Arts in health improving lives
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Arts in Health: Improving Lives. PR Toolkit. Who we are: Pauline Malins, MCIPR, Director TP Communications and Trustee of AHSW Theresa Newton, Director TP Communications. Our credentials: both former journalists

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Arts in Health: Improving Lives

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Arts in health improving lives

Arts in Health: Improving Lives

PR Toolkit


Arts in health improving lives

Who we are:

  • Pauline Malins, MCIPR, Director TP Communications and Trustee of AHSW

  • Theresa Newton, Director TP Communications


Arts in health improving lives

Our credentials:

  • both former journalists

  • each with more than 15 years senior-level experience of working in the NHS and not-for-profit public relations

  • extensive knowledge of local media and key public sector stakeholder organisations

  • based in the South West


Arts in health improving lives

Writing for the media - guiding principles

  • clear

  • concise

  • relevant

  • informative

  • timely

  • Plain English


Arts in health improving lives

Your press release should follow the rules of a good news story and tell readers:

  • who

  • what

  • where

  • when

  • why

  • how


Arts in health improving lives

Media releases – what to include

  • one side of A4 (max 1.5)

  • short sentences, short paragraphs

  • eye-catching headline

  • intro (your most important paragraph)

  • key information – tell the story

  • quote from spokesperson

  • contact details


Arts in health improving lives

Headline:

  • make it snappy but relevant

    Strapline:

  • short sentence to amplify headline

    Also include:

  • date

  • embargo

  • notes for editors


Arts in health improving lives

What makes a good news story:

  • human interest

  • new, exclusive, unusual

  • topical issues (hooks)

  • events, visits, launches

  • success

  • celebrities


Arts in health improving lives

Photo opportunities:

  • a picture tells a story

  • television is all about pictures

  • be creative

  • give good notice and detailed brief

  • permissions – Data Protection Act

  • audio for broadcast media


Arts in health improving lives

Dealing with the media:

  • get to know them

  • know and respect deadlines

  • USP – sell the story

  • follow up with a press release

  • use e.mail

  • copy and paste body of release into the e.mail


Arts in health improving lives

We can only expect journalists to be fair and accurate if respond in a timely manner with relevant information. You should:

  • nominate a spokesperson who can talk with authority and confidence – preferably someone who has been media-trained

  • make sure the interviewee is well briefed

  • be sure what is the interview about, context, who else are they speaking to


Arts in health improving lives

Make sure you know:

  • who the audience is?

  • how long the interview will be?

  • is it live or pre-recorded?

  • where?

  • when?


Arts in health improving lives

  • don’t give off the cuff comments – phone the journalist back

  • be positive, not defensive

  • prepare well

  • three key messages – make sure you get them across

  • never say no comment


Arts in health improving lives

Remember:

  • there is no such thing as ‘off the record’

  • don’t let journalists put words into your mouth (‘so what you are saying….). Use your own words

  • be concise – don’t speculate

  • speak simply, avoid jargon, initials or long titles and ums and errs


Arts in health improving lives

For television:

  • often it is how you come across as much as what you say

  • look at the interviewer not the camera

  • don’t fill his/her pauses by burbling on

  • sit firmly, upright and don’t move or rock in your chair: B.B.C.

  • don’t wear anything to distracting


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