THE HOW AND WHY OF GETTING PUBLICITY IASE

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THE HOW AND WHY OF GETTING PUBLICITY IASE

• DELIVERED BY
• CIANA CAMPBELL

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OBJECTIVES

• TO SHOW WHY PUBLICITY IS CENTRAL TO YOUR WORK
• TOP TIPS ON HOW TO GET PUBLICITY
• HOW TO DO IT ON A TIGHT BUDGET

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PLAN FOR TODAY

• THINKING LIKE A JOURNALIST
• WHAT IS YOUR MESSAGE
• HOW TO GET MESSAGE OUT
• THINK IN PICTURES
• FURTHER RESOURCES

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PR / ADVOCACY

• PR IS ABOUT REPUTATION
• ADVOCACY CHANGING POLICY

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ADVOCACY

• Advocacy is speaking up, drawing a communitys
  attention to an important issue, and directing
  decision makers toward a solution.
• Ritu R. Sharma

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PR/ADVOCACY CENTRAL

• OFTEN SEEN AS ADD-ON
• RISKS
• 30TH JULY 2005
• 13TH JUNE 2006
• ONLY ONE BITE OF THE CHERRY
• AIMS-MESSAGE-ACTION-AIMS

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WHY GET PUBLICITY
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FRAMING MESSAGE

• MAKE COMPARISONSSOCIAL MATH
• TRANSLATE INDIVIDUAL TO GENERAL
• JARGON..a social disease
• TARGET AUDIENCE.you talkin to me
• PRESENT A SOLUTIONcall for action

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APPROACHES

• BUDGET
• CRISIS
• DRIVEN BY MESSAGE
• PHILOSOPHY
• POLICY

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RESOURCES OF IASE

• PEOPLE
• NATIONWIDE NETWORK
• OFFICES
• LINKS TO ORGANISATIONS
• STORIES
• EMPLOYERS
• EMPLOYEES

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EVEN MORE RESOURCES

• FULL TIME STAFF
• PATRON
• STRATEGIC PLAN
• PLANNING SKILLS
• LANGUAGES.gaeilge, sign
• INTERNATIONAL LINKS
• FINANCE

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MEDIA

• RADIO
• TELEVISION
• PRESS
• INTERNET
• LOCAL
• NATIONAL
• INTERNATIONAL
• SPECIALIST

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WHAT DO JOURNALISTS WANT

• Stories
• Accurate facts
• Dont overload
• Key contacts.KEEP PHONE ON
• Relevance
• Novelty
• News!
• To expose injustice, lies, cover-ups

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JOURNALISTS HATE

• WORTHY BUT DULL
• NO PHONE RESPONSE
• BEING HARRASSED
• OLD NEWS
• LATE FOR DEADLINES
• INACCURATE INFORMATION
• OFF THE RECORD
• WAFFLE

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PRESS RELEASE WRITING

• 5 Ws WHO WHAT WHERE WHEN WHY
• EYE CATCHING HEADLINE
• QUOTE
• ONE PAGE
• FACTS AND FIGURES
• BRIEF INFO ON ORGANISATION
• ACCURATE CONTACT DETAILS
• PROOF READ
• ENDS

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PRESS RELEASES

• A 'hard copy' press release is a brief document
  generally one to three double-spaced type written
  pages
• E-mail press releases are usually shorter. The
  majority are 500 words of text organised into
  five, short, two to three sentence paragraphs.

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GETTING PRESS RELEASE OUT

• GET CLEARANCE
• EMAIL not attachmenthyperlinks..no logos
• CUT AND PASTE
• TAILOR TO AUDIENCE
• WEBSITE PRESS SECTION
• POST/HAND DELIVER
• PERSONAL NOTE
• FOLLOW UP.KEEP RECORD

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MEDIA CONTACT LIST

• GOLD DUST
• Store hard copy, electronic (Bcc), phone
• UP DATE REGULARLY
• COMPILE FROM..
• Contacts
• Websites
• Newspapers and magazines
• RTE guide
• Ask permission before handing out number

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PITCHING AN IDEA

• CLEAR CONCISE MESSAGE
• WHATS THE HOOK
• WHY SHOULD JOURNALIST CARE
• WHAT CAN YOU OFFER JOURNALIST

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JOURNALIST SAYS NO

• PLAN B
• STILL NO..
• BUILD RELATIONSHIP
• PLANT IDEA FOR LATER
• SHOW INTEREST IN JOURNALISTS WORK
• MOVE ON GRACEFULLY

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INTERVIEWS

• HOMEWORK
• Programme / duration / live/recorded / location
• ACCURATE FACTS
• NO No comment
• DONT BLUFF
• TV CLOTHES SENSE
• NEGATIVE QUESTIONSanticipate, prepare response
  and follow with positive

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INTERVIEWS CONTINUED

• LINKING PHRASESwe must remember
• AVOID NUMBERING YOUR POINTS
• PHONE I/V
• Write down key points
• Turn off call waiting
• Have best quality phone line
• Turn off radio
• Limit background noise

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VISUALS

• Photo opportunities should tell story
• Booking photographers / Agencies
• Conferencespoor photo ops.
• NO PHOTOPaint a picture with words

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CREATIVITY

• Be creative
• Brainstorm
• Test run on family and friends
• Consume a variety of media.
• Can you piggyback
• Create an annual hook
• Dont reinvent the wheel.what works abroad

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THINGS TO CONSIDER

• Gatekeeperspardon my jargon
• Singing from the same hymn sheet
• Who speaks for IASE
• PRO changeover .IASE policy
• Media feeds Media. Local feeds National

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RECAP

• What is key message
• Remember your audience
• Jargon blocks your message
• Media . hungry animal
• Good resourcesgreat stories
• Build relationships with journalists
• Create opportunities
• Dont wait for journalist to contact you

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REALISTIC EXPECTATIONS

• Does investment equal coverage
• Evaluation of coverage
• Be realistic about a 1 minute slot
• Too much coverageany risks
• Long term commitment
• Plan ahead.
• YOU HAVE NO RIGHT TO PUBLICITY

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FURTHER READING

• NEWS FOR A CHANGE. An Advocates Guide to Working
  with the Media by Lawrence Wallack, Katie
  Woodruff, Lori Dorfman, Iris Diaz. Sage
  Publications order_at_sagepub.com
• An Introduction to Advocacy. Training Guide by
  Ritu R. Sharma www.aed.org/ToolsandPublications/up
  load/PNABZ919.pdf
• Toward an Understanding of How News Coverage and
  Advertising Impact Consumer Perceptions,
  Attitudes and Behaviour. Bruce Jeffries-Fox
  http//www.instituteforpr.com/advertising_and_pr.p
  html

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USEFUL WEBSITESfree stuff

• Public Relations Consultants Association of
  Ireland www.prca.ie
  Prize winners section very useful.
• Institute for Public Relations USA
  www.instituteforpr.com/index.html
• Media Skills Manual. Montague Communications 2001
  http//www.montaguecomms.ie/

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More Free Stuff

• Links to press and advertising rates
• http//www.nni.ie/mechanicalinfo.htm National
• www.medialive.ie/Press/Provincial/cir_glance.html
  Provincial
• http//www.bbctraining.com
• www.rte.ie
• The Virtual Activist Training Course. Tips for
  Effective Online Media http//www.netaction.org/tr
  aining/part2c.html

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Is it worth it?

• Publicity, publicity, publicity is the greatest
  moral factor and force in our public life
• Joseph Pulitzer
  (1847-1911)

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Contact Details

• Ciana Campbell
• ciana.ennis_at_eircom.net
• 087 6815635