Media Trust

About Media Trust

At Media Trust we believe in the power of media to change

lives. We work with the Media industry to empower charities and

communities to have a voice and be heard. This is achieved by:

•Helping access audiences

•Harnessing creative industry talent

•Providing communications skills and resources

Open coursesRegular training sessions on marketing, digital, PR and media relations led by industry professionalsBespoke trainingConsultancyProductions

Award winning films for charities 121 expert advice and professional support for all charity communications issuesTailor-made training designed specifically for your organisation

Services

The UK’s only channel for charities, communities and causes watched by 1m people each month

Each year we premier 500 new programmes with 1,500 new charity and community films

You can: Submit films for broadcast Sponsor a season, strand or eventPay for a guaranteed regular programme slot for your series or filmBuy advertising airtime

Broadcasting on Sky, Virgin and Freeview with VOD via BBC iPlayer, YouTube and BT Vision.

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Community Channel

Media matching

Community newswire

Call us on 0207 871 5600 Email: info@mediatrust.org

Distribute your press releases for free by joining community newswire serviceFree 121 support and advice from a media industry volunteer sign up on or website for an online match

Media and Campaigns Training

Training delivered by Media Trust

Workshop timetable10.00 Welcome to The People’s Millions media day & introductions10.15 ITV - How the filming will work. 10.30 Key Messages: What are they? Why are they important? And what are

yours?11.20 BREAK11.30 What’s your campaign? How will you involve the community?

What assets do you have? How will you use them? Planning your campaign.12.45 Summary13.00 LUNCH13.30 What makes a good film?14.00 Key messages on camera and interview tips.14.30 Life’s a pitch15.00 BREAK15.10 Review16.00 Summary + Q&A16.10 END

What is today all about?

1.Planning a campaign

1.Media Training

Introductions

This is your chance to tell us who you are and a little bit about your project.

Here’s the catch …

You have only got

30 seconds

ITV and The People’s Millions

A long standing relationship

Each shortlisted project is filmed and broadcast on ITV

Broadcast is a key opportunity for your project to attract votes

How the filming works.

Why your campaign matters

The People’s Millions is broadcast over three nights.

On each night the project with the highest number of votes wins, with an award to the runner up with the highest number of votes.

Voting lines open at 09.00 and close at midnight.

15 hours during which people can vote.

On average 50% of votes are cast before the film is shown on ITV.

Your campaign is about capitalising on those 15 hours. Not just the TV broadcast.

Key Messages

Key Messages: What are they and why do they matter?

They are …

What you want people to remember about you and your campaign.

The focus of any campaign.

Concise and straightforward.

There to keep any media interview on track, and everything else you sayshould support these key messages.

Key messages – example

Elder Voices is a local charity helping elderly people with early stage dementia to film or record their personal histories.

Recent UK-wide research shows that filming or recording their personal history has a positive effect on memory and understanding for people with dementia.

Elder Voices desperately needs more funds for equipment - please vote by telephone and support us when Elder Voices features on ITV’s People’s Millions on XX November.

Key messages – break down

Elder Voices is a local charity (who you are) helping elderly people (who you help) with early stage dementia to film or record their personal histories (what you do).

Key messages – break down

Recent UK-wide research shows that filming or recording their personal history has a positive effect on memory and understanding for people with dementia. (Why what you do matters.)

Key messages – break down

Elder Voices desperately needs more funds for equipment (the reason)please vote by telephone and support us when Elder Voices features on ITV’s People’s Millions on XX November. (call to action)

Creating Your Key Messages

1. Who are you, what do you do and who do you help.

2. Why what you do is important i.e. the benefits it delivers.

3. A call to action and a reason for that call to action

4. Keep language simple and straightforward, avoid jargon, acronyms and sector specific phrases.

5. Aim for a maximum of 3 key messages

Using Key Messages

They should be consistent across your campaign from media interviews to posters or banners, to emails and newsletters, and your Facebook page

Anyone who is involved in campaigning for you should understand your key messages.(Print them on a card and give a copy to volunteers and supporters.)

In any media interview they are the backbone of your answers.

