Becky Slack, founder and managing director, Slack Communications  Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk

1. Design and implement
a realistic PR plan
www.slackcommunications.co.uk @Becky_Slack @SlackComms

2. What do I know?
www.slackcommunications.co.uk @Becky_Slack @SlackComms

3. Agenda
• The Holy Grail
• A reminder of what makes a story
• Laying the foundations
• From zero to hero: achieving coverage
www.slackcommunications.co.uk @Becky_Slack @SlackComms

4. Achieving the Holy Grail
www.slackcommunications.co.uk @Becky_Slack @SlackComms

5. www.slackcommunications.co.uk @Becky_Slack @SlackComms
The Holy Grail:
making the front page

6. www.slackcommunications.co.uk @Becky_Slack @SlackComms
What makes this a front page story?

7. What makes a story?
www.slackcommunications.co.uk @Becky_Slack @SlackComms

8. What is a story?
What do journalists look for in stories?
www.slackcommunications.co.uk @Becky_Slack @SlackComms

9. What is a story?
Galtungand Ruge’snewsvalues
www.slackcommunications.co.uk @Becky_Slack @SlackComms

10. What is a story?
Share-ability
Galtungand Ruge’snewsvalues
www.slackcommunications.co.uk @Becky_Slack @SlackComms

11. What is a story?
The most successful stories include all or combination of:
- News values
- Human interest (real-life stories)
- Opinion (something to generate debate)
- Evidence (to give credibility to your opinion)
www.slackcommunications.co.uk @Becky_Slack @SlackComms

12. The So What? test
- Will anyone but you actually care about the story
you’re pitching?
- How does it add value to readers’ lives?
- Why do they need to know this information?
- Does it tell them something they don’t already
know?
- Why is this ‘a story’ and not ‘PR puff”?
- Will it create traffic?
www.slackcommunications.co.uk @Becky_Slack @SlackComms

13. The So What? Test – an example
www.slackcommunications.co.uk @Becky_Slack @SlackComms
- Amber Valley Angels is a charity that supports older people
in Derbyshire

14. The So What? Test – an example
www.slackcommunications.co.uk @Becky_Slack @SlackComms
- Amber Valley Angels is a charity that supports older people
in Derbyshire
- Its volunteers provide practical and emotional support to
older people across the county. This includes shopping,
helping them dress and cook, and helping them to
socialise.
- One of its volunteers is herself 97 years old

15. The So What? Test – an example
www.slackcommunications.co.uk @Becky_Slack @SlackComms
- Amber Valley Angels is a charity that supports older people
in Derbyshire
- Its volunteers provide practical and emotional support to
older people across the county. This includes shopping,
helping them dress and cook, and helping them to
socialise.
- One of its volunteers is herself 97 years old
- The charity is holding a fundraising event to raise much
needed funds

16. The So What? Test – an example
www.slackcommunications.co.uk @Becky_Slack @SlackComms
- Amber Valley Angels is a charity that supports older people
in Derbyshire
- Its volunteers provide practical and emotional support to
older people across the county. This includes shopping,
helping them dress and cook, and helping them to
socialise.
- One of its volunteers is herself 97 years old
- The charity is holding a fundraising event to raise much
needed funds
- A piece of research commissioned by the charity shows
that there are 100,000 older people living in isolation in
Derbyshire. Due to falls, depression and other associated
illnesses, this costs the tax payer £2m a year.

17. The So What? Test – an example
- Amber Valley Angels is a charity that supports older people
in Derbyshire
- Its volunteers provide practical and emotional support to
older people across the county. This includes shopping,
helping them dress and cook, and helping them to
socialise.
- One of its volunteers is herself 97 years old
- The charity is holding a fundraising event to raise much
needed funds
- A piece of research commissioned by the charity shows
that there are 100,000 older people living in isolation in
Derbyshire. Due to falls, depression and other associated
illnesses, this costs the tax payer £2m a year.
- Last week, one of the charity’s trustees was reported to the
police for sexually harassing a woman in the 1980s

18. Laying the foundations
www.slackcommunications.co.uk @Becky_Slack @SlackComms

19. The foundations
www.slackcommunications.co.uk @Becky_Slack @SlackComms
Objectives: Why do you want to secure media
coverage?

20. The foundations
www.slackcommunications.co.uk @Becky_Slack @SlackComms
Objectives: Why do you want to secure media
coverage?
- To raise your profile/money
- To demonstrate your expertise/authority
- To change behaviour
- To inspire action
- To influence the powerful

21. The foundations
www.slackcommunications.co.uk @Becky_Slack @SlackComms
Audiences: Who do you want to reach with coverage?

