How to Make the Media Work for You
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- Caroline Foster
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1 How to Make the Media Work for You Using New Media PR Tactics Leila Henderson - Founder, CEO, NewsMaker, Swayve
2 Outline It s easy to be famous
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7 An easier way. How to come up with ideas for Press Releases How to give the media what they want How new online media tools make it easier to market your products/services
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9 PR Oath
10 The olden days Fax, Pray, Clip
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12 Today everyone s a journalist
13 Newspapers in decline - Newspapers in Freefall Report, Roy Morgan Research, August 2012
14 And yet Over 86% of online chatter started in a traditional news source PR Society of America
15 The power of a Press Release
16 Risks & Rewards
17 Risks Rewards - Misquoted + Credibility - Shown in bad light + Branding exercise - Wrong focus, misinterpreted - Complaints, negative feedback -Reveal plans to competitors or potential attackers -Too much attention or not enough! + Cost-effective publicity + Call to action + Attract members, supporters + Ongoing leads and web visits
18 Media Policy Who will speak for the organisation in social media? Who will speak for the organisation to media What behaviour do you expect of your members/board/staff online (and offline)? What is the process for fielding media or blogger enquiries? What is the process for issues management?
19 First steps Choose a spokesperson Define your target audience Define one idea and only one idea - you want to publicise
20 When do you put out a press release? When you solve a problem, locally or globally. When you conduct a survey. When your President or a member is speaking at a conference. When you appoint a new board. When you have an opinion. When you win or give an award. When you sponsor or win a sponsor. When you hold an event. When you publish a white paper or other research. When you launch a new website. When you hold a competition.
21 What journalists (and readers/viewers/listeners everywhere) want Angles on the news of the day Innovations Comment on trends Opinions and insights Experiences Local stories Pictures
22 Member or sponsor case studies: Let someone else tell your story What was the challenge your member faced? What was the solution (ie, your solution)? What were the outcomes, benefits?
23 Make me care
24 Wow, I didn t know that Did you know it takes 2,450 kilolitres of water to produce one hamburger? (Local Water Sensor Company) Did you know that a new Micro Movie format will soon make the DVD obsolete? (Local IT Company) Did you know that Harley Davidson worldwide has adopted the community engagement and environmental sustainability practices of their local factory here in Adelaide?
25 Press Release Template (1) HEADLINE The headline should be short and feature Subject, Verb, Object". Remove articles the, a, an use active verbs to increase punchiness (3) FIRST PARAGRAPH The first paragraph needs to provide a hook and enough information to make the user read on. The whole press release is written from an outsider s perspective no we, I or you outside quotation marks. Eg, (WHO) YOUR Organisation (WHAT) has announced a $$$$ partnership with another important organisation in (WHERE) this city (WHY) to provide an amazing benefit to customers. (4) SECOND PARAGRAPH (HOW).The major outcome in one sentence if you can mention large numbers of something or someone well known, so much the better. Eg, The Customer (a well known company) has achieved more than 120 percent more sales HOW since implementing the solution. (5) THIRD & FOURTH PARAGRAPHS Introduce your main spokesperson and include another hook such as a major industry or societal trend. Eg,
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28 When you don t have news Enter awards or hold awards Conduct a survey Run a competition Conferences, exhibitions, even board meetings Publish research, e.g., white papers Become a subject expert column, videos, blogs, speaking engagements
29 How to turn this.
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31 Creating a media list Think about what your members and influencers are reading, listening to and watching Start with your key, ideal media targets Use an Online List Builder
32 Which Media? Type Decision makers Sections, programs Print Radio TV Online Newspapers: Chiefs of staff; Reporters; Section Editors Magazines: Editor, Deputy Editor, Feature Writer/Editor Producers; Presenters; Program Managers; Researchers Producers; Presenters; Researchers; sometimes Directors Self-generated; Online specialists more focused on IT such as ITWire, ZDNet, Crikey.com, Slashdot News, Features, Opinion, Personality and Celebrity News, Issues, Special Sections; Magazines; Weekend Editions; News Services: AAP, Reuters, News; Breakfast, Midmorning; Lunch; Mid afternoon; Drive; Evening; Overnight (specialist segments) News; Current Affairs; Infotainment: Beyond Tomorrow, Dragon s Den Online versions of other media; Blogs, Specialist Portals, Forums
33 Interview prep Time, Date Reporter s name Media Outlet/Familiarise Contact Details, Contingency Plan Theme or Angle Anyone else being interviewed for the story? Your messages Background materials
34 Interview diversions Before I forget That s not my area but Our real focus is.. The real issue is I d like to point out I m most excited about
35 Best interview advice Be prepared do your research Be comfortable with silence Say what you have to say, then be quiet
36 Must-have PR Tools LinkedIN, Facebook, Twitter.
37 New ways to measure results
38 Golden Rule 1: Keep it simple Don t clutter your Press Release with too many angles and ideas. Keep it simple. Keep it relevant to your target journalist s beat.
39 Golden Rule 2: Build Trust Journalists need trust that you will deliver trust that you are the real deal, that you are good media talent, that your stories are substantiated with facts, figures and items of interest to their readers, listeners or viewers.
40 Golden Rule 3: Follow up Don t just call to ask if they received your release. Instead, tell the journo something new and exciting a development or angle not included in the release. You ll get better results and build that all-important trusted relationship with media over time.
41 Never, Never, Never 1. Send out a press release and have no one available to talk about it. 2. Lie or spin eg, disguise poor earnings by pretending the issue doesn t exist. 3. Pitch a story to two reporters at the same outlet and not let both know. 4. Criticise your competitors reporters will promptly ask for their opinion.
42 Press Releases just go on working for you Credibility in the Press You control the message Fresh online content source Visibility in Google Low-cost marketing Springboard into social media
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44 Contact Leila Henderson
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