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

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

Apr 29, 2023 519 likes •885 views

Master the Media How to Effectively Engage with Local Media to Promote Your Services @CarrCommsLtd @LawSocIreland Sinad ODonnell Johnny Fallon Account Director Account Manager #MastertheMedia @CarrCommsLtd @LawSocIreland

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@CarrCommsLtd @LawSocIreland #MastertheMedia @CarrCommsLtd @LawSocIreland #MastertheMedia

‘Master the Media’

How to Effectively Engage with Local Media to Promote Your Services

Sinéad O’Donnell

Account Director

Johnny Fallon

Account Manager

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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
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Understanding the power of local media

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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’
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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
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Local Radio Stations in Ireland

LEINSTER – 15 Stations ULSTER – 2 Stations CONNACHT – 5 Stations MUNSTER – 9 Stations

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96 Local Newspapers in Ireland

Most Papers: Cork 11 Dublin 10 Donegal 8 Kerry 6

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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

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Engaging with local media

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How local newsrooms operate?

Editor and Deputy Editor Reporter and Regional Correspondents Photographer Sports Editor and Sports Journalists Production Online staff

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What makes a story newsworthy?

  • Timeliness
  • Impact
  • Proximity
  • Human interest
  • Prominence
  • Conflict
  • The Bizarre and Extremes
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Six techniques to get you in the news

1. Newsjacking – peg your pitch to a timely news story or event

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Six techniques to get you in the news

  • 2. Source Filing
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Six techniques to get you in the news

  • 3. Expert Analysis
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Six techniques to get you in the news

  • 4. Bylined Article
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Six techniques to get you in the news

  • 5. Press Releases
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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

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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
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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
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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
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Press Release Layout

Headline

Subhead

  • Bullet point summary
  • Bullet point summary

Paragraph 1 “Quote” Paragraph 2 “Quote”

End

Contact information, background notes to editor

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Press Release Sample

Headline

Subhead

  • Bullet Point Summary

Paragraph 1 Paragraph 2 Quote

Contact / Boilerplate Information / Notes to Editor

Date

Quote

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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
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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
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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

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Conducting an effective interview

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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
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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
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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
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Coping with nerves

  • Understand Adrenaline – it’s only natural
  • Controlling your nerves
  • Always avoid self analysis
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Social media

  • extending the reach
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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
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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
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5 Northumberland Road Ballsbridge Dublin 4 (01) 772 8900 info@carrcommunications.ie www.carrcommunications.ie @CarrCommsLtd