Generating

good PR

25 June 2013

Presented by Ms Robbie Sefton, Sefton & Associates

Contents

Section 01 : Understanding

the media

Section 02 : What makes

news?

Section 03 : Writing a media

release

Section 04: Managing

negative media situations

Section 05 : Working with

Destination NSW

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Section 01 Understanding

the media

What is good PR?

• Editorial coverage generated by public relations activity can be very powerful

• Publicity achieved through PR activity is not paid media

• It is also uncontrolled

• Can reach a large audience

• Adds third party credibility to your message

• Can be very influential - can impact awareness, attitudes and behaviour

• Through public relations we can tell the story of regional NSW

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Different types of media

• Journalists should deliver impartial, fact based news but many travel

stories reflect a journalist’s personal experience

• There are different types of media with their own specific requirements.

Print

Radio

Television

On-line / social

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Print….the power of the written word

• Needs large quantities of news

• More chance to tell complete story and fully answer questions

• Journalists often have time to research and check sources

• Interviews are sometimes over the phone – although many travel stories

involve personal visits

• A great image can tell a story

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Radio ….looking for the sound bite

• Is very immediate media - almost instant

• Can be live or pre-recorded

• Informal, personal and intimate

• Not concerned with appearances – voice and words are everything, they

create ‘visual pictures’ for the listener that takes them on a journey

• Need short, sharp statements from interviewee presented in an engaging

and stimulating manner

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Television ….visuals and more visuals

• Big coverage, can have large reach

• Often regarded as most believable

• Images are crucial

• Often reaches audiences not actively looking for travel information

• Can effectively tell a travel story by showing the ‘experience’

• Must be current – happening now!

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On-line / social ….changing all the time

• No standard news cycle – it’s 24/7 and news can be placed on-line as it is

received

• Includes elements of all other media – visuals, sound bites, images etc

• Includes journalists writing for online sites of traditional media eg SMH Online

plus bloggers writing opinion / experience based columns on their own websites

• Internet is weakening the traditional role of journalists as ‘gatekeepers’

• Social media allows the traditional ‘audience’ to become the creators of the news

• Can reach more targeted, specialised audiences

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Know the media

• Need to target media carefully for maximum impact

• Need to know which media your target audience is consuming

• Who is your audience? Who do you want to read / see / listen to this

story? Why is it relevant to them?

• Therefore, which media will your target?

• Get to know your target media – read, listen and watch – why not make

contact with them? But make sure you are prepared!

• Much more convincing if you can pitch your story to a journalist knowing

about recent stories they have run and their areas of interest.

Understand what they like and dislike!

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Know the media

• Think about all the different media outlets and social media spokespeople

that might be interested in your story - not just the major metropolitan

newspapers and popular TV programs

• Is your story right for the travel journalist – or could it be more suitable for

food & wine / health / lifestyle / parenting / business or feature sections of the

publication or media outlet?

• Check and use industry specific publications

• Use a Media Guide to help develop a media list and access journalists eg.

Margaret Gee Media Guide or TravMedia

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Section 02 What makes

news?

What makes news?

News stories contain one or more of the seven Cs:

• Catastrophe

• Crisis

• Controversy

• Change

• Crime

• Conflict

• Colour (or human interest)

• Most travel stories fit into the ‘colour’ category

• ‘Soft’ news rather than ‘hard’ news

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Your message

• You must perform a balancing act between:

The message you want to convey

Creating something that will appeal to, and resonate with, your potential

visitors

Creating something that will appeal to the media – the journalist is the

‘gatekeeper’ so need to interest him or her first

• Think about your news from the audience’s perspective – why is it

interesting? How does it affect them? How can they get involved?

• News needs to be new

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What makes news?

What’s new and different in your story? What is happening in your business that

can be adapted to create news? Sometimes you will need to think creatively to

make news.

Consider:

• Currency / ‘hot’ issues - can you link to a trend in the community or an issue

that has been attracting media attention eg local food is currently ‘hot’

• Timeliness – news must ‘new’ / needs to be recent – no good telling journalists

about something that happened six months ago

• Statistics / numbers – give credibility and weight to a story

• Celebrity – do you have a well known person who is linked to your story?

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Currency / ‘hot’ subjects

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Statistics / numbers

Some news ideas

• New buildings / activities / programs – anything that is new could be news

• People – local personalities add colour

• Special events – in your business or the local community

• Local angle – what is unique to this region / how does this make a difference?

• Milestones – 10th birthday, 10,000th customer etc

• The ‘st’ factor – first, best, biggest, tallest, latest, most etc

• Awards – staff achievement, business award or community award

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News

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New, event and ‘st’ factor

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New and

also ‘on

trend’

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Milestone

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Awards

Media visits

• Experiencing the destination or product first hand will usually produce a

better story

• Service and standards must be exemplary – some small changes to décor

and appearance can make a big difference

• Be enthusiastic and passionate

• Appreciate the value of media exposure

• Will need to host journalists / production crew at no cost

“When we do call and want information or photos, please don’t see this as a hassle. If

you can get 500,000 people reading about your business it is worth investing time in

providing good photos and information to us.” – Delicious magazine

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Media visits

• Need you to tell and show the journalist what is unique to your business

• But also need to show the media the highlights of your business – don’t

expect the journalist to work it out! Don’t be bashful but do be relaxed and

personable.

