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Demystifying media
Securing coverage for your cause
Forster Communications 112 July, 2018
THE BUILDING BLOCKS:
PROACTIVE PLANNING
12 July, 2018 Forster Communications 2
12 July, 2018 Forster Communications 3
Where to start
• Prioritise: do fewer things better
• News agenda and forward plann...
12 July, 2018 Forster Communications 4
Maximising your content
Content that isn’t necessarily
created for media can be gre...
12 July, 2018 Forster Communications 5
Wide range of channels – not just nationals
News, opinion, interviews, case studies...
MEDIA RELATIONS &
SELLING IN
12 July, 2018 Forster Communications 6
12 July, 2018 Forster Communications 7
Journalists – the basics
12 July, 2018 Forster Communications 8
Journalists – the basics
• Build trust through being helpful, responsive, and deliv...
12 July, 2018 Forster Communications 9
News releases – Do
• Close as possible to article
• 5 to 8 paragraphs
• Bullet poin...
12 July, 2018 Forster Communications 10
News releases – Don’t
• Advert not story
• Jargon
• Boring quotes
• Unclear
• Too ...
12 July, 2018 Forster Communications 11
Tenacity and hunger is key to media relations
NEWSJACKING
12 July, 2018 Forster Communications 12
12 July, 2018 Forster Communications 13
Newsjacking
12 July, 2018 Forster Communications 14
Newsjacking
• Hijacking an issue to get your message across
• Reactive media marri...
12 July, 2018 Forster Communications 15
Preparation, preparation, preparation…
• Messages
• Topics
• How much to reveal,
i...
12 July, 2018 Forster Communications 16
Take the team with you
• Messaging still
has to be on
point
• Cultural change
• Pr...
12 July, 2018 Forster Communications 17
Sometimes ‘No’ is the right answer
12 July, 2018 Forster Communications 18
Sometimes ‘No’ is the right answer
• Ensure there is clarity on who needs to confi...
12 July, 2018 Forster Communications 19
Newsjacking checklist
• Is it the right issue?
• Have the risks been
considered?
•...
PRACTICAL EXAMPLES
12 July, 2018 Forster Communications 20
12 July, 2018 Forster Communications 21
Letters to Editor
12 July, 2018 Forster Communications 22
Securing comment
12 July, 2018 Forster Communications 23
Women’s Aid and Love Island
12 July, 2018 Forster Communications 24
Save the Children: Rail strikes and Syria
12 July, 2018 Forster Communications 25
Being bold can pay off
12 July, 2018 Forster Communications 26
Summary
• No substitute for knowing the news
• Be prepared so you can move swiftly...
Forster Communications
+44 (0)20 7403 2230
www.forster.co.uk
@Forster_Comms
Thank you
12 July, 2018 Forster Communications...
11 July 2018
London
#CCsmallcharity
Small charities
communications
conference
Visit the CharityComms
website to view slides from
past events, see what events
we have coming up and to
check out what el...
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PR basics: getting coverage for your cause - Small charities communications conference, 11 July 2018

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Harry Day, project director, Forster 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

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PR basics: getting coverage for your cause - Small charities communications conference, 11 July 2018

