This is a short presentation given at a seminar organised by Business in the Community in Craigavon Industrial Development Organisation on 8th December 2011.

1. Lynda
Willis

2. “Public relations is concerned with the
management of relationships between
organisations and their publics.”
Bruning and Ledingham
Publics – more than one?

3. General
Commercial
Financial
Publics
Authority
The Media
Internal

4.  Press relations - press releases,
press conferences, press briefings
 Events – social events, AGM, factory
tours
 Publications – annual report,
magazines, DVDs, brochures, books,
website
 Corporate identity
 Internal – staff magazines, staff
conferences, staff DVDs

5. Advertising PR
Credibility Low High
Cost High Low
Control Medium Low
With PR, a company does not pay
the newspapers and TV channels
for the media exposure it secures.
It's this third-party endorsement
that gives PR its power and
credibility

7.  Broadcast - TV & Radio
 Print - Newspapers (national,
regional and local) &
Magazines
 Online –
www.responsesource.com
www.prweb.com

9. Belfast Telegraph : 59,319 ; -11.9%
Irish News : 43,647 ; -4.1%
Sunday Life : 55,067 ; -14.1%
News Letter : 23,492 ; -3.5%
Banbridge Chronicle : 4,354 ; -12.7%
Lurgan Mail : 7,045 ; -5.8%
Mid Ulster Mail : 8,360 ; -5.5%
Newry Reporter : 11,877 ; -7.1%
Portadown Times : 9,210 ; -4.8%
Ulster Star : 7,774 ; -6.8%
Audit Bureau of Circulation – Aug 2011
NB Newspaper website traffic is increasing!
Readership = circulation x 3

10.  Male/female
 Age
 Socio-economic group
 Geographical location
 Interests

11.  Become a guru – free advice article solving
current problems.
 New or unusual
 Controversial
 Insight on a hot media topic
 Won a major contract
 Community involvement
 Anniversary eg first year in business
 New personnel
 New/renovated premises
 Awards
 Spoken at an event eg seminar

12.  Rachel Brown (Need a
Cake, Reading)
launched an offer via
Groupon – 12
cupcakes for £6.50,
which normally cost
£26.
 8,500 deals sold.
 Lost £3 per batch as
she had to hire in extra
staff.
 She hit the national

13. For immediate release: date Or Embargoed until: date
Headline – attention-grabbing
1. Summarise the story who, what, where, when and why. Key
information in this paragraph
2. More details to flesh out the story
3. Quote from someone in your company
4. Quote from someone else eg a happy customer or industry
expert
5. End with a call to action – date of event, website/phone
number for more details
Notes to Editor – brief notes about the company
Contact Details – email address and telephone number
Photograph – relevant and interesting image (with
caption)

14.  First the picture.
 Then the caption.
 Then the headline.
 Finally the start of the
story. If the
introduction is poor,
we move on!
Pictures are the hook
– words and pictures
are needed to
maximise chances of
story being used!

16.  It doesn’t have to be
 You can do a lot yourself
 PR experts – some large Belfast agencies
or freelancers

20. Belfast Telegraph – 16th May 2011

21.  Belfast Telegraph – 30/6/11

22.  Belfast Telegraph (half page) – £600 x2
 News Letter - £125 x2
 Portadown Times (half page) - £459
 Total Value = £1909

23.  Created awareness with potential new
customers
 Maintained visibility with existing
customers
 Promoted a positive image
Evaluation
Telephone enquiries
Increased traffic to website

24. 1. Know your target audience
2. Pick your media – national press, regional
press, local press, trade press, radio, TV,
magazines, online
3. Pick your journalist
4. Build a relationship with the journalist
5. Keep your press release short and to the point
6. Send your press release in the body of an
email

25. 7. Follow up your release
8. Pick your time to ring journalists
– think about their deadlines
9. If the journalist isn’t interested in
your story, ask why
10. Don’t be put off
11. Interesting photos may generate
more media interest
12. If the story is used, thank the
journalist

26. Lynda Willis
028 9265 1525/07773 423675
lynda@customersensetraining.co.uk