Transcript Headline goes here

How to develop a
media strategy
to generate good quality media coverage
SERENA TRAMONTI
[email protected]
CARMEL GANNER
[email protected]
3rd October 2014
Why do you want to
generate coverage?
Successful campaigns
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All of these are excellent examples of why traditional media is
still essential to campaigning, especially when used in
conjunction with social and digital media.
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Campaign strategy
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Media is a powerful
tool – just a tool
Combining traditional and
social media is key to generate
good quality media coverage
... And as well as deciding how
you need to use it, you also
need a story!
What does media
need?
T.R.U.T.H= A GOOD
STORY
YOUR story – your MESSAGE
• What is your organisation’s
story?
• What does your organisation
want to say?
• Who are your spokespeople?
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What makes a story?
• The story needs to be new
• For regional media, there needs
to be a local link
• The same story with a key
figure/celebrity attached will get
more coverage
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What makes a story?
-Counter intuitive
-Big
-Killer stat (illustrating growing, neglected or
topical problem)
-Impact on people’s lives
-Horror or fear
-Celebrity
-Senior figure/expert
- Innovation
- Human interest
- Political/global impact
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Now you have your story... Get media
to talk about it!
• Press releases
• Regular social media posts using a mix
of information and visuals: Facebook,
Twitter, Instagram and Blogging
• Video and radio interviews
• Open Editorials
• Letters to the editor
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PRESS RELEASE: Basic Structure
- For immediate release or embargoed until
- Heading
- First Paragraph- the ‘Who’, ‘When’, ‘What’,
‘Where’ and ‘Why’
- Second Paragraph
- Quote
- Ending Paragraph
- ENDS
- Contact Details
- Notes to Editors
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And last but not
least…a good pitch
Pitching your Press Release
• Identify key media
- Who are your media targets?...
- Who do you want to send your press
release to?
- Prepare a targets list- include names,
email, phone numbers and Twitter
accounts!
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Pitching your press release
• Timing- newspaper deadlines
• Telephone
PRINT- telephone in the morning and ask for the journalist
you
have identified
BROADCAST- contact the producer of the show you want
to be
on and have a chat with them
N.B. If you don’t manage to speak with the journalist you wanted to,
tweet them or contact them on Facebook to give them a heads up.
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Pitching your press release
• Follow up on your call by…
- Sending them your release
- Liking them/ commenting on their Facebook, sending them a
link on Twitter
• Don’t be afraid to be persistent!
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Media Relationships
• Building relationships with journalists/ media outlets
• Keep a list of friendly contacts and twitter accounts
• Follow up on articles/ interviews with acknowledgements/
thank you/ another story
• Know your outlets
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Being a good spokesperson/contact
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Be contactable during the day AT ANY TIME
Have three key messages ready
It is a conversation!
Show interest AND LISTEN
Be polite and happy to explain
Speak simply, clearly, from the heart, using everyday
language and plenty of examples from your direct experience
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Have they picked it
up?
always follow up with a
thank you or another
story!
A good
photo
AND
video
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A good photo
Light
Colours
Background
Who is in the photo
What happens in the photo
Play with heights
Play with lines
Powerful videos
• http://youtu.be/fSIpARmq2WI
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A good video
Short
Colours
Background
Clear
Sound
Emotion!
Social media
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•Interaction
•Group vs page
•Visuals are key
Do’s
• Post regularly- evenings and week-ends are
great!
•Always post videos and photos
•Try fill in the gaps posts “The reason I am
fed up with George Osborne is _____”
•Keep it snappy
•Include your friends in conversations
•Use infographics
•100 words is plenty
•Videos should be around 90 secs max
•People tend to engage for longer
09 September 2012
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Use insights for monitoring
Be careful with privacy settings
Good quality visuals
Don’t post too much
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What is Twitter?
http://www.youtube.com/watch?v=ddO9idmax0o
Broadcast
Share
connect with
strangers
search
# hashtag
dos
Write a profile bio and mention your
organisation
Search and engage fellow tweeterstweet local and national influential
Start conversations with journalists
Ask questions to your followers
When tweeting @mention people
who don’t follow you
dos
Use #hashtags for certain topics
e.g. #ivorycoast
Look out for people who are
@mentioning you
Say something original –or say it
in an original way
Look at what’s trending – can
you make it relevant to any of
your posts?
don’ts
• Only talk about one subject
• Ignore your twitter followers
• Send multiple tweets in a row
• Send out information you are
not sure is correct
How to use them with media
• Contact journalists and bloggers on
and
• Publish the press release on your website/wordpress/
tumbl’r page
• Promote your event/campaign/ stunt/ fundraiser
• Use twitter/FB to crowd source photographers for your
event- but remember to ask them for permission to use
their photos
• Use Twitter to invite other locals that you don’t know to
your event- look for them and then mention them in your
tweets- they will soon become your followers.
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How to write a tweet
1)
@Jeff What would you like for your tea?
Only people who follow you and Jeff can see
the message.
2)
What would you like for tea @Jeff
Everyone can see this message
3)
DM @Jeff What would you like for tea?
Only you and Jeff can see the message
How to write a GOOD tweet
• Make it searchable by using keywords and
hashtags.
• Ask a question
• Always include a link, video or photo
• Don’t use up all 140 characters
• When retweeting, add something original
• Combine the personal with the professional
• Use correct (and acceptable) punctuation
• Make it personable/ original
• Report on the now
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How to write a GOOD tweet
• Direct Headlines: e.g. Haiti earthquake – 250,000
dead.
• An Indirect Headline e.g Pakistan’s forgotten
emergency (link)
• A News Headline: e.g Donors and drugs
companies wasting chance to eliminate HIV @oxfamgbpress on World Aids
Day http://www.oxf.am/o5E
• The How to Headline ’How to shop vintage’
• The 10 things you didn’t know about...
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How to write a GOOD tweet
• A Question Headline: e.g. ‘Do you close the bathroom
door even when you’re the only one at home?
• The Command Headline: e.g. ‘Donate £10 to Oxfam today
and save a life’
• The Reason Why Headline. E.g. ‘13 million reasons to
donate to our east Africa appeal’ or ’10 ways to save money
and beat poverty this Christmas’ (link to top ten xmas gifts)
• Testimonial Headline, ““We are sleepwalking towards an
avoidable age of crisis”, warns Barbara Stocking of Oxfam.
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USE IT
and
BUILD YOUR
AUDIENCE
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Most useful twitter apps!
• www.hootsuite.com
• www.twitterdeck.com
• www.tweetlist.com
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Useful twitter apps
• www.muckrack.com – twitter journalist search
engine
•www.twanslate.com – twitter translator
• www.tweetcloud.com – see what subjects
people are talking about.
•www.screenr.com – instant video screencast.
Great for emergencies
•www.wefollow.com – find influential twitter
followers by tagging
•www.formulists.com- helps you creating and
monitoring lists
A word on Blogs
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Unique selling point
Short and visual
Hyperlocal
Post regularly
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Blogs, twitter, facebook
media central
interaction central
sharing central
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Media
strategy
template
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Carmel ganner
[email protected]
07825780651
Serena tramonti
[email protected]