Dan McMullan - Amaze PR @ Modern History Attractions Update 2011

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Dan McMullan from Amaze PR's presentation on PR on a Budget. Presented at the Modern History Attractions Event at Queen Street Mill Textile Museum - 31st March 2011.

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  • Its not all about shouting down phones at people or representing celebrities for the tabloids like Max Clifford
  • Its more to do with thinking about and creating a robust strategy which delivers what businesses and organisations want to achieve, and that usually means hitting the phones, building relationships with the media, writing compelling press releases, setting up and attending interviews and events and increasingly going online and ensuring your voice is heard through websites and social media channels.
  • PR delivers results, we can spread the messages people and organisations want to distribute and we have worked with all sorts of businesses and organisations from Lexus to GMPTE, Peel Holdings to Dyson, NHS and LBTB. All have different aims but all use PR to spread their messages.
  • The difference is that PR is not generally paid for – we look for editorial opportunities and compelling stories to get onto the news pages.
  • There’s not a huge amount of time but I will make this presentation available so if anyone wants a copy emailing across please contact Lisa and we can sort that out.
  • First things first – take some time to assess what it is your trying to do.
  • A few quick ideas to be thinking of when
  • This is taught all over the world and with good reason the next slide sets this out...
  • Dan McMullan - Amaze PR @ Modern History Attractions Update 2011

