Generating positive PR

Transcription

1 Generating positive PR

2 During this session we will cover What is PR? What makes a great image How to create key messages How to host a media famil Suitable media channels for your story Storytelling and media release writing

3 What is PR? ADVERTISING IS SAYING YOU RE GOOD. PR IS GETTING SOMEONE ELSE TO SAY YOU RE GOOD. JEAN-LOUIS GASSEE

4 What it means for you EDITORIAL COVERAGE GENERATED CAN BE VERY POWERFUL MORE CREDIBLE THAT ADVERTISING REACH A LARGE AND TARGETED AUDIENCE CAN BE VERY INFLUENTIAL MUCH MORE COST EFFECTIVE TRAVEL STORIES MAINLY REFLECT A JOURNALIST S PERSONAL EXPERIENCE (WHICH SELLS THE EXPERIENCE TO YOUR CUSTOMER)

5 On the flip side PR IS UNCONTROLLED You can never ask to review the journo s story before it is printed Bad news sells papers and increases the headlines If you don t shape your content you can end up as click bait

6 The key to achieving good PR the fundamentals Have a clear story to tell, to the right media Have a clear story and message What are you selling? Work out the best way to tell your story Media releases, interviews, famils, images or footage What media channel is appropriate Who do you want to talk to and what do they read?

7 The key to achieving good PR the fundamentals Your key messages form the foundation for all PR communications (media release, interview, blog or social media posts) It tells your story and focuses on the most important facts It is consistent and rarely changes Most important primary message Messages that supports the primary message Other messages that add more weight and evidence to the primary message

8 Example Vivid Sydney (see handout!) Vivid Sydney (23 May-9 June) is an 18-day festival of light, music and ideas the largest of its kind in the Southern Hemisphere Vivid Sydney transforms the city into a colourful canvas of light, music, and ideas, and is a major celebration of the creative industries. From 6pm to midnight each night, light installations and projections illuminate the world famous Sydney Opera House, Circular Quay, The Rocks and Walsh Bay. Now in its sixth year, the event is owned and managed by Destination NSW, the NSW Government s tourism and major events agency Vivid celebrates Sydney as the creative hub of the Asia-Pacific with large scale light installations and projections; free family events; music performances and collaborations; and creative ideas, discussion and debate. Vivid Light: Free, outdoor and amazing art installations and projections transform Sydney s architecture and open spaces including harbour foreshore, Walsh Bay, Darling Harbour and Inner West Vivid Music: Music collaborations and performances to entertain and intrigue, from mainstream to avant-garde at various venues including Vivid LIVE at the Sydney Opera House Vivid Ideas: Creative ideas, public talks, industry seminars, conferences, workshops and debates (including Vivid Ideas Exchange at the Museum of Contemporary Art Australia). Named Australia s Event of the Year in 2013, last year Vivid Sydney attracted record crowds of over 800,000 people, delivered around $20 million in new money for the State, and fostered new tourism markets and opportunities. Vivid Sydney s appeal to the international visitor saw 11,000 travel packages sold, with over 7,200 from China.

9 Exercise creating your key messages Write down your primary message - the most important thing to communicate Write down the next important things to communicate that support the first message Add any other messages that support the above

10 Getting your message to media There are lots of ways to tell your story through the media (and to the media) Media release Interview Media famil Speaking at an event Photography or footage Your own content (eg Facebook) User generated content (eg customer reviews, Instagram)

11 What is a media release? Most common platform for communicating to the media Alerts journalists to a story opportunity Must have NEWS there must be a hook Can be a timesaver for journalists - sometimes used word for word Helps journalists to get their facts right Short and sharp source of information - should be no longer than one page

12 How to write a media release where to start 1. Work out the news hook (this applies to any interaction with media) FUBO is a good guide F = first U = unique B = best O = only 2. Test your news - can you back up your hook with evidence? 3. Make sure your news is related to what you are selling/promoting

13 Some news ideas New buildings / activities / programs anything that is new could be news Trends linked with hot trends attracting media attention (eg local food) Stats quirky and fun (how tall? how heavy? how many?) People local personalities/celebrity endorsement to 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 10 th birthday, 10,000 th customer etc. The st factor first, best, biggest, tallest, latest, most etc. Awards staff achievement, business award or community award

14 How to write a media release - structure Headline Short lead paragraph (or two) Other important facts or news Quotes and evidence Call to action Contact details And don t forget a picture!

