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Aims…
To show you how Dogs Trust:
• Uses PR to rehome dogs and promote its views
through the media
• Reaches different audiences
• Turns a ‘negative’ story into a positive one
• Works with the social media team
…and hopefully to inspire you with new ways to
promote your organisation and its values
Communications Department
• Press & PR
• Information
• Events, Surveys, Projects
• Wag!
• Annual Review
• Action on dog welfare
Media Trends: a short quiz
• How many regional newspapers are there in the UK?
• 1,607
• How many consumer magazines are there in the UK?
• 3,100
• What was the most searched for thing on Google last year?
• The World Cup
PR –v- Advertising
• PR & Advertising – What is the difference?
• Advertising– Paid for by Dogs Trust
– We have complete control over what appears
• PR– Editorial – we supply the information, the journalist writes the
feature or article
– No control over what appears
– No cost to Dogs Trust
– Much more effective
PR Results• 4th most read story on BBC Online on the day it
appeared
• Over 65 press articles in national and regional newspapers
• Over 100 online articles reporting the news
• 3,000 extra hits to the Dogs Trust website on the day the news broke
• 1,000 click-throughs to our press release when posted on Twitter and Facebook
• An ongoing relationship with a key children’s TV programme
What makes the news?
• Controversy
• Royals
• Cute and fluffy
• Celebrity & soaps
• Sex
• Money
• Public safety
• People power
Above All
– Human Interest
Our Audience?
• Supporters
• Future supporters
• Future rehomers
• The media
• Opinion formers
• Politicians
• Fundraisers
• Internal staff members
How do we do reach them?
• Re-active
– Journalists call us for a quote, a story, or information
• Pro-active
– We think up ideas, stories, and campaigns and persuade journalists to cover it
• Essential Tool – The Press Release
Details of dramatic rescue
E.g. how was the dog rescued, were
members of the public involved,
what did Centre staff do?
Asking for help
E.g. Centre urgently needs bedding,
volunteers, extra food, toys etc.
Area Related Dog
‘London’s prettiest / ugliest/friendliest/
biggest/smallest/cutest dog’
The health benefit of dogs
Disabled Dogs
E.g. 3 legged or deaf dogs who are
doing well despite their ailment
Link to Topical Events
E.g. Sports, films, award ceremonies
Support from Corporate/
Celebrity Partners
Unusual breeds, sizes
colours, crosses, weight
E.g. The smallest dog next to the
largest dog
Litters of Puppies
E.g. Do they an unusual story, funny
names, are they being hand reared,
is it a very large litter?
Old Dogs
E.g. Longer term residents,
The oldest dog at the centre, older dogs
with older people
Funny/Topical Dog Names
E.g. Named after things linked to the
seasons & events [Noel & Holly at
Christmas] Famous singers, celebrities,
sports stars
Cute /Brave Stories
E.g. Dogs who are best friends
with other dogs or other animals,
loyalty to owner, bravery,
Anniversaries/ Reasons to Celebrate
E.g.. Staff member celebrating long
service, 1000th dog rehomed
Centre Events
E.g. Open days, bring a dog a
Christmas dinner
Link back to the work of Dogs Trust
Sponsor a dog, microchipping,
neutering, education, responsible
dog ownership, fundraising
Educating Dog Owners of Tomorrow
PR IDEAS
Piggyback!
• World Cup
• Wimbledon
• Flower shows
• Valentines day
• Christmas themed
• National holidays
Results
• Over 500 phone calls on the day Hubble
appeared on TV
• Over 100 offers of a new home as far
afield as the US and Switzerland
• Hubble has a new home and is settling in
well with his owner – good follow up story
too
Turning a ‘negative’ into a positive
• Separation anxiety
• Older dogs
• Common breeds
• Abandonment
• ‘Sticky’ dogs
• Nicknaming dogs
Centre Focused
• Summer Open Days
• Christmas Fayres
• Education workshops
• Visits from celebrities or dignitaries
• Agility events
• Dog training and behaviour workshops or talks
• Fundraising events or large donations to the RC
Over to you!
Tell me about the celebrity
culture in your countries and
‘key influencers’ you would like
to target?
Ten Golden Rules
Points to remember:
• What?
• Who?
• Where?
• Why?
• When?
90% of press releases end up in the bin!
Spotting a story
• Always have an eye out for catchy stories that will not only have a regional but also national appeal
• Maintain and develop good media contacts in your region- maybe set up a visit to your center or a lunch so that these contacts will keep coming back for stories
• We have a journalist meet and greet programme and ensure that we regularly circulate our contact details to new journalists
Internal Comms
• Don’t forget to tell your staff what has
been going on and inspire them to spot
news stories for you