1. WORKING WITH THE MEDIA
Media Relations for Non-Profits
Gert Ackermann
2. What is Publicity?
Public Relations (PR) =
media relations/publicity,
promotion, public affairs,
opinion making.
Publicity = earning free
coverage in print & broadcast
media.
3. The 3 Keys to Publicity
1.UNDERSTAND how the
media works
2.THINK like a journalist
3.WRITE like a journalist
8. Newspaper Pecking Order
EDITOR
DEPUTY EDITOR
ASSISTANT EDITOR/S
NEWS EDITOR/S CHIEF-SUB-EDITOR SPECIALISTS
NEW REPORTERS &
SUB-EDITORS Sport Editor
CORRESPONDENTS
Photo Editor
Business Editor
9. A Day In The Newsroom
News Sources News Journalists
News Diary
Leads & Tip-offs Conference Research Stories
Press Releases
Newswires
Stories Commissioned & Produce Copy
Print & Sub Editors News Editor
Distribution Edit & Design Review Copy
11. DEADLINES COMPETITION
INFORMATION
OVERLOAD INTEGRITY
12. What is News?
“When a dog bites a man, that is not
news, because it happens so often. But if a
man bites a dog, that is news.”
-John Bogart (1918)
13. What is News?
“News is an account of event that disrupts the
status quo or have potential to disrupt.”
- Julian Harriss, The Complete Reporter
“Information that binds people together”
- Lynnette Sheridan Burns, Understanding Journalism
“News is what you talk about over a pint”
- Allan Powell, Editor of the Sheffield Telegraph
14. What is Newsworthy?
Scale: something that affects a lot of people, like politics, new laws, natural disasters
Bad News: conflict & tragedy
Disgrace, Sex & Scandal
Surprise & Amazement: novelty & unexpected events
Topics in Vogue: recession, hospital waiting lists etc.
Breakthroughs & Progress: scientific discovery
Celebrity & Power Elites
Seasonal themes
Campaigns (local media)
15. Make You Own News
Reaction/Statement
Survey
Event/Launch
Call to Action
16. Write Like a Journalist
I keep six honest serving men
(They taught me all I know)
Their names are What, Why and When
And How and Where and Who. (How is as taken W)
-Rudyard Kipling
17. The Inverted Pyramid
Most important
who, what, when, where (why)
critical information
Less important
why, how
helpful information & quotes
new paragraph for each point
Least
important
background &
technical
info.
18. The Publicist’s Armoury
1. Media Contact List
2. Boilerplate/Media Kit
3. Press Releases
4. Advisories & Diary Notices
5. Telephone & Email Pitches
6. Photocalls
19. Your Media Contact List
Contact Directories
• Irish Media Contacts
Directory
(www.mediacontacts.ie)
• PRII Media Sourcebook
(www.prii.ie)
Online Lists/Distribution
(www.mediacontact.ie/
mediahq)
20. Segment Your List
National Dailies National Radio Sunday Newspapers Dubin Radio
Dublin Radio
National Dailies
Sunday Papers
National Radio
21. Make Your Boilerplate Sizzle
Boilerplate = text
describing your
organisation that can be
re-used for different
applications.
Who are you? What do
you do? How do you do
it? Links to further
information.
22. About The Wheel
The Wheel is a national representative and support body
for community, voluntary and charity organisations. We
are a representative organisation promoting both our
members’ and the wider sector’s interests. We also provide
a wide range of information and support services, advice
and training to individuals and organisations involved in
community and voluntary activity.
Visit www.wheel.ie.
23. The Media Kit
Backgrounder with historical information
on your organisation
Fact sheet listing specific features,
statistics, or benefits
Biographies of key executives, individuals,
etc.
Past press coverage
Photos or other images (high resolution) of
key executives, logos, products, etc.
Media contact information
26. Immediate release
BARNARDOS CALLS FOR FULL IMPLEMENTATION OF NEW CATHOLIC CHURCH CHILD PROTECTION GUIDELINES
Uniformity of Guidelines has Potential to Set Consistent and
Up-To-Date Standards Of Best Practice
Tuesday 24th February, Dublin - Barnardos, Ireland's leading children's charity, welcomed today's release of the National Board for Safeguarding Children
guidelines "Safeguarding Children: Standards and Guidance Document for the Catholic Church in Ireland".
Barnardos' CEO, Fergus Finlay said: "We welcome these guidelines, which will hopefully bring a new standard to child protection in the Catholic Church in
Ireland. The uniformity of the guidelines and the incorporation of the national policy guidelines Children First has the potential to set consistent and up-to-date
standards of best practice for the Catholic Church across the whole island of Ireland, North and South."