• Remember not to say anything you don’t want to see in print!

“We need points of difference…there are a million places to stay but this is different

because….” Sydney Weekender

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Media visits

• Media are more likely to travel to regional areas if there is lots happening in

the same area

• Work together with other businesses in your region and work with your RTO

and Destination NSW

“Orange is all over this as everyone in the town works together to do events and it means

the town gels!” – Sydney Weekender

• Media love going to regional NSW – need to continue to make it a great

experience

• Become involved in Destination NSW’s media hosting program

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Section 03 Crafting the

media release

What is a media release?

• Media releases are the best known public relations tool

• A release is a factual short news story that an organisation sends to the

media - one page around 400 words in length

• Aim is for the media to publish all or part of the release or encourage the

journalist to develop the story idea by visiting the premises and/or

conducting interviews

• Media releases introduce your organisation to the media and they help

communicate your brand and product ‘promise’ to your target audience

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What is a media release?

• Media releases save journalists time and work so, if they are well written, are

sometimes used word for word

• Media releases alert journalists to a story opportunity

• Help journalists get their facts right

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Media release structure

• Inverted pyramid structure

• Most important news first

• Different to usual style of communication

• Takes practice to get it right

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- Headline

- Short lead paragraph (or two)

- Other important facts or news

- Quotes and substantiating

evidence in logical order of

decreasing importance

The headline

• The headline must

Catch the journalist’s attention

Summarise the main point of interest

Use active, clear language

Be specific

• You can use a sub head to explain a catchy headline further

• It is often better to wait until last to write your headline

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Example

G&E launches TTT- winning machine to treat sleep disordered breathing in

paediatric asthma patients

OR

New machine helps young asthmatics breathe easy

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Lead paragraph – critically important

• A journalist will decide to use a media release based on who is presenting it, the

headline and the first (lead) paragraph

• Lead summarises the news aspect of the story and stresses the major theme

• It contains most (sometimes all) of the following information:

What

Where

When

Who

Why

How

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Body of the media release

• Explain the situation

• Be truthful and accurate

• Use quotes

• Provide evidence and support for statements

• Stick to the facts – do not include opinion (unless it is a quote)

• Use clear, concise language

• Not too many adjectives

• Do NOT make it read like advertising copy

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Sample good

media release

Formatting and distribution

• Include your contact details (includes after hours – ie mobile)

• Present the release on letterhead and include the date

• Always type a media release – never hand written – in an easy to read font

• Use the lead paragraph of your media release (or similar) in an email to the

journalist – need to entice them to read the media release

• Only send your release to one person per news outlet

• Can reach journalists via email and / or social media

• Will often also need to contact by phone after distributing your release

• Allow plenty of time – many travel stories are written long before

publication

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Grammar and spelling

• Correct grammar and spelling essential - may seem ‘old-fashioned’ but

essential for clarity and professionalism

• Poor spelling indicates a lack of care and casts suspicion on the accuracy of

the content

• Incorrect grammar can change the meaning of a sentence

• Correct punctuation saves lives…..

“Let’s eat Grandpa!”

or

“Let’s eat, Grandpa!”

• Edit and proof all your work

• Don’t use jargon

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The dangers of a poor media release

• Most poor media releases will simply be ignored by journalists

• But sometimes they choose to make a story of it…..

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The importance of images

• Images catch the reader’s eye and help tell the story

• Professional images are essential – use a photographer

• Develop a library of images – need a variety of shots

• Action shots, close ups of people, amazing views, products…and more

• Try to tell the story in your image

• Minimum 300 dpi – can only use high quality images

• Remember to caption the photo to give context

“Good photos are critical. Lose the assumption that any photo is good enough to print.”

– freelance journalist

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Good examples

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The result

• Hopefully a positive story about your business

• Media releases don’t guarantee a story

• Cannot control the final product

• Don’t let a lack of interest deter you from trying again with another story

• Set up a Google Alert in your business name to track media coverage

• Takes work to achieve results but the outcome will be worth it

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Section 04 Managing

negative media situations

When the media story is negative

• Media coverage of a problem or unfortunate incident can escalate a situation

• If media are contacting you about a problem, give yourself time to consider

your response - buy time

• Never speak to the media unless you are prepared

• Every situation is different – sometimes need to be reactive, other times

proactive, sometimes passive

• Need to gather the facts of the situation

• May be appropriate to distribute a statement explaining the facts or may be

appropriate to conduct an interview depending on the circumstances

• Can seek advice from Destination NSW or your local Regional Tourism

Organisation for assistance in responding to media

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Section 05 Working with

Destination NSW

How Destination NSW can help

• Send us your media release (prior to distribution) for assistance

• Send us your media release and image for inclusion in media newsletters

• Assist us to host media in your region

• We need lots of stories - provide up with up to date information and images

about your business for us to use in responding to media requests

• Keep your Regional Tourism Organisation up to date with your business

• Contact us on media@dnsw.com.au or 02 9931 1111

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