    1. 1. Public Relations and dealing with the media
    2. 2. Public relations is not...
    3. 3. That’s more like it...
    4. 4. We work with:
    5. 5. What is PR? <ul><li>The PRCA describes PR as: </li></ul><ul><li>“ Public relations is all about reputation. It's the result of what you do, what you say, and what others say about you. It is used to gain trust and understanding between an organisation and its various publics.” </li></ul><ul><li>In simple terms PR is: </li></ul><ul><li>Speaking to the media </li></ul><ul><li>Building relationships </li></ul><ul><li>Telling an interesting story </li></ul><ul><li>Generating positive coverage </li></ul>
    6. 6. PR v Paid for advertising PR Advertising Third-party endorsement to inform and persuade Paid-for media to inform and persuade
    7. 7. Who am I? <ul><li>Dan McMullan </li></ul><ul><li>Ex-journalist </li></ul><ul><ul><li>The MEN </li></ul></ul><ul><ul><li>The Sentinel </li></ul></ul><ul><ul><li>Cavendish Press </li></ul></ul><ul><li>PR Account Director </li></ul><ul><ul><li>Modern History </li></ul></ul><ul><ul><li>University of Salford </li></ul></ul><ul><ul><li>Northern Rail </li></ul></ul>
    8. 8. Why am I here today? <ul><li>To give you some PR pointers </li></ul><ul><li>How to spot a news angle </li></ul><ul><li>How to write a press release </li></ul><ul><li>How to approach the media </li></ul><ul><li>Channels to consider </li></ul><ul><li>Great examples </li></ul><ul><li>Answer your questions </li></ul>
    9. 9. PR Hints and Tips <ul><li>You don’t need a huge budget – editorial coverage is not paid for advertising but it is effective </li></ul><ul><li>It’s all about the story, but a good picture or sound bite doesn’t hurt! </li></ul><ul><li>Read the news – make sure you are aware of the current agenda </li></ul><ul><li>The media needs fresh content every day so give them a call </li></ul>
    10. 10. Planning a strategy
    11. 11. Modern History <ul><li>Two strands of activity </li></ul><ul><li>Top Trumps – keyed into marketing drive </li></ul><ul><ul><li>Launch activity </li></ul></ul><ul><ul><li>Top Trumps Tournaments </li></ul></ul><ul><li>Food and drink themed programme of events </li></ul><ul><ul><li>Food and drink then and now </li></ul></ul><ul><ul><li>Includes schools link </li></ul></ul><ul><ul><li>Celeb chef endorsement </li></ul></ul><ul><ul><li>Cooking demonstrations </li></ul></ul><ul><ul><li>Historic recipe books </li></ul></ul>
    12. 14. What makes a story? <ul><ul><li>Unusual – biggest, smallest, first or last, most expensive, oldest, unique in some way? </li></ul></ul><ul><ul><li>Current - link the story into wider debates, take advantage of current hot topics e.g The Royal Wedding </li></ul></ul><ul><ul><li>Impact – Will it have an impact on people/the local community </li></ul></ul><ul><ul><li>Visual – Is there a great photo opportunity </li></ul></ul><ul><ul><li>Interactive – Can the public/local community get involved </li></ul></ul>
    13. 15. Ideas? <ul><ul><li>Working demonstrations – photo opps </li></ul></ul><ul><ul><li>Collections – New, unusual, the first time, the last time? </li></ul></ul><ul><ul><li>Community involvement – Ask the public to provide items for displays </li></ul></ul><ul><ul><li>Competitions – ask the public for their input </li></ul></ul><ul><ul><li>Child Friendly – Can kids get stuck in or hands on? </li></ul></ul><ul><ul><li>Key dates – Tie into first daffodils, Mother’s Day, Valentines Day, Easter, The Royal Wedding </li></ul></ul><ul><ul><li>Celeb support – who endorses you or lives nearby and may do if contacted? </li></ul></ul><ul><ul><li>Staff stories and achievements </li></ul></ul>
    14. 16. How to write a Press Release <ul><li>Journalists are taught to write in a specific style - the upside down triangle! </li></ul><ul><li>Its easy to remember and keeps text tight and focused </li></ul><ul><li>Use this method to maximise the chances of your press release being used </li></ul><ul><li>You put the most relevant acts at the top – who, what, where, when, why </li></ul><ul><li>Intro should be no more than 25 words </li></ul><ul><li>Put the most technical information at the bottom </li></ul><ul><li>Sub-editors cut from the bottom up when looking to save space </li></ul>
    15. 18. Different Channels <ul><li>Its not all about newspapers – though they are important particularly at regional level </li></ul><ul><li>Also need to consider radio, TV and the internet, social media is growing rapidly </li></ul><ul><li>A well thought-out PR campaign and a strong story angle works across all channels </li></ul><ul><li>Newspapers love a good photo so always have a think about what image you could use </li></ul><ul><li>Radio like a spokesperson for a soundbite, they conduct pre-records which means you can go again or live interviews – do you have a spokesperson? </li></ul><ul><li>TV – Same as radio pre-records or live big audiences </li></ul><ul><li>Online – Great opportunity to spread you message without the media getting involved! </li></ul><ul><li>Be realistic - is your story strong enough for TV or radio </li></ul>
    16. 19. Approaching the media <ul><li>Reporters are not as tough/scary as they would like you to believe </li></ul><ul><li>But, they are busy and don’t have time to waste </li></ul><ul><li>Much of their work is done by phone and email </li></ul><ul><li>If you have a named contact call them – if not ask for the newsdesk </li></ul><ul><li>Keep your approach short and to the point </li></ul><ul><li>Stick to the facts and don’t be intimidated </li></ul><ul><li>Send through your press release by email </li></ul><ul><li>Call them – then call them again </li></ul><ul><li>Develop relationships with reporters </li></ul>
    17. 20. What to expect/How it works <ul><li>All media works to deadlines </li></ul><ul><li>Weekly papers deadline is usually the Tuesday ahead of Thursday publication </li></ul><ul><li>Daily papers like notice or stories as early in the day as possible to diary for the next </li></ul><ul><li>Radio is flexible and can respond quickly but like notice – local BBC channels are usually best for news coverage </li></ul><ul><li>TV like a lot of notice to get things set up </li></ul><ul><li>They can all drop out at the last minute </li></ul><ul><li>The final decision rests with the editor </li></ul>
    18. 21. Record the coverage <ul><li>Keep a record of any coverage </li></ul><ul><li>Set up Google Alerts </li></ul><ul><li>Subscribe to news feeds </li></ul><ul><li>Most newspapers will send out back copies </li></ul><ul><li>Many radio and TV shows can be downloaded as listen/watch again </li></ul><ul><li>Compile your coverage – find out what makes and what doesn’t </li></ul><ul><li>Measure your success </li></ul>
    19. 22. Some great examples...
    20. 23. Director of Fun Musuem Appoints Director Of Fun. The National Railway Museum in the UK hired a 6-year-old as its “director of fun.” Six-year-old Sam Pointon wrote to the National Rail Musuem and applied to replace retiring director Andrew Scott. In his application Sam wrote: “I have an electric train track. I am good on my train track. I can control two trains at once.” Bosses were so taken with his enthusiasm they offered him the role.
    21. 24. A Night at the Museum In 2010 capitalising on the impact of the Hollywood movie franchise, London’s Natural History Museum created a unique dinosaur sleepover event for kids. The initiative ‘Dino Snores’ was such a success the museum now plans to allow 400 kids to sleep there every month.
    22. 25. Ikeas Bondi Book Stunt <ul><li>For one day only the </li></ul><ul><li>Scandinavian furniture </li></ul><ul><li>giant placed 30 book </li></ul><ul><li>cases on Bondi beach </li></ul><ul><li>in Sydney. Beachgoers </li></ul><ul><li>were invited to swap one of their own </li></ul><ul><li>books or make a donation, with money </li></ul><ul><li>raised going to The Australian Literacy and </li></ul><ul><li>Numeracy Foundation. </li></ul>
    23. 26. Travelodge Nativity In December 2007, Travelodge announced that all married couples named Mary and Joseph would be offered a free room at one of their hotels. The hotel chain said that husbands and wives who showed an official marriage license would get a night’s stay on the house between Christmas Eve and January 5th 2008, but with more home comforts than the humble stable of the Nativity story.
    24. 27. The best job in the world... To bring tourist attention to their region Tourism Queensland took an advert to recruit an “island caretaker” willing to spend six months exploring the land and waters around the Great Barrier Reef for £70,000. The post, billed as “ the best job in the world ” would involve the successful applicant moving to a rent-free three-bedroom villa, complete with pool, on Hamilton Island.
    25. 28. Trafalgar Square - Turfed In May 2007 Trafalgar Square was transformed into a green space as part of Visit London’s campaign to promote green spaces and villages in the city. The grass covered the square for two days during which visitors were able to soak up the sunshine in deckchairs or enjoy a picnic More than 2,000 square metres of turf covered the piazza around the national monument.
    26. 29. J’aime La Tour
    27. 30. In summary <ul><li>Think about your strategy – what do you want to achieve </li></ul><ul><li>Identify your story </li></ul><ul><li>Write a clear press release </li></ul><ul><li>Decide on the channel(s) to target </li></ul><ul><li>Speak to the media and follow up on calls </li></ul><ul><li>Record the results </li></ul><ul><li>Work out what works </li></ul><ul><li>Maintain a steady drip feed of information out to the press </li></ul>

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