PUBLICITY WORKSHOP Your logo here
Agenda Welcome and introductions Your contractual requirements Workshop 1 Spot the story Using the PR Toolkit PR support available Workshop 2 DIY: Practice what you’ve learnt Questions
Why is branding and publicity important? Part of your contractual obligations Acknowledges the support you receive from the LSC / WMLB regional ESF programme Raises awareness of achievements of programme Compliance with requirements is a pre-requisite for receiving funding and is carefully audited by Europe
How does this affect contracts Clause in every contract on requirements for everyone receiving LSC / WMLB funding Funding can be clawed back at a later date if you fail to adhere to the publicity requirements
ESF publicity guidelines Publicity Requirements European Commission regulation (EC) No 1828/2006) outlines the information and publicity measures (Articles 2-10 and annex I) that must be carried out by member states for the period 2007-2013. ESF beneficiaries, the projects they fund and other organisations that are publicising ESF opportunities, activities and achievements must acknowledge the financial help from the European Social Fund and European Union. The main requirements set out below apply to all ESF and match funded activity. The ESF logo and references to financial support from the European Union must be displayed when ESF opportunities, activities and achievements are described and/or publicised. This includes but is not restricted to display on the following: all information and publicity materials, including websites, e-communications, correspondence and literature used by participants; ESF programme documents such as regional ESF frameworks and Co-financing plans; advertisements, press releases and other media targeted materials Co-financing Organisations, other beneficiaries and projects must display ESF plaques. Co-financing Organisations and other beneficiaries must ensure that: information on funding opportunities offered by ESF and match funds is publicised as widely as possible; ESF and match funded providers are each given an ESF plaque and comprehensive information about publicity requirements through contractual arrangements, supporting guidance and other measures, and that provider compliance is reviewed; and they support other measures to publicise the ESF programme that may be agreed at national, regional and local levels. ESF and match funded providers must ensure that: all participants are notified and reminded of EU and ESF support at the start of and throughout their activity; the ESF logo and EU support are publicised on any document, including any attendance or other certificate concerning the administration of the ESF/ match funded activity; data about the project is provided to the Co-financing Organisation or other ESF beneficiary, for inclusion in the publicly accessible list of beneficiaries and providers.
To summarise… What do you need to do……. Acknowledge LSC, WMLB and ESF in all publicity documents On-going publicity for their project activity Publicise your achievements What is in place to help? Smarts support New PR Toolkit
Smarts will: Review publicity with you Prompt you for stories Keep in touch
Is it worthwhile? 98% of all coverage referred to the LSC 99% referred to ESF funding 97% referred to the relevant regional office or project. Almost two thirds of all coverage (60%) has also communicated the message about co-financing
How does it work? Publicity requirements / what you need to do Press release guidance Case study guidance Photography guidance How to deal with the media
Press releases - what makes a good story? • Project launch • Ministerial / MP visit • Topical project (redundancies, sector skills etc.) • Interactive training / unusual events • Significant community / economic investment • Business expansion
Toolkit includes: Form to help gather information / identify if it is a story Details on how to write a release – where to put what information Approved notes to editors QUESTION: What should appear in the first two paragraphs?
Case studies – Who? • Someone linked to an interesting project • Someone who has achieved a lot (journey travelled) • Someone prepared to be quoted in materials • Ideally someone who can talk enthusiastically about the project
Toolkit includes: Briefing sheet to help you gather info Details on how to write a case study and what to include A sample case study so you can see how it should read
Photography: How not to do it…
Man + sign + car + SEVERAL lampposts = professional shot (apparently) Who’s the client??? Not Morrisons! Is ANYONE looking at the camera?
Spot ….. • The photographer • The graffiti • The random open door! • The classic ‘PR’ handshake!
Photography: Use press photographers where possible – they’ll send their own if they can Plan well ahead – a picture of the event rather than a handshake afterwards If it’s a big story – hire a professional to be sure you capture the moment well Use colour, props and the great outdoors!
Dealing with the media - The sell-in! Know your stuff Accuracy matters, don’t blag it Prepare your ‘pitch’ – but avoid salesy! Think like a journalist – know what’s in it for the reporter? Get to the point Be down to earth and business-like Know the best / worst time to ring Respect deadlines Keep the ideas coming Think quality not quantity
The story process • So what happens if you have an ESF story? • You can use the PR toolkit/ESF PR Helpline / ESF PR email to help develop the story • Pass to Smarts for checking and arrange photography if appropriate. • Make sure that approval is obtained from the LSC, WMLB and any other relevant parties prior to issue to the media
In summary • You have a contractual obligation to publicise ESF / LSC / WMLGA funding • The central PR toolkit gives advice on the following key areas: • Publicity requirements • What is publicity • How will it benefit my project? • What support can I get? • Case study briefing / guidance sheets • Do you have a story sheet? • Photography guidelines/consent form • Notes to editors and key information • Key contacts for further help
Questions and workshop 2 ‘PR in practice’