While welcoming the clarity of the standards set down and the auditing measures included in the guidelines, Barnardos stressed the importance of
implementation in any report establishing best practice of child protection.
Mr. Finlay elaborated: "The clear and transparent approach of these new standards and the monitoring and auditing included within the guidelines will
hopefully improve the implementation of the highest level of child protection within the Catholic Church. While guidelines are always useful, it is the on-the-
ground implementation of any such measures that really matters. We have long campaigned for Children First to be put on statutory footing, making it
mandatory to report allegations of abuse and implement full child protection measures. While guidelines can be useful, if they are not rolled out
comprehensively they make little difference to the lives of children potentially at risk of abuse."
Mr. Finlay concluded: "We look forward to seeing the full implementation of these guidelines across the Catholic Church but our primary concern remains the
same. Guidelines can have moral authority, but without the full force of law behind any national system we cannot say that we have done everything in our
power to protect our children."
ENDS
For further information please contact:
Yolanda Kennedy 7080443/ 086 3860638
www.barnardos.ie
About Barnardos
Barnardos supports children whose well-being is under threat, by working with them, their families and communities and by campaigning for the rights of
children. Barnardos was established in Ireland in 1962 and is Ireland's leading independent children's charity.
27. Immediate release
BARNARDOS CALLS FOR FULL IMPLEMENTATION OF NEW CATHOLIC CHURCH CHILD PROTECTION GUIDELINES RELEASE INFO.
Immediate release or embargo info.
Uniformity of Guidelines has Potential to Set Consistent and
Up-To-Date Standards Of Best Practice
Tuesday 24th February, Dublin - Barnardos, Ireland's leading children's charity, welcomed today's release of the National Board for Safeguarding Children
guidelines "Safeguarding Children: Standards and Guidance Document for the Catholic Church in Ireland".
Barnardos' CEO, Fergus Finlay said: "We welcome these guidelines, which will hopefully bring a new standard to child protection in the Catholic Church in
Ireland. The uniformity of the guidelines and the incorporation of the national policy guidelines Children First has the potential to set consistent and up-to-date
standards of best practice for the Catholic Church across the whole island of Ireland, North and South."
While welcoming the clarity of the standards set down and the auditing measures included in the guidelines, Barnardos stressed the importance of
implementation in any report establishing best practice of child protection.
Mr. Finlay elaborated: "The clear and transparent approach of these new standards and the monitoring and auditing included within the guidelines will
hopefully improve the implementation of the highest level of child protection within the Catholic Church. While guidelines are always useful, it is the on-the-
ground implementation of any such measures that really matters. We have long campaigned for Children First to be put on statutory footing, making it
mandatory to report allegations of abuse and implement full child protection measures. While guidelines can be useful, if they are not rolled out
comprehensively they make little difference to the lives of children potentially at risk of abuse."
Mr. Finlay concluded: "We look forward to seeing the full implementation of these guidelines across the Catholic Church but our primary concern remains the
same. Guidelines can have moral authority, but without the full force of law behind any national system we cannot say that we have done everything in our
power to protect our children."
ENDS
For further information please contact:
Yolanda Kennedy 7080443/ 086 3860638
www.barnardos.ie
About Barnardos
Barnardos supports children whose well-being is under threat, by working with them, their families and communities and by campaigning for the rights of
children. Barnardos was established in Ireland in 1962 and is Ireland's leading independent children's charity.
28. Immediate release
BARNARDOS CALLS FOR FULL IMPLEMENTATION OF NEW CATHOLIC CHURCH CHILD PROTECTION GUIDELINES
Uniformity of Guidelines has Potential to Set Consistent and
Up-To-Date Standards Of Best Practice
Tuesday 24th February, Dublin - Barnardos, Ireland's leading children's charity, welcomed today's release of the National Board for Safeguarding Children
guidelines "Safeguarding Children: Standards and Guidance Document for the Catholic Church in Ireland".
Barnardos' CEO, Fergus Finlay said: "We welcome these guidelines, which will hopefully bring a new standard to child protection in the Catholic Church in
Ireland. The uniformity of the guidelines and the incorporation of the national policy guidelines Children First has the potential to set consistent and up-to-date
standards of best practice for the Catholic Church across the whole island of Ireland, North and South."
While welcoming the clarity of the standards set down and the auditing measures included in the guidelines, Barnardos stressed the importance of
implementation in any report establishing best practice of child protection.
