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A presentation made by Karen Devine of WhiteLight Consulting to the Louth Enterprise Week 2014 on the subject of "Communications Tools for SMEs" with a special emphasis on media relations.
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MEDIA COVERAGE FOR SMEs:
•We all have a story in us or our business … find yours
•Will media coverage benefit your business?
•Understanding the media and media landscape.
•Press releases …how to!
•Tips for being seen by the media.
•Contributing expertise
•Recap … Slides available by visiting www.wlc.ie where you’ll find them in an article about
today’s event.
TOPICS FOR TODAY
• What is your story?
• Who do you want to hear it? Who wants to
hear it?
• Why would they be interested?
• What makes you, your company, your
product different?
• How are you going to explain it?
• What will they hear and take away from it?
Tell a story that others will want to re-tell!
FINDING YOUR STORY
Tom Keogh, Keogh’s Crisps
Anne Reilly, Paycheck Plus
Before we get started …
•Would your business benefit from media coverage?
•Would the benefit exceed the effort you need to
apply?
The answer is not going to be
“Yes” for every one of you …
and that’s okay too!
DOES YOUR BUSINESS NEED MEDIA COVERAGE?
IRISH MEDIA LANDSCAPE
1. BBC TV & Radio www.bbc.co.uk/northernireland2. UTV TV & Radio www.u.tv 3. INDEPENDENT Downtown Radio
Q101.2FM (Omagh)Q102 (Derry)Cool FM (Newtownards)
Belfast CityBeat4. ACROSS BRITAIN Classic FM
TalkSportVirgin Radio
5. Broadsheet, tabloid and local papers
NORTHERN IRISH MEDIA LANDSCAPE
LOCAL MEDIA
BUSINESS MEDIA
TRADE & SPECIALIST MEDIA
IRISH TV LOCAL TV FOR IRELAND
SPEAK IRISH?
Irish language stations and programmes seek
Irish speakers with specialist expertise or
interesting stories to tell.
RESEARCH
If you don’t know where to be seen, find out!
•Internet resources such as • www.MediaStreet.ie • www.News4Media.ie
•Ask existing customers
•Check out your competitors
UNDERSTANDING THE MEDIA RELATIONSHIP
1.“The Media” are actually people.
2.They are in the business of gathering and sharing “News” for analysis / education / entertainment and to make money.
3.They are looking for a commodity – information, insight, an engaging story or a new angle on an existing topic.
4.They are often time poor … deadlines, understaffed etc.
5.You have a story or knowledge … they have access to the audience you are looking to reach.
Now, how do you work together?
What is a press
release and
when would
you use it?
PRESS RELEASES
TIP: Don’t forget to
plan
SUPPORTING INFORMATION
•Headline – a strong headline is vital to catch attention
•Contact Information – Name, title, mobile and email
•Photos
• Ideally People not Product
• Caption your photos – tell us who is in the photo
and what they are doing.
• Editors Notes – any background information or
statistics that helps the journalist explain the topic
to the reader.
PRESS RELEASES
WRITING A PRESS RELEASE
•Think like a journalist … if you were writing this for your
newspaper, what would your readers be interested in?
•Keep it brief. 150-250 words. Add supporting information
“Editors Notes” at the bottom of your press release.
•Add quotes to give your press release a human touch.
•8-10 word sentences are ideal.
•Front load the important information in the opening
paragraph.
PRESS RELEASES
ASK YOURSELF:
•What … is happening?
•Who … is involved?
•Where … is it taking place?
•When?
•Why?
And finally ask yourself
“How … is this relevant to the audience?”
PRESS RELEASES
FORMATTING YOUR PRESS RELEASE:
•Type “Media Release” / “Press Release” in large text (30+
font).
•Embargo (if applicable) date/time in bold 24+ font.
•Headline in 16point font (also in your email subject line).
•Sub-heading in 14 font italics.
•Text in 12 font. Short paragraphs and 1.5 line spacing.
•Use quotations. Put in “…” and italics.
•Release Date, Contact Details and Editors Notes.
•Attach captioned photos and/or relevant logos.
PRESS RELEASES
SUBMITTING YOUR PRESS
RELEASE
•Know the name of the person you are
addressing it to and use their name.
•Put an interesting (factual) subject line.
•Embed the text in your email – not an
attachment.
•Submit it early in the news cycle
•If there is an Embargo, make it clear.
•Leave the door open to follow up.
PRESS RELEASES
NATIONAL NEWS CYCLE:
•National Media 10.30-11.00am on weekdays
•Sunday and Monday are good days to release
•Avoid releasing on Saturdays.
LOCAL NEWS CYCLE:
•Establish local media deadlines. For local papers
submit the day after the last paper has gone to print
so you are in early for next week (unless it’s a big
breaking story!).
PRESS RELEASES
Follow Through:
•Don’t assume because you’ve sent it
that it will get attention.
•Ring. Ask to speak to the journalist
you sent it to.
•Open up a conversation (but
remember they are time-poor so get
to the point) and talk to them about
your story.
PRESS RELEASES
BEING SEEN BY THE MEDIA
Social Media:•Social media can increase your visibility to media editors, researchers and presenters. (Twitter/LinkedIn)•Make intelligent comments on Twitter on subjects where you have expertise. •Use # so that your comments are visible in the newsstream of others. •Follow media personalities and reporters and use their @name in tweets if you are replying directly to points they have made. •Tweet links to your work.
BEING SEEN BY THE MEDIA - TWITTER
Twitter Profile:•Use your Twitter profile wisely. •Assert your expertise and give a flavour of your personality. •Intelligent comment and engagement on issues.
BEING SEEN BY THE MEDIA - LINKEDIN
LinkedIn•Use the headline to give the researcher confidence.•Again, give a flavour of your personality. •Use the summary and experience sections to show expertise.
Become recognised for your expertise …
Journalists and researchers are:
•Time-poor•Problem-solvers•Quick learners•Always Looking for experts•Thin on the ground•And … creatures of habit!
BECOME A CONTRIBUTOR
Researchers are looking for contributors to:
1.Add to the pool of knowledge.
2.Be confident and authoritative.
3.Provide a fresh approach to an existing
story.
4.Give context to a story that will improve
listeners understanding.
5.Tell a story … bring the topic alive!
WHAT RESEARCHERS WANT
If you have an insight into a current news story then don’t be shy!
Make contact with them … the worse they can say is “No” and they might say “Yes”
Closing Thoughts:•We all have a story in us or our business … find yours.
•Assess whether media coverage will actually benefit your business.
•Research and understand the right media outlets for you.
•Refer to the practical tips for writing and submitting press releases.
•Make yourself known to the media and don’t be shy if you have
expertise.
•And if an opportunity comes your way …
Karen Devine ▪ WhiteLight Consulting
Corporate Event & Communications Consultant
LinkedIn: ie.linkedin.com/in/kareneleanordevine/
Today’s slides are available by visiting www.wlc.ie.
You’ll find them in the article on the homepage
“Communication Tools for SMEs” event.