Master the Media How to Effectively Engage with Local Media to - PowerPoint PPT Presentation

‘Master the Media’ How to Effectively Engage with Local Media to Promote Your Services @CarrCommsLtd @LawSocIreland Sinéad O’Donnell Johnny Fallon Account Director Account Manager #MastertheMedia @CarrCommsLtd @LawSocIreland #MastertheMedia 1

Agenda Understanding the power of local media • Engaging with local media • • Conducting an effective media interview • Social media – extending the reach • Representing the profession – Q & A @CarrCommsLtd @LawSocIreland #MastertheMedia 2

Understanding the power of local media @CarrCommsLtd @LawSocIreland #MastertheMedia @CarrCommsLtd @LawSocIreland #MastertheMedia 3

Why engage with local media? Local media is a very powerful channel of communication • Impactful and cost effective • • Allows you to engage directly with clients • Helps build trust Ensures you are recognised as a ‘thought leader’ • @CarrCommsLtd @LawSocIreland #MastertheMedia 4

National Radio vs. Local Radio • 3.4 million people in Ireland listen to radio every week (82% of all adults) 56% tune into their local station, while 44% listen to a national station • More people listen to local radio everyday than a national radio station • 31 local or regional radio stations in Ireland • @CarrCommsLtd @LawSocIreland #MastertheMedia 5

Local Radio Stations in Ireland ULSTER – 2 Stations CONNACHT – 5 Stations LEINSTER – 15 Stations MUNSTER – 9 Stations @CarrCommsLtd @LawSocIreland #MastertheMedia 6

96 Local Newspapers in Ireland Most Papers: Cork 11 Dublin 10 Donegal 8 Kerry 6 @CarrCommsLtd @LawSocIreland #MastertheMedia 7

Local Media for Local People 82% spend half their money within an 8km radius of their home • 66% rely on advertisements in local paper to help with grocery shopping • decisions 78% said they trust what they read in their local newspaper • Source: Survey by Local Ireland conducted with 6,016 participants in September 2015 @CarrCommsLtd @LawSocIreland #MastertheMedia 8

Engaging with local media @CarrCommsLtd @LawSocIreland #MastertheMedia @CarrCommsLtd @LawSocIreland #MastertheMedia 9

How local newsrooms operate? Editor and Deputy Editor Reporter and Regional Correspondents Photographer Sports Editor and Sports Journalists Production Online staff @CarrCommsLtd @LawSocIreland #MastertheMedia 10

What makes a story newsworthy? Timeliness • Impact • • Proximity • Human interest • Prominence Conflict • The Bizarre and Extremes • @CarrCommsLtd @LawSocIreland #MastertheMedia 11

Six techniques to get you in the news 1. Newsjacking – peg your pitch to a timely news story or event @CarrCommsLtd @LawSocIreland #MastertheMedia 12

Six techniques to get you in the news 2. Source Filing @CarrCommsLtd @LawSocIreland #MastertheMedia 13

Six techniques to get you in the news 3. Expert Analysis @CarrCommsLtd @LawSocIreland #MastertheMedia 14

Six techniques to get you in the news 4. Bylined Article @CarrCommsLtd @LawSocIreland #MastertheMedia 15

Six techniques to get you in the news 5. Press Releases @CarrCommsLtd @LawSocIreland #MastertheMedia 16

Six techniques to get you in the news 6. Pitch a Legal Slot Series Solicitor Susan Webster conducts a monthly legal advice slot on KFM @CarrCommsLtd @LawSocIreland #MastertheMedia 17

10 Tips for Pitching 1. Pitch a story – not your company 2. Target the right media 3. Do Email First 4. Call – but not repeatedly 5. Pitch in private – not in public @CarrCommsLtd @LawSocIreland #MastertheMedia 18

10 Tips for Pitching 6. Get straight to the point - don’t waffle 7. Do personalise your pitch 8. Be exclusive 9. Do give plenty of lead time 10. Be available @CarrCommsLtd @LawSocIreland #MastertheMedia 19

