Ann Wright, Rough House Media PR in the digital age conference www.charitycomms.org.uk/events

1. 21st Century Media Relations
Ann Wright
Rough House Media

2. Survey Results
46%
92%
83%
100%

3. Advice from journalists
o Use social media to build relationships with journalists, to promote stories
& spot opportunities
o Be savvy with hashtags
o Personal relationships are key
o Target your stories to relevant outlets and journalists
o Be familiar with how newsrooms work

4. o 2,750 patients per year
o Daily inpatient care costs £514
o 700 in-patients per year
o Average patient stay costs £6,383
o 8,500 home visits per year
o Annual running costs £8 million
o 50,00 support phone calls
o 75% generated through fundraising
http://www.pah.org.uk/

5. Santa Fun Run

6. Santa Fun Run Strategy
o Microsite
o Flyers, banners & marketing materials
o Official launch & photocalls
o Weekly press releases
o Targeted emails to mailing lists
o Social media

7. Before the day
Weekly
Santa story

8. Before the day
#runsanta

9. Before the day
PRESS RELEASE
For immediate release
28/11/2013
Local Hockey Club Sign Up to Santa Fun
Run
Players from Teddington Hockey Club have
shown their support for Princess Alice
Hospice by signing up to this year’s Santa
Fun Run in Bushy Park. Ladies 3rd team
player Eleanor Figueiredo has been the
person largely responsible for rallying her
team mates. She said: “Within our team we
have managed to encourage lots of the girls
to take part and due to the high levels of
interest we decided to invite other members
of the club to join us.”

10. Story ideas
o Launch - photoshoot
o Oldest competitor – aged 83
o Mayor of Kingston supports run
o Teddington Hockey Club signing up
o People running in memory of loved ones
o Picture stories of people training in Santa outfits
o Local businesses signing up

11. On the day

12. After the day

13. Results
o The runs have raised £28,000 so far
o 14 newspapers covered the event
o Big spike in Facebook views
o 10% increase Twitter followers
o 37 people used the hashtag #runsanta
o Email open rate = 32-70% (average 22%)
o Email click rate = 2-40% (average of 3%)

14. Their lessons
o Larger team = more coverage
o Dedicated digital press officer boosted social media
o Need to find ways to increase sponsorship, not just registrations

15. Conclusions
o Know your target audience & adjust your approach accordingly
o Traditional media & social media should work together
o Repurpose content for different outlets – online, social media
newsletters, press releases
o Build good relationships with key journalists
o Don’t blanket bomb them with press releases – be targeted

16. Rough House Media
Training
Consultancy
Production
Media training
Crisis management
Videos
Crisis communications
PR strategy
Podcasts
Presentation skills
Message development
Blogging
Media masterclasses
Media relations
Article writing
Press releases
Social media
Rough House provides a professional service by a team that understands the
demands placed on high profile organisations in the media spotlight.

17. Contact us
52 Park Hill
Richmond
Surrey
TW10 6HE
info@roughhouse.co.uk
020 8332 6200
roughhouse.co.uk
twitter.co.uk/roughhouse01