WORKING WITH YOUR LOCAL MEDIA
Presentation District 9370
Joanne Hayes
TUMBLEWEED COMMUNICATIONS
TOOLS OF COMMUNICATION
Words & Images
WORDS
“Don't use words too big for the subject. Don't say infinitely when you mean very; otherwise you'll have no word left when you want to talk about something really infinite.” ― C.S. Lewis
Media Releases
Media releases are an essential element of any public relations strategy. Writing a good press release is essential in order to have success in securing coverage. Considering that journalists are flooded with potential stories and pitches on a daily basis, making yours stand out from the pack is crucial. While the format for a press release is basic, the content of the release should be anything but.
1. Grab attention with a good headline.
The beginning of a press release is the most important. A strong headline (and, for that matter, email subject line when you send out the pitch) will pull in journalists seeking good stories. Your headline should be as engaging as it is accurate.
2. Get right to the point in the first paragraph.
Because reporters are busy people, you must assume that they will only read the first sentence and then scan the rest -- and even that's a generous assumption. Get the message of your press release out quickly. Every important point should be addressed in the first few sentences. The subsequent paragraphs should be for supporting information.
5 W’s & H – WHO? WHAT? WHERE? WHY? WHEN? HOW?
3. Facts & Figures
Leave the artistry to the journalist -- pack your press release with hard facts and numbers that support the significance of your project or announcement. Keep your opinions to yourself!
4. Make it grammatically flawless
Proofread your press release -- and let a few other people proofread it as well -- before sending it out. Even a single mistake can dissuade a reporter from taking you seriously.
5. Include quotes whenever possible
Good quotes from someone ‘in the know’, can give a human element to the press release, as well as being a source of information in its own right.
6. Include your contact information
Always include the contact details for the point of contact: email & phone number
7. One page is best -- and two is the maximum
As with most good writing, shorter is usually better. Limit yourself to one page, though two pages is acceptable. This will also force you to condense your most salient information into a more readable document -- something journalists are always looking for.
8. Provide access to more information
Providing links to relevant websites, or other sources of information make a huge difference to how your release / story, is used. Don't make writers search on their own for more information.
IMAGES
“A Picture Speaks a Thousand Words”
- Quality
- Sizing
- Composition
- Selection
SOCIAL MEDIA
* Integrating your Communications
* Consistent Messaging
* Target Audience
SAMPLE MEDIA RELEASE
Media Release
June 2013 TENNISWEEK13/obh
OYSTER BOX SPONSORS TENNIS WEEK FOR YOUNGSTERS
The July school holidays are looking very exciting for all young tennis lovers! Children from the ages of 7-12 years of age are encouraged to enter the Bea Tollman Oyster Box Fun Tennis Week, which will take place from 24-29 June, at The La Lucia Mall Tennis Club.
Run by well-known tennis coach Rowena Sanders, this is an opportunity to have fun and win a load of prizes. Over the period of the week various tournaments will be held to cater for children of a variety of ages and a range of competencies. A charity element has been added to the week-long festivities, with a group of children from LIV Children’s Village also benefitting from the coaching, fun and fellowship.
24-25 June
- EVENT 1 - Red Ball Tournament for children who have had some previous coaching – Grdes 1-3 – Times are: 08:30-10:30; Entry Fee: R100
- EVENT 2 - LIV Children’s Village Fun Coaching – Times: 11:00-12:00; Entry is FREE
- EVENT 3 – Lunch-hour Adult Assessment and Play – Times: 12:00-14:00; Entry is FREE
- Event 4 – Soft Green Ball & Orange Ball Tournament for beginner players who can serve, rally and score – Grades 4-8; Times: 14:30-17:30;
Entry is R100.
To enter or to find out more information contact Rowena Sanders on or on 082 655 0077
ends
Media Enquiries: Joanne Hayes, Tumbleweed CommunicationsCell: +27 83 6277249 e-mail:
GENERAL TIPS
· Where possible e-mail the information. Paste the information into the message – some media houses have fire-walls restricting all attachments and media will get frustrated if they cannot open the releases.
· Try not to send a general e-mail to all media. Media like to believe that they are getting the information first / exclusively and may be loathe to print something if it is obvious that everyone else has the same story.
· A call to alert media to the information or release, either before sending it or after (to confirm receipt) is important.
· Never call a journalist to ask why they did not use a story!! Good relationships essential.
· Always be punctual and follow through on promises. If you promise to send through photos or more information by a certain time, ensure you do so. Failure on any of this affects your relationship and reputation with the media.
· On & Off The Record - Managing information & Confidentiality
· Update your Media Contact List regularly. Media change positions frequently so
Ideally all lists should be updated before every new function or event.
KEYS TO SUCCESS
· RELATIONSHIPS
· RELEVANCE
· DOING IT ‘RIGHT’