Amanda Barry-Hirst » PR Articles

Writing for the Media – What Makes News?

Amanda — Thu, 26 Mar 2009 15:43:10 +0000

Articles > Writing for the Media – What Makes News?

When you’re writing a press release it’s important to identify and write about something ‘newsworthy’ that’s happening in your business. Here are some pointers to what journalists are looking for:

Proximity

Where it’s happening. For example: regional newspapers are interested in local news stories. eg: Local business expands, wins award, launches new product etc. National newspapers put ‘home’ news before ‘overseas’ because it’s more relevant to readers.

Immediacy

When it’s happens. News becomes ‘old’ very quickly – especially in the age of Twitter. With online and 24 hour news channels, unfolding news is reported immediately. Monthly publications such as specialist interest magazines are more tolerant because editorial deadlines mean they must work 2 – 3 months in advance all of the time, although many now have their own online versions which carry more immediate news.

Change

What’s different? Core of all news. eg: soft drinks company may launch a new soda but what is different about it? Company take-overs, management buy-outs – something that affects the status quo.

Prominence

Who’s involved? The profile/status of people involved in a news story will dictate the level of prominence it is given. If a boy is caught smoking drugs, it may receive a cursory mention on the inside pages of his local paper. If the town’s mayor is found doing the same thing, it would be unquestionably front page news.

Conflict

Human beings at odds with each other – wars, arguments, rows, debates, disagreements, fights, outbursts, neighbours from hell. The media loves a fight. eg: Green custard thrown at Government minister Peter Mandelson by an environmental activist received widespread coverage from all sections of the media.

Sex

Any aspect of sex, whether it’s titillating, horrifying, informative, absurd or just gratuitous will attract substantial interest. eg: almost all of News of the World and Daily Sport newspapers! ITV’s I’m a Celebrity Get Me Out of Here reality tv show’s ratings took off when Jordan and Peter Andre got hot and steamy with one another.

Suspense

Cliffhangers don’t just belong in TV soap-land, news stories often hinge on them. Eg: – misbehaviour by politicians often result in running stories on whether he or she will resign. Jade Goody’s cancer diagnosis and her early attempts to fight the disease provided opportunities for plenty of ‘will she won’t she survive’ stories.

Consumer Issues

Trends that grab the national interest. Current topics include gardening, cooking, DIY have spawned a raft of TV programmes, magazine features, online sites and newspaper supplements. Pressing issues around the environment and climate change now regularly attract keen interest from the media where once little space or attention was given.

Emotion

Hate, anger, love, resentment, guilt, betrayal, loss, joy, hope – any extreme emotion makes compelling news. Close-up interviews to catch that moment of unbridled emotion are more and more the norm in news reporting.

Oddity/Uniqueness

Like change, this is about focusing on the thing that is out of the ordinary: the first, last, best, worst, longest, shortest, fattest, fastest, ugliest, most beautiful – anything that is extreme or is unusual will be a contender for the news pages. Lists are also very popular, eg the UK’s best top 10 beaches; the 10 worst areas to live; the 5 most popular excuses for being late for work.

Shock/Horror

Tabloid editors are constantly on the look out for stories that have a shock or surprise angle. The Sun and News of The World are especially renowned for their preference for this type of story. The Sun’s Freddie Star Ate My Hamster headline is one of the most infamous.

PR Advertising – What’s the difference?

Amanda — Tue, 13 Jan 2009 10:52:57 +0000

Articles > PR – Advertising: What’s the difference?

PR is often confused with advertising by those unfamiliar with how PR works. Both are part of the marketing mix used to influence opinion and behaviour, but that’s where the similarity ends. Our attention may be caught by the flashy car ad – but it’s to the reviews we turn to find out what the car’s really like. Essentially, advertising lets you blow your own trumpet – PR gets others to do it for you.

Here’s a summary of the main differences between the two:

Advertising

100% controlled by the advertiser
guaranteed to appear in return for payment
regulated

PR

directed rather than controlled by the instigator
not paid-for – so no guarantees it will be published or broadcast
not regulated

How PR works

We tend to trust editorial much more than advertising – who wouldn’t? PR works by persuading others (usually journalists) that something’s worth writing about or suitable for broadcast on its own merit – and not in return for payment. This is why, when it comes to credibility, PR will trump advertising every time when it’s done well.

