Transcript Public Relations Corporate Affairs Training 2015 John DeLibero, Director of Public Relations.

Public Relations
Corporate Affairs Training 2015
John DeLibero, Director of Public Relations
Public Relations
Checklist
• How to Pitch a Reporter
Pitch Examples
• Press Releases
Tips on Writing and Distributing a Press Release
National Press Releases VS Local Press Releases
Sample Press Releases
• Policies & Procedures
Media Policy
Publications
Crisis Communications
Office Disaster Recovery Plans
Email Blasts
PR
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PR
Table of Contents
• How to Pitch a Reporter
• Press Releases
• Policies & Procedures
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How to Pitch a Reporter
Tips on Pitching
PR
• A pitch letter is a wonderful and often underused tool to establish a
relationship or introduction to a reporter. Just remember to keep
them short, get to the point, show how your event/story can appeal
to their audience and fits in the media outlet’s mission.
• After you have submitted your pitch to a reporter, you should wait a
few days and follow up with either a brief email or phone call to
see if the reporter is interested in moving forward. If the reporter is
not interested in moving forward do not be discouraged, their will
plenty of opportunities to work with them in the future.
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Sample Pitch
PR
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Press Release
Tips on Writing and Distributing
a Press Release
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A press release is a factual news story, it's not a sales letter
Give the reporter what they want, a factual, relevant, exciting
story
Keep it short, 350 words to 500 words
Keep it simple, avoid industry specific words
The first sentence of your first paragraph should be compelling,
exciting, intriguing
Don't give them old news
Proof read, then proof read again, check your grammar and
spelling for accuracy. Have several people also read it over a few
times
If you feel uncomfortable drafting the release feel free to contact
me
Always use the approved template
PR
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National Press Releases VS
Local Press Releases
PR
National Press Releases
Local Press Releases
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Distributed when Senior Leadership
change occurs in the Americas
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Distributed when Senior Leadership
change occurs in the local office
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Distributed when a new Mean & Method
is created by Lendlease and adopted by
the industry
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Distributed when a new Mean & Method
is created by Lendlease and adopted in
the office
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Distributed when a significant milestone
is accomplished for an iconic project for
the Americas Region
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Distributed when a significant milestone
is accomplished on important project for
the Local Office
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National releases should be limited
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National releases are expensive to
distribute
Local Office should produce more press
releases
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Local releases are cost effective
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Sample Press Releases
PR
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Policies and
Procedures
Local Press Release Flow
National, PM&C, Development
PR
To ensure consistency in the message presented to both local and national media, all communications
including press releases, fact sheets and speeches will be required to go through a quick approval
process.
Typical Flow of Information:
Step 1:
Corporate Affairs or local office writes press release or feature.
Step 2:
Press release is sent to Senior Project Executive for review/approval.
Step 3:
Upon approval from Senior Project Executive, they will forward to client representatives to
obtain written approval.
Step 4:
If possible, obtain image approval to use a Rendering, Project image, Headshot, etc. – press releases
with images gain are likely to be picked up by targeted media publications.
Step 5:
Release is sent to the Head of Corporate Affairs final approval.
Step 6:
Corporate Affairs distributes press release via PR News Wire and to local targeted media
publications.
 The Lendlease Client Must Approve All Releases! Client should be asked to initial all changes to a press release
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to document their approval to release. Total turnaround time for a press release should not exceed five working days.
The project executive should request approvals from client representatives.
Prior to releasing a new win/job award, all applicable contracts/transaction documents must have been signed.
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PR
Press Release Guidelines
There are several requirements for press
releases prepared on behalf of Lendlease:
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Head of Corporate Affairs should be listed on
every release (for National, PM&C and
Development).
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Standard company boilerplate must be
included on the bottom of every release.
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In most cases, the local senior manager is the
spokesperson and he/she should be quoted in
the release, unless someone else has been
officially approved/designated by the Senior
Manager.
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Also, whenever possible, photography or
architectural renderings should be included
with releases. For releases regarding personnel,
portrait photography is highly recommended.
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When obtaining photos through the Digital Photo
Library, local marketing member must confirm
that all client approvals have been received.
PM&C and Development
PR
Approvals Required
External information
Approval
Project information
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Internal Senior Management
Client written approval
Mary Costello approval
Project rendering
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Client written approval
Mary Costello approval
Press Release via Targeted Release
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Mary Costello approval
Press Release via PR News Wire Release
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Mary Costello approval
Lendlease Website Press Release Announcement
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Mary Costello approval
External speaking engagement
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Mary Costello approval
Other external client communication released
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Mary Costello approval
Lendlease mentioned in Social Media
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Mary Costello approval
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PR
Proactive PR Activity
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Educate all project leadership and staff regarding basic
media relations and protocols.
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Aim key stories at the regional market
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Develop presence in the regional area
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Being known as industry experts will positively support
the office’s strategic initiatives
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Emphasis on regional angle and presence, however
should act as one company, drawing on the strengths of
the whole.
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PIC/General Manager/Project Directors should be
positioned as an industry expert, available for supporting
quotes on technical or industry issues which may from
time-to-time obtain media attention.
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Cultivate relationships with regional news media
organizations by:
• Face-to-face meeting or contact when possible.
• Understand how they operate, what features they
may want or require.
• Periodic follow-ups during key events (ground
breakings, completions)
Reactive PR Activity
PR
• There are instances where a reporter may call seeking information about our
company.
• All media queries must be referred to the Head of Corporate Affairs/Director of
Public Relations (National, PM&C and Development), Director of Marketing
(Public Partnerships) or the senior most Lendlease person at that location.
• Head of Corporate Affairs/Director of Public Relations/Director of Marketing,
Public Partnerships will assess the situation and will coach appropriate
spokespeople who will respond to the media.
• Head of Corporate Affairs/Director of Public Relations/Director of Marketing,
Public Partnerships will coordinate with the client and their public relations staff if
necessary.
• Crisis Communication Plan in the event of a jobsite or company emergency
should be handled by local Principal-in-Charge/Senior Project Executive and
Head of Corporate Affairs/Director of Public Relations/Director of Marketing,
Public Partnerships.
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Public Relations
PR
Policy and Procedure
Media Policy
Publications
Crisis
Communications
Office Disaster
Recovery Plans
Email Blasts
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Public Relations
PR
Quiz
Q: Who must approve all external messaging?
A: Mary Costello
Q: Is client approval necessary for PM&C press release and media
opportunities?
A: Yes
Q: Do you need to use Lendlease templates for distributing a press
release?
A: Yes, located on workspace
Q: Who distributes Press Releases?
A: Corporate Affairs distributes press release via PR News Wire and to local
targeted media publications
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