How to publicise your results to a wider audience John Holland, Clear Europe John Holland is a media specialist advising clients in the private and public sector. He also speaks to aspiring journalists on set practice and other professionals on media literacy. An accomplished communications trainer, presenter and moderator, he is a former radio correspondent (Vienna, Berlin) for CBS News and Frankfurt Bureau Chief for CNBC Europe television. John has covered many of Europe’s biggest news events over the past 30 years and has interviewed thousands of people with good stories to tell, as well as leading political and business figures.

1. Publicising
your Results
to a Wider Audience
!
Effective
Classical Media
Engagement
!
!
John Holland!
Prague
15.April 2015

2. !
ABC(S) OF GOOD WRITING:
(IT’STHE MESSAGE BEFORETHE MESSENGER)
Accuracy
Brevity
!
Clarity
Simplicity

3. Next:
The Message House
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4. FEW PAN EUROPEAN OUTLETS:
TARGETING ONE REGIONAL AUDIENCE AT ATIME

5. EMPHASISING EUROPE’S DIVERSITY:
IT’S IMPROVING…A BIT

6. …THIS DOESN’T MUCH HELPTHE CAUSE…

7. CLEAR, STRONG MESSAGES
Few, clear
and simple
Strong and
distinctive
Relevant
Consistent
and
repeated
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8. FOCUS ON RESULTS,
NOT PROCESS
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9. JARGON BUSTING
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10. STORY ANALYSIS
• Be original. What’s your unique angle?
!
• Pose a critical question you expect many readers to pose
!
• Explain relevance.Why does this matter?
!
• Get your experts into the text quickly to help explain
things…clearly and succinctly
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11. HERE’S WHY:
Journalists get bored very quickly
Tell them a good honest short story, then back it up
!
!
!
!
!
• !
!
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• Talk about their story, but in your context!
• Tell what it means and why it matters to their audience!
• Get to the point. Use straightforward and evocative messages*!
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• *Most journalists spend no more than 6 hours total on an average story, even in specialised fields. !
• Source: Apco Brussels survey, 2008. (Recent experience suggests the total time spent researching and writing up a story has dropped even further)
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12. DOYOU KNOW WHAT JOURNALISTS NEED?
Source: Media relations and Europe – from the journalist’s perspective,APCO, 2008
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13. RESPECT DEADLINES
Source: Media relations and Europe – from the journalist’s perspective,APCO, 2008 13

14. And Finally…
WHETHER FOR INTERNAL OR EXTERNAL CONSUMPTION:
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!
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❖Get to the point. Tell your audience:!
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❖*WHAT IT MEANS!
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❖*WHY IT MATTERS TO THEM!
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❖*WHAT THEY NEED TO DO NEXT!
!
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