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welcome
Page 1Credentials Document 2014
Communicating effectively with your audience
The Young Foundation workshop
19th January, 2pm to 5pm
Introducing PR Claremont &
marketing Communications• Founded in November 2008
• Member of PRCA and Consultancy Management Standard (CMS) accredited
• Experts in public and voluntary sector campaigns
• Winners of the PR Week Specialist Agency of the year 2014
Simon FrancisExtensive experience of leading award-winning multi-disciplinary campaigns like Apprenticeship Week and Tomorrow’s Engineers Week.
Delivered social media training to a host of NGOs, government departments and charities and was media director at the WorldSkills London 2011 event.
Currently vice-chair of PRCA’s Not-for-profit Group and a trustee of the Association of Colleges.
@si_francis
Emma PrinceA PR Consultant with over five years media relations experience
Worked in-house in charity press offices including the Alzheimer’s Society and National Deaf Children’s Society
Worked in-house in the Department for Environment, Food and Rural Affairs press office
@Emma__Prince
This afternoon’s agenda14:10 – 14:25 Section one – What is effective communication?
14:25 – 14:40 section two – identifying your audience
14:50 – 15:40 section three - assembling your story
15:40 – 15:50 break
15:50 – 16:30 Section four – targeting the media
16:30 – 16:45 section five – joining the online conversation
16:45 – 17:00 Summary
What is effective commmunication?
Section one
Identifying your audience
Section two
Exercise
Online tools
• Google alerts• Twitter• LinkedIn• Topsy• Meetup• Facebook
Assembling your story
Section three
Exercise
• The news hook
• What is your story?
• Media materials
What is your story
• The launch of a new community project in x area
• New shocking statistics which back up the need for your project
• A milestone - x project has helped x number of mums with post natal depression
• A request for funding – x organisation is calling on xx to
help raise vital funds for xx project
The news hook
• A related awareness week or national day
• Political debate or policy initiative
• A major event or conference
• Anything where you can establish relevance!
Exercise
Media materials
Press releases:• What do I say?
• How do I say it?
Media materials
The Press Release - summary• Short form key info
• Who, why, what, where and when?
• Quote
• Contact details and additional info
Media materials
Additional collateral• Case studies
• Spokespeople
• Worked examples
• Statistics
• Videos, infographics, images
• Resources
Media materials
Case studies
Prepare your materials
What to remember
Find your hookKnow your story
10 minute Break
Targeting the media
Section four
Different types of media
Who to target?
Google alerts
Social media
Finding journalists
Exercise
Pitching your story
• Initial email
• Exclusivity
• Your follow-up
• Recycling your coverage
An option, yes. A must, no.
Exclusivity
Your initial email
The subject line:
Your initial email
The story in a few lines:
“This is [your name] of [organisation]. Hope you’re good. We’re about to launch a new project in [area] which aims to [who you’re helping and how] Happy to give first refusal. Drop me a note or call me on [your mobile] and I’ll forward the info. BTW: liked your [refer to a recent story]”
Your follow-up
Don’t forget to follow up!
Recycling your coverage
• Tell anyone that will be impressed!
• The importance of social media
WHAT TO REMEMBERStory in the subject line Follow-up = 24-hoursTell the world
Exercise
Joining the conversation
Section five
Joining the conversation• Twitter• LinkedIn• Online news Articles• Blogs• Meetup• Vine• Tumblr
Words Data Images
Video & audio (A little) money
Using social media to enhance stories
IN SUMMARY• Your message needs to be to the
point• Spend time researching your
audience• Create strong media tools• Identify your target media• Prepare a strong pitch• Get involved in the conversation
"If I was down to my last dollar, I'd spend it on public
relations.“Bill Gates
ANY QUESTIONSSign up to Claremail on the Claremont
website
@Claremontcomms
@Si_Francis
@Emma__Prince