Working with the press

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International Congress and Convention Association
The ideas Factory How to increase your press
coverage Martin Lewis, CAT Publications 44th
ICCA Congress Exhibition, Monday 7 November
2005
iccaworld.com
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The Ideas FactoryThe Key to Fantastic
Media Coverage (or How
to become a PR genius by the end of the
afternoon)
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  Martin Lewis Managing Editor Meetings
Incentive Travel
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PR man John Sansom drove home to Bromley in Kent,
England, to find his driveway full of his wifes
friends cars. But the friends were just leaving
so he left his Volvo on the pavement for a
moment while he went inside the house to say
hello. At 4 am the doorbell rang. John got out of
bed and two police officers asked John if he
owned a blue Volvo and where it was.
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John was astonished to see it wasnt in the
driveway and then remembered he had left it on
the pavement. The police pointed out that he had
left the engine running, the door open and the
keys inside. It was still there. John immediately
wrote a story and sent it to his local
newspaper. What was/were the story angle(s)?
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What is it all about?
Lateral thinking
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Krafty PR?
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•  
• Begin with the basics
• Segment the market/audiences

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Editorial features or supplements
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Readers letters are a great opportunity
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The Year Ahead gives you hooks
(www.yearahead.co.uk.
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Case studies work
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Create your own news by making something
newsworthy happen!
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Manage your release of news
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• Get yourself a tame expert

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Pet hobby-horses
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Attendance at an exhibition
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Educationals for journalists
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Third party news outlets
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Humour
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The Times
The Daily Express
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Opportunities in daily newspapers
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Rules for news releases.
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Newsletters work
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Plan, Research Evaluate
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Invest in a clippings agency eg Durrants
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Negatives can have a positive impact
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Target local media
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News in brief
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News conferences and press lunches
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News releases with added impact
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Photography
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Opinion columns
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Why dont your press releases work?
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Awards schemes
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Think laterally, think tangentially, think of
associated hooks
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Choosing a PR consultancy
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   Editors like exclusives.
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We love surveys and statistics
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Sunday Times
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The eyes glaze, the head lolls, the BlackBerry
personal messenger is checked beneath the table -
but "boring" business meetings are actually
producing extraordinary levels of imagination and
energy, according to a survey of excuses, bad
habits and what participants muse about when
their minds drift off. Doodling has been
overtaken by a range of ingenious games,
including a form of bingo based on predictable
phrases in presentations. More predictably,
nearly half the men required to join a meeting
will spend part of it thinking about football,
while 20 of all participants disengage for a
while to wonder what they might have for their
next meal. Women are three times more likely than
men to ponder the dress sense of colleagues,
while men specialise in trying to imagine others
present in their underwear.
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"Some of this is classic 'mind in neutral'
material," says Martin Lewis, organiser of
National Meetings Week, which launches its fifth
annual programme on October 3. "But the ploys
show how much value can be wasted by bad or
mismanaged meetings. It's a problem we should
takes seriously now that the meeting and
conference industry is bigger than farming, with
some 530,000 jobs and an estimated 11.7bn
contribution to the national economy." The
survey, commissioned to mark the week, found that
some distracted participants admitted counting
the total of nods given to speakers' points and
dividing it by the number of times people shook
their heads. Mr Lewis said "There's actually no
reason why people should get bored if the
chairperson knows what they're doing and
understands what happens to the human body after
20 minutes of sitting down doing nothing."
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Crisis management
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Reconnaissance
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Press kits
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Good causes and charitable campaigns
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Human interest
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VIPs are Very Important Press opportunities
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The test

• The Press Conference
• The Press Release
• The Press Visit
• The Newsletter
• Building relationships with The Press
• The Photograph

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Hands up if you arenow a PR genius!
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  Martin Lewis Managing Editor Meetings
Incentive Travel
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International Congress and Convention Association
Thank you!
Presentation Title 44th ICCA Congress
Exhibition, Monday 7 November 2005
iccaworld.com