15 The Headline The headline must Catch the journalists attention Summarise the main point of interest Use active, clear language Be specific You can use a sub heading to explain a catchy headline further It is often better to wait until last to write your headline

16 Lead paragraph critically important A journalist will read the headline and the first paragraph only/first if they are time poor so it needs to be snappy The first paragraph 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

17 Body of the media release The body supports the headline and lead with evidence and colour Some useful pointers and reminders: 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 (don t copy and paste your brochure)

18 Grammar and spelling Correct grammar and spelling is 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 (or ask someone else to) Don t use jargon

19 Formatting and distribution Include your contact details (including after hours i.e. mobile) Present the release on a letterhead and include the date Always type a media release in an easy to read font to media contacts as an attachment and paste into the (use bcc) Use the lead paragraph of your media release (or similar) in the to the journalist entice them to read the media release Allow plenty of time many travel stories are written long before publication

20 Writing a media release exercise Think of a news hook or angle for your product Drawing on your key messages and your news hook Create a headline Write the opening (lead) paragraph List all the other points you would include and who you might quote Write down what photography you might include or what interviews you might offer and why

21 Media Visits (Famils)

22 Media Visits (Famils) Experiencing the destination or product first hand will usually produce a better story Service and standards must be exemplary 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

23 Media Visits Media visits Show and tell journalists what is unique to your business and why they would visit over your competitors Show media the highlights of your business 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

24 Media Visits to Regional NSW Media Visits to Regional NSW Media are more likely to travel to regional areas of there is lots happening at the same time Work together with other business in your region and work with your RTO and DNSW Media love going to regional NSW the experience needs to continue to be great Become involved in DNSW media hosting program Orange is all over this as everyone in the town works together to do events and it means the town gels! Sydney Weekender

25 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 i t

26 Print the power of the written word Metro, local newspapers, magazines and newsletters News driven and needs large content of stories PRINT A great image can tell a story Journalists have more time to research and check sources Interviews are sometimes over the phone although many travel stories involve personal visits/media famils

27 Radio looking for the sound bite It is immediate media - almost instant Can be live or pre-recorded Informal, personal and intimate Most effective if you can 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

28 Television visuals and more visuals Big coverage, can have large reach Often regarded as most believable Interesting 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! Like an exclusive

29 Digital / 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

30 Get to know the media Need to target media carefully for maximum impact Need to know what 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!

31 Get to know the media cont 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. What about blogs, niche magazines, online publications? 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. AAP Media Net, Margaret Gee Media Guide or TravMedia

32 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 Shots of people doing and experiencing your product Try to tell the story and sell the experience and destination 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

33 Examples of great images

34 Building resources for media Consider what resources you need to establish being media ready A media or news section on your website» Media releases» Photography» A contact for media famil requests A media kit» Factsheet about your product» Thumbnail images to show what you have on file Keep it up to date!

35 Getting outside help with PR Other ways to get help Local PR consultants / freelancers can help create basic media materials PR agencies can support larger campaigns e.g. major product opening for a fee (check out for further details Create own media lists by researching and purchasing a subscription to AAP Media net (or Trav Media. Margaret Gees

36 How DNSW can help» Send us your media release (prior to distribution) for assistance» Send us your media release and image for potential inclusion in media newsletters» Assist us to host media in your region» Keep us up to date with information and images» Keep your Regional Tourism Organisation up to date with your business» Contact us on or

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