Are we getting media relations right

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Are we getting media relations right?
Richard Stokoe
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The Doom n Gloom bit

• Rarely. But why?
• We, as a sector, fail to get the basics right
• Fail to spot stories
• Fail to sell stories
• Fail to work out the audience
• Fail to be proactive

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• The name and shame example bit

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• From Woodville Halls to the West End last
  chance to see Brian Conley
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• Get your tickets for The Best of Brian Conley at
  Woodville Halls before the popular entertainer
  swaps the small stage for the hit musical
  Hairspray in Londons West End.
•  
• Brian Conley has revealed he will be taking over
  from Michael Ball as Edna Turnblad in the
  fantastic London show after his UK tour comes to
  an end.
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• The Best of Brian Conley is two hours of comedy,
  singing, dancing and a lot of ad lib too. It will
  be live at Woodville Halls on Thursday 23 April
  part of the Gravesend Reporter winter/spring
  season.
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• Brians West End credits include Me and My Girl
  where he took the lead role of Bill Snibson in
  the Adelphi Theatre production, and more recently
  he played Caractacus Potts in Chitty Chitty Bang
  Bang at the London Palladium.
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• For more information or to purchase tickets pop
  into the Box Office or call 01474 33 77 74.
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• Doors open at 7.30pm.
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• Tickets 19.50 each
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• Ends 

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First Questions to ponder

• Why do you do press work?
• What do you want to be famous for?
• Do you have a key message?
• How else are you communicating your messages?
• Do you know who reads and watches what in your
  area?

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A FURTHER QUESTION TO PONDER

• What is news?

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10 POINT PLAN TO SELL A STORY

• -          Speeches/conference
• -          New Guidance
• -          New 3,5 or 10 point Plans
• -          Stunt
• -          Letter
• -          Leak
• -          Opinion poll
• -          New Figures
• -          New Research
• -          New report

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WHAT MAKES A STORY WORK?

• The whole story should be encapsulated in three
  things
• The headline
• The first paragraph
• Clear English
• As Peter Mandelson once said
• A policy is not a policy unless it can be summed
  up in seven words.

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SO WHAT IS NEWS?

• Fresh, relevant and focussed
• Could it happen to me?
• Cash, celebrity, conflict
• Will it get talked about down the Dog n Duck or
  round the water cooler?