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THE HOW AND WHY OF GETTING PUBLICITY IASE

THE HOW AND WHY OF GETTING PUBLICITY IASE. DELIVERED 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

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THE HOW AND WHY OF GETTING PUBLICITY IASE

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  1. THE HOW AND WHY OF GETTING PUBLICITY IASE DELIVERED BY CIANA CAMPBELL

  2. 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

  3. PLAN FOR TODAY • THINKING LIKE A JOURNALIST • WHAT IS YOUR MESSAGE • HOW TO GET MESSAGE OUT • THINK IN PICTURES • FURTHER RESOURCES

  4. PR / ADVOCACY • PR IS ABOUT REPUTATION • ADVOCACY – CHANGING POLICY

  5. ADVOCACY • Advocacy is speaking up, drawing a community’s attention to an important issue, and directing decision makers toward a solution. Ritu R. Sharma

  6. 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

  7. WHY GET PUBLICITY

  8. 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

  9. APPROACHES • BUDGET • CRISIS • DRIVEN BY MESSAGE • PHILOSOPHY • POLICY

  10. RESOURCES OF IASE • PEOPLE • NATIONWIDE NETWORK • OFFICES • LINKS TO ORGANISATIONS • STORIES • EMPLOYERS • EMPLOYEES

  11. EVEN MORE RESOURCES • FULL TIME STAFF • PATRON • STRATEGIC PLAN • PLANNING SKILLS • LANGUAGES….gaeilge, sign… • INTERNATIONAL LINKS • FINANCE

  12. MEDIA • RADIO • TELEVISION • PRESS • INTERNET • LOCAL • NATIONAL • INTERNATIONAL • SPECIALIST

  13. WHAT DO JOURNALISTS WANT • Stories • Accurate facts • Don’t overload • Key contacts….KEEP PHONE ON • Relevance • Novelty • News! • To expose injustice, lies, cover-ups

  14. JOURNALISTS HATE • WORTHY BUT DULL • NO PHONE RESPONSE • BEING HARRASSED • OLD NEWS • LATE FOR DEADLINES • INACCURATE INFORMATION • OFF THE RECORD • WAFFLE

  15. 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

  16. 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.

  17. 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

  18. 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

  19. PITCHING AN IDEA • CLEAR CONCISE MESSAGE • WHAT’S THE HOOK • WHY SHOULD JOURNALIST CARE • WHAT CAN YOU OFFER JOURNALIST

  20. JOURNALIST SAYS NO • PLAN B • STILL NO….. • BUILD RELATIONSHIP • PLANT IDEA FOR LATER • SHOW INTEREST IN JOURNALIST’S WORK • MOVE ON GRACEFULLY

  21. 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

  22. 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

  23. VISUALS • Photo opportunities should tell story… • Booking photographers / Agencies • Conferences…poor photo ops. • NO PHOTO…Paint a picture with words

  24. 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

  25. 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

  26. 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

  27. 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

  28. 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 order@sagepub.com • 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

  29. 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/

  30. 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

  31. Is it worth it? Publicity, publicity, publicity is the greatest moral factor and force in our public life” Joseph Pulitzer (1847-1911)

  32. Contact Details Ciana Campbell ciana.ennis@eircom.net 087 6815635

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