Session 1: 10am – 11.30amLunch at 1pmAfternoon 1.45pm – 3pmLast session: 3.15 and finish at 4.30pm
10.05am – 10.10amAsk for names around the room and signature dish and/or middle name.
Session 1: 10am – 11.30am10.10am – 10.15am
10.15 – 10.30amWhy do you want to do media relations?Ask each member of the group what they do now and what they want to get from the day. What do you want to get out of press relations? (or What can the media do that other marketing activities don’t?)Write on post it notes and write name underneath. These will form the learning outcomes for the day. (At the end - Do you feel like you can manage all the things we set out at the beginning?)Post it notes to go on the wall or window.
10.30am – 10.35amThis is pretty much how media relations fits in to your marketing and communications.Its just one thing on a list of many – but the pressure to do it can be overwhelming. And it can easily take over...
10.35am – 10.50amDiscussion round the room. Jan to write on coloured post it notes. One colour for pros and one for cons.Put on wall next to the notes already on the wall.
10.50 am – 10.55amAnd here’s one I made earlier.Did we get everything?
10.55am – 11.15amWhat are the media tools?Post it notes get people out of their seats and active.Write the notes and add to the wall.Jan to review and see if they relate to the first post it notes
11.15 – 11.30amInternal or external PR expert?Anyone got any thoughts on that?
11.45amIntro to Clementine
until 11.55Building relationships – local SNP press officer – MSP Shona Robison – local MPPhotocalldecided to host an opening reception – invited all local councillors leading to coverage, leading to more connections and now being called up by press to verify stories.
until noonAnd this is what we’ve been up to in the last week.Entering for awards and hosting events are a risky but potentially rewarding way to attract coverage.We’ll talk about it later – but I also use Facebook and Twitter to make sure that as many people as possible see the articles. Social Media can also help win those competitions! Wee Stories with RBS Community Force. Vote for them to win £6,000. And they did!
Noon – 12.10get your headlines noticedbig figures, celebrities, what makes a news headline, difference between news and a feature
Until 12.10Since you’ll be emailing out your press releases – you can always boost your chances by linking to great pictures, sound files or videos.This one is VERY slick with its own You Tube channel – but it could be to an artists’ own site or to a previous performance on you tube.Also infographics, images
Until 12.12Thinking of headlines – just for fun.
Until 12.15Sometimes sub editors have a sense of humour too.
12.15 – 12.45Press release consequences.Sheets of paper and pens for Press Release Consequences game.Interest – this thing you’re promoting will probably be of interest to readers, listeners and viewersPublic Service – this will probably mean that its something that the tax payer and council tax payer will think is wasting public funds!Game: Press release consequences.Hand out the sheets.Spilt in to groups of 3 to 4.Share with the group at the end
12.45 – 12.50
12.50 – 1pmYour press list should include print, broadcast, websites and listings.REMEMBER community councils, councillors, heads of local groups, rotary, chambers of commerce.... NEXT SLIDEIf possible you could send each type its own, targeted release.Distribution – email. Remember to do it with mail merge or blind copies – the recipient shouldn’t be able to see who else got it.IF TIMEBuild a press list from existing knowledge in the room using the contacts participants already use. Who is your top contact? Powerpoint as prompt. Exercise in collaboration
1.45 – 1.50Know your enemy.It takes time but its really helpful if you can build a trusting relationship with a journalist.
1.50 – 2pmUnderstanding your audience:Seeing it from the journalists’ point of view.How many of us dread picking up the phone – thinking that they’ll be abrupt, that they wont care about what your telling them.Top tip: avoid leaving voice mails – makes it very hard to call back.
2pm – 2.05pm
2.05 – 2.10Journalists are at least as desperate for an audience as you are.And when Neil likes something, he blogs. And it ends up on Facebook. We’ll look at Social Media after lunch.
2.10pm – 2.15pmVisible Fictions make a point of making events happen around their performances.It really helps them find new audiences.
2.15 – 2.20pmFor the 12 hour photo marathon – they linked up with the Evening Express.Many more people found out about the show and contributed to the project on Facebook.They didn’t MASSIVELY increase the audience for Clockwork but they did add a lot of value to their visit to Aberdeen – always useful for a touring company to make an impact.
2.20pm – 2.25pmThere are hundreds of photos.Great audience development.
1.45pm – 1.50pmAnd once its on Social Media – it can be re-tweeted or shared and will reach even more people.Usually they’ll be the right people too – they’re already connected to you in some way.
1.50pm – 2pmHow familiar are we all with Twitter?
2 – 2.10pm
2.10pm – 2.10pm
2.10pm – 2.20pmColour and tone contrast.People – preferably famous (even local councillors sometimes) or good looking. Or heart-warming – good people receiving awards.Stunning or quirky performance imagesPapers rarely want to take a straight photo of a group or person – photographers will always want props – looking through glass, mirrors, strange angles. Colour. Animals.THE IMAGE HAS TO TELL A STORY...
2.20 – 2.30pmTwo main ways to get a photo:Provide one yourself.Or get the press along to take one.If possible – phone the photo editor and make an appointment for a photocall. Or a freelance photographer who can get pictures placed.Or put out an open photocall if you think its something a few publications will be interested in.Top tip – avoid Saturday afternoons – every photographer in the country is covering football.
2.30pm – 3pm
3.15pmDespite all our best laid plans... Sometimes life happens.
3.20pm – 4pmThe role play game.Does anyone in the room want to share a story?Does anyone have any advice?
Just to prove its been going on for years...
4pm to 4.15pmRefer back to the post it notes from the start:These were the learning outcomes for the day. Do you feel like you can manage all the things we set out at the beginning?