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21st Century Media Relations

Ann Wright
Ann Wright
Ann WrightCo-founder & owner at Rough House Media

Presentation given at the CharityComms Pr in the Digital Age conference on 26 February 2014, taking delegates through how Princess Alice Hospice in Esher approaching the PR and communications of a fundraising event

21st Century Media Relations

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21st Century Media Relations
Ann Wright
Rough House Media
Survey Results
46%

92%

83%

100%
Advice from journalists
o Use social media to build relationships with journalists, to promote stories
& spot opportunities
o Be savvy with hashtags
o Personal relationships are key
o Target your stories to relevant outlets and journalists
o Be familiar with how newsrooms work
o 2,750 patients per year

o Daily inpatient care costs £514

o 700 in-patients per year

o Average patient stay costs £6,383

o 8,500 home visits per year

o Annual running costs £8 million

o 50,00 support phone calls

o 75% generated through fundraising

http://www.pah.org.uk/
Santa Fun Run
Santa Fun Run Strategy
o Microsite
o Flyers, banners & marketing materials
o Official launch & photocalls
o Weekly press releases

o Targeted emails to mailing lists
o Social media

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21st Century Media Relations

  • 1. 21st Century Media Relations Ann Wright Rough House Media
  • 3. Advice from journalists o Use social media to build relationships with journalists, to promote stories & spot opportunities o Be savvy with hashtags o Personal relationships are key o Target your stories to relevant outlets and journalists o Be familiar with how newsrooms work
  • 4. o 2,750 patients per year o Daily inpatient care costs £514 o 700 in-patients per year o Average patient stay costs £6,383 o 8,500 home visits per year o Annual running costs £8 million o 50,00 support phone calls o 75% generated through fundraising http://www.pah.org.uk/
  • 6. Santa Fun Run Strategy o Microsite o Flyers, banners & marketing materials o Official launch & photocalls o Weekly press releases o Targeted emails to mailing lists o Social media
  • 9. Story ideas o Launch - photoshoot o Oldest competitor – aged 86 o Mayor of Kingston supports run o Local gyms getting members to sign up o People running in memory of loved ones o Picture stories of people training in Santa outfits o Local businesses signing up
  • 12. Results o The runs raised £28,000 & still counting o 14 newspapers covered the event o Big spike in Facebook views o 10% increase Twitter followers o 37 people used the hashtag #runsanta o Email open rate = 32-70% (average 22%) o Email click rate = 2-40% (average of 3%)
  • 13. Their lessons o Larger team = more coverage o Dedicated digital press officer boosted social media o Need to find ways to increase sponsorship, not just registrations
  • 14. Conclusions o Know your target audience & adjust you’re approach accordingly o Traditional media & social media should work together o Repurpose content for different outlets – online, social media newsletters, press releases o Build good relationships with key journalists o Don’t blanket bomb them with press releases – be targeted
  • 15. Rough House Media Training Consultancy Production Media training Crisis management Videos Crisis communications PR strategy Podcasts Presentation skills Message development Blogging Media masterclasses Media relations Article writing Press releases Social media Rough House provides a professional service by a team that understands the demands placed on high profile organisations in the media spotlight.
  • 16. Contact us 52 Park Hill Richmond Surrey TW10 6HE info@roughhouse.co.uk 020 8332 6200 roughhouse.co.uk twitter.co.uk/roughhouse01