However, in comparison to the cast-iron guarantees that advertising offers, PR can be incredibly frustrating when things don’t go to plan. The interview with the CEO doesn’t appear because the editor chooses another story or runs out of space. Or they run the interview and misspell the company name. This is where persistence and building relationships with the media pays off, because it takes time to create understanding. It’s because of this that PR works best when undertaken over a period of time.

When to choose PR

A business that wants to increase its profile, has a new product or service to launch or simply wants to keep in front of its customers rather than leave it to the competition, should consider using PR. Journalists thrive on information and facts, so make sure you have plenty to give them. It’s no good hiring your PR specialist and then be reluctant to provide the information they need (it does happen!). Also be prepared to commit a realistic budget. It’s true that PR often costs considerably less than advertising, but it’s still an activity that requires commitment over a period of time if you are to reap the benefits.

When to choose Advertising

Advertising has its place – and a very powerful one at that. You not only get to control the content, but when and where your ad will appear too. If you have the budget, advertising will be guaranteed to run and sometimes that is what is needed.

It’s worth considering other forms of advertising too, such as sponsorship (which can be sometimes classed under PR activity) and advertorials. Advertorials are a half-way house between advertising and PR. I must admit I personally don’t like them, as they are often poorly done, expensive and can lack both credibility and impact.

PR + Advertising: the killer combination

Often businesses treat PR and advertising as totally separate activities, which misses an important trick. As I explained, they do work very differently, but when linked they can amplify the impact of each other. Three steps to consider:

brief both PR and advertising agencies as close together as you can
ensure close collaboration between your chosen agencies to build the creative link and encourage communication
create a schedule to ensure the PR appears as the advertising breaks

PR Articles – Survive the downturn

Amanda — Mon, 12 Jan 2009 13:08:41 +0000

Articles > Survive the downturn: Why PR beats a duvet

In challenging times it’s tempting to do the business equivalent of hiding under the duvet. It may feel good in the short term to curl up and hope the bad stuff goes away, but it won’t get you very far on the road to recovery.

Recovery needs action, and that means reminding your customers who you are and what you do. Public Relations is the natural way to do this. It doesn’t need a big budget to do the basics, just a little creative thinking and consistent action.

What type of PR works in a downturn?

Some of the simplest PR activities will help keep your business in the limelight: speaking at conferences and seminars, or providing comment pieces to a key trade publication or online site. Don’t forget to adapt your message to suit the times, and make sure what you offer is tailored to meet your customers’ current needs.

PR can be at its most powerful when times are tough. It’s often not the situation, but the way your business handles it, that will be remembered. Take an example highlighted by Anthony Hilton, City commentator on London’s Evening Standard. Fund managers were asked by the media to comment on how stock market investors should behave at this difficult time. Most declined, preferring to keep a ‘low profile’.

Hilton argues that it is precisely at these times that businesses need to keep communicating with their customers. I agree. And it’s not just your customers you’ll be reaching. Whatever the final outcome, being prepared to talk when things are not going so well will also build credibility with another important audience – journalists.

Simple PR tools to use when the going gets tough:

Speaking opportunities at conferences and seminars – enhances ‘expert’ status and builds profile for your business.
Media debates and regular columns – well-constructed opinion pieces or comment on issues affecting your industry give you profile and will be appreciated by trade media editors looking for interesting content.
Case studies – showing real life examples of how your business works, transforms a sales pitch into something that tells a story.
Relevant news stories related to your business activities. Be careful to stick to genuine news only.

Going Green – Oversold or PR gold?

Amanda — Thu, 08 Jan 2009 15:36:34 +0000

Articles > Going Green – Oversold or PR gold?

With an estimated 8 years left before we hit an irreversible rise in global temperatures, there’s no time to waste when it comes to taking action on climate change. The good news is that by doing your bit to help the planet you could also be helping your business.

A survey earlier this year of the UK’s most environmentally-friendly brands concluded that there was a strong correlation between businesses being more green and people wanting to buy more from them.

