Family Arts Seminar
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Five Steps to PR Joy
- Target Media and Relationship Building
- Key Messages
- Relationships with journalists are crucial for attaining PR Joy, if you are working with a PR professional, they should have those relationships already and crucially they should be nurturing them
- If you are managing this process yourself, with little or no budget for media databases, here are some tips:
- Identify the publications, journalists, bloggers or influencers that are most relevant to your sector and reach out to them, build relationships
- Do this by seeking out articles that are akin to the stories you want to tell and identify the writers behind them
- Use a free version of BuzzSumo (buzzsumo.com) it will let you search all journalists, bloggers and influencers by the subjects they are experts in
- Use website Journalisted (journalisted.com) which lets you find journalists by the subjects they write about
- Don't forget about bloggers and influencers, they can often be more directly connected to your audience.
- REMEMBER: a high follower count does not immediately mean high influence
- Knowing your audience and their interests is essential to delivering the kind of story they will respond to
- The more specific you can be with your audience the better, trying to reach 'everyone' dilutes your message and, unless you have the story of the century, is unlikely to be successful
- Start with, WHO are your audience, WHAT are they interested in, WHERE do they live, WHY would they engage with your story
- Use The Audience Agency (theaudienceagency.org) to understand more about your audience, much of the service is Free for all and compulsory for Arts Council NPOs
- Get hold of Advertising Packs for some of your target publications to research their reader or listenership to determine if they are right for you
- Research: use Google Analytics and Facebook or Twitter Insights to understand who you are currently speaking to and what they respond to
- Create your own PR Audience Personas which will help you focus in on your audience
- Use the free version of YouGov profiling (yougov.co.uk), a software which lets you explore audience by interests
- Defining your Key Messages for your campaign will keep your story focussed and will ensure you resonate with your audience
- Things to consider when writing your key messages for your campaign, project or organisation
- Concise: three or four key messages that are no more than a sentence or two each
- Simple: easy to understand, no jargon or anything that excludes audiences
- Memorable: easy to connect with and remember
- Evidence-based: verifiable statements are crucial, what evidence do you have to back up your assertions
- Relevant: are designed specifically to be relevant to your audience
- Telling a compelling story, that incorporates your key messages and resonates with your audience is exactly where you want to aim for when writing your press release
- Things to consider when crafting your story:
- Authenticity: use your evidence-based key messages
- Emotive: create a story that people connect with, people are eleven times more likely to remember a story that connects emotionally versus one that only delivers factual information
- Quality: create a quality story, step back from your story and ask yourself "is this really of interest to our audience?"
- 4 Ps: according to the PR team at Microsoft, the best stories include People, Places, Process and Product, for example...
- People: who is this about.
- Place: where does it take place.
- Process: why is it happening.
- Product: what is being sold.
- Consistency in all your marketing and comms is essential for long-term development and success
- Every audience touchpoint must offer your audiences a consistent experience, so PR doesn't stop with a press release
- After reading your story in a newspaper or online, your audience must be able to go on a journey that makes sense, without working too hard
- Audience Journey: think about what your audience might do after reading your release, perhaps they will visit your website or your social media accounts, maybe they will call your Box Office
- Audience Experience: ensure that they can continue the experience that started with the press release throughout their interactions with you - during the core campaign period, ensure your website reflects the release content, create social assets that are part of the campaign, consider changing your cover image or pinned posts on your social media during the campaign
- Audience Action: what is the ultimate goal? Does your press release offer opportunities to capture data on your website or encourage a sale or donation?