Refer to The People’s Millions Campaign Guide section on Key Messages

Break

Campaigning

On average 50% of votes are cast before the film is shown on ITV

Campaigning starts when the shortlist is confirmed

A successful campaign needs to …

Create an awareness of the project and its benefits to the community

Build support at community level

Let people know when and how they can vote for you.

You don’t need money to have a successful campaign

Committed supporters and volunteers are vital, particularly on voting day.

Think creatively about you can use supporters, from the young to the old.

If your project isn’t particularly “visual”, think about how you can bring it to life on the filming day

Plan your filming day.

Getting “out there” in the community is essential.

Use social media, though remember it’s not the only way!

A slogan can be a helpful focus for the campaign

What do we learn from watching Mary’s interview?

What resources do you currently have to run a campaign?

Resources

1.Media – Press Release, photocall, ITV Film, local radio or press (research your local media)

1.Newsletter & emails

1.Volunteers and supporters, or local companies

1.Banners, posters, local events (markets, fetes, school fairs)

1.Social Media – Twitter, Facebook, videos (YouTube), photos (Flickr)

1.A local celebrity – Mayor/ess, MP, Britain’s Got Talent entrant, Councillor(s) Remember. You cannot use celebrities or MPs in you ITV film.

A campaign plan includes:

1.Your project’s aims – remember your key messages at this point.

1.How you plan to communicate – media, local events, email.

1.What resources have you got to communicate with?

1.Evaluation – work out your objectives so you’ll know what’s working?

Creating a campaign plan – see downloadable guide for campaign guide template

Key Messages

Campaign milestones/events

Milestone dates

Tasks – Resources and Target Audience

Responsibilities

Evaluation

Summary

Key Messages:•Take time to think what these are•Be consistent•Make sure anyone who contacts the media knows what they are

Campaigning•Create a plan•Don’t just focus on campaigning through the media•The community is vital –local schools and businesses, get people involved and build a sense of excitement around the competition.•Turn volunteers and supporters into your champions – posters in houses, handing out leaflets.

Refer to The People’s Millions Campaign Guide

LUNCH

Next, are you ready to appear on camera?

The People’s Millions: What makes a good film?

The ITV films.

They will be 90 seconds long.

You will be the person on screen telling viewers about your project.

You will have approximately 30-40 seconds to “pitch” your project to Viewers, including a voting message, remaining time will be used for pictures and interviews with supporters or potential beneficiaries.

Think about what sort of things would help to illustrate your project.

What filming entails

Your ITV contact will be in touch to discuss the filming day in advance

This is not live, so don’t worry. If you fluff your lines you can do it again

You can ask what the first question will be before the camera is rolling so you’re prepared

You are the expert on the subject matter - it’s your project!

TIPS for a good interview

•Remember your key messages and don’t ramble.

•Keep your language simple, straightforward and jargon free.

•Be enthusiastic. Make clear, positive statements

•Maintain eye contact with your interviewer

•Include the question in your answer

•Live vs Pre-recorded interviews

•And finally … body language, what to wear and remembering to breathe

Please refer to The People’s Millions Campaign Guide

Life’s a pitch

Summarise your project and its benefits in 1 minute.

You’re not trying to give detailed information

You want to stress the positive impact your project will have in the community

Remember your key messages

Don’t write a script, just bullet points to remind you (but don’t look at it during the interview).

BREAK

How did you do?

Be prepared for an interview

•Remember your key messages, everything else you say should support these key points.

•Keep your language simple, straightforward and jargon free.

•Be positive and enthusiastic, you’ll engage listeners and viewers.

•Include the questions in your answer, it makes your responses more memorable.

•Remember your body language and take time to breathe

Wrap up

Key Messages

Plan your campaign

Think about how to best present your project on the filming day.

Be ready to summarise your project during the interview.

Please refer to The People’s Millions Campaign Guide for more informationon everything that we have covered to today.

Three things you can do now

Create a media contact list

Build a social media presence

Start an email list for supporters and volunteers

Media Trust will be supporting you through the campaign.

Contact Kate Watson

020 7871 5600