Media Relations

They don't care about helping you sell your product.
They are troubled all day by people like you and they're pretty much fed up of it.
They don't care about your product unless......

.....you are providing something that helps make their job easier ...

They need a good story.

So what shall I do?

When you design your public relations campaign, develop your angles, develop your media materials and begin contacting the them, always think: "What can I do that will make this more useful to a journalist/producer/webcaster?"

Re-enactment in itself is a jolly good story so you have a lead on your competitors in the leisure event field. However it is also prey to reporters using the "look at these freaks" story.

That means:

Developing story angles from a reporter's perspective, not yours.
Conducting yourself in a manner free of hype, cliches and puffery (no not what you think!!)
Using proper etiquette when contacting a producer, reporter or editor.

Have you ever met someone who is deeply absorbed by his hobby? Yes, that's us!! We are nerds. Oh, the nicest sort of nerd but nerds nevertheless. Now about that double latched musket circa 1653....

Examine your event for the what you consider to be newsworthy elements, are they:

Not really newsworthy. Too common, too promotional, too boring.
May be newsworthy within my own field (renenactors or event organisers) or to hardcore customers (camp followers) but not attractive enough to the general population to build a story.
Potentially of interest, but not quite enough.
Stop the Press!! great news that journalists eat up.

If you were to talk about: Low prices, Great Service, Wide Selection, all these would fall into the "Not Newsworthy" catagory because everyone is at it, so there is no story.

Or if this year you were to say we have a Tudor group attending your event this would be of interest to historians of the period or to the History specialist in a Primary School because the Tudors are in the National Curriculum for "Key Stage 2". So it may be newsworthy in a specialist field.

However with the right angle you can find some news content. So your low prices can now be "Children come free" or "By One Get One Free" (BOGOF). Your great service could be "Help your child's education while having fun". And your wide selection can be "Something for all the family with Battles, Beer, Meet the ancestors, Have your photo taken with a hawk, and Unusual gift shopping".

Of course our activity is full of superlatives. Thrill as the Knights attempt to unseat each other etc. Cheer your champion.....

Content

Heading and Sub-Heading

The first sentence of a press release are the most important. To get a reporter to read on, they must be relevant and eyecatching.

Remember that most reporters aspire to write for the Sun and the Mail!! Keep it simple

What, Where, When and Who

The second sentence should encapsulate all the most important information – i.e. in order for the audience or reporter to attend the event, they need to know what it is, where it will be held, when it will be held and who is holding it.

How and Why

Include more detailed information in the next paragraph. Clearly state your aims and how you intend to achieve them.

Quotes and Soundbites

Reporters need quotes and this is a great opportunity to be more descriptive. Give them a story not an advert. Many busy reporters will lift you text right from the press release with little editing. So providing it electonic form is useful for them. Don't waste your quote – use it to provide more information rather than just someone's opinion. Always attribute the quote to the spokesperson, including their title and the correct spelling of their name. Keep them short and simple.

Contact Details

Include the name of the main contact for the press along with all relevant information such as e-mail address, telephone number, fax number and a mobile number where possible. Include the name, address and website of your organisation.

Style and Format

• Press releases should always be double spaced and kept to one page with nothing on the rear. Clearly head the page: “Media Release” in bold letters. In these days of blogs, ipods, TV and radio, "Press Release" sounds a bit old fashioned. Maybe that is what history is all about though.

• Use short sentences and paragraphs .

• Include your organisation's logo and "housestyle" so that future releases will be easily recognisable.

• Stick to the facts , not opinion.

• Use plain English , avoiding over use of adjectives and decorative language but there is room for the superlative in its place.

• Use the " Inverted Pyramid Scheme" – put the most important information first.

• Be aware of the reporter's target audience. Emphasise the local or specialist angle as much as possible.

Tips for Sending out your Media Release

1. Targeting

First decide what type of audience you would like to reach and find out which news stations and/or publications those people read. For example if you are targeting the general public of all ages in one particular area the local newspaper and local radio or television stations would be most appropriate.

Make sure you choose the media with the largets exposure in your catchment area.

UK MEDIA DIRECTORY

Don't forget the voluntary sector -

Student Radio Association and Hospital Broadcasting Association.

2. Specific Contacts

Next, call the news desk of the media organisations you have chosen and ask for the names and contact details of the

reporters/producers/presenters who would be particularly interested in the topic.

3. Timing

Press releases should be distributed shortly before the event. Ideally the press release should arrive on the reporter's desk the day before the media "goes to press". This can vary with the type of media. Is the paper weekly or is it a morning or evening paper. Find out the best times to submit news from the nes desk and time you submissions appropriately.

If it arrives too early it can become stagnant and fall to the bottom of the pile but any later and it may not give the reporter enough time to prepare, especially if he/she needs to attend the event.You should be aiming at two stabs at publicity, one before the event to help advertise it and one after if your can get the reporters to attend. Even if they don't attend send out a second media release with some action photos immediately after the event.

Tips for Dealing with the Media

After the media release has been distributed…

• Make sure the person who has been nominated as the point of contact is aware that they are the contact and will be available to field calls from the media.

• If a journalist calls asking for more information which you do not know the answer to, direct them to someone who does. This will help to avoid inaccurate reporting. A professional approach might swing the reporter away from the "Look at these Freaks" stories to an enthusiasm for our hobby.

• Reporters do not work normal hours due to tight deadlines which will vary for each company – be prepared for journalists contacting you outside 'normal' hours.

• Include in your event something that is visually stimulating – sound, colour and movement – for the cameras. Involvement of local children or performing animals can act as a draw for local media so try to plan appropriate photo opportunities into your event.

Preparing for an interview…

You may be asked to give an interview about your event. Whatever the format (print media, webcast, radio or television) make sure you work through the following checklist well in advance so that you are thoroughly prepared.

1. Is it a live interview or will it be pre-recorded?

2. If it is live, ask to see the questions first. (To check that they are relevant and that you know the answers and you are prepared for the traps which will being your event into disrepute).

3. Prepare your answers - have the main points you want to say clear in your mind:

• Why you are doing the event

• Who the event is aimed at

• What is going to be involved

4. Keep your answers clear, short and to the point.

5. Be aware of time constraints – try to get the most important information across as early as possible.

6. Prepare a number of short anecdotes and firm examples beforehand to keep your answers interesting and accurate.

7. Be aware of the ‘local' or 'specialist' angle and emphasise how important your event is with particular reference to the target audience.

8. Turn off your mobile phone!!

9. Try to avoid doing an interview on the mobile phone, reception can be very bad– look for a land line or try to do it in person.

10. Remember that if it is pre-recorded only a small proportion of what you say will be broadcast.

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