Bright one - working with the media
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Presented at the 2016 FSI Skills conference, Head of PR at Bright One Katie Rose gives advice and guidance to charities about how to get the most out of working with the media.
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Bright one - working with the media
- 1. 1 Working with the media Katie Rose, Head of PR Katie.rose@brightone.org.uk
- 2. 2 ‘Knowing how to work more effectively with the media would be great because we could…’ BUT: • It’s an earned medium • What’s interesting to you may not be interesting to them • It’s a two-way street • It can be tough to measure …help raise awareness of our cause …get our point of view/expertise heard on topics being discussed in the media …encourage more volunteers …attract new employees …generate more donations …build loyalty with current supporters by celebrating their work …save costs on other communication channels …handle our incoming enquiries more effectively
- 3. 3 1. The vital importance of a newsworthy story 2. What journalists are looking for from us and how best to work with them 3. Your media toolkit 4. Managing incoming media enquiries 5. Do’s and Don’ts – why media campaigns fail 6. Q&A (15 minutes) What we’ll cover today
- 4. 4 The vital importance of a newsworthy story
- 5. 5 Newsworthy stories have vital ingredients Magnitude Relevance Power elite Celebrity Entertainment Bad news Good news The newspapers own ‘agenda’ Expands a current media theme Surprise People/emotion Politics Conflict or tension Immediacy Suspense
- 6. 6 Spotting these ingredients can make it easier for you to work with the media The newspapers own ‘agenda’ Expands a current media theme Relevance Good news People/emotion Relevance Entertainment Surprise Celebrity Relevance People/emotion
- 7. 7 A little creativity can make a ‘non-story’ newsworthy 1. An interesting image 2. A participative angle or quotation 3. Facts and stats - surveys 4. A personal story 5. Genuine innovation 6. A celebrity or patron 7. Competitions 8. Wait until an opportune moment in the media OR when you have more proof of success/impact 9. Days and weeks “Quote”
- 8. 8 What journalists are looking for from us and how best to work with them
- 9. 9 You have your story – what now? • DON’T be tempted to send out a blanket email to journalists • We’re all bombarded by information • We set up filters and methods of coping to find what’s interesting to us = Journalists are the same “I receive more than 100 press releases a day” David Henderson, BBC Scotland reporter and presenter
- 10. 10 Creating a group of journalists to work with Who • Media databases – use with caution • Research relevant media titles and write down the journalist’s details. • Identify their interests - log relevant previous articles • Review, review, review • Press distribution lists • Think broadly - where might your target audiences be looking? How • Show interest in them - follow on social media, share their stories • Try to meet them • Invite them to chair, speak at or attend your event.
- 11. 11 What you need to know about communicating with your journalist group • All journalists are very short of time = more pressure • There are no predictable deadlines – web and print copy needs • Their stories must be accurate and factually sound • You must consider your method and timing of contact: • Phone vs. email: “I have never, ever been talked into reporting something through a follow-up call. They are utterly useless and really a bit insulting, in the sense that they imply journalists are not capable of spotting and chasing stories for ourselves.” • Time of day/week to send – 10 - 11am
- 12. 12 Plan to communicate your story What • Relevant story with quotes • Photos or other materials • Interview availability • Case study • Contact details To who • Relevant journalists • Is it something they’ve recently written about • Personalise communication When • Relevant to the journalist you’re pitching to • Be available yourself/with your spokesperson How • Email • Succinct – skip pleasantries • Summarise the story - short • Copy in the press release • Grammar and spelling • Send images or ‘on request’
- 14. 14 The Press release Basic principles: 1. Keep it succinct – one page of A4 is best 2. The story must be obvious from the headline and first sentence 3. Press releases must be factual and 100% accurate 4. It must be written in plain English – no jargon or management language 5. Contact details, notes to editors and a few short sentences on who you are at the end (a boilerplate)
- 15. 15 The Press release – how to structure your story
- 16. 16 The press release – hints and tips • ‘Embargoed until 10 February 2016’ – this means that the journalist is not able to publish your story until this date. • Contact journalists in advance with a story to judge their interest • Exclusives – could you secure coverage by promising a journalist that they can run the story first? • Write from an outsider’s viewpoint • Adapt for different types of media • Be open and honest about bad news
- 17. 17 Choose your materials according to the story Photos Photocalls Press conferences/trips/launches Videos/Vines Infographics Case studies
- 18. 18 Choose your materials according to the story TV and radio interviews Advertorials LettersComment articles/blogs Features Competitions
- 19. 19 Choose your materials according to the story Stunts Sponsorship
- 20. 20 Managing incoming media enquiries
- 21. 21 Managing incoming media enquiries The planning grid The press office line/email address Newsroom Reactive handling plans Local/mobile number Manned 24/7 Every weekday/week/month Note and paper review Statements/media enquiries Pre-prepared documents with approach, statement, Q&A Lines to Take Media training Swift turnaround/deadlines Short, giving opinion Covers all known proactive activity Note external activities and events Regular training of relevant senior spokespeople Regularly updated lines on all areas of the organisation to use quickly Online media centre Contact details, photo library, press releases and statements
- 22. 22 Advice: when you receive a media enquiry • Keep a log of incoming enquiries, when they were completed, by who and what information was exchanged • Ask for contact details – full name, title, phone number, email • Summary of their enquiry • Understand precisely what they want from you – information, statement, interview, photo etc. • ‘What’s the story all about’? • What is your deadline? • DON’T say anything that you wouldn’t be happy to appear in print on the phone • Take the enquiry away and consider: 1. Do you want to respond? 2. Can you respond with anything meaningful? 3. Are you able to respond i.e is someone available to meet their deadline?
- 23. 23 Do’s and Don’ts – why media campaigns fail
- 24. 24 Do’s and Don’ts Do’s • Read the publications you plan to target • Call a spade a spade • Make sure your spelling and grammar is perfect • Check pieces that mention you for factual inaccuracy • Track your results – capture interest on your website, donations • Remember the ingredients of a newsworthy story • Integrate! Don’ts • Don’t use management jargon • Don’t use colloquial language • Pitch to everyone in the newsroom at the same time • Be tempted to follow up your email with a call • Send releases at 5pm then leave for the day • Write a press release for every little thing • Always think of your media work in isolation from broader campaigns
- 25. 25 Who’s doing this well in the charity sector? Jo’s Cancer Trust #Smearforsmear campaign Historic Royal Palaces Coppafeel!
- 27. 27 Thank you! If you have any questions after today, feel free to get in touch and I’d be happy to help. Katie.rose@brightone.org.uk Why not apply for our next round of free service bursaries? Applications for PR, digital, strategy and creative bursaries open at the end of February 2016 . visit www.brightone.org.uk for more information.