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Making the Media Work for You

Making the Media Work for You. Overview. Basics of PR and media relations Why invest time in PR Best approach Press releases Press enquiries Photography Press conferences A note of TV and radio Evaluation. Why invest time in PR. Raise the profile of your club and its people

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Making the Media Work for You

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  1. Making the Media Work for You

  2. Overview • Basics of PR and media relations • Why invest time in PR • Best approach • Press releases • Press enquiries • Photography • Press conferences • A note of TV and radio • Evaluation

  3. Why invest time in PR • Raise the profile of your club and its people • Improve moral and motivation • Boost membership and participation • Attract sponsors and maximise commercial benefits

  4. Best Approach • Appoint PRO or dedicated person to deal with media • Make contact with local media • Sports desk / correspondent • Picture desk • Deadlines • Types of stories • Invite contact to an event • Not all stories will get used

  5. Best Approach Press Releases • News worthy content • Well written • Simple headline – no puns • First paragraph is most important • Use W,W,W,W,W,H structure • Include relevant quotes • Additional info in Notes to the Editor • Include your contact details • Old news is dead news • Follow up releases

  6. Best Approach Press Enquiries • Be prompt, be honest and be efficient • All enquiries should go through PRO • Never use ‘No comment’ • Don’t bluff • Avoid ‘off the record’ responses

  7. Best Approach Photography • Good photography can help get coverage • Be creative • Check if paper can send a photographer • Always caption photos • Permissions – esp. for children

  8. Best Approach Press Conferences • Significant announcements only • Invite media in advance / Date for your Diary • Consider press deadlines • Brief speakers with key messages • Running order • Allow time for interviews

  9. Best Approach A note on TV and Radio • Deadlines are more immediate • Identify an articulate spokesperson • Be prepared – know your facts • Look at interviewer not the camera • Speak clearly – avoid jargon • Be sincere • Never lose your cool

  10. Evaluate your Success • Keep clippings from newspapers • Record TV / Radio coverage • Evaluate using ‘Equivalent Advertising Value’ method Why? • Sponsorship • Shows benefits to current sponsors • Moral and motivation

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