Press

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Press PR
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Why is it important?

• Very effective way of publicising your event to
  the widest audience
• Opportunities for coverage on TV, radio and in
  the newspapers (print press)
• Its free!

No guarantee
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Being worthyisnt Newsworthy
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What makes a good story?

• Scandal
• Sex
• Celebrities
• Mysteries
• Drugs

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Failing that, write about

• People, especially local people
• News something different happening
• Children and animals
• People doing unusual things

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Be Creative!

• Old story
• Worcester Cathedral opens tower for Heritage
  Open Days
• New story
• Discover the inner secrets of Worcester
  Cathedral on exclusive roof and tower tour

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More than one story

• Devise more than one different story angle for
  your event
• Archdeacon of Worcester Cathedral invites city to
  tea
• Polishing begins in earnest for Cathedrals open
  day
• Secrets of Cathedrals past set to be revealed

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Writing a news release

• Keep it to one side of A4

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5 Ws H RULE
First Paragraph
Who?
Where?
What?
When?
Why?
How?
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Where
What
When
Who
How
Why
Who
For one weekend only English Heritage is not
charging admission for visitors to Goodrich
Castle. The Castle is opening for FREE on
Saturday 10th and Sunday 11th September as part
of the national Heritage Open Days event.
How
Where
What
When
Why
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Expand on some of the details
Second Paragraph
For local people who have never explored the
majestic splendour of the Castle which has
towered over the River Wye for over 900 years,
this is a rare opportunity to enjoy a day out at
this fortified baronial palace free of charge.
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Include quote from key person
Third Paragraph
Suzanne Carter, Outreach Officer for English
Heritage said last year we were really pleased
that so many local people came to the Castle
during Heritage Open Days. We hope that we will
see even more new faces this year.
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Include times, dates and public contact details
Fourth Paragraph
Goodrich Castle is situated 5 miles south of
Ross-on-Wye, off the A40. (HR9 6HY) The Castle
will be open from 9am to 5pm on Saturday 10th and
Sunday 11th September. No booking necessary. For
further information call 01600 890538. Heritage
Open Days is a national initiative run by English
Heritage and the Civic Trust, celebrating
England's fantastic architectural, industrial and
cultural heritage. It is a great chance for
people of all backgrounds and ages to explore
their local history and heritage and enjoy a wide
range of tours, events and activities. Visit
www.heritageopendays.org to see what else is
going on. ENDS Contact for further press
information Suzanne Carter on 0121 625 6870
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Group Activity

• Hypothetical HODs scenarios
• Find new exciting story angle
• Write first two paragraphs of press release
• 5 minutes
• Feedback to all

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Approach the media I

• Local TV, radio, press
• Know your media and look up contacts (similar
  articles/features)
• Write / email
• Send photos

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Send Photos

• Do you have access to a digital camera?

• Know your target media
• Look at the sort of photographs they publish and
  take something similar
• X Have a lot of people stood around posing
• v Include some action or something unusual
  (Colourful costumes, owner/manager of property
  throwing open gates, people with feather
  dusters.
• Focus on the people!)

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• If not, invite press photographer along
• Have a clear idea of what photograph they can
  take and when
• Phone the newspaper and speak to the photodesk
  direct

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Approach the media II

• Follow up with a phone call have details ready
  in writing
• Be enthusiastic!
• Tell them that you have a great story or
  fantastic photo opportunity
• Emphasise community aspect of Heritage Open Days
• Make yourself available to them
• Can you arrange for a journalist to have an
  advance tour/visit?

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Timing

• Always work as early as possible
• e.g. plan stories to go out once a week for four
  weeks
• Listing information required three weeks ahead of
  event
• Try to get a story in the week of the event
• Save strongest story until last