PRESS AND PUBLICITY UKPAC
Identify your AudienceFor whom are you writing?
What do you want to achieve from this article or news story?
Why should the reader, listener or viewer want to know about your news?
Build a Rapport with Local Journalists Which are the best publications, radio/TV slots for your stories?
Discover who are your local newspaper reporters and radio/TV presenters.
Listen to or read news items they have presented.
I heard your news item/read your report builds a good relationship.
Why not arrange a meeting with local journalists.
Read articles reporters have written (and had published)
Try submitting a regular item each week/month for the Community News pages. UKPAC
Local Radio/TVMake contact with the presenter of the appropriate slot
Establish yourself as the local spokesperson
When doing interviews, dont read from a script
Think about your target audience imagine youre speaking to just one person.
Stick to one or two points
Be proactive - use radio phone-ins (retired members can help here)
Supply Timely, Accurate Articles No one is interested in old news.
Consider submitting two stories for each event; one to say its about to happen and then a follow up when it has taken place.
Timing is crucial.
Articles must be honest and accurate.
Kiplings Six Honest Serving Men:"I kept six honest serving men, They taught me all I knew, Their names are:Why andWhat andWhen andHow andWhere andWho." UKPAC
The Inverted Pyramid1 The nub and point of the story goes in the first couple of paragraphs.2 If subsequent paragraphs were cut, would the most important part of the story still be conveyed?3 The least important part of the story goes at the end. Editors cut from the bottom up. UKPAC
Avoid the Scattergun Approach Target the media.
Improve your news release writing skills rather than flood the market with releases on the basis of: Ones sure to get published.
Do your homework and submit relevant stories to appropriate publications and programmes. UKPAC
Photographs Submit photographs whenever possible.
Ascertain whether publication accepts attachments.
Supply interesting pictures steer clear of the grip and grin variety.
Action shots are best.
Those including children stand more chance of being printed . . . . BUT obtain parental written permission first!!!
Write like a Reporter Dont exaggerate or inflate stories eventually your credibility will be damaged.
Write in short sentences keep it punchy.
Write in short paragraphs of two or three sentences.
Use double-line spacing.
Keep it all to one side of A4 paper.
Contact Information Ensure contact information is full and accurate.
Give as many avenues to contact you as you can.
Supply information on our organisation dont assume they know who we are. Dont supply a contact telephone number and then go out for the day!
And finally - dont forget to give websites for more information.
CLICKOn behalf of the UKPAC Roadshow - thank you for inviting us to the Regions of Scotland North and Scotland South.
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