Getting the Message

Media, Branding

& Communications Training Christine Brennan

Corporate Affairs, University of Limerick

14th March 2014

AgendaIntroductions

Overview –the UL storytelling landscape

Panning for gold

Generating Stories – Top Tips

Policy & Governance

Just a little bit about branding

Overview – the UL storytelling landscapewww.ul.ie

@ulpressoffice

Sheena Doyle, Press Officer 086 380 7859

Christine Brennan, Protocol, Public Relations & Communications Officer –

086 7818441

PR is :

Informing public opinion of an organisation through strategic placement of news.

Identifying, writing, preparing and placing news stories

Knowing your media channels and placing the right story with the right journalist

Reputation Management

PR is not :

A substitute for marketing and advertising.

dealing with lies. – VERIFY YOUR STORY, GIVE CONTEXT.

For marketing you pay for PR you pray!

What is Public Relations?

What makes for a good news story:

Impact

Conflict

Heartstrings

Health

Financial

Other factors:

Timing/Seasonality

The Goldmine

The Five "W"s and the "H"

This is the crux of all news - you need to know five things:

Who? What? When? Where? How? Why?

Any good news story provides answers to each of these questions. You must drill these into your brain and they must become second nature.

The Inverted Pyramid

This refers to the style of journalism which places the most important facts at the beginning and works "down" from there. Ideally, the first paragraph should contain enough information to give the reader a good overview of the entire story. The rest of the article explains and expands on the beginning.

Multimedia

Use the right photo, ensure it is captioned and credited.

Embed video, ensure it is copyright compliant.

How to Write a News Story

Top Tips - Storytelling

•Its all about the video ‘Just ask Tommy!’

•The 1 minute rule / get to the point

•Use Acronyms at your peril

•Copyright – it is a very, very real thing! Be respectful.

•Impact – what will the outcomes of this story be?

•Be objective

•Give context

•Have we given both sides the opportunity to respond.

•If in doubt….

•Protect your brand.

Give thought to your headline!

What makes for a good viral video? Cravendale : http://youtu.be/h6CcxJQq1x8

(77 million viewers - what’s the concept? RTE – Highest Viewership Figures for 2011 = based on figures from Nielsen Television Audience Measurement*, Jedward at Eurovision proved to be the biggest television draw of 2011 so far, as the most-watched television programme in the six months from January to June, with a staggering 1.18 million viewers on average* watching the Eurovision final. (Staggering eh!)

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Reputation Management

Online Presence – setting up google report

Blogs – generating your own content.

Social Media Monitoring (Hootsuite/Tweetdeck)

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Why use social media?Target audience

Builds your online presence

Provides material for media

Provides a channel for fans to voice support.

Provides a forum to counteract negative publicity

Curation – Create your own outlet

Be a storyteller. Be accurate Create your own channelTiming is everything The power of non-traditional channels

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The Importance of the Story “If you can't tell it, you can't sell it”

Smart Phone Media Maker – Christian Payne aka Documentally (photojournalist, podcasting, blogger).

http://vimeo.com/22895070

http://www.theguardian.com/media/audio/2008/mar/14/jemima.kiss.documentally

Documentally.com

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Policy & Governance

What is your mission statement?

What are your guiding principles? Does everyone know them?

What is your policy? (Social Media/Children & Media)

What is your plan?

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Mission Statements

Mission: The New York Times's core purpose is to enhance society by creating, collecting and distributing high-quality

news, information and entertainment.

Facebook’s mission is to give people the power to share and make the world more open and connected. People use Facebook to

stay connected with friends and family, to discover what’s going on in the world, and to share and express what matters to them.

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Mission Statements

“To see life; To see the world; to eyewitness great events … to see strange things … to see and be amazed.” Life Magazine

The mission of the University of Limerick is to be a distinctive, pioneering and connected university that

shapes the future through education and empowering people to meet the real challenges of tomorrow.

Social Media - Guidelines

• Social Media Policy - • Protect confidential and proprietary information• Respect copyright and fair use• Do not use your brand for endorsements• Respect university time and property• Dedicated Personnel• Have a policy• Have a plan (Be Prepared for the Good, The Bad and the Ugly)• Link back to your brand• Protect the your brand

Social Media - Guidelines

• Be transparent

• Think twice before posting

• Be accurate

• Be respectful

• Remember your audience

• On personal sites, identify your views as your own

• Healthy dialogue

Crisis Management - Dealing with Negative Publicity

Tips in Dealing with Negative Publicity

Get the facts

Take time to consider your response

Consider the implications of your response – others affected, potential to continue the story

Address the situation e.g statement, interview

Get advice – do not react e.g Ronan O’Gara letter to Irish Independent about Kevin Meyers

Reaction = Result

UL Brand Guidelines

Applying for use of the UL Brand Identity : Kylie.Mckenzie@ul.ie

Misuse of University of Limerick Brand

Why are Brand Guidelines Important?

Use of Colour to Reflect Brand

Applying for use of the UL Brand

Identity

Misuse of the UL Brand Identity

Why Branding is Important?

Protecting the ‘An Focal’ Brand

Factors:

Consistent message

Consistent marketing

PR Profile

Product Quality

Service

Innovation

Market Factors

Photography & Copyright

Commissioning Photography for Marketing/Promotional

Purposes (policy)

Copyright•Copyright law in Ireland is regulated primarily by the Copyright and Related Rights Act, 2000 (PDF 614KB)

(the “2000 Act”). http://www.oireachtas.ie/documents/bills28/acts/2000/a2800.pdf

•It is the responsibility of the author of the content (image, text, video, audio) to ensure their submissions are

copyright compliant.

Stock

Photography

Can Appear

Anywhere

Use: Creative

Commons

http://

search.creativec

ommons.org/

What are your

impressions of

these groups?

Where are they

from?

Can you relate

to them?

Thank You!

Questions