How Do I Get Journalists to Notice My Press Release?

This is the question I am most asked when I give talks to businesses. 

The short answer is  - make it interesting.

I've been a BBC journalist for 25 years and in that time I've shredded, deleted and been bored to tears by too many bad  press releases to mention.  What frustrates me, now I run a business myself, is that a good press release can win your company some great publicity - for free!  But getting that press release wrong will mean your finely crafted, 2 hour investment will end up in the bin.  

What I also find is that someone in the office has been told to write a press release with no training and is gainfully having a go. Well how hard can it be?   In what other part of our job do we delegate and accept roles with no training!

The key point to remember when creating a press release is to ask yourself,  "How is this interesting to my audience?" NOT  "Here is what I want to say"

If you want to know what else would entice a journalist to print your press release and give you free publicity, join me for a practical Press Release Writing Workshop at the Witney Innovation Centre on Weds 16th May. We'd love you to  bring ideas or a written press release and have it critiqued during the workshop.  See you there!

https://www.eventbrite.co.uk/e/write-better-press-releases-for-free-publicity-tickets-45512804022

New Workshop: Talking To Camera

Speaking To Camera

•   52% of marketing professionals worldwide name video as the type of content with the best ROI

•   More than 500 million hours of videos are watched on YouTube every day - Business Insider

Our new one-day workshop, led by industry experts, equips you to create and use short videos to convey your messages more powerfully.

We will assess the potential of your performance and increase your ability to influence so you leave our coaching feeling confident, effective and excited.

You take away a tailored 30-second film (or 1-minute) which you can use on social media, websites, intranet or email to stakeholders, customers and staff.

Who is it for?

We created this exclusively for those who need to be effective and confident speaking to camera.

It is for vice presidents, senior executives, communication directors and leaders who:

1.     Need/want to express a key message or soundbite on a website

2.     Speak or need to speak on the intranet or social media 

3.     Desire video content for emailing to customers

This training is not about interviews, but speaking directly to camera.

Speaking to Camera creates deeper engagement because it is more personal, in:

1.     Webcasts for stakeholders or staff

2.     Thought Leadership from a variety of senior company leaders

3.     Website for:  

o   Recruitment

o   Insights

o   Behind the scenes

o   How to….

o   Meet the Team

4.     Intranet:

o   Staff communications, announcements 

5.     B2B Exclusive messages – eg. on a members area of website

6.     Personal message attached in email to customers

7.     Social Media

About the Trainers

Rachel Hicks is a BBC journalist, presenter and film maker of 25 years. On this course she focusses on how to write compelling copy for short videos, on-screen body language and delivery for film.

Alison Haill is a Business Communication Specialist and Executive Coach whose proven system enables attendees to project confident, create powerful messages and manage nerves.

Timings:                        Full-day Workshop

Location:                       Bespoke Workshop at client location or Open Workshop variety of locations

Group Size:                   Up to 6 delegates

Costs:                            Dependent on Bespoke or Open Workshop

Contact:                       Rachel Hicks  rachel@rachelhicksmedia.co.uk  or 07774 619 506

How to Avoid Doing a Diane Abbot in 3 Easy Steps

By Rachel Hicks

The airwaves crackled as Diane Abbot fumbled and stumbled her way through some straight forward figures in a radio interview this week.  Just for good measure she threw in some accidental sexism by twicesuggesting that only men could police our country.

Whatever figure our police officers may or may not get paid under Labour, was not at all clear. 

It was inexcusable to agree to an interview and get is so wrong.

So how do you avoid doing a Diane Abbot/Natalie Bennett/Chloe Smith...?

1. Know Your Facts.

Know them inside and out. Prepare thoroughly.

Scope the horizon for what is current and expect to be asked about it.

Be absolutely watertight.

Do not accept an interview unless you are, or you will end up discredited… or worse -  like this, a laughing stock  https://youtu.be/GFELLK8htKM

2. Don’t Guess

It’s not “I Spy”.

You are paid, or hold a public position, to know your facts. By guessing you’re not only revealing your shortcomings but insulting your staff or voting public.

Above all else, guessing gets you into much hotter water. The sum of your grasping, muddled attempts to find the answers will provide a far more entertaining and memorable spectacle for your audience to pick apart with glee, over and over again.

3. Stop Digging

If you haven’t got the answer, you are going to have to confess. Then move on with elegant speed. Try and find something else to engage the journalist. They are not dissimilar to Magpies.

Draw a line under the topic / angle and offer something different on the same story or a new issue altogether.

Do not be drawn into talking about something you do not have the facts to back up.

Ever.

And that goes for you too, Bill Shorten!

Rachel Hicks  is Head of Media Training at Rachel Hicks Media Ltd.  For more information about our media training courses or to book one, contact us at: rachel@rachelhicksmedia.co.uk or visit our website:  www.rachelhicksmedia.co.uk  Twitter: Rachelhmedia

3 Reasons To Invest in Your Media Spokespeople

By Rachel Hicks

I was left horrified this week.

In conversation with the Communications person at a large London based organisation we  discussed their approach to media training.

“Oh, our Director General deals with the media when there’s a crisis” he told me.

“What if he is ill or on holiday?” I asked, trying to hide my astonishment.

“Oh well I do the rest. We’re good team and happy with how we perform. I do suggest annual refreshers to the Director General but he doesn’t think he needs them.”

Sadly, this approach is all too familiar. I have seen it a lot in companies who think that the top man (it usually is male) and perhaps his right hand man are the only people to be trusted with doing interviews.

In the 20 years I have been media training, the companies that have the best media presence and most effectively protect their reputation when something goes wrong, are the ones that have invested in many media spokespeople. These are forward thinking companies who know that it pays dividends to imbue their teams with key messages, confidence to do a strong interview and an understanding of how journalists work.

Here are the 3 main reasons to invest in your media spokespeople:

1.     Journalists Want Access Fast

By having a team of spokespeople ready to talk to the press, you are more likely to be able to supply someone to grasp the media exposure, rather than your competitors. If only one or two people are able to do interviews it could mean they are unavailable at exactly the time the journalist wants them.

2.     Authenticity is Vital

The media want to talk to real people doing real jobs. They hate PR people who are perceived as putting “spin” on story, they don’t necessarily want the CEO presiding over affairs from their smart offices.  Having a variety of spokespeople thoughout your organisation, ready and confident to be interviewed will strengthen your chances of grasping a media opportunity.

3.     A Crisis Eats Manpower

The media will be on your back when something goes wrong. They will be camped outside, demanding interviews and updates around the clock. In a crisis you need to have planned your communications strategy and your team to be able to work in shifts. After 24 hours most people will need to sleep, but the media will still want interviews, so having a wide variety of media trained spokespeople will ensure you always have a confident spokesperson available.

Rachel Hicks is Head of Media Training at Rachel Hicks Media Ltd.  For more information about our media training courses or to book one, contact us at: rachel@rachelhicksmedia.co.uk  or visit our website: www.rachelhicksmedia.co.uk