TF PR Meeting – Tartu Joint Information Systems Committee 23/09/2015 | JISC Presentation | Slide 1 Press Releases – Do’s and Don’ts TF-PR September 2005.

TF PR Meeting – Tartu

Joint Information Systems Committee 21/04/23 | JISC Presentation | Slide 1

Press Releases – Do’s and Don’tsTF-PR September 2005 – Estonia

Joint Information Systems Committee Supporting education and research


Robert Haymon-Collins

JISC Head of Communications & Marketing



JISC and PR

History of ‘invisibility’

Corporate nervousness of press and journalists

Expectation that journalists would get it wrong

Practice of waiting to be contacted

Belief that what we do is ‘too difficult’ for journalists

but

Change forced upon us

Competitive environment

Desire to demonstrate impact and value



PR Within JISC

Head of Comms & Marketing

Comms Manager

PR Manager

Production Manager

Events Coordinator

Web Devtt

Design & Print

Coordinator

Comms Coordinator

Comms Manager

Comms Officer

Head of Outreach

Partnership Manager

Chief Executve

Web Editor

Comms Officer



Initial Problems

Unrealistic expectations

Fear of journalists

Slowness to respond

Poor appreciation of newsworthiness

‘That’s not quite right’



The Basics (1)

Before starting:

– Is the information newsworthy?

– Is there enough substance to interest a journalist?

– How do you expect readers to relate to the information?

– General release or target journalists?



The Basics (2)

Make an Impact

– First 10-20 words are most the important

– Put the interesting facts here

– Tell your audience that this information is for them and why they should read it

Keep it Short

– Short and to the point

– Not too many adjectives

– One size of A4 – aids reading and faxing



The Basics (3)

Stick to the Facts

Keep it Simple

– Maximise white space between paragraphs

– Use bullet points to separate key facts

– Highlight key information in bold

– Keep internal information to an absolute minimum



The Basics (4)

Quotes

– Use good, short relevant quotes

– They help personalise the release

Notes for Editors

– A section at the foot of the release

– Gives basic information about the key players in the subject of the release

– Typically about the organisation, funders, sponsors etc



The Basics (5)

Essential Information

– Name of the organisation with contact details

– Date, time, place and purpose of the release

– Name and contract details for people available for interview

– Supplementary information in the Notes for Editors

Final Checklist

– Who is involved in the event/story?

– What is going to happen?

– Where is it happening?

– When will it happen?

– Have contact names and numbers been included?



What the Experts Expect

Do’s and Don’ts from The Times Education Supplement

Targeted by 3000 UK institutions and organisations for learning and skills

The key journalists receives around 300 emails per day

If spends 30 seconds on each – takes 2.5 hours per day

To respond to them would double that

On average can afford 1 hour for emails

So each email has 10-12 seconds to sell its story




DON’T

Don’t end releases as email attachments without concise and clear explanations under the address

Don’t say ‘interesting story’/’story attached’\ and expect them to search for it

Don’t rely on the emails – use the phone as well

Don’t expect coverage from a blanket release

Don’t send information after the event has happened

Don’t send loads of photos – exceptional shots sometimes make it, other wise they use their own photographers

Don’t send releases unless they are genuinely outstanding or ground breaking

Don’t ‘expect’ an reply to emails, calls, letters – chase them up

Don’t offer anything but an exclusive




DO

Write a compelling news intro as a news journalist will, that will appear in the email preview box – max 40 words

Give early notice of events and show how they relate to wider issues – diaries are often full two weeks in advance

Follow up emails with calls to journalists

Get to know the journalist – send emails, letters and calls only to named journalists

Write and target releases in a way that addresses the specific interests of the newspaper

Inform in advance of any picture opportunities

The golden rule – establish personal contact



Some Success



Reinforcement

Feeding back press coverage

Working with programme managers, services and others to search out stories, plan announcements, etc.

Timely responses – announcements, letters

Images, testimonials, case studies

Media training – register of experts

Freelance journalists - Inform and web site



Continuing Challenges

Pockets of resistance

Uneven coverage

Capacity

Unrealistic expectations

Services

Strategic concerns


Work Groups

Preparing a Press Release



Crisis Press Release

Your National Network has been down for 6 hours

National press is demanding information and explanations

Prepare a short press release

Four groups to come back after coffee to:

– Share draft releases

– Highlight problems in developing a release


TF PR – Tartu. September 2005

TF PR Meeting – Tartu Joint Information Systems Committee 23/09/2015 | JISC Presentation | Slide 1 Press Releases – Do’s and Don’ts TF-PR September 2005.

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