22. The foundations
www.slackcommunications.co.uk @Becky_Slack @SlackComms

23. The foundations
www.slackcommunications.co.uk @Becky_Slack @SlackComms

24. The foundations
www.slackcommunications.co.uk @Becky_Slack @SlackComms

25. The foundations
www.slackcommunications.co.uk @Becky_Slack @SlackComms
Demographics
Age
Gender
Marital status
Family status
Location
Job title/role
Income
Hobbies/interests
Info needs
Why are they interested in your
organisation?
What do they need to know about
your work and why?
What do you want them to do with
the info you give them?
Media
What do they
read?
How do they
read it?
When do they
read it?
Who is your audience?

26. The foundations
www.slackcommunications.co.uk @Becky_Slack @SlackComms
Key messaging: What do you want people to…
• Know
• Feel
• Do

27. The foundations
www.slackcommunications.co.uk @Becky_Slack @SlackComms
Problem + solution = impact (+ call to action)
1.What is the problem your beneficiaries are facing?
2.How do you help solve that problem?
3.What impact do your services have?

28. www.slackcommunications.co.uk @Becky_Slack @SlackComms
Amber Valley Angels key messages
The problem:
- 3,000 older people live in isolation in the
Amber Valley region.
- People who are lonely and isolated are more likely to suffer
serious accidents and experience depression.
The Solution:
- We help older people in Amber Valley live independently by
providing practical and emotional support, such as….
The impact:
- Living independently keeps people out of hospital and care
homes, saving tax payers £100,000 each year
- We create countless smiles and laughs
The call to action: donate/volunteer/work with us

29. Using key messages in content
www.slackcommunications.co.uk @Becky_Slack @SlackComms
Charity: Amber Valley Angels (support for older people)
Audience: Baby boomers with ageing parents
Key message: We can help your mum live a full and
independent life
Comms channel: Derbyshire Life magazine
Type of content: Feature focused on real-life experience
but with links to the services that are available in the area
Angle: ‘I love my mum but I’d be relieved if she passed
away’ – first person account of caring for someone with
dementia, the impact on the family and the help available

30. www.slackcommunications.co.uk @Becky_Slack @SlackComms
Innovation Unit
Innovation Unit is a social enterprise that grows new solutions
to complex social challenges. By making innovation happen we
help create a world where more people belong and contribute
to thriving societies.

31. Innovation Unit
Innovation Unit is a social enterprise that grows new solutions
to complex social challenges. By making innovation happen we
help create a world where more people belong and contribute
to thriving societies.

32. Innovation Unit
Innovation Unit is a social enterprise that grows new solutions
to complex social challenges. By making innovation happen we
help create a world where more people belong and contribute
to thriving societies.

33. The foundations
www.slackcommunications.co.uk @Becky_Slack @SlackComms
Problem + solution = impact (+ call to action)
1.What is the problem your beneficiaries are facing?
2.How do you help solve that problem?
3.What impact do your services have?

34. A criteria for action
1. Does this tell our story/communicate our
key messages?
2. Is it interesting? To whom and why?
(What about this story makes it new, unique,
different, important?)
3. What are the key components journalists will look
for to run this story and can we deliver them?
4. What impact is coverage likely to have? How will
this help us achieve our charitable goals?
5. Do we have the time and resources available to
deliver what’s needed? Is it worth the investment?
www.slackcommunications.co.uk @Becky_Slack @SlackComms

35. From zero to hero: securing coverage
www.slackcommunications.co.uk @Becky_Slack @SlackComms

36. Ways to secure coverage
1. Organic news
www.slackcommunications.co.uk @Becky_Slack @SlackComms

37. Organic news
Organic news hooks are developments that happen
during the normal course of business such as:
• The announcement of winning a new contract;
• The completion of a project celebrating what has
been achieved;
• The achievement of a milestone during a project;
• The achievement of an award for your work;
• The appointment of a new senior member of the
team or board.
www.slackcommunications.co.uk @Becky_Slack @SlackComms

38. Ways to secure coverage
1. Organic news
2. Constructed news
www.slackcommunications.co.uk @Becky_Slack @SlackComms

39. Constructed news
Constructed news is news created specifically
for media coverage.
Usually data-heavy to provide strong hook. Real-life
case studies important to.
• An impact report focused on the difference you
make as a charity
• Research into the challenges faced by your
beneficiaries
• A report featuring a specific policy ask
www.slackcommunications.co.uk @Becky_Slack @SlackComms

40. Ways to secure coverage
1. Organic news
2. Constructed news
3. Reactive news
www.slackcommunications.co.uk @Becky_Slack @SlackComms

