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Press & PR Catrin Taylor, Amgueddfa Cymru –
National Museum Wales
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Today’s session
• What is news?
• Media & contacts
• Is the press release dead?
• Selling in
• PR & Social Media
• Tips
• Please ask questions…
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What’s ‘new’s?
A dog biting a man is NOT news
A man biting a dog IS news
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What is news?• Largest• Smallest• Unusual/quirky object• Good photograph• Rare object found• Object relating to a topical issue• Human interest story/profile• National days/weeks• Exhibitions and events
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Some examples£100,000 from players of People’s Postcode Lottery
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Some examples
Unseasonal wild flowers Winter 2012
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Media• Print
- Local weekly papers (Tivyside Advertiser, Caernarfon and Denbigh Herald)
- Local daily papers (Wrexham Leader, South Wales Argus)
- Wales national papers (Western Mail, Daily Post)- UK national (Guardian, Times)- Magazines (Golwg, Buzz Magazine, Cardiff Life)- Specialist publications (Museums Journal, Art
Newspaper)
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Media• Broadcast
- Radio (BBC Radio Wales, Real Radio, Heart FM)- Television (Heno, BBC Wales Today, Newyddion)
• Online- BBC Online, Wales Online, ITV, Culture 24
• Social Media- Facebook, Twitter, Flickr
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How to make contacts?
• Read, listen and watch
• Network
• Research online
• Work in partnership
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Is the press release dead?
PRESS RELEASE
•A summary of facts about an event,
exhibition, programme or issue on which
you want media attention
•It must contain news
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How to write a press release
• Inverted pyramid style
• First paragraph is "lead" and contains the most important information
• Subsequent paragraphs expand
on information and give
more detail
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A good press release
• Who, what, when, where, why,
and how
• Who is the subject of the story?
• What is the story about?
• When is, or was, the event?
• Where is, or was, it happening?
• Why is the information important?
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Selling in• Journalists receive hundreds of press
releases a day• Your journalist contact has to sell your
story to the editor• Journalists can switch off after the first
paragraph• Work to the journalist’s deadline -
always ask when their deadline is
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Selling in• Preparation is key
• Know the publications/outlets you’re calling
• Be enthusiastic
• End by asking ‘Is this of interest?
• Any examples?
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PR & Social Media• Website – update regularly
• Social Media
- Blogs
- Vimeo
- Flickr
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This is news
• There’s no point selling in a story if the
journalist’s going to ask ‘so what?’
• Something that’s relevant to the
current news cycle
• Is it a story that you’d want
to read?
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Making an impact
• 55% judge you on how you say
things
• 38% judge you by what you look
like
• 7% judge you by what you say
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Any questions?