Even in this difficult economic climate, many people agree that action on the environment remains an urgent priority. Another report recently tracked the attitudes of 12,000 people around the world, just as the financial meltdown had begun. HSBC’s Climate Confidence Monitor found that 43% of those surveyed put climate change ahead of global economic stability when asked about their top concerns.

Avoiding the Greenwash Trap

Action on climate change makes sense, whatever way you look at it, but communicating your business’s greenness needs careful handling. It’s never been more important to avoid the sin of spin when it comes to promoting your eco-credentials. The growth in exaggerated and absurd claims by companies eager to cash in on the green stampede is a phenomenon that has got out of hand. Anyone in doubt should take a quick look at the great anti-greenwash video from MTV Switch that perfectly illustrates the point. The media are becoming more vigilant over spurious claims too. A regular column on Guardian Unlimited shines the spotlight on some of the worst offenders.

So how does a business avoid jumping on the green bandwagon and gain credible PR instead? Here are five tips to keep you on track:

Be realistic: Becoming a sustainable business is a process, which for most won’t be achieved overnight. It’s better to say ‘we’re getting there’ and mean it, than ‘we’ve arrived’ when you haven’t.
Find the news: It’s harder to get editorial coverage for green initiatives, as ‘green fatigue’ has already set in. You need to look for a genuine news angle – or piggyback on someone else’s. Sometimes there just may not be anything newsworthy to say.
Keep it credible: Becareful of using language that may not ring true. Find other ways of describing your successes. Manchester Airport’s claim to be carbon-neutral rang hollow when it was revealed that take-offs and landings had not been included in the calculations.
Tell your own story: Make sure you include on your website what progress is being made so customers can read about it first-hand. Just remember not to over-state the case.
Build trust: Easier said than done, but consistently doing exactly what you say you will helps build customer confidence in your green credentials.

How to Commission a PR Survey

Amanda — Wed, 24 Dec 2008 15:20:14 +0000

Articles > How to Commission a PR Survey

Surveys are a popular PR tool but they need to be treated with caution. Done well they can generate good media attention and provide useful insights. Done badly they become a waste of time, money and can even damage your credibility. Here are some tips on how to create a survey that delivers results:

Why use a PR survey?

Be clear from the outset why you are conducting the survey. A PR survey is typically used to generate editorial coverage. It can also be used to inform the decision-making process as with other research, but its main purpose is to generate ‘column inches’

How much will it cost?

The cost of a PR survey can vary from a few hundred to thousands of pounds. Decide whether you’re in the market for an off-the-shelf option such as an Omnibus survey or a bespoke piece of research.

Who can help?

Creating a professional questionnaire can be more difficult than you think. As with other types of research, always use a specialist. It may cost a little more than DIY but having the survey conducted by a research organisation will help to ensure the data you get will be useable. Some of the best known organisations are: YouGov, Ipsos-MORI and TickBox, but there are many others including industry specialists. The Market Research Society is a good place to start your search. Its members all operate by the industry code of practice.

Using the results

Your survey specialist will produce a summary for you, so use this to look for the news angle. Draft the press release – pulling out the main findings in the first paragraph and give it a catchy headline. Add your own company insights into what the data reveals and include links to the full research at the end of the release. Produce tailored versions where appropriate – e.g. for the regional media.

Be prepared to talk to the media about the survey and how the findings are relevant to your business or target audience. (I’ll be covering how you do this in a future article.)

Securing media attention

Plan how you will publicise the survey results right from the start. If you’re not tied to a specific event such as a launch, consider tying the release to a popular ‘calendar date’ or some issue dominating the news (e.g. the credit crunch, a sporting event, or an environmental issue). If you go down this route make sure there is a clear, relevant link to your business.

If you offer the findings on an exclusive basis to one newspaper, magazine, broadcast or online channel, make sure you stick to it. Nothing causes bad feeling quite like an exclusive that doesn’t live up to its name.

PR Survey Do’s and Don’ts

Do plan your media strategy
Do make it relevant to your business
Do use a robust sample size and employ a professional research organisation
Do make it easy for journalists to get the key data
Do be prepared to talk to the media about the findings
Don’t forget to make the most of the results – website, literature, future PR activity