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PR and Press Coverage

PR and Press Coverage. “ Putting your organisation in the picture ” Adventist Marketing Conference - 2006 Presenter - Richard Sherman. Understanding local media …. In business to make a profit Advertising and editorial separate Reporters gather local stories Local newspapers understaffed

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PR and Press Coverage

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  1. PR and Press Coverage “Putting your organisation in the picture” Adventist Marketing Conference - 2006 Presenter - Richard Sherman

  2. Understanding local media … • In business to make a profit • Advertising and editorial separate • Reporters gather local stories • Local newspapers understaffed • Need good local human interest stories • Commercial content of story must be secondary not primary to get a run

  3. What is your main message? • Before you canvas for local media coverage ask yourself questions… • What Business are you in? • Why do people come to you? • What does your organisation stand for? • What is critical to your success? • What are you planning over the coming weeks, months and year of interest to the wider community?

  4. Where does your story fit? • What have you planned and what story do you have? • Is your story technical, facts and figures or of an emotional nature • Does it relate to single event, a series of changes or forced change? • Stories can contain several layers of messages • Plan a news story to reinforce long term plans

  5. News, Hard News or feature story? • Plan a series of key messages to be communicated • Some are hard news, general news and feature stories • To get a run they must be important to readers, have local content and have impact on people • Identify within your organisation

  6. News, Hard News or feature story? • Feature story

  7. Brainstorm sessionONE • In ten minutes • List 10 real local events, activities or situations from your organisation that could be publicised through local media • Identify what are general news, hard news or a feature story • Present to the group!

  8. Newspaper sections, how tocapatalise on them … • Look carefully at your local newspapers • Identify sections and how they could benefit your organisation • What’s On, Entertainment, Education, Real Estate/Sport/Dine out, Letters to the Editor, Issue of the week, Ad features , features on organisations

  9. Newspaper sections, how tocapatalise on them … • What’s On

  10. Letters to the editor … write them • Most newspapers crave letters to the Editor • Reflect interaction with the community • Generate letters and send to papers supporting/praising your organisation and events

  11. Are you a local spokesperson? • Be a spokesperson for your organisation or industry • Have journalists ring you for expert comment • Be able to give comment quickly and coherently • Always have your own agenda

  12. Photos … do you want front page? • Let a photo tell a thousand words • Look for photo opportunities to tell the story • Newspapers need smiling faces and colourful pics • Human interest pics in demand

  13. Preparing press material • What of the PRESS RELEASE! • Contact journalists and tell them the story • Follow up with email and facts • Use the Who, What, When, Where, Why and How process • Don’t write the story, just provide the lead

  14. Brainstorm sessionTWO • In 10 minutes look through local newspapers provided • Select 3 stories that catch the teams eye • On butchers paper identify the who, what, when, where, why and how of the story • Share finding with the group

  15. Build rapport with media contacts … • Find out who the local journalists are • Contact them and build a relationship • Journalists are fiercely independent • Let them know what stories you can provide and when • Encourage them to contact you when they story ideas for the newspaper

  16. Understand deadlines and how they effect what is published. • Know the news and advertising deadlines for your local newspapers • Ask your journalist when they need stories • Organise your news releases so that the journalists have enough time to prepare for the next edition • Prepare photo opportunities in advance

  17. Proactive news messages - how to create them in your organisation. • Have story ideas planned in advance • Select items for hard news, general news and features • Have event calendars prepared • Plan for photo opportunities in advance • Look for good news events on quiet weeks

  18. Be prepared for anything! • News is not always good news • Be aware of local issues and be prepared to comment on them with an organisation viewpoint • Always comment on difficult issues, don’t allow a no comment to go to press • Use your relationship with local journalists to provide comment on topical issues

  19. Questions ?

  20. Thank you …PR and Press Coverage “Putting your organisation in the picture” Adventist Marketing Conference - 2006 Presenter - Richard Sherman 0414 508 723 whatpromotions@optusnet.com.au

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