41. Reactive news
Your response to relevant wider events
• Comment on govt announcements, such as the
Budget, new policies/laws etc (e.g. education
charity comments on launch of new phonics hubs)
• Comment on stories about beneficiary groups (e.g.
celebrity is diagnosed with dementia. Dementia
charity shares comment, data and real-life stories)
• Comment on partner news or industry news (e.g.
Bookmaker makes massive redundancies. Charity
shares comments, data and real-life stories on
impact of gambling on UK citizens)
www.slackcommunications.co.uk @Becky_Slack @SlackComms

42. Ways to secure coverage
1. Organic news
2. Constructed news
3. Reactive news
4. Op Eds
www.slackcommunications.co.uk @Becky_Slack @SlackComms

43. Op Eds (opinion pieces)
www.slackcommunications.co.uk @Becky_Slack @SlackComms
• Help build individual
/organisational brands
• Set the tone and atmosphere
of the channel
• Polarizing
• Sharable
• Cannot play it safe
• Usually pegged to wider news
environment

44. Ways to secure coverage
1. Organic news
2. Constructed news
3. Reactive news
4. Op Eds
5. Educator pieces
www.slackcommunications.co.uk @Becky_Slack @SlackComms

45. Educator pieces
www.slackcommunications.co.uk @Becky_Slack @SlackComms
- Offer readers something
practical that can be applied
to their work /daily life
- Simplify complex concepts
- Speak directly to pain points /
information needs
- Don’t give all the answers but
point individual in the
right director
- Howto…/10 ways to…/7
steps…/3 things we learnt…

46. Ways to secure coverage
1. Organic news
2. Constructed news
3. Reactive news
4. Op Eds
5. Educator pieces
6. Case studies
www.slackcommunications.co.uk @Becky_Slack @SlackComms

47. Case studies
www.slackcommunications.co.uk @Becky_Slack @SlackComms
- Great for sharing success
stories/transformation
- Usually focused on triumph
over tragedy orconflict and
resolution
- What was the challenge being
experienced?
- Howwere the challenges
overcome?
- What was the end result?
What changed?

48. Case studies
MSF / stories
www.slackcommunications.co.uk @Becky_Slack @SlackComms

49. Ways to secure coverage
1. Organic news
2. Constructed news
3. Reactive news
4. Op Eds
5. Educator pieces
6. Case studies
7. Media briefing pack
www.slackcommunications.co.uk @Becky_Slack @SlackComms

50. Media briefing
- Sent to the media for them to keep on file
- Also shared on your website
- Contains info on who you are, what you do, the
impact you achieve
- Should include info on what you can comment on
- Details of spokespeople also helpful
- Links to previous media coverage a bonus
- Don’t forget contact details
www.slackcommunications.co.uk @Becky_Slack @SlackComms

51. Ways to secure coverage
1. Organic news
2. Constructed news
3. Reactive news
4. Op Eds
5. Educator pieces
6. Case studies
7. Media briefing pack
8. Speaking engagements
www.slackcommunications.co.uk @Becky_Slack @SlackComms

52. Speaking engagements
- Journalists report on events, conferences etc
- Your representative speaks at these events (external
or internal)
- What your representative says is reported on
But…
- Must be interesting!!
- Must say something new / challenging /
controversial
- New insight helpswww.slackcommunications.co.uk @Becky_Slack @SlackComms

53. Ways to secure coverage
1. Organic news
2. Constructed news
3. Reactive news
4. Op Eds
5. Educator pieces
6. Case studies
7. Media briefing pack
8. Speaking engagements
9. Campaigns
www.slackcommunications.co.uk @Becky_Slack @SlackComms

54. Campaigns
- Specific to the cause and
organisation
- Must contribute to the goals
of the organisation
- Creative approach helps
- Requires mix of content
(data, case studies, images,
video, events etc)
- Can be expensive
www.slackcommunications.co.uk @Becky_Slack @SlackComms

55. Ways to secure coverage
1. Organic news
2. Constructed news
3. Reactive news
4. Op Eds
5. Educator pieces
6. Case studies
7. Media briefing pack
8. Speaking engagements
9. Campaigns
10.Don’t neglect your own channels
www.slackcommunications.co.uk @Becky_Slack @SlackComms

56. Don’t neglect your own channels
- SEO is important: journalists and editors
use Google
- Your blog is an indication as to what they
can expect from you (quality of writing,
tone of voice etc)
- Your blog is an opportunity to say exactly
what you think (you control the message)
- Social media is important too (journalists
pick up stories from Twitter etc)
www.slackcommunications.co.uk @Becky_Slack @SlackComms

57. Ways to secure coverage
1. Organic news
2. Constructed news
3. Reactive news
4. Op Eds
5. Educator pieces
6. Case studies
7. Media briefing pack
8. Speaking engagements
9. Campaigns
10.Don’t neglect your own channels
11.Making friends with journos
www.slackcommunications.co.uk @Becky_Slack @SlackComms

58. How to make friends with journalists
www.slackcommunications.co.uk @Becky_Slack @SlackComms
1. Send them an information pack about your org.

