Public Relations Training

Corporate Affairs Training2014

Public Relations Checklist

2

How to Pitch a ReporterPitch Examples

Press ReleasesTips on Writing and Distributing a Press ReleaseNational Press Releases VS Local Press ReleasesSample Press Releases

Policies & ProceduresMedia PolicyPublicationsCrisis CommunicationsOffice Disaster Recovery PlansEmail Blasts

Instructor: John DeLibero

Table of Contents

How to Pitch a Reporter Press Releases Policies & Procedures

How to Pitch a Reporter

Tips on Pitching

A pitch letter is a wonderful and often underused tool to establish a relationship or introduction to a reporter. Just remember to keep them short, get to the point, show how your event/story can appeal to their audience and fits in the media outlet’s mission.

After you have submitted your pitch to a reporter, you should wait a few days and follow up with either a brief email or phone call to see if the reporter is interested in moving forward. If the reporter is not interested in moving forward do not be discouraged, their will plenty of opportunities to work with them in the future.

5

Sample Pitch

6

Press Releases

7

A press release is a factual news story, it's not a sales letter Give the reporter what they want, a factual, relevant, exciting story Keep it short, 350 words to 500 words Keep it simple, avoid industry specific words The first sentence of your first paragraph should be compelling,

exciting, intriguing Don't give them old news Proof read, then proof read again, check your grammar and spelling for

accuracy. Have several people also read it over a few times If you feel uncomfortable drafting the release feel free to contact me Always use the approved template

Tips on Writing and Distributing a Press Release

National Press Releases VS Local Press Releases

National Press Releases Distributed when Senior Leadership

change occurs in the Americas Distributed when a new Mean &

Method is created by Lend Lease and adopted by the industry

Distributed when a significant milestone is accomplished for an iconic project for the Americas Region

National releases should be limited National releases are expensive to

distribute

Local Press Releases Distributed when Senior Leadership

change occurs in the local office Distributed when a new Mean &

Method is created by Lend Lease and adopted in the office

Distributed when a significant milestone is accomplished on important project for the Local Office

Local Office should produce more press releases

Local releases are cost effective

9

Sample Press Releases

10

National Release Local Release

Policies & Procedures

Local Press Release FlowNational, PM&C, Development

To ensure consistency in the message presented to both local and national media, all communications including press releases, fact sheets and speeches will be required to go through a quick approvalprocess.

Typical Flow of Information:Step 1: Corporate Affairs or local office writes press release or feature.Step 2: Press release is sent to Senior Project Executive for review/approval. Step 3: Upon approval from Senior Project Executive, they will forward to client representatives to

obtain written approval.Step 4: If possible, obtain image approval to use a Rendering, Project image, Headshot, etc. – press

releases with images gain are likely to be picked up by targeted media publications.Step 5: Release is sent to the Head of Corporate Affairs final approval.Step 6: Corporate Affairs distributes press release via PR News Wire and to local targeted media publications.

The Lend Lease Client Must Approve All Releases! Client should be asked to initial all changes to a press release to document their approval to release. Total turnaround time for a press release should not exceed five working days. The project executive should request approvals from client representatives.

Prior to releasing a new win/job award, all applicable contracts/transaction documents must have been signed.

12

Press Release Guidelines

There are several requirements for press releases prepared on behalf of Lend Lease: Head of Corporate Affairs should be listed

on every release (for National, PM&C and Development).

Standard company boilerplate must be included on the bottom of every release.

In most cases, the local senior manager is the spokesperson and he/she should be quoted in the release, unless someone else has been officially approved/designated by the Senior Manager.

Also, whenever possible, photography or architectural renderings should be included with releases. For releases regarding personnel, portrait photography is highly recommended.

When obtaining photos through the Digital Photo Library, local marketing member must confirm that all client approvals have been received.

13

PM&C and Development Approvals Required

External information Approval

Project information Internal Senior Management Client written approval Mary Costello approval

Project rendering Client written approval Mary Costello approval

Press Release via Targeted Release Mary Costello approval

Press Release via PR News Wire Release Mary Costello approval

Lend Lease Website Press Release Announcement

Mary Costello approval

External speaking engagement Mary Costello approval

Other external client communication released Mary Costello approval

Lend Lease mentioned in Social Media Mary Costello approval

14

Proactive PR Activity

Educate all project leadership and staff regarding basic media relations and protocols.

Aim key stories at the regional market Develop presence in the regional area Being known as industry experts will positively

support the office’s strategic initiatives Emphasis on regional angle and presence,

however should act as one company, drawing on the strengths of the whole.

PIC/General Manager/Project Directors should be positioned as an industry expert, available for supporting quotes on technical or industry issues which may from time-to-time obtain media attention.

Cultivate relationships with regional news media organizations by: Face-to-face meeting or contact when possible. Understand how they operate, what features

they may want or require. Periodic follow-ups during key events (ground

breakings, completions)15

Reactive PR Activity

There are instances where a reporter may call seeking information about our company. All media queries must be referred to the Head of Corporate Affairs/Director of Public

Relations (National, PM&C and Development), Director of Marketing (Public Partnerships) or the senior most Lend Lease person at that location.

Head of Corporate Affairs/Director of Public Relations/Director of Marketing, Public Partnerships will assess the situation and will coach appropriate spokespeople who will respond to the media.

Head of Corporate Affairs/Director of Public Relations/Director of Marketing, Public Partnerships will coordinate with the client and their public relations staff if necessary.

Crisis Communication Plan in the event of a jobsite or company emergency should be handled by local Principal-in-Charge/Senior Project Executive and Head of Corporate Affairs/Director of Public Relations/Director of Marketing, Public Partnerships.

16

Public Relations Policy and Procedures

17

Media Policy

Publications

Crisis Communications

Office Disaster Recovery Plans

Email Blasts

Public RelationsQuiz

18

Q: Who must approve all external messaging?A: Mary Costello

Q: Is client approval necessary for PM&C press release and media opportunities?A: Yes

Q: Do you need to use Lend Lease templates for distributing a press release?A: Yes, located on workspace

Q: Who distributes Press Releases?A: Corporate Affairs distributes press release via PR News Wire and to local targeted

media publications