HEADLINE
Mr. Finlay elaborated: "The clear and transparent approach of these new standards and the monitoring and auditing included within the guidelines will
uppercase, 60-80 characters
hopefully improve the implementation of the highest level of child protection within the Catholic Church. While guidelines are always useful, it is the on-the-
ground implementation of any such measures that really matters. We have long campaigned for Children First to be put on statutory footing, making it
mandatory to report allegations of abuse and implement full child protection measures. While guidelines can be useful, if they are not rolled out
comprehensively they make little difference to the lives of children potentially at risk of abuse."
Mr. Finlay concluded: "We look forward to seeing the full implementation of these guidelines across the Catholic Church but our primary concern remains the
same. Guidelines can have moral authority, but without the full force of law behind any national system we cannot say that we have done everything in our
power to protect our children."
ENDS
For further information please contact:
Yolanda Kennedy 7080443/ 086 3860638
www.barnardos.ie
About Barnardos
Barnardos supports children whose well-being is under threat, by working with them, their families and communities and by campaigning for the rights of
children. Barnardos was established in Ireland in 1962 and is Ireland's leading independent children's charity.
29. Immediate release
BARNARDOS CALLS FOR FULL IMPLEMENTATION OF NEW CATHOLIC CHURCH CHILD PROTECTION GUIDELINES
Uniformity of Guidelines has Potential to Set Consistent and
Up-To-Date Standards Of Best Practice
Tuesday 24th February, Dublin - Barnardos, Ireland's leading children's charity, welcomed today's release of the National Board for Safeguarding Children
guidelines "Safeguarding Children: Standards and Guidance Document for the Catholic Church in Ireland".
Barnardos' CEO, Fergus Finlay said: "We welcome these guidelines, which will hopefully bring a new standard to child protection in the Catholic Church in
Ireland. The uniformity of the guidelines and the incorporation of the national policy guidelines Children First has the potential to set consistent and up-to-date
standards of best practice for the Catholic Church across the whole island of Ireland, North and South."
While welcoming the clarity of the standards set down and the auditing measures included in the guidelines, Barnardos stressed the importance of
implementation in any report establishing best practice of child protection.
Mr. Finlay elaborated: "The clear and transparent approach of these new standards and the monitoring and auditing included within the guidelines will
hopefully improve the implementation of the highest level of child protection within the Catholic Church. While guidelines are always useful, it is the on-the-
SUB-HEADLINE
ground implementation of any such measures that really matters. We have long campaigned for Children First to be put on statutory footing, making it
mandatory to report allegations of abuse and implement full child protection measures. While guidelines can be useful, if they are not rolled out
sentence case & italics
comprehensively they make little difference to the lives of children potentially at risk of abuse."
Mr. Finlay concluded: "We look forward to seeing the full implementation of these guidelines across the Catholic Church but our primary concern remains the
same. Guidelines can have moral authority, but without the full force of law behind any national system we cannot say that we have done everything in our
power to protect our children."
ENDS
For further information please contact:
Yolanda Kennedy 7080443/ 086 3860638
www.barnardos.ie
About Barnardos
Barnardos supports children whose well-being is under threat, by working with them, their families and communities and by campaigning for the rights of
children. Barnardos was established in Ireland in 1962 and is Ireland's leading independent children's charity.
30. Immediate release
BARNARDOS CALLS FOR FULL IMPLEMENTATION OF NEW CATHOLIC CHURCH CHILD PROTECTION GUIDELINES
Uniformity of Guidelines has Potential to Set Consistent and
Up-To-Date Standards Of Best Practice
Tuesday 24th February, Dublin - Barnardos, Ireland's leading children's charity, welcomed today's release of the National Board for Safeguarding Children
guidelines "Safeguarding Children: Standards and Guidance Document for the Catholic Church in Ireland".
DATE LINE
Barnardos' CEO, Fergus Finlay said: "We welcome these guidelines, which will hopefully bring a new standard to child protection in the Catholic Church in
Ireland. The uniformity of the guidelines and the incorporation of the national policy guidelines Children First has the potential to set consistent and up-to-date
date of release
standards of best practice for the Catholic Church across the whole island of Ireland, North and South."
While welcoming the clarity of the standards set down and the auditing measures included in the guidelines, Barnardos stressed the importance of
implementation in any report establishing best practice of child protection.
Mr. Finlay elaborated: "The clear and transparent approach of these new standards and the monitoring and auditing included within the guidelines will
hopefully improve the implementation of the highest level of child protection within the Catholic Church. While guidelines are always useful, it is the on-the-
ground implementation of any such measures that really matters. We have long campaigned for Children First to be put on statutory footing, making it
mandatory to report allegations of abuse and implement full child protection measures. While guidelines can be useful, if they are not rolled out
comprehensively they make little difference to the lives of children potentially at risk of abuse."
