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Write the Right Stuff – News Releases that work
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  1. Write the Right Stuff – News Releases that work Peter Aitchison, Media Relations Manager

  2. Get to know the Media Relations Team • Susan Stewart, Director of Corporate Communications • Peter Aitchison, Media Relations Manager • Stuart Forsyth, Senior Media Relations Officer • Ross Barker, Media Relations Officer • Cara Macdowall, Public Relations Officer • Nick Wade, Communications Assistant

  3. What We Do • Professional expertise with Scottish, UK and international media to proactively promote the University of Glasgow in: • Print • Broadcast • Online • Social Media • Work with partner institutions and/or other bodies • Place news stories on the university web site, often including audio. Soon to include video • Provide a daily cuttings service • On call at evenings and weekends • Internal Communications

  4. Some Statistics.... • Some newspapers struggling...Herald daily sales 45,000; Scotsman 38,000; SoS 46,000; Sunday Herald 28,000 • But... Daily Record 292,000; Sunday Post 222,000 • Reporting Scotland 500,000 viewers • STV News 450,000 viewers • BBC Online several million hits a week • Good Morning Scotland 200,000 listeners • Social Media increasingly significant

  5. What we need from you • Early warning of potential stories • Information that we can craft into material for media releases • Be realistic - think of what might be external news and what is more suited to internal • Offer examples, case studies or tangible things to see, film or discuss • Be available! • Provide your details for the media experts directory for comment

  6. How can we support you? • Write and circulate news releases • Discuss and compile a media strategy • Manage media engagement • Provide bespoke media training – for print, broadcast and online media • Help correct or amend any misleading or inaccurate coverage • Update news on website • Issue news via social media

  7. Why should you bother ...? • Commitment to Public Engagement • Increases profile for you, your college and your university • Media Matters – the University of Glasgow is a world leading institution. It should be in the news • Good News is money-in-the-bank when negative stories emerge • Creates a positive buzz for potential students, academics and funders

  8. Summary • We can help with: • External media • Media Training and support • Stories for internal news • Public Engagement • You can help by: • Telling us about any stories that have potential news value • Providing your details for the media experts directory, and encouraging others to do so • Being available for media engagement

  9. Writing the Most Effective News Release • Only one in ten releases make it past the editorial desk. • Know your market and know your audience • Let’s talk about Sex baby. Start with your conclusion • No more than two pages at most – one would be better • Write as you would speak, not as you would write • Keep the paragraphs short and the quotes memorable • Less is more – too much detail leads to the waste paper bin • Avoid superlatives ... “best”, “excellent”, “first” {unless really sure} • Avoid Jargon !!!!!!! • Start with the conclusion, end with the conclusion

  10. Got the release right? Now get it to the right person • Have a clear release date at the top • Embargo or not? The pros and cons of embargo • Monday is a good day for a news story. Friday is not • If for weekly publications, know when they go to bed • Email is best form of communication • Attachments are good – but not too many • Editorial notes should include contacts – be available! • Get to know the media ... Use the media rels team

  11. What happens next.....? • The release is the easy bit – prepare for press engagement {talk to the media team!} • How to talk to the media – print, broadcast, social/new • Less is more. Stay on message • It can be fun and your job is to excite! • What happens if the press misinterpret, misquote or mislead? • Above all, remember help is always at hand in the Media Relations Office – 0141 330 3535

  12. Practical Exercise – Coffee and caffeine • Extract of the paper supplied to Royal Society of Chemistry • Work on a draft news release • Get the “news line” in the opening and closing paragraphs • Quotes are provided • Will you include editorial notes? Where the research is drawn from? Contact details? • Try and keep it to a page and a half at most!

  13. Example News Release – Wake up for coffee drinkers • Sells the story from the start • Is clear and easy to understand • The science bit is there • The quotes are short and memorable • Includes embargo details, contact details and research details • Academic is available for interview

  14. ANY QUESTIONS.....?