59. How to make friends with journalists
www.slackcommunications.co.uk @Becky_Slack @SlackComms
1. Send them an information pack about your org.
2. Send them useful, relevant and new information.

60. How to make friends with journalists
www.slackcommunications.co.uk @Becky_Slack @SlackComms
1. Send them an information pack about your org.
2. Send them useful, relevant and new information.
3. Know when NOT to pitch.

61. How to make friends with journalists
www.slackcommunications.co.uk @Becky_Slack @SlackComms
1. Send them an information pack about your org.
2. Send them useful, relevant and new information.
3. Know when NOT to pitch.
4. Be fast and reliable.

62. How to make friends with journalists
www.slackcommunications.co.uk @Becky_Slack @SlackComms
1. Send them an information pack about your org.
2. Send them useful, relevant and new information.
3. Know when NOT to pitch.
4. Be fast and reliable.
5. Make yourself available.

63. How to make friends with journalists
www.slackcommunications.co.uk @Becky_Slack @SlackComms
1. Send them an information pack about your org.
2. Send them useful, relevant and new information.
3. Know when NOT to pitch.
4. Be fast and reliable.
5. Make yourself available.
6. Hang out where they hang out.

64. How to make friends with journalists
www.slackcommunications.co.uk @Becky_Slack @SlackComms
1. Send them an information pack about your org.
2. Send them useful, relevant and new information.
3. Know when NOT to pitch.
4. Be fast and reliable.
5. Make yourself available.
6. Hang out where they hang out.
7. Invite them to meet you and your organisation.

65. How to make friends with journalists
www.slackcommunications.co.uk @Becky_Slack @SlackComms
1. Send them an information pack about your org.
2. Send them useful, relevant and new information.
3. Know when NOT to pitch.
4. Be fast and reliable.
5. Make yourself available.
6. Hang out where they hang out.
7. Invite them to meet you and your organisation.
8. Become their ears on your industry.

66. How to make friends with journalists
www.slackcommunications.co.uk @Becky_Slack @SlackComms
1. Send them an information pack about your org.
2. Send them useful, relevant and new information.
3. Know when NOT to pitch.
4. Be fast and reliable.
5. Make yourself available.
6. Hang out where they hang out.
7. Invite them to meet you and your organisation.
8. Become their ears on your industry.
9. Ask them what they want.

67. How to make friends with journalists
www.slackcommunications.co.uk @Becky_Slack @SlackComms
1. Send them an information pack about your org.
2. Send them useful, relevant and new information.
3. Know when NOT to pitch.
4. Be fast and reliable.
5. Make yourself available.
6. Hang out where they hang out.
7. Invite them to meet you and your organisation.
8. Become their ears on your industry.
9. Ask them what they want.
10. Don’t forget about social media.

68. How to make friends with journalists
www.slackcommunications.co.uk @Becky_Slack @SlackComms
1. Send them an information pack about your org.
2. Send them useful, relevant and new information.
3. Know when NOT to pitch.
4. Be fast and reliable.
5. Make yourself available.
6. Hang out where they hang out.
7. Invite them to meet you and your organisation.
8. Become their ears on your industry.
9. Ask them what they want.
10. Interact with them on social media.
11. Thank them.

69. How to make friends with journalists
www.slackcommunications.co.uk @Becky_Slack @SlackComms
1. Send them an information pack about your org.
2. Send them useful, relevant and new information.
3. Know when NOT to pitch.
4. Be fast and reliable.
5. Make yourself available.
6. Hang out where they hang out.
7. Invite them to meet you and your organisation.
8. Become their ears on your industry.
9. Ask them what they want.
10. Interact with them on social media.
11. Thank them.
12. Share the coverage as widely as possible (repeatedly)

70. Any questions?
Slack Communications
We help you tell your story
Becky Slack
managing director
07854 221 568
becky@slackcommunications.co.uk
@SlackComms
@Becky_Slack
www.slackcommunications.co.uk
www.slackcommunications.co.uk @Becky_Slack @SlackComms

71. Small Charities
Communications Conference
10 July 2019
London
#CCsmallcharity
Sponsored by

72. Visit the CharityComms website to view
slides from past events, see what events
we have coming up and to check out
what else we do:
www.charitycomms.org.uk