Write the Right Stuff – News Releases that work Peter Aitchison, Media Relations Manager.
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Transcript of Write the Right Stuff – News Releases that work Peter Aitchison, Media Relations Manager.
![Page 1: Write the Right Stuff – News Releases that work Peter Aitchison, Media Relations Manager.](https://reader031.fdocuments.net/reader031/viewer/2022020115/5515c895550346a3758b49fc/html5/thumbnails/1.jpg)
Write the Right Stuff – News Releases that work
Peter Aitchison, Media Relations Manager
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Get to know the Media Relations Team
• Susan Stewart, Director of Corporate Communications
• Peter Aitchison, Media Relations Manager• Stuart Forsyth, Senior Media Relations
Officer• Ross Barker, Media Relations Officer• Cara Macdowall, Public Relations Officer• Nick Wade, Communications Assistant
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What We Do
• Professional expertise with Scottish, UK and international media to proactively promote the University of Glasgow in:– Print– Broadcast– Online– Social Media
• Work with partner institutions and/or other bodies• Place news stories on the university web site, often
including audio. Soon to include video • Provide a daily cuttings service • On call at evenings and weekends• Internal Communications
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Some Statistics....
• Some newspapers struggling...Herald daily sales 45,000; Scotsman 38,000; SoS 46,000; Sunday Herald 28,000
• But... Daily Record 292,000; Sunday Post 222,000
• Reporting Scotland 500,000 viewers• STV News 450,000 viewers• BBC Online several million hits a week• Good Morning Scotland 200,000 listeners• Social Media increasingly significant
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What we need from you
• Early warning of potential stories• Information that we can craft into material for
media releases• Be realistic - think of what might be external
news and what is more suited to internal• Offer examples, case studies or tangible
things to see, film or discuss• Be available! • Provide your details for the media experts
directory for comment
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How can we support you?
• Write and circulate news releases• Discuss and compile a media strategy• Manage media engagement • Provide bespoke media training – for print,
broadcast and online media • Help correct or amend any misleading or
inaccurate coverage• Update news on website• Issue news via social media
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Why should you bother ...?
• Commitment to Public Engagement• Increases profile for you, your college and
your university • Media Matters – the University of Glasgow is
a world leading institution. It should be in the news
• Good News is money-in-the-bank when negative stories emerge
• Creates a positive buzz for potential students, academics and funders
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Summary
• We can help with: – External media– Media Training and support– Stories for internal news– Public Engagement
• You can help by: – Telling us about any stories that have potential
news value– Providing your details for the media experts
directory, and encouraging others to do so– Being available for media engagement
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Writing the Most Effective News Release
• Only one in ten releases make it past the editorial desk. • Know your market and know your audience • Let’s talk about Sex baby. Start with your conclusion• No more than two pages at most – one would be better • Write as you would speak, not as you would write• Keep the paragraphs short and the quotes memorable• Less is more – too much detail leads to the waste paper bin• Avoid superlatives ... “best”, “excellent”, “first” {unless really sure}• Avoid Jargon !!!!!!!• Start with the conclusion, end with the conclusion
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Got the release right? Now get it to the right person
• Have a clear release date at the top • Embargo or not? The pros and cons of embargo• Monday is a good day for a news story. Friday is not• If for weekly publications, know when they go to bed• Email is best form of communication • Attachments are good – but not too many• Editorial notes should include contacts – be available!• Get to know the media ... Use the media rels team
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What happens next.....?
• The release is the easy bit – prepare for press engagement {talk to the media team!}
• How to talk to the media – print, broadcast, social/new• Less is more. Stay on message• It can be fun and your job is to excite! • What happens if the press misinterpret, misquote or
mislead? • Above all, remember help is always at hand in the
Media Relations Office – 0141 330 3535
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Practical Exercise – Coffee and caffeine
• Extract of the paper supplied to Royal Society of Chemistry
• Work on a draft news release• Get the “news line” in the opening and closing
paragraphs• Quotes are provided• Will you include editorial notes? Where the research is
drawn from? Contact details? • Try and keep it to a page and a half at most!
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Example News Release – Wake up for coffee drinkers
• Sells the story from the start• Is clear and easy to understand• The science bit is there• The quotes are short and memorable • Includes embargo details, contact details and research
details• Academic is available for interview
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ANY QUESTIONS.....?