Transcript MEDIA TRAINING IASE

THE HOW AND WHY OF
GETTING PUBLICITY
IASE
DELIVERED BY
CIANA CAMPBELL
OBJECTIVES
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TO SHOW WHY PUBLICITY IS CENTRAL
TO YOUR WORK
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TOP TIPS ON HOW TO GET PUBLICITY
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HOW TO DO IT ON A TIGHT BUDGET
PLAN FOR TODAY
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THINKING LIKE A JOURNALIST
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WHAT IS YOUR MESSAGE
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HOW TO GET MESSAGE OUT
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THINK IN PICTURES
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FURTHER RESOURCES
PR / ADVOCACY
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PR IS ABOUT REPUTATION
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ADVOCACY – CHANGING POLICY
ADVOCACY
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Advocacy is speaking up, drawing a
community’s attention to an important issue,
and directing decision makers toward a
solution.
Ritu R. Sharma
PR/ADVOCACY CENTRAL
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OFTEN SEEN AS ADD-ON
RISKS
30TH JULY 2005
13TH JUNE 2006
ONLY ONE BITE OF THE CHERRY
AIMS-MESSAGE-ACTION-AIMS
WHY GET PUBLICITY
MESSAGE
AIM
ACTION
FRAMING MESSAGE
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MAKE COMPARISONS…SOCIAL MATH
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TRANSLATE INDIVIDUAL TO GENERAL
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JARGON…..a social disease
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TARGET AUDIENCE….you talkin’ to me
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PRESENT A SOLUTION…call for action
APPROACHES
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BUDGET
CRISIS
DRIVEN BY MESSAGE
PHILOSOPHY
POLICY
RESOURCES OF IASE
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PEOPLE
NATIONWIDE NETWORK
OFFICES
LINKS TO ORGANISATIONS
STORIES
EMPLOYERS
EMPLOYEES
EVEN MORE RESOURCES
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FULL TIME STAFF
PATRON
STRATEGIC PLAN
PLANNING SKILLS
LANGUAGES….gaeilge, sign…
INTERNATIONAL LINKS
FINANCE
MEDIA
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RADIO
TELEVISION
PRESS
INTERNET
LOCAL
NATIONAL
INTERNATIONAL
SPECIALIST
WHAT DO JOURNALISTS WANT
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Stories
Accurate facts
Don’t overload
Key contacts….KEEP PHONE ON
Relevance
Novelty
News!
To expose injustice, lies, cover-ups
JOURNALISTS HATE
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WORTHY BUT DULL
NO PHONE RESPONSE
BEING HARRASSED
OLD NEWS
LATE FOR DEADLINES
INACCURATE INFORMATION
OFF THE RECORD
WAFFLE
PRESS RELEASE WRITING
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5 Ws WHO WHAT WHERE WHEN WHY
EYE CATCHING HEADLINE
QUOTE
ONE PAGE
FACTS AND FIGURES
BRIEF INFO ON ORGANISATION
ACCURATE CONTACT DETAILS
PROOF READ
ENDS
PRESS RELEASES
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A 'hard copy' press release is a brief
document generally one to three doublespaced type written pages
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E-mail press releases are usually shorter.
The majority are 500 words of text organised
into five, short, two to three sentence
paragraphs.
GETTING PRESS RELEASE OUT
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GET CLEARANCE
EMAIL not attachment…hyperlinks..no logos
CUT AND PASTE
TAILOR TO AUDIENCE
WEBSITE PRESS SECTION
POST/HAND DELIVER
PERSONAL NOTE
FOLLOW UP….KEEP RECORD
MEDIA CONTACT LIST
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GOLD DUST
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Store hard copy, electronic (Bcc), phone
UP DATE REGULARLY
COMPILE FROM..
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Contacts
Websites
Newspapers and magazines
RTE guide
Ask permission before handing out number
PITCHING AN IDEA
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CLEAR CONCISE MESSAGE
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WHAT’S THE HOOK
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WHY SHOULD JOURNALIST CARE
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WHAT CAN YOU OFFER JOURNALIST
JOURNALIST SAYS NO
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PLAN B
STILL NO…..
BUILD RELATIONSHIP
PLANT IDEA FOR LATER
SHOW INTEREST IN JOURNALIST’S
WORK
MOVE ON GRACEFULLY
INTERVIEWS
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HOMEWORK
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Programme / duration / live/recorded / location
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ACCURATE FACTS
NO ‘No comment’
DON’T BLUFF
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TV CLOTHES SENSE
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NEGATIVE QUESTIONS…anticipate,
prepare response and follow with positive
INTERVIEWS CONTINUED
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LINKING PHRASES…we must remember…
AVOID NUMBERING YOUR POINTS
PHONE I/V
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Write down key points
Turn off call waiting
Have best quality phone line
Turn off radio
Limit background noise
VISUALS
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Photo opportunities should tell story…
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Booking photographers / Agencies
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Conferences…poor photo ops.
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NO PHOTO…Paint a picture with words
CREATIVITY
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Be creative
Brainstorm
Test run on family and friends
Consume a variety of media.
Can you piggyback
Create an annual hook
Don’t reinvent the wheel….what works
abroad
THINGS TO CONSIDER
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Gatekeepers…pardon my jargon
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Singing from the same hymn sheet
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Who speaks for IASE…
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PRO changeover …….IASE policy
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Media feeds Media. Local feeds National
RECAP
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What is key message
Remember your audience
Jargon blocks your message
Media …. hungry animal
Good resources…great stories
Build relationships with journalists
Create opportunities
Don’t wait for journalist to contact you
REALISTIC EXPECTATIONS
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Does investment equal coverage
Evaluation of coverage
Be realistic about a 1 minute slot
Too much coverage…any risks
Long term commitment
Plan ahead.
YOU HAVE NO RIGHT TO PUBLICITY
FURTHER READING
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NEWS FOR A CHANGE. An Advocate’s Guide to
Working with the Media by Lawrence Wallack, Katie
Woodruff, Lori Dorfman, Iris Diaz. Sage Publications
[email protected]
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An Introduction to Advocacy. Training Guide by Ritu R.
Sharma
www.aed.org/ToolsandPublications/upload/PNABZ919.pdf
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Toward an Understanding of How News Coverage and
Advertising Impact Consumer Perceptions, Attitudes and
Behaviour. Bruce Jeffries-Fox
http://www.instituteforpr.com/advertising_and_pr.phtml
USEFUL WEBSITES…free stuff
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Public Relations Consultants Association of
Ireland www.prca.ie
Prize winners section very useful.
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Institute for Public Relations USA
www.instituteforpr.com/index.html
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Media Skills Manual. Montague
Communications 2001
http://www.montaguecomms.ie/
More Free Stuff
Links to press and advertising rates
 http://www.nni.ie/mechanicalinfo.htm National
 www.medialive.ie/Press/Provincial/cir_glance.
html
Provincial
 http://www.bbctraining.com
 www.rte.ie
 The Virtual Activist Training Course. Tips for
Effective Online Media
http://www.netaction.org/training/part2c.html
Is it worth it?
Publicity, publicity, publicity is the
greatest moral factor and force in our
public life”
Joseph Pulitzer (1847-1911)
Contact Details
Ciana Campbell
[email protected]
087 6815635