press and Journal which reached 49% of the total population of the north east of Scotland. The school groups that participated in the project were able to see their photographs in the gallery space before they went to see the production. The exhibition ran for six weeks after it’s installation for the general public to enjoy. Image: ©Nigel Peake
  31. 31. Image: ©Nigel Peake
  32. 32. Image: ©Nigel Peake
  33. 33. Susie Burnet Media Relations Manager Edinburgh International Festival‘If its about releases put a quote near the top, rememberthe who/where/what/when etc, keep it short and add inlinks to podcasts/flickr galleries/etcetcFollow it up - its all about relationships. Support throughsocial media channels. And time it well. Beginning of theweek better. Between 9.30 and 11 ideally. Personalise thekey ones. Find a local/appropriate factor particular to thatmedia reach/channel....’Image: ©Nigel Peake
  34. 34. Say cheeseWhat makes a good photo that will get used by the media?Image: ©Nigel Peake
  35. 35. Photocall Image: ©Nigel Peake
  36. 36. Breaking News Take a photo that would appear in a local paper.Email it to: by 3pm We’ll see the results after the break.Image: ©Nigel Peake
  37. 37. Surprise surprise! What do to when the unexpected happens (or when the bad stuff hits the fan)Image: ©Nigel Peake
  38. 38. WHEN it happens (not IF it happens) Be available, prepared, and professional •Don’t panic •Make one person responsible for handling media enquiries•Brief all staff so that they can pass any questions on to your nominated person and not make any accidental statements If you can’t easily answer any questions: •Breathe •Take your time •Find out EXACTLY what they want to know – don’t speculate or offer extra information •Don’t let anyone put you on the spot – you can always call back – but make sure you do! •Be prepared for the original story to be picked up by other news outlets and organisations. Image: ©Nigel Peake
  39. 39. A review of The Jesuit in the Sunday Review in The Universe, 14 May 1976. Mail 9 May 1976. Image: ©Nigel Peake
  40. 40. Have we done it? •Work out why we want to do press in the first place•Look at where media relations fits in to your marketing planning •Write a press release following a template •Build a press list •Learn how to use social media to really maximise the impact of press relations •Think about what makes a good press image •Practice what to do when things go wrong Image: ©Nigel Peake
  41. 41. Anything else?Image: ©Nigel Peake
  42. 42. Thank youImage: ©Nigel Peake