Mr. Finlay concluded: "We look forward to seeing the full implementation of these guidelines across the Catholic Church but our primary concern remains the
same. Guidelines can have moral authority, but without the full force of law behind any national system we cannot say that we have done everything in our
power to protect our children."
ENDS
For further information please contact:
Yolanda Kennedy 7080443/ 086 3860638
www.barnardos.ie
About Barnardos
Barnardos supports children whose well-being is under threat, by working with them, their families and communities and by campaigning for the rights of
children. Barnardos was established in Ireland in 1962 and is Ireland's leading independent children's charity.
31. Immediate release
BARNARDOS CALLS FOR FULL IMPLEMENTATION OF NEW CATHOLIC CHURCH CHILD PROTECTION GUIDELINES
Uniformity of Guidelines has Potential to Set Consistent and
Up-To-Date Standards Of Best Practice
Tuesday 24th February, Dublin - Barnardos, Ireland's leading children's charity, welcomed today's release of the National Board for Safeguarding Children
guidelines "Safeguarding Children: Standards and Guidance Document for the Catholic Church in Ireland".
PLACE LINE
Barnardos' CEO, Fergus Finlay said: "We welcome these guidelines, which will hopefully bring a new standard to child protection in the Catholic Church in
Ireland. The uniformity of the guidelines and the incorporation of the national policy guidelines Children First has the potential to set consistent and up-to-date
place where release is coming from
standards of best practice for the Catholic Church across the whole island of Ireland, North and South."
While welcoming the clarity of the standards set down and the auditing measures included in the guidelines, Barnardos stressed the importance of
implementation in any report establishing best practice of child protection.
Mr. Finlay elaborated: "The clear and transparent approach of these new standards and the monitoring and auditing included within the guidelines will
hopefully improve the implementation of the highest level of child protection within the Catholic Church. While guidelines are always useful, it is the on-the-
ground implementation of any such measures that really matters. We have long campaigned for Children First to be put on statutory footing, making it
mandatory to report allegations of abuse and implement full child protection measures. While guidelines can be useful, if they are not rolled out
comprehensively they make little difference to the lives of children potentially at risk of abuse."
Mr. Finlay concluded: "We look forward to seeing the full implementation of these guidelines across the Catholic Church but our primary concern remains the
same. Guidelines can have moral authority, but without the full force of law behind any national system we cannot say that we have done everything in our
power to protect our children."
ENDS
For further information please contact:
Yolanda Kennedy 7080443/ 086 3860638
www.barnardos.ie
About Barnardos
Barnardos supports children whose well-being is under threat, by working with them, their families and communities and by campaigning for the rights of
children. Barnardos was established in Ireland in 1962 and is Ireland's leading independent children's charity.
32. Immediate release
BARNARDOS CALLS FOR FULL IMPLEMENTATION OF NEW CATHOLIC CHURCH CHILD PROTECTION GUIDELINES
Uniformity of Guidelines has Potential to Set Consistent and
Up-To-Date Standards Of Best Practice
Tuesday 24th February, Dublin - Barnardos, Ireland's leading children's charity, welcomed today's release of the National Board for Safeguarding Children
guidelines "Safeguarding Children: Standards and Guidance Document for the Catholic Church in Ireland".
Barnardos' CEO, Fergus Finlay said: "We welcome these guidelines, which will hopefully bring a new standard to child protection in the Catholic Church in
Ireland. The uniformity of the guidelines and the incorporation of the national policy guidelines Children First has the potential to set consistent and up-to-date
standards of best practice for the Catholic Church across the whole island of Ireland, North and South."
While welcoming the clarity of the standards set down and the auditing measures included in the guidelines, Barnardos stressed the importance of
implementation in any report establishing best practice of child protection.
Mr. Finlay elaborated: "The clear and transparent approach of these new standards and the monitoring and auditing included within the guidelines will
hopefully improve the implementation of the highest level of child protection within the Catholic Church. While guidelines are always useful, it is the on-the-
LEAD PARAGRAPH
ground implementation of any such measures that really matters. We have long campaigned for Children First to be put on statutory footing, making it
mandatory to report allegations of abuse and implement full child protection measures. While guidelines can be useful, if they are not rolled out
who? what? where? when?
comprehensively they make little difference to the lives of children potentially at risk of abuse."
Mr. Finlay concluded: "We look forward to seeing the full implementation of these guidelines across the Catholic Church but our primary concern remains the
same. Guidelines can have moral authority, but without the full force of law behind any national system we cannot say that we have done everything in our
power to protect our children."