  1. 1. Demystifying media Securing coverage for your cause Forster Communications 112 July, 2018
  2. 2. THE BUILDING BLOCKS: PROACTIVE PLANNING 12 July, 2018 Forster Communications 2
  3. 3. 12 July, 2018 Forster Communications 3 Where to start • Prioritise: do fewer things better • News agenda and forward planning • Key messages • Clarify objectives No substitute for knowing the news
  4. 4. 12 July, 2018 Forster Communications 4 Maximising your content Content that isn’t necessarily created for media can be great • Using case studies – cultivate / make newsworthy / photos • Use IP – data, insights, member views • Member polls - can be cheap and easy to do • Package it up Bring colleagues with you: strengthen team objectives by coordinating
  5. 5. 12 July, 2018 Forster Communications 5 Wide range of channels – not just nationals News, opinion, interviews, case studies, etc. How can your story be tailored / adapted? Audience need is the driver – what are they reading / subscribing to?
  6. 6. MEDIA RELATIONS & SELLING IN 12 July, 2018 Forster Communications 6
  7. 7. 12 July, 2018 Forster Communications 7 Journalists – the basics
  8. 8. 12 July, 2018 Forster Communications 8 Journalists – the basics • Build trust through being helpful, responsive, and delivering what they need • Make yourself known • Briefings or ‘on site’ visits • Know what motivates them When calling: • Do a quick dig • Don’t appear reluctant • Get to the point • If they’re clearly too busy, call back or email • If they’re really not interested, keep the relationship for another time
  9. 9. 12 July, 2018 Forster Communications 9 News releases – Do • Close as possible to article • 5 to 8 paragraphs • Bullet points • Date and mark • Contact details • Include images
  10. 10. 12 July, 2018 Forster Communications 10 News releases – Don’t • Advert not story • Jargon • Boring quotes • Unclear • Too long • Late • Call just to ask if they saw it
  11. 11. 12 July, 2018 Forster Communications 11 Tenacity and hunger is key to media relations
  12. 12. NEWSJACKING 12 July, 2018 Forster Communications 12
  13. 13. 12 July, 2018 Forster Communications 13 Newsjacking
  14. 14. 12 July, 2018 Forster Communications 14 Newsjacking • Hijacking an issue to get your message across • Reactive media married to goals and ambitions of proactive work • A flexibility to fit with the agenda • Blurring the boundary between reactive and planned press office • Not defensive… • Sometimes the time is right – and if you don’t seize it, you could be left behind • Speed of the news: need to keep the noise up to ensure you’re noticed • Press teams aren’t always structured in the most effective / opportune way • Can be very effective for tighter budget / smaller teams
  15. 15. 12 July, 2018 Forster Communications 15 Preparation, preparation, preparation… • Messages • Topics • How much to reveal, if building to a bigger launch • Keep communication between and across teams strong to ensure no harm to live workstreams • Being prepared will ensure you can move FAST
  16. 16. 12 July, 2018 Forster Communications 16 Take the team with you • Messaging still has to be on point • Cultural change • Prep • R&R • Tone • Different workstreams and ownership • Ensure sign off process clear
  17. 17. 12 July, 2018 Forster Communications 17 Sometimes ‘No’ is the right answer
  18. 18. 12 July, 2018 Forster Communications 18 Sometimes ‘No’ is the right answer • Ensure there is clarity on who needs to confirm a go-ahead – this should be mapped by issue in advance • Fleet of foot is different from riding roughshod over existing strategy • No is the right answer sometimes - both in the organisation and to your pitch to be included • Don’t always expect immediate results
  19. 19. 12 July, 2018 Forster Communications 19 Newsjacking checklist • Is it the right issue? • Have the risks been considered? • Do the opportunities outweigh the risks? • Can you get the content ready? • Have you got buy in?
  20. 20. PRACTICAL EXAMPLES 12 July, 2018 Forster Communications 20
  21. 21. 12 July, 2018 Forster Communications 21 Letters to Editor
  22. 22. 12 July, 2018 Forster Communications 22 Securing comment
  23. 23. 12 July, 2018 Forster Communications 23 Women’s Aid and Love Island
  24. 24. 12 July, 2018 Forster Communications 24 Save the Children: Rail strikes and Syria
  25. 25. 12 July, 2018 Forster Communications 25 Being bold can pay off
  26. 26. 12 July, 2018 Forster Communications 26 Summary • No substitute for knowing the news • Be prepared so you can move swiftly • Know your audience • Tenacity and hunger • Not always exact science – enjoy the buzz!
  27. 27. Forster Communications +44 (0)20 7403 2230 www.forster.co.uk @Forster_Comms Thank you 12 July, 2018 Forster Communications 27 Harry Day harry@forster.co.uk
  28. 28. 11 July 2018 London #CCsmallcharity Small charities communications conference
  29. 29. 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

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