THE HOW AND WHY OF GETTING PUBLICITY IASE DELIVERED BY CIANA CAMPBELL.
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Transcript of THE HOW AND WHY OF GETTING PUBLICITY IASE DELIVERED BY CIANA CAMPBELL.
THE HOW AND WHY OF GETTING PUBLICITY
IASEDELIVERED BY
CIANA CAMPBELL
OBJECTIVES
TO SHOW WHY PUBLICITY IS CENTRAL TO YOUR WORK
TOP TIPS ON HOW TO GET PUBLICITY
HOW TO DO IT ON A TIGHT BUDGET
PLAN FOR TODAY
THINKING LIKE A JOURNALIST
WHAT IS YOUR MESSAGE
HOW TO GET MESSAGE OUT
THINK IN PICTURES
FURTHER RESOURCES
PR / ADVOCACY
PR IS ABOUT REPUTATION
ADVOCACY – CHANGING POLICY
ADVOCACY
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
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
ACTION
AIM
FRAMING MESSAGE
MAKE COMPARISONS…SOCIAL MATH
TRANSLATE INDIVIDUAL TO GENERAL
JARGON…..a social disease
TARGET AUDIENCE….you talkin’ to me
PRESENT A SOLUTION…call for action
APPROACHES
BUDGET CRISIS
DRIVEN BY MESSAGE PHILOSOPHY POLICY
RESOURCES OF IASE
PEOPLE NATIONWIDE NETWORK OFFICES LINKS TO ORGANISATIONS STORIES EMPLOYERS EMPLOYEES
EVEN MORE RESOURCES
FULL TIME STAFF PATRON STRATEGIC PLAN PLANNING SKILLS LANGUAGES….gaeilge, sign… INTERNATIONAL LINKS FINANCE
MEDIA
RADIO TELEVISION PRESS INTERNET
LOCAL NATIONAL INTERNATIONAL SPECIALIST
WHAT DO JOURNALISTS WANT Stories Accurate facts Don’t overload Key contacts….KEEP PHONE ON Relevance Novelty News! To expose injustice, lies, cover-ups
JOURNALISTS HATE
WORTHY BUT DULL NO PHONE RESPONSE BEING HARRASSED OLD NEWS LATE FOR DEADLINES INACCURATE INFORMATION OFF THE RECORD WAFFLE
PRESS RELEASE WRITING
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
A 'hard copy' press release is a brief document generally one to three double-spaced type written pages
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 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
GOLD DUST Store hard copy, electronic (Bcc), phone
UP DATE REGULARLY COMPILE FROM..
Contacts Websites Newspapers and magazines RTE guide Ask permission before handing out number
PITCHING AN IDEA
CLEAR CONCISE MESSAGE
WHAT’S THE HOOK
WHY SHOULD JOURNALIST CARE
WHAT CAN YOU OFFER JOURNALIST
JOURNALIST SAYS NO
PLAN B STILL NO….. BUILD RELATIONSHIP PLANT IDEA FOR LATER SHOW INTEREST IN JOURNALIST’S
WORK MOVE ON GRACEFULLY
INTERVIEWS
HOMEWORK Programme / duration / live/recorded / location
ACCURATE FACTS NO ‘No comment’ DON’T BLUFF TV CLOTHES SENSE NEGATIVE QUESTIONS…anticipate,
prepare response and follow with positive
INTERVIEWS CONTINUED
LINKING PHRASES…we must remember… AVOID NUMBERING YOUR POINTS PHONE I/V
Write down key points Turn off call waiting Have best quality phone line Turn off radio Limit background noise
VISUALS
Photo opportunities should tell story…
Booking photographers / Agencies
Conferences…poor photo ops.
NO PHOTO…Paint a picture with words
CREATIVITY
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
Gatekeepers…pardon my jargon
Singing from the same hymn sheet
Who speaks for IASE…
PRO changeover …….IASE policy
Media feeds Media. Local feeds National
RECAP
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
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
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]
An Introduction to Advocacy. Training Guide by Ritu R. Sharma www.aed.org/ToolsandPublications/upload/PNABZ919.pdf
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 Public Relations Consultants Association of
Ireland www.prca.ie Prize winners section very useful.
Institute for Public Relations USA www.instituteforpr.com/index.html
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)