ENDS
For further information please contact:
Yolanda Kennedy 7080443/ 086 3860638
www.barnardos.ie
About Barnardos
Barnardos supports children whose well-being is under threat, by working with them, their families and communities and by campaigning for the rights of
children. Barnardos was established in Ireland in 1962 and is Ireland's leading independent children's charity.
33. Immediate release
BARNARDOS CALLS FOR FULL IMPLEMENTATION OF NEW CATHOLIC CHURCH CHILD PROTECTION GUIDELINES
Uniformity of Guidelines has Potential to Set Consistent and
Up-To-Date Standards Of Best Practice
Tuesday 24th February, Dublin - Barnardos, Ireland's leading children's charity, welcomed today's release of the National Board for Safeguarding Children
guidelines "Safeguarding Children: Standards and Guidance Document for the Catholic Church in Ireland".
Barnardos' CEO, Fergus Finlay said: "We welcome these guidelines, which will hopefully bring a new standard to child protection in the Catholic Church in
Ireland. The uniformity of the guidelines and the incorporation of the national policy guidelines Children First has the potential to set consistent and up-to-date
standards of best practice for the Catholic Church across the whole island of Ireland, North and South."
While welcoming the clarity of the standards set down and the auditing measures included in the guidelines, Barnardos stressed the importance of
implementation in any report establishing best practice of child protection. BODY TEXT
Why? How? Quotes & Background Info
Mr. Finlay elaborated: "The clear and transparent approach of these new standards and the monitoring and auditing included within the guidelines will
hopefully improve the implementation of the highest level of child protection within the Catholic Church. While guidelines are always useful, it is the on-the-
ground implementation of any such measures that really matters. We have long campaigned for Children First to be put on statutory footing, making it
mandatory to report allegations of abuse and implement full child protection measures. While guidelines can be useful, if they are not rolled out
comprehensively they make little difference to the lives of children potentially at risk of abuse."
Mr. Finlay concluded: "We look forward to seeing the full implementation of these guidelines across the Catholic Church but our primary concern remains the
same. Guidelines can have moral authority, but without the full force of law behind any national system we cannot say that we have done everything in our
power to protect our children."
ENDS
For further information please contact:
Yolanda Kennedy 7080443/ 086 3860638
www.barnardos.ie
About Barnardos
Barnardos supports children whose well-being is under threat, by working with them, their families and communities and by campaigning for the rights of
children. Barnardos was established in Ireland in 1962 and is Ireland's leading independent children's charity.
34. Immediate release
BARNARDOS CALLS FOR FULL IMPLEMENTATION OF NEW CATHOLIC CHURCH CHILD PROTECTION GUIDELINES
Uniformity of Guidelines has Potential to Set Consistent and
Up-To-Date Standards Of Best Practice
Tuesday 24th February, Dublin - Barnardos, Ireland's leading children's charity, welcomed today's release of the National Board for Safeguarding Children
guidelines "Safeguarding Children: Standards and Guidance Document for the Catholic Church in Ireland".
Barnardos' CEO, Fergus Finlay said: "We welcome these guidelines, which will hopefully bring a new standard to child protection in the Catholic Church in
Ireland. The uniformity of the guidelines and the incorporation of the national policy guidelines Children First has the potential to set consistent and up-to-date
standards of best practice for the Catholic Church across the whole island of Ireland, North and South."
While welcoming the clarity of the standards set down and the auditing measures included in the guidelines, Barnardos stressed the importance of
implementation in any report establishing best practice of child protection.
Mr. Finlay elaborated: "The clear and transparent approach of these new standards and the monitoring and auditing included within the guidelines will
hopefully improve the implementation of the highest level of child protection within the Catholic Church. While guidelines are always useful, it is the on-the-
ground implementation of any such measures that really matters. We have long campaigned for Children First to be put on statutory footing, making it
mandatory to report allegations of abuse and implement full child protection measures. While guidelines can be useful, if they are not rolled out
comprehensively they make little difference to the lives of children potentially at risk of abuse."
Mr. Finlay concluded: "We look forward to seeing the full implementation of these guidelines across the Catholic Church but our primary concern remains the
same. Guidelines can have moral authority, but without the full force of law behind any national system we cannot say that we have done everything in our
power to protect our children."
ENDS
END MARK
ENDS, -ENDS-, ###
For further information please contact:
Yolanda Kennedy 7080443/ 086 3860638
www.barnardos.ie
About Barnardos
Barnardos supports children whose well-being is under threat, by working with them, their families and communities and by campaigning for the rights of
children. Barnardos was established in Ireland in 1962 and is Ireland's leading independent children's charity.
