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This is a short presentation given at a seminar organised by Business in the Community in Craigavon Industrial Development Organisation on 8th December 2011.
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PR and how to get press coverage for your businessLynda Willis
What is PR?
“Public relations is concerned with the management of relationships between organisations and their publics.”
Bruning and Ledingham
Publics – more than one?
Publics
General
Financial
The Media
Internal
Authority
Commercial
How are we going to manage these relationships?
Press relations - press releases, press conferences, press briefings
Events – social events, AGM, factory tours
Publications – annual report, magazines, DVDs, brochures, books, website
Corporate identityInternal – staff magazines, staff
conferences, staff DVDs
PR is different to advertising
Advertising PR
Credibility Low High
Cost High Low
Control Medium Low
With PR, a company does not pay the newspapers and TV channels for the media exposure it secures. It's this third-party endorsement that gives PR its power and credibility
Advertorials ....
Types of media available
Broadcast - TV & Radio Print - Newspapers
(national, regional and local) & Magazines
Online – www.responsesource.com www.prweb.com
Average Newspaper Circulations Jan – Jun 2011 (year-on-year change)Belfast Telegraph : 59,319 ; -11.9% Irish News : 43,647 ; -4.1% Sunday Life : 55,067 ; -14.1% News Letter : 23,492 ; -3.5%
Banbridge Chronicle : 4,354 ; -12.7% Lurgan Mail : 7,045 ; -5.8% Mid Ulster Mail : 8,360 ; -5.5% Newry Reporter : 11,877 ; -7.1% Portadown Times : 9,210 ; -4.8% Ulster Star : 7,774 ; -6.8%
Audit Bureau of Circulation – Aug 2011
NB Newspaper website traffic is increasing! Readership = circulation x 3
Who do you want to read your press release?
Male/female Age Socio-economic group Geographical location Interests
What could you write a press release about?
Become a guru – free advice article solving current problems.
New or unusual Controversial Insight on a hot media topic Won a major contract Community involvement Anniversary eg first year in business New personnel New/renovated premises Awards Spoken at an event eg seminar
Turning a disaster into a news story
Rachel Brown (Need a Cake, Reading) launched an offer via Groupon – 12 cupcakes for £6.50, which normally cost £26.
8,500 deals sold. Lost £3 per batch as she
had to hire in extra staff. She hit the national
papers (Daily Telegraph) plus blogs
Writing a Press ReleaseFor immediate release: date Or Embargoed until:
dateHeadline – attention-grabbing1. Summarise the story who, what, where, when and
why. Key information in this paragraph2. More details to flesh out the story3. Quote from someone in your company 4. Quote from someone else eg a happy customer or
industry expert5. End with a call to action – date of event,
website/phone number for more detailsNotes to Editor – brief notes about the companyContact Details – email address and telephone numberPhotograph – relevant and interesting image (with caption)
How do we read a newspaper story?
First the picture. Then the caption. Then the headline. Finally the start of the
story. If the introduction is poor, we move on!
Pictures are the hook – words and pictures are needed to maximise chances of story being used!
PR is really expensive ...
It doesn’t have to be You can do a lot yourself PR experts – some large Belfast
agencies or freelancers
How would PR help my business?
News Letter
16/05/1120/06/11
Belfast Telegraph – 16th May 2011
Belfast Telegraph – 30/6/11
Monetary Value of PR
Belfast Telegraph (half page) – £600 x2
News Letter - £125 x2 Portadown Times (half page) - £459
Total Value = £1909
Other benefits of PR to Paul McAlister Architects
Created awareness with potential new customers
Maintained visibility with existing customers
Promoted a positive image
EvaluationTelephone enquiries Increased traffic to website
Top PR Tips
1. Know your target audience2. Pick your media – national press,
regional press, local press, trade press, radio, TV, magazines, online
3. Pick your journalist4. Build a relationship with the journalist5. Keep your press release short and to the
point6. Send your press release in the body of
an email
More Top PR Tips
7. Follow up your release8. Pick your time to ring journalists
– think about their deadlines9. If the journalist isn’t interested
in your story, ask why10.Don’t be put off11.Interesting photos may
generate more media interest12.If the story is used, thank the
journalist
Thank you for listening
Lynda Willis028 9265 1525/07773 [email protected]