Media relations: the ultimate form of public engagement?

Media relations

the ultimate form ofpublic engagement

Media relations advertising on a shoestring

bull Cheap ndash all you need is

hellip but it can be unpredictable

Why bother with the media

bull Raises awareness of

- your work- your organisation- your funder

bull Public engagement for the masses

bull Promotes informed debate

bull Can be very influential

The role of a media office

bull Maintain positive profile

bull Developing media strategies

bull Writing press releases

bull Providing media training

bull Briefing journalists

bull Coordinating interviews

bull Preparing for the worst

Developing a media strategy (1)

bull WHY Aims and objectives

bull WHAT Key messages

bull WHO Target audiences

bull HOW Target mediaoutlets

bull WHEN Key dates

Target media

bull International

bull National

bull Local

bull Broadcast

bull Internet

bull Specialist

Developing a media strategy (2)

bull Spokespeople bull Press release sign-off

bull Risks

bull Photography

bull Additional material required

bull How will you measure success

Press release essentialsEmbargo date and time (including time zone) Catchy title

First sentence that encapsulates the story

First paragraph to explain story and give context

Name checks for collaborators funders etc

Length 500-800 words ideal

Quotes to add colour - try to get at least two + external comment

Contact details for press office

Notes for editors

- Journal reference for paper - lsquoBoilerplatesrsquo

What makes a good storybull Biggest most expensive first

bull Relevant to our lives

bull Human interest ndash case studies

bull Quirky

bull Visual

bull Challenges our preconceptions

bull Local angle

bull Be realistic

bull Beware of lsquospikingrsquo