35. Immediate release
BARNARDOS CALLS FOR FULL IMPLEMENTATION OF NEW CATHOLIC CHURCH CHILD PROTECTION GUIDELINES
Uniformity of Guidelines has Potential to Set Consistent and
Up-To-Date Standards Of Best Practice
Tuesday 24th February, Dublin - Barnardos, Ireland's leading children's charity, welcomed today's release of the National Board for Safeguarding Children
guidelines "Safeguarding Children: Standards and Guidance Document for the Catholic Church in Ireland".
Barnardos' CEO, Fergus Finlay said: "We welcome these guidelines, which will hopefully bring a new standard to child protection in the Catholic Church in
Ireland. The uniformity of the guidelines and the incorporation of the national policy guidelines Children First has the potential to set consistent and up-to-date
standards of best practice for the Catholic Church across the whole island of Ireland, North and South."
While welcoming the clarity of the standards set down and the auditing measures included in the guidelines, Barnardos stressed the importance of
implementation in any report establishing best practice of child protection.
Mr. Finlay elaborated: "The clear and transparent approach of these new standards and the monitoring and auditing included within the guidelines will
hopefully improve the implementation of the highest level of child protection within the Catholic Church. While guidelines are always useful, it is the on-the-
ground implementation of any such measures that really matters. We have long campaigned for Children First to be put on statutory footing, making it
mandatory to report allegations of abuse and implement full child protection measures. While guidelines can be useful, if they are not rolled out
comprehensively they make little difference to the lives of children potentially at risk of abuse."
Mr. Finlay concluded: "We look forward to seeing the full implementation of these guidelines across the Catholic Church but our primary concern remains the
same. Guidelines can have moral authority, but without the full force of law behind any national system we cannot say that we have done everything in our
power to protect our children."
ENDS
NOTE TO EDITOR
NOTE TO EDITOR
include mobile or after-hours number,
For further information please contact: interview options & technical info.
Yolanda Kennedy 7080443/ 086 3860638
www.barnardos.ie
About Barnardos
Barnardos supports children whose well-being is under threat, by working with them, their families and communities and by campaigning for the rights of
children. Barnardos was established in Ireland in 1962 and is Ireland's leading independent children's charity.
36. Immediate release
BARNARDOS CALLS FOR FULL IMPLEMENTATION OF NEW CATHOLIC CHURCH CHILD PROTECTION GUIDELINES
Uniformity of Guidelines has Potential to Set Consistent and
Up-To-Date Standards Of Best Practice
Tuesday 24th February, Dublin - Barnardos, Ireland's leading children's charity, welcomed today's release of the National Board for Safeguarding Children
guidelines "Safeguarding Children: Standards and Guidance Document for the Catholic Church in Ireland".
Barnardos' CEO, Fergus Finlay said: "We welcome these guidelines, which will hopefully bring a new standard to child protection in the Catholic Church in
Ireland. The uniformity of the guidelines and the incorporation of the national policy guidelines Children First has the potential to set consistent and up-to-date
standards of best practice for the Catholic Church across the whole island of Ireland, North and South."
While welcoming the clarity of the standards set down and the auditing measures included in the guidelines, Barnardos stressed the importance of
implementation in any report establishing best practice of child protection.
Mr. Finlay elaborated: "The clear and transparent approach of these new standards and the monitoring and auditing included within the guidelines will
hopefully improve the implementation of the highest level of child protection within the Catholic Church. While guidelines are always useful, it is the on-the-
ground implementation of any such measures that really matters. We have long campaigned for Children First to be put on statutory footing, making it
mandatory to report allegations of abuse and implement full child protection measures. While guidelines can be useful, if they are not rolled out
comprehensively they make little difference to the lives of children potentially at risk of abuse."
Mr. Finlay concluded: "We look forward to seeing the full implementation of these guidelines across the Catholic Church but our primary concern remains the
same. Guidelines can have moral authority, but without the full force of law behind any national system we cannot say that we have done everything in our
power to protect our children."
ENDS
NOTE TO EDITOR
For further information please contact:
Yolanda Kennedy 7080443/ 086 3860638
www.barnardos.ie
About Barnardos BOILERPLATE
Barnardos supports children whose well-being is under threat, by working with them, their families and communities and by campaigning for the rights of
children. Barnardos was established in Ireland in 1962 and is Ireland's leading independent children's charity.
37. The Five Deadly Sins
1. Exaggeration
2. Jargon & Acronyms
3. Cliches and Stock Phrases
(e.g.‘groundbreaking’, ‘state-
of-the-art’, ‘revolutionary’
4. Adjectives (outside quotes)
5.Generic & Boring Quotes
39. “This new service will foster a synergistic
environment where clients can leverage
technology to utilize their skills.”
