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The world of PR Lesson 3 January 20th 2017
The world of PR!!
Lesson 3!January 20th 2017!
!
Schedule!
• Making a press list!• How do you reach media/influencers?!• Explanation about the use of press releases and pitches!• Assignments!
Presslist!
Feedback assignments: • Practical: no grade this week. Process the feedback and hand in the new
version next week • Frequency and circulation is not clear to everyone • Also confusion about the meaning of media / influencers
Presslist!
Quiz Who finds these the quickest: • A journalist who writes for NRC about science? • An influencer in the field of healthy food? • A blogger who writes about restaurants and rates them? • An editor who works for Endemol?
How do you draw attention to your news from journalists or influencers?!!By plugging your news via:!• Sending it out broadly via press release!• Pitch* / inserting 1-on-1 for selected key media!!And following up your previous contact:!• 1-on-1 contact !
• Call!• Mail!• Contact via social media!• Visits !
!*To make it extra confusing (sorry!): the word ‘pitch’ in !communications is also used when a client approaches !multiple companies. The assignment is won by the company with the!best proposal; it wins the pitch.!
How do you reach media/influencers?!
When do you use a press release to inform media?!• If you have something to share-> news!• If it is valuable information for a large group of people!• When it’s interesting for several media!!What is in a press release:!• Date release + sender!• Header + subheader (if relevant)!• Lead: core of the story!
• Who, what, where, why and when!• Images!
• Body: deeper insight on the lead, with a quote if relevant!• Round-up!• Boilerplate: A crisp, factual representation of your company. In one or two paragraphs you
show: who you are, what you do, what makes you (or your company) special, what experience you have!
See the manual ‘How to write a press release’! > questions?!!
The press release!
Wanneer gebruik je een pitch om de media te informeren?!• If you have something to share-> news!• If it is valuable information for a large group of people!• When it’s valuable to a select group of media!
What is in a pitch:!• Greeting!• Introduction, preferably with a personal touch!• Core of the story!
• Who, what, where, why and when!• Boilerplate: A crisp, factual representation of your company. In one or two paragraphs you
show: who you are, what you do, what makes you (or your company) special, what experience you have!
• Closing (what is your question for the journalist?)!
See the manual ‘How to write a pitch’! > questions?!!
The pitch!
Boilerplate!A boilerplate is a short text which you can place in press releases/pitches and which you can use as core message in all communications.!!It contains the following information:!
• What the company does or what the project contains!• What makes it special!• Who the target group is!• What evidence there is (what prizes it has won, why it is of value, etc)!
!Always end with: For more information: www.<…> !
Boilerplate – example De Wolven!
De Wolven !!De Wolven is a specialist in the field of publicity and enlarging the reach through media and influencers. The Amsterdam based office focuses on organisations in need of external expertise or extra capacity in their communications. Clients are (among others): Nederland Circulair, Mood Media, Sony Professional, Hertog Jan, Paradiso Melkweg Producties and Rosada. !!www.dewolven.com !
Questions?!
1. For your case, develop a press release or pitch of max. 4 paragraphs. It’s up to you to choose which of the two you use.!• Use ‘How to write a press release’ and ‘How to write a pitch’ from De Wolven!
2. Process my feedback in the next version of your press list!!Hand in: 25 Jan, 8 PM > mail to [email protected] and [email protected]) !
Assignments!
Questions? You know how to reach me: !Eva Wolf!+31 (0)20 - 620 33 54 / (0)6 - 148 789 [email protected]
