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Proactive media – working with the BBC

Proactive media – working with the BBC. David Marder Head of Media Relations ONS, United Kingdom. The big mistake. What is the biggest mistake organisations make when dealing with the media? Send out a release and wonder why no one uses it It’s a highly competitive market

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Proactive media – working with the BBC

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  1. Proactive media – working with the BBC David Marder Head of Media Relations ONS, United Kingdom

  2. The big mistake • What is the biggest mistake organisations make when dealing with the media? • Send out a release and wonder why no one uses it • It’s a highly competitive market • Must build relationships with the media

  3. Proactive v. Reactive • Poor levels of public trust • People trust what they know and recognise • It’s important to us but is it interesting to them? • Two basic models of media office • Reactive • Proactive

  4. REACTIVE REACTIVE REACTIVE PROACTIVE PROACTIVE PROACTIVE ONS ONS ONS A shift in the spectrum ONS now . . . ONS in future . . .

  5. Becoming proactive • Won’t just happen because you say it will! • Needs to change • Processes • Culture • Build strong relationships with key media

  6. Five key actions • Target right media - most likely to be effective • Target specific journalists and commentators • Build personal, professional relationships and contact them at least once every two months • Thank them if they write well and don’t complain when they don’t write about you! • When they criticise you fairly, don’t complain; do something positive and tell them what you have done. If the criticism is unfair respond promptly and politely to put matters right

  7. On the ball • Social media – the new frontier • Traditional national written media • Regional and local media • Specialist media – the niche • Broadcast • 75% get news from broadcast media

  8. Why the BBC? • Massive audience reach • Diverse media channels – • TV • National radio • Online • Regional radio • International • Public service broadcast • Impartial • Duty both to inform and to educate • Audience trust • Natural partner of choice

  9. Personal Inflation Calculator

  10. Big stories – clear attribution

  11. ONS spokespeople

  12. Explaining our statistics

  13. Social Trends

  14. Social Trends

  15. Using ONS graphics

  16. Statistical literacy

  17. Where we want to be • Not ‘shouting from the rooftops’ • Not ‘whispering from the shadows’ • BUT . . . • Standing in the sunlight • confident and authoritative

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