40. “We are very pleased to be
involved in this great initiative.”
41. Killer Quotes
1.Be authentic:
conversational quotes are
more believable
2.Don’t be boring: never use
generic & boring quotes
3.Cut the hype: don’t stuff
your quotes with ballyhoo
4.Avoid those lazy verbs:
‘synergize’, ‘utilize’,
‘leverage’, ‘facilitate’ etc.
42. EXERCISE
Write a caption, sub-caption and lead paragraph for a
press release based on the following information:
•The Dublin Book Festival starts tomorrow
•Over 80 leading authors, poets and journalists will
participate
•It is Ireland’s largest literary event
•It will go on for five days
•Events will take place in Dublin City Hall and other city
centre venues
•The programme includes 40 readings, debates, launches,
workshops and performances
43. DUBLIN PREPARES FOR FIVE-DAY
LITERARY SPECTACLE
Over 80 Writers To Participate In Ireland’s Largest Literary Event
Dublin, 16 November – Over 80 of the country's leading authors, poets and journalists will
be descending on the capital from tomorrow to participate in the fourth Dublin Book
Festival. The five-day festival is Ireland’s largest literary gathering, featuring over 40 readings,
debates, launches, workshops and performances in Dublin City Hall and other venues.
50. Diary Notices/Media
Advisories
NEWS DIARY NOTICE:
What: Innovating For Good, the National Conference for Ireland's Not-for-Profit Sector
When: Thursday, 26 May, 9.30am-4pm
Where: Croke Park Conference Centre, Hogan Mezzanine II
Who: Phil Hogan TD, Minister for Environment, Community and Local Government to deliver his first address to the
community and voluntary sector.
Also present:
• 180 representatives from Ireland's leading charities and voluntary groups,
• Sir Stuart Etherington, Chief Executive of the National Council of Voluntary Organisations (England)
• See full list of speakers and the agenda
Announcements:
• Role of the charity sector in public service reform
• The results of the latest survey of Ireland’s not-for-profit sector
Contact: Gert Ackermann, on (01) 454 8727, 086 1769287, gert@wheel.ie
The conference is being organised by The Wheel, the national umbrella body representing 916 community, voluntary
and charitable organisations. www.wheel.ie.
- ends -
51.
52. Immediate release
GAY BYRNE CONFIRMED AS FACE OF CAMPAIGN
Minister for Communications, Energy & Natural Resources, Pat Rabbitte T.D. today announced Wednesday 24th October, 2012 as the official date of
completion of the digital TV switchover, when the analogue TV network in Ireland will be switched off.
SAORVIEW – Ireland’s new national digital TV network, launched nationally by RTẾ in May this year – will replace the analogue TV network when it is
switched off just over one year from now. Both networks will operate in parallel until then. The analogue TV network will also be turned off in Northern
Ireland on 24th October 2012, Digital UK announced today, in order to make the transition to digital as straightforward as possible for TV viewers and
broadcasters.
Minister Rabbitte said, “The availability of digital television and the switching off of the analogue TV network in a year’s time is a very positive thing for
Ireland and will offer TV viewers a number of additional benefits, such as clearer picture and sound quality, more TV channels, radio channels,
information services and high definition TV. Importantly, digital TV also uses less space in the broadcast spectrum band which means that Ireland will join
many other countries throughout Europe and the rest of the world in freeing up space for other purposes, such as the provision of mobile or broadband
services.“
Anyone who currently relies on an aerial to watch TV - approximately 250,000 households across Ireland - will need to take action before 24th October
2012 to retain access to TV services. TV viewers have a number of options available to them. They can connect to the SAORVIEW service which is a
one-off cost and, like the old TV network, has no subscription fee or recurring charges. In most cases the purchase of a set-top box will enable
connection to SAORVIEW. Details on SAORVIEW are available at www.saorview.ie or LoCall 1890 222 012.
Alternatively, TV viewers can choose to move to a pay-TV service, such as Sky, UPC or a cable or broadband service provider. Those subscribing to a
pay TV service will not be affected by the switching off of the analogue TV network. Information on pay TV service providers is available on the
Department’s website, www.goingdigital.ie.
The Department of Communications, Energy & Natural Resources is providing guidance to the public though a new website, www.goingdigital.ie, a
LoCall helpline 1890 940 980 and the distribution of 100,000 free information booklets which will be available in post offices and Citizen Information
Centres throughout the country from next week.