When to call? • Worst time to contact a local newspaper is the day before publication Worst time to call local radio newsrooms - between quarter to the hour • and ten past the hour Best time to contact show producer is just after the show ends • @CarrCommsLtd @LawSocIreland #MastertheMedia 20

Press Release Layout Headline Subhead - Bullet point summary - Bullet point summary Paragraph 1 “Quote” Paragraph 2 “Quote” Contact information, End background notes to editor @CarrCommsLtd @LawSocIreland #MastertheMedia 21

Press Release Sample Headline Subhead Bullet Point Summary • Date Paragraph 1 Quote Paragraph 2 Quote Contact / Boilerplate Information / Notes to Editor @CarrCommsLtd @LawSocIreland #MastertheMedia 22

Writing an effective press release – dos and don’ts DO - Grab attention with a good headline • • DO - Get to the point in the first paragraph • DO - Keep it short DO - Use active verbs and first degree words • DO - Include quotes whenever possible • DO - Include your contact information • @CarrCommsLtd @LawSocIreland #MastertheMedia 23

Writing an effective press release – dos and don’ts Don’t let your press release sound like a sales pitch • • Don’t type your press release in capital letters or italics • Don’t fail to proof read your press release Don’t use clichés or padding (‘with regard to’ ‘in the context of’) • Don’t send it to wrong person or to right person with name wrongly spelt • Don’t use bold type to emphasis points in your press release • @CarrCommsLtd @LawSocIreland #MastertheMedia 24

Law Society Press Office Contact Details Craig Easdown, Manager, Representation and Member Services c.easdown@lawsociety.ie (01) 672 4960 Kathy McKenna, PR Coordinator k.mckenna@lawsociety.ie 672 4915 Sarah Carroll, PR Administrator s.carroll@lawsociety.ie 672 4831 @CarrCommsLtd @LawSocIreland #MastertheMedia 25

Conducting an effective interview @CarrCommsLtd @LawSocIreland #MastertheMedia @CarrCommsLtd @LawSocIreland #MastertheMedia 26

How to prepare for media interviews Research • Clarify your message • Assertion must be followed by evidence • Think of questions – obvious and nasty • • Practise, practise, practise @CarrCommsLtd @LawSocIreland #MastertheMedia 27

10 things NOT to do during a media interview 1. Don’t wait for the right question 2. Don’t continuously mention your company name 3. Don’t use jargon, acronyms or technical language 4. Don’t bring mobile phone, clicky pen or loud watch into studio 5. Don’t write out full sentences on a card or piece of paper 6. Don’t overestimate a reporter’s knowledge of your subject 7. If on a panel, do not attack the man or woman, attack the issue 8. Don’t interrupt the presenter or other guests – especially on radio 9. Don’t thank the presenter for having you on the programme 10. Don’t tell the interviewer what to ask you or argue with the interviewer @CarrCommsLtd @LawSocIreland #MastertheMedia 28

How to deal with difficult questions Never repeat an accusation • Bridging – Answer briefly and connect to your key message • • Keep your focus – avoid distraction • Embrace the silence @CarrCommsLtd @LawSocIreland #MastertheMedia 29

Coping with nerves Understand Adrenaline – it’s only natural • Controlling your nerves • • Always avoid self analysis @CarrCommsLtd @LawSocIreland #MastertheMedia 30

Social media - extending the reach @CarrCommsLtd @LawSocIreland #MastertheMedia @CarrCommsLtd @LawSocIreland #MastertheMedia 31

Leveraging social media • Social media can influence what topics are covered in media Journalists live there – make connections • Watch the stories – What are they talking about? • • Give a thought – make it timely and relevant Stick to the facts • @CarrCommsLtd @LawSocIreland #MastertheMedia 32

Guidelines for tweets • When to tweet and when not to tweet Think about future or other coverage • Get from local to national if required • • Avoid side-line arguments on social media Get longer attention by retweeting podcasts • Don’t look up your timeline straight after a show • @CarrCommsLtd @LawSocIreland #MastertheMedia 33

5 Northumberland Road Ballsbridge Dublin 4 (01) 772 8900 info@carrcommunications.ie www.carrcommunications.ie @CarrCommsLtd @CarrCommsLtd @LawSocIreland #MastertheMedia 34