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Effective Press Management for Busy Festival Organisers

Effective Press Management for Busy Festival Organisers. Maximising your media potential with John Drummey Communications Manager with the Rose of Tralee International Festival . Is it that time already?.

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Effective Press Management for Busy Festival Organisers

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  1. Effective Press Management for Busy Festival Organisers Maximising your media potential with John Drummey Communications Manager with the Rose of Tralee International Festival

  2. Is it that time already? “Why didn’t you get your father his 60th birthday present? You’ve only known for 60 years that his birthday will be tomorrow!” – Anne-Marie Drummey 29/9/2000 “Why didn’t you book someone to be the Bunny in the annual Easter Parade? We’ve only known since last Easter that it will be happening next Easter!”

  3. You’re going to be busy… …so, prepare so you’ll be prepared!

  4. First things first – PR plan (key questions) WHAT do I need to communicate? WHO is the spokesperson and is it the same person sending the information to the media? WHEN do I begin to communicate my key messages? WHERE is my audience? WHY do I want to talk to them? HOW will I reach my audience?

  5. Plan ahead by looking back What points were raised at the de-brief following last year’s Festival? What worked v didn’t work? If it’s a first time event in your area, look to other events for inspiration and information! Tourism trends locally, nationally – these are available from numerous sources and could fill a quote in your press release

  6. What needs to be communicated? • When is the Festival taking place? • What are the main events during the Festival? • Who are the main participants during the Festival? • Why do we need to communicate through the media and our organisation? • Where are the main events taking place during the Festival?

  7. Know your media – local & national How many newspapers are produced in your locality? How many free-sheet publications are produced in your locality? How many national daily newspapers are there? How many radio stations broadcast in your locality and to your customers? What are they and who are my contacts in the media?

  8. Know what the media wants? Give them something that will make people listen to their radio station, buy their newspaper or watch their TV channel

  9. 12 months later…same story...different titles! Kerryman Kerry’s Eye

  10. Press Release Cut the bull and tell the story they way you want to hear a story!

  11. Where’s the bin? Boring title, dull copy, nothing new

  12. Press Release – make sure someone opens your email Attach & include the press release in the body of the email... Step out of the business and become a reader/listener when composing a Press Release

  13. A photo is essential to help secure coverage What the local papers take What the Nationals want

  14. Timing is everything Remember what the reporters want but don’t overdo it!

  15. Our peak time is during silly season for the media! • Slow news days often a good chance for publicity • Ingredients of an effective Press and PR plan • Good press and PR starts with the art of being able to put yourself in the other persons shoes and understand • Make your event everyone’s top childhood memory • Never Forget Your NumbersHeadlines &NewsroomsLOVEstatistics

  16. Always think of potential media exposure • Have two different news angles – one for the launch and another closer to the event • ALWAYS include a PR photographer in your budget – PR photographers in Dublin are more than 5 times more expensive than Kerry! • A good working relationship with the media can help when booking editorial space • An endorsement from Festival goers are worth more than 100 press releases • Target the Irish language media – a most under-rated route to customers

  17. Remember what the reporters want! • Most local papers are cutting back and want you to help them... • Give them a snappy subject line. • A short release, with topline info first. • Something exclusive, aclear news angle, distinct ‘hook’ and/or lots of individual ‘colour’. • 2-3 quality, hi-res images.

  18. Remember! A picture paints a thousand words! This works... ...as much as this

  19. Contact someone who knows how to help! Apply for leader, local authority or arts council funding to assist with your pr & marketing

  20. Thank you for your time!

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