Minister Rabbitte said, “It is Important that we help people, particularly the 23% of people still unaware of the Digital TV Switchover, to understand what it
is, its many benefits, when it is happening and where they can go for guidance. Our campaign will focus, in particular, on ensuring that the 250,000
53. NCCER Green HVAC Module Approved to
Maintain LEED Credentials
Four additional NCCER modules have been approved by the USGBC for continuing education hours. With these new course
approvals, NCCER can now help LEED Professionals meet all of the required continuing education hours established by the GBCI.
"NCCER's attainment of continuing education hours for these courses offers credence to the role the HVAC curriculum plays in
training technicians as well as the sustainable operations and maintenance community," said Matthew Todd, HVAC subject matter
expert and LEED AP for Vancuver, Wash. based Entek Corporation.
All four modules come from NCCER's current HVAC curriculum and include: Energy Conservation Equipment, Air Quality Equipment,
Indoor Air Quality, and Alternative Heating and Cooling Equipment.
These modules are readily available individually or as a spiral-bound unit titled Green Topics for HVAC.
For more information on all green updates, visit the online catalog at www.nccer.org. For more information on the LEED credentials,
visit www.usgbc.org.
About NCCER -- NCCER is a not-for-profit 501 (c)(3) education foundation created by the construction industry to develop
standardized curriculum with portable credentials and to help address the skilled construction workforce shortage. NCCER is
recognized by the industry as the training, assessment, certification, and career development standard for the construction and
maintenance craft professional. For more information visit www.nccer.org or contact NCCER customer service at 888.622.3720.
54. Success for South Dublin County Council
Co. Dublin, Ireland — 10 Nov. 2011 — South Dublin County Council has won four awards at the prestigious Chambers
Ireland 8th Annual Excellence in Local Government Awards which were held in Dublin last night.
South Dublin County Council was selected for its ongoing efforts to promote its area as a location of choice for
people to live, work, invest and visit. The judges noted the quality of this County’s efforts across a broad range of
categories, including best library service, sustaining the arts, innovation in technology, smarter travel, sports
development and outstanding customer service.
There were seven projects from South Dublin County Council short-listed for the Chambers Ireland Awards in the
following categories:
Smarter Travel-Smarter Travel Adamstown
Best Library Service South Dublin Libraries
Joint Local Authority Initiative-Dublin Mountains Way
Outstanding Customer Service- Camac Valley Caravan Park
Sustaining the Arts- Tallaght Young Filmmakers
Innovation in Technology-SEA Monitoring System
Sports Development- South Dublin Gladiators
South Dublin County Council won four top awards for Tallaght Young Filmmakers, the Dublin Mountains Way, Smarter
Travel Adamstown and Camac Valley Caravan and Camping Park.
The Mayor Caitriona Jones said “I am thrilled to accept these awards on behalf of the elected members and staff of
South Dublin County Council. It is fantastic that South Dublin County Council has been recognised by the business
community for its innovative efforts to enhance the quality of life for all of South Dublin’s residents and businesses”
For further information please contact Communications Office at
E-Mail: communications@sdublincoco.ie
55. November 14, 2011
New Irish Online Skate Shop Launched
We are pleased to announce the launch of our new online
Skate Shop at www.skateshop.ie
Stocking all types of Skating equipment, we are the one
stop shop for all your skateboarding needs this Christmas.
Development by Ireland Web Design
57. Pitching by Phone
Know exactly who to speak to
Time your call, but assume they are
busy
Ask first if they are free to talk
Don’t call to ask if they received press
release or email!
Practice your pitch but don’t read
Give them a story not an advertisement
Everything is on the record
Be prepared for questions/rejections
58. Pitching by Email
Subject line is most important (50
characters or less)
Personalise
Don’t begin with stock phrases (“Hope
you are well?” etc)
Questions are a good way to start
Remember inverted pyramid
Use bullet points
Avoid attachments (link if you must)
End with call to action
70. ! Bernadette Simpson, Keleigh Rocket, Kiaya McGrath, Aoife Tobin and Amy Brady from Presentation Primary school
in Carrig On Suir, Co Tipperary, with a Burmese python from Dave's Jungle, Carlow, at the Waterford Institute of
Technology Science Week.Photograph: Patrick Browne
71. Summary
• What is a photocall
• How to set up a photocall
• How to run a photocall
• What works
72. The Publicist’s
Five Commandments
1. Thou shall consume media
rapaciously
2. Thou shall be a reliable, accurate
and punctual source
3. Thou shall always seek out the
news angle
4. Thou shall not spam or stalk
journalists
5. Thou shall be realistic, but
persistent
73. WORKING WITH THE MEDIA
Media Relations for Charities
gert@wheel.ie
