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Arts in Health: Improving Lives

Arts in Health: Improving Lives. PR Toolkit. Who we are: Pauline Malins, MCIPR, Director TP Communications and Trustee of AHSW Theresa Newton, Director TP Communications. Our credentials: both former journalists

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Arts in Health: Improving Lives

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  1. Arts in Health: Improving Lives PR Toolkit

  2. Who we are: • Pauline Malins, MCIPR, Director TP Communications and Trustee of AHSW • Theresa Newton, Director TP Communications

  3. Our credentials: • both former journalists • each with more than 15 years senior-level experience of working in the NHS and not-for-profit public relations • extensive knowledge of local media and key public sector stakeholder organisations • based in the South West

  4. Writing for the media - guiding principles • clear • concise • relevant • informative • timely • Plain English

  5. Your press release should follow the rules of a good news story and tell readers: • who • what • where • when • why • how

  6. Media releases – what to include • one side of A4 (max 1.5) • short sentences, short paragraphs • eye-catching headline • intro (your most important paragraph) • key information – tell the story • quote from spokesperson • contact details

  7. Headline: • make it snappy but relevant Strapline: • short sentence to amplify headline Also include: • date • embargo • notes for editors

  8. What makes a good news story: • human interest • new, exclusive, unusual • topical issues (hooks) • events, visits, launches • success • celebrities

  9. Photo opportunities: • a picture tells a story • television is all about pictures • be creative • give good notice and detailed brief • permissions – Data Protection Act • audio for broadcast media

  10. Dealing with the media: • get to know them • know and respect deadlines • USP – sell the story • follow up with a press release • use e.mail • copy and paste body of release into the e.mail

  11. We can only expect journalists to be fair and accurate if respond in a timely manner with relevant information. You should: • nominate a spokesperson who can talk with authority and confidence – preferably someone who has been media-trained • make sure the interviewee is well briefed • be sure what is the interview about, context, who else are they speaking to

  12. Make sure you know: • who the audience is? • how long the interview will be? • is it live or pre-recorded? • where? • when?

  13. don’t give off the cuff comments – phone the journalist back • be positive, not defensive • prepare well • three key messages – make sure you get them across • never say no comment

  14. Remember: • there is no such thing as ‘off the record’ • don’t let journalists put words into your mouth (‘so what you are saying….). Use your own words • be concise – don’t speculate • speak simply, avoid jargon, initials or long titles and ums and errs

  15. For television: • often it is how you come across as much as what you say • look at the interviewer not the camera • don’t fill his/her pauses by burbling on • sit firmly, upright and don’t move or rock in your chair: B.B.C. • don’t wear anything to distracting

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