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Event bill format for Public Relations

hello my name is liz lee i am head of media for enterprise nation today i'm going to speak to you about public relations how to get coverage the first thing you need to think about is what is in your pr toolkit so that is a press release or some information that's written about your story journalists hit lists you need to know who you want to get in touch with and have their contact details pitching a story that's something you need to get used to doing that's around a sort of combination of sending out your story via email and then picking up the phone often and speaking to journalists about what you just sent them and that's about developing relationships adding an expert opinion once you've had a bit of coverage you can start to sort of build a reputation and a relationship with journalists and offer your own expert opinion speaker opportunities that's another form of pr really and it's great to get your brand out there and to meet people who might be able to pass on your message awards are great that means you can when you're writing your press release you can say that you're award-winning it gives you recognition but it's not essential why is it important to develop your newsworthy angle well just looking at a couple of uh cuttings here uh proper corn um first kind of got into the press because they started to obviously had a great product um they were great people but actually one of the things that kind of hit the headlines first of all was because they made it in a cement mixer i'm not suggesting that you make your product in a cement mixer but that's just an idea about you know how to get some easy coverage um the other story that i've included here is the yorkshire firm launches world's first spider proof garden shed effectively it's just a garden shed and which would be very very little interest to journalists uh usually so that's an example of how to sort of turn your brand into something that journalists might want to think about get some great images i cannot tell you every good press release deserves a good image and quite often i have found that journalists or will use a story based on how good the image is sometimes it works you know even if your story is not brilliant so just have a look at some of these stories they are amazing images and as a journalist i would be very interested in using a story in order to be able to get that on my page so think about that it is worth the investment absolutely get your news out there email journalists are busy there are also word smiths which means they like to look at words and see how just naturally they play on a page so email is always important so email your press release and copy and paste it into an email and always include a short pitch probably no more than two paragraphs highlighting the best angle when you write them don't ever in the subject line put something like press release um that's the least interesting thing and the possibly the worst thing you can do to send to a journalist what about feature idea or you can even once you've decided on the headline for your press release you might even just use that never send the press release as an attachment journalists are time poor they'll click on an image potentially but they're not going to click on something like an attachment which is just words because that's just a waste of time it also sort of demonstrates that you fundamentally misunderstand uh journalism the other thing i would say is that if you have something like a survey or something that you that needs a little bit of thought you might consider putting an embargo on which means you might put it out a couple of days before you want them to use it and so to coincide with the launch and then that gives them a little bit of time to sort of think about um whether and how they might use it and get their own angle lee once you've sent your email leave it for half an hour or longer and then give them a call develop a taste for news it's important when you start speaking to journalists that you understand news so um set up google news alerts uh for your competitors um this is a really good way of sort of working out uh where you should be if you you will know who your competitors are find out how much kind of coverage they're getting where they're getting covered and that might be a useful way for you to work out where you might need to go identify journalists and follow them on twitter always good because you can see what they're doing and what they're thinking and what they're covering follow what they write and read it it's important that you know what they cover and that you read and understand what they do you can usually find an email on journalists twitter accounts or sometimes you go on the website and often you can work it out set up google news alerts for keywords for your industry so you need to sort of have a handle on what the industry that you're working in is talking about once you've got some coverage tell the world about it use your social media channels use it as a link and make sure that you make the most of it because otherwise that's just one day one little cutting add the media logo to your website as seen in that's important people it gives people trust in you use the logo perhaps on your product information potentially and if you are looking to get investment it's a useful thing people who invest in companies are always looking to see how newswhether they are because obviously pr is a great way to get out there thank you very much for that